Analisis Resepsi Audiens pada Konten Review Skincare Akun TikTok @quezelyhere
DOI:
https://doi.org/10.55606/juitik.v6i3.2684Keywords:
Audience Reception, Digital Media, Influencer Credibility, Skincare Review, TikTokAbstract
The "spill" skincare phenomenon has become a popular content format on TikTok, as it is perceived to reflect honesty, spontaneity, and personal closeness between creators and audiences. This trust experienced a crisis when Bunga Sartika, the host behind the TikTok account @quezelyhere, announced her resignation on 26 February 2025 and revealed that part of the "spill" content long believed to be authentic was, in fact, paid endorsement disguised as personal recommendation. This study aims to analyze audience reception of the spill phenomenon and the level of audience trust toward skincare review content on the TikTok account @quezelyhere. This study employs a qualitative approach using reception analysis based on Meyrowitz's media audience theory, namely media as channel, language, and environment. Data were analyzed using the interactive model of Miles, Huberman, and Saldana, comprising data reduction, data display, and conclusion drawing and verification. Data were collected through non-participant observation and documentation of five uploaded videos during the period of 12 January-6 April 2026, along with the accompanying audience comments. The findings show that audience reception is dynamic and shifted significantly, from full trust to skepticism and critical scrutiny, following the exposure of behind-the-scenes manipulation. The comment section functioned as an arena for collective meaning construction, with the majority of comments (66.4%) focusing on the aspect of media as a social environment, while media as language accounted for 20.4% and media as channel for 13.2%. This study concludes that audience trust built through parasocial interaction is fragile when not supported by creator transparency and honesty, making authenticity an absolute prerequisite for the sustainability of influencer credibility in the digital era.
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