Digital Storytelling di Konten Kecantikan TikTok: Membangun Kepercayaan Konsumen dan Perilaku Pembelian di Kalangan Gen Z di Surabaya

Christin Widya Astuti; Jokhanan Kristiyono

Authors

Christin Widya Astuti STIKOSA-AWS
Jokhanan Kristiyono STIKOSA-AWS

Keywords:

digital storytelling, TikTok, Gen Z, kepercayaan konsumen, produk kecantikan

Abstract

Penelitian ini menganalisis pengaruh digital storytelling dalam konten kecantikan di TikTok terhadap perilaku pembelian Generasi Z di Kota Surabaya. Latar belakang studi didorong oleh meningkatnya dominasi TikTok sebagai medium komunikasi pemasaran yang membentuk keputusan konsumen. Menggunakan pendekatan kuantitatif deskriptif-korelasional, penelitian ini melibatkan 250 responden Gen Z yang dipilih dengan teknik stratified random sampling berdasarkan lima wilayah Surabaya. Data dikumpulkan melalui kuesioner dan dianalisis dengan uji validitas, reliabilitas, korelasi Pearson, serta regresi linear sederhana. Hasil penelitian menunjukkan adanya hubungan positif dan signifikan antara elemen digital storytelling (narasi, visual, interaktivitas) dengan tingkat kepercayaan konsumen (r = 0,65; p < 0,001). Elemen visual memiliki pengaruh dominan (r = 0,68) dibanding narasi (r = 0,60) dan interaktivitas (r = 0,59). Tingkat kepercayaan yang terbentuk terbukti berkontribusi pada keputusan pembelian Gen Z. Temuan ini menegaskan pentingnya strategi storytelling digital yang autentik, estetis, dan interaktif bagi industri kecantikan dalam menjangkau konsumen muda urban.

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