Konstruksi Pesan Rekomendasi Produk Kecantikan oleh Nigita Ulfa melalui TikTok @nigitaulfa

This study focuses on the construction of beauty product recommendation messages carried out by Nigita Ulfa through her TikTok account @nigitaulfa. This study uses a descriptive qualitative method with a constructivism paradigm to understand how these messages are constructed and conveyed to the audience. The results of the study show that Nigita Ulfa has a significant influence in shaping the audience's perception of the beauty products she recommends, which in turn increases trust and inspiration among her followers. Nigita Ulfa uses the Participatory Culture theory model proposed by Henry Jenkins, which includes four main stages in audience participation: affiliation, expression, collaboration, and circulation. Through this approach, Nigita Ulfa has succeeded in building an active and engaged community, which not only receives messages but also participates in spreading them, thus strengthening her influence in recommending beauty products.