Motif Gen Z Mengonsumsi Konten Makeup Beauty Influencer di Media Sosial: Pendekatan Teori Kegunaan dan Gratifikasi

This study aims to analyze Gen Z's motives in consuming makeup content from beauty influencer Tasya Farasya on TikTok using the Uses and Gratifications Theory approach. This motive is based on five needs satisfied by media, as stated by Katz, Gurevitch, and Haas, which are analyzed in the Uses and Gratifications Theory. The five needs include cognitive needs, affective needs, personal integration needs, social integration needs, and stress relief needs. This study will be conducted using a qualitative approach using the phenomenological method, as well as in-depth interviews with Gen Z as the main data collection technique. The results of the study indicate that the main motive for Gen Z to consume Tasya Farasya's makeup content on TikTok is driven by cognitive needs, while affective needs, personal integration needs, social integration needs, and stress relief needs are not the main motives for Gen Z in consuming Tasya Farasya's makeup content on TikTok. This study provides insight into how TikTok content, especially from beauty influencer Tasya Farasya, fulfills Gen Z's media needs motives in the context of makeup content consumption. Penelitian ini bertujuan untuk menganalisis motif Gen Z dalam mengonsumsi konten makeup dari beauty influencer Tasya Farasya di TikTok dengan pendekatan Teori Kegunaan dan Gratifikasi. Motif ini didasarkan pada lima kebutuhan yang dipuaskan oleh media, sebagaimana dikemukakan oleh Katz, Gurevitch, dan Haas, yang dianalisis dalam Teori Kegunaan dan Gratifikasi. Lima kebutuhan tersebut meliputi kebutuhan kognitif, kebutuhan afektif, kebutuhan integrasi pribadi, kebutuhan integrasi sosial, serta kebutuhan pelepasan ketegangan. Penelitian ini akan dilakukan dengan pendekatan kualitatif menggunakan metode fenomenologi, serta wawancara mendalam dengan Gen Z sebagai teknik utama pengumpulan data. Hasil penelitian menunjukkan bahwa motif utama Gen Z konsumsi konten makeup Tasya Farasya di TikTok didorong oleh kebutuhan kognitif, sedangkan kebutuhan afektif, kebutuhan integrasi pribadi, kebutuhan integrasi sosial dan kebutuhan pelepasan ketegangan tidak menjadi motif utama bagi Gen Z dalam mengonsumsi konten makeup Tasya Farasya di TikTok. Penelitian ini memberikan wawasan tentang bagaimana konten TikTok, khususnya dari beauty influencer Tasya Farasya, memenuhi motif kebutuhan media Gen Z dalam konteks konsumsi konten makeup.