Pengaruh Sponsorship Disclosure Pada Konten Review Skincare TikTok Terhadap Brand Attitude: Peran Mediasi Perceived Authenticity Dan Perceived Manipulative Intent

Rahmi, Arinda (2026) Pengaruh Sponsorship Disclosure Pada Konten Review Skincare TikTok Terhadap Brand Attitude: Peran Mediasi Perceived Authenticity Dan Perceived Manipulative Intent. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan media sosial, khususnya TikTok, mendorong meningkatnya penggunaan influencer sebagai strategi promosi pada industri skincare. Konten review yang dikemas secara natural sering menyulitkan konsumen membedakan konten organik dan konten berbayar, sehingga sponsorship disclosure menjadi penting sebagai bentuk transparansi komunikasi pemasaran. Selain itu, skincare sebagai experience goods membuat konsumen cenderung mengandalkan review influencer dalam pengambilan keputusan. Penelitian ini bertujuan menganalisis pengaruh sponsorship disclosure terhadap brand attitude dengan peran mediasi perceived authenticity dan perceived manipulative intent. Penelitian menggunakan Attribution Theory dan Persuasion Knowledge Model (PKM) dengan pendekatan kuantitatif melalui survei terhadap 183 pengguna TikTok di Indonesia berusia 18–44 tahun menggunakan teknik purposive sampling. Stimulus penelitian berupa satu video review skincare TikTok yang dipilih melalui pre-test terhadap 10 video berdasarkan tingkat familiaritas influencer dan merek terendah. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa sponsorship disclosure meningkatkan brand attitude dan perceived authenticity, serta menurunkan perceived manipulative intent. Selain itu, perceived authenticity berpengaruh positif terhadap brand attitude dan terbukti memediasi pengaruh sponsorship disclosure, sedangkan perceived manipulative intent berpengaruh negatif terhadap brand attitude namun tidak berperan sebagai mediator. Hasil Multigroup Analysis (MGA) juga menunjukkan tidak terdapat perbedaan yang signifikan antara Generasi Z dan Generasi Milenial. Secara teoretis, penelitian ini memperkuat Attribution Theory dan Persuasion Knowledge Model dengan menunjukkan bahwa perceived authenticity merupakan mekanisme utama yang menjelaskan pengaruh sponsorship disclosure terhadap brand attitude. Secara praktis, hasil penelitian memberikan implikasi bagi merek skincare dan influencer untuk menerapkan sponsorship disclosure secara transparan guna meningkatkan persepsi keaslian influencer dan membentuk brand attitude yang lebih positif.
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The development of social media platforms such as TikTok has increased the use of influencers as a promotional strategy in the skincare industry. However, naturally presented review content often makes it difficult for consumers to distinguish between organic and sponsored content, highlighting the importance of sponsorship disclosure as a form of marketing communication transparency. In addition, skincare products are classified as experience goods, whose quality cannot be fully evaluated before purchase, leading consumers to rely heavily on influencer reviews and recommendations. This study aims to examine the effect of sponsorship disclosure on brand attitude, with the mediating roles of perceived authenticity and perceived manipulative intent. The study is based on Attribution Theory and the Persuasion Knowledge Model (PKM) and employs a quantitative approach through a survey of 183 Indonesian TikTok users aged 18–44 years. Purposive sampling was employed, and the research stimulus consisted of a TikTok skincare review video selected through a pre-test of ten videos based on the lowest levels of influencer and brand familiarity. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that sponsorship disclosure positively affects brand attitude, increases perceived authenticity, and reduces perceived manipulative intent. Furthermore, perceived authenticity positively influences brand attitude and significantly mediates the relationship between sponsorship disclosure and brand attitude, whereas perceived manipulative intent negatively affects brand attitude but does not mediate the relationship. The results of the Multigroup Analysis (MGA) also reveal no significant differences between Generation Z and Millennials. Theoretically, this study extends Attribution Theory and the Persuasion Knowledge Model by demonstrating that perceived authenticity is the primary mechanism underlying the relationship between sponsorship disclosure and brand attitude. Practically, the findings suggest that skincare brands and influencers should implement sponsorship disclosure transparently and provide authentic product reviews to enhance consumers brand attitudes.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Attitude, Influencer Marketing, Perceived Authenticity, Perceived Manipulative Intent, Skincare Review, Sponsorship Disclosure, TikTok, Brand Attitude, Influencer Marketing, Perceived Authenticity, Perceived Manipulative Intent, Skincare Review, Sponsorship Disclosure, TikTok
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Arinda Rahmi
Date Deposited:	03 Aug 2026 01:31
Last Modified:	03 Aug 2026 01:31
URI:	http://repository.its.ac.id/id/eprint/142028

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