Strategi Public Relations Digital di Industri Kecantikan: Membangun Citra Merek Melalui Kolaborasi Influencer di TikTok

Mega Dwi Jayanti

Authors

Mega Dwi Jayanti Surabaya

Keywords:

public relations digital, citra merek, kolaborasi influencer, TikTok, industri kecantikan

Abstract

Penelitian ini bertujuan untuk menganalisis strategi public relations digital dalam membangun citra merek melalui kolaborasi dengan influencer di platform TikTok pada perusahaan kosmetik di Indonesia. Fenomena meningkatnya penggunaan media sosial, khususnya TikTok, telah mengubah lanskap komunikasi antara brand dan audiens, di mana narasi visual, interaktivitas, dan kredibilitas influencer menjadi faktor penting dalam pembentukan persepsi publik. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi digital, wawancara semi-terstruktur, dan dokumentasi konten promosi. Hasil penelitian menunjukkan bahwa kolaborasi influencer berperan strategis dalam tiga tahap utama: (1) membangun awareness melalui storytelling visual; (2) menciptakan engagement melalui interaksi langsung di TikTok Live dan kolom komentar; serta (3) memperkuat brand trust melalui kredibilitas dan konsistensi pesan yang autentik. Temuan ini menegaskan bahwa fungsi public relations digital tidak lagi hanya mengandalkan media massa, tetapi harus mengintegrasikan strategi berbasis partisipasi pengguna, algoritma platform, dan nilai kepercayaan digital. Studi ini memberikan kontribusi bagi pengembangan praktik PR di era media sosial dengan menyoroti pentingnya kolaborasi etis dan transparan antara brand dan influencer.

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