Analisis Endorsement Influencer dalam Mendorong Perilaku Impulsive Buying (Studi Pada Remaja Perempuan Pengikut Instagram @tasyafarasya)

Abstract

Social media has become a central channel in modern marketing strategies, particularly through influencer endorsements. Instagram, as a visually driven platform, holds strong appeal especially among young women aged 17 to 23, who are active users. Tasya Farasya, a prominent beauty influencer with millions of followers, frequently endorses products in ways that shape her audience’s perceptions and consumer behavior. Her personal appeal, credibility, and persuasive communication style make each of her endorsements capable of triggering impulsive buying. Interviews with five young female followers of @tasyafarasya revealed that trust in Tasya’s expertise in beauty encourages confidence that the products she reviews are worth purchasing, even without prior need. Signature phrases such as “Tasya Farasya Approved,” compelling visual presentation, and relatable narratives foster emotional connection and a spontaneous urge to buy. Additionally, external factors such as discounts, flash sales, and the convenience of online shopping intensify these impulses, often leading to unplanned purchases. These findings indicate that persuasive endorsements by highly credible influencers generate a powerful mix of trust and urgency. This combination effectively drives impulsive buying behavior, particularly among young women who are susceptible to emotional and visual triggers in digital content.