Analisis Kredibilitas Sumber Konten TikTok Dokter Detektif terhadap Kepercayaan Audiens pada Produk Hanasui Power Bright Expert Serum: Studi pada BALIKPAPAN_MUA Community
Abstract
This study examines how the credibility of Dokter Detektif as a TikTok information source shapes trust in Hanasui Power Bright Expert Serum product among members of BALIKPAPAN_MUA Community. Using Source Credibility Theory, the study focuses on expertise, trustworthiness, and attractiveness. A qualitative case study design was employed with six MUA practitioners selected purposively from the community. Data were collected through semi-structured interviews, observation of TikTok content, and documentation, then analyzed using thematic analysis and triangulation. The findings show that expertise is the strongest basis of trust because informants validate the source through laboratory-data interpretation and scientific explanation. Trustworthiness is strengthened by transparent laboratory documents and balanced disclosure of product weaknesses. Attractiveness operates mainly through intellectual appeal, anonymity, and direct communication rather than physical appearance. The three dimensions work synergistically and change initial doubts about the product into informed professional trust, although informants still conduct independent trials before recommending it.
Keywords
credibility, MUA, skincare, TikTok, trust
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