“Tasya Farasya Approved”: Influencer Culture sebagai Persepsi Kualitas dan Daya Tarik Produk Kecantikan di TikTok
DOI: https://doi.org/10.30605/rzhx9h33
influencer culture, hegemoni, TikTok, trust-based-marketing, cultural studies
Abstract
Penelitian ini menganalisis fenomena frasa “Tasya Farasya Approved” sebagai representasi praktik influencer culture yang membentuk persepsi kualitas dan daya tarik produk kecantikan di platform TikTok. Di era kapitalisme digital, influencer tidak lagi berfungsi semata sebagai promotor produk, melainkan sebagai aktor simbolik yang memproduksi standar selera, legitimasi kualitas, dan validasi sosial melalui mekanisme persetujuan yang bersifat persuasif. Dengan menggunakan kerangka teori hegemoni oleh Antonio Gramsci, penelitian ini bertujuan untuk mengungkap bagaimana bahasa, citra pribadi, dan praktik trust-based marketing bekerja sebagai mekanisme pembentukan konsensus dalam budaya konsumsi digital. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis tekstual terhadap konten TikTok Tasya Farasya, termasuk narasi visual, penggunaan frasa “approved”, serta interaksi audiens dalam kolom komentar. Data dianalisis untuk melihat bagaimana otoritas simbolik influencer diproduksi, direproduksi, dan dinormalisasi sebagai common sense dalam komunitas digital. Hasil penelitian menunjukkan: (1) frasa “Tasya Farasya Approved” telah mengalami transformasi dari ekspresi personal menjadi simbol legitimasi kualitas yang diadopsi secara luas oleh audiens maupun suatu merek; (2) Citra personal influencer beroperasi sebagai komoditas dalam logika kapitalisme digital, di mana reputasi, kredibilitas, dan autentisitas menjadi modal utama dalam produksi nilai ekonomi; (3) Influencer culture merupakan arena hegemoni kultural yang bekerja melalui bahasa, simbol, dan relasi emosional. Penelitian ini berkontribusi pada pengembangan kajian Cultural Studies dengan menempatkan influencer bukan sekadar aktor promosi digital, melainkan agen kultural yang memproduksi legitimasi makna terhadap kualitas produk melalui praktik bahasa dan performativitas digital. Melalui analisis terhadap frasa “Tasya Farasya Approved”, penelitian ini menunjukkan bagaimana otoritas simbolik di media sosial dikonstruksi sehingga membentuk kesadaran konsumtif audiens dalam dinamika budaya kontemporer.
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