EKSPLORASI CUSTOMER JOURNEY BERBASIS STRATEGI KOMUNIKASI PEMASARAN KEY OPINION LEADER TASYA FARASYA : STUDI PADA PRODUK UNBOTHERED DEMI-MATTE CUSHION

Anhar, Mutiara Alifa (2026) EKSPLORASI CUSTOMER JOURNEY BERBASIS STRATEGI KOMUNIKASI PEMASARAN KEY OPINION LEADER TASYA FARASYA : STUDI PADA PRODUK UNBOTHERED DEMI-MATTE CUSHION. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Pertumbuhan industri kecantikan di Indonesia semakin erat kaitannya dengan pemanfaatan media sosial, khususnya melalui kolaborasi dengan para KOL Tasya Farasya sebagai ujung tombak promosi. Penelitian ini berfokus pada bagaimana strategi komunikasi pemasaran yang diterapkan oleh Tasya Farasya lewat fitur Instagram Reels mampu membentuk tahapan customer journey di kalangan para pengikutnya, terutama dalam konteks produk Unbothered Demi-Matte Cushion milik Mother of Pearl (MOP) Beauty. Adapun tujuan dari penelitian ini adalah mengkaji penerapan strategi tersebut berpengaruh terhadap proses pengambilan keputusan pembelian konsumen, mulai dari tahap pengenalan merek hingga terbentuknya loyalitas pelanggan. Pendekatan yang digunakan dalam penelitian ini adalah kualitatif dengan metode deskriptif. Pengumpulan data dilakukan melalui wawancara mendalam kepada enam informan, yakni perempuan berusia antara 19 hingga 31 tahun yang secara aktif mengikuti konten Tasya Farasya di Instagram. Proses analisis data mencakup tiga tahapan, yaitu reduksi data, penyajian data, serta penarikan kesimpulan berdasarkan hasil wawancara dan pengamatan secara digital. Temuan penelitian mengungkapkan bahwa konten Instagram Reels yang dibawakan Tasya Farasya terbukti efektif dalam membangun customer journey melalui tiga dimensi utama, yaitu kognitif, afektif, dan konatif. Faktor kredibilitas serta kejujuran dalam menyampaikan ulasan produk menjadi elemen penentu yang berhasil menumbuhkan kepercayaan audiens, yang pada akhirnya mendorong munculnya minat beli sekaligus loyalitas terhadap merek MOP Beauty. Pendekatan konten yang memadukan nilai visual yang menarik dengan muatan edukatif terbukti efektif dalam mengarahkan konsumen melewati setiap fase perjalanan pelanggan secara alami dan organik./he growth of Indonesia's beauty industry has become increasingly intertwined with the use of social media, particularly through collaborations with KOL Tasya Farasyas as the frontline of promotional efforts. This study focuses on how the marketing communication strategy implemented by Tasya Farasya through Instagram Reels is capable of shaping the stages of the customer journey among her followers, especially in the context of the Unbothered Demi-Matte Cushion product by Mother of Pearl (MOP) Beauty. The aim of this research is to examine the extent to which the application of this strategy influences the consumer purchasing decision process, ranging from the brand awareness stage through to the formation of customer loyalty. This research employs a qualitative approach using a descriptive method. Data were collected through in-depth interviews with six informants, namely women between the ages of 19 and 31 who actively follow Tasya Farasya's content on Instagram. The data analysis process encompassed three stages: data reduction, data presentation, and conclusion drawing, all based on interview results and digital observation. The findings of this study reveal that Instagram Reels content presented by Tasya Farasya proved effective in building the customer journey across three primary dimensions, namely cognitive, affective, and conative. Credibility and honesty in delivering product reviews emerged as the determining factors that successfully cultivated audience trust, ultimately driving the emergence of purchase intention as well as loyalty toward the MOP Beauty brand. A content approach that combines compelling visual aesthetics with educational value was shown to be effective in guiding consumers through each phase of the customer journey in a natural and organic manner.

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