ABSTRAK
THE ROLE OF INFLUENCER TASYA FARASYA IN THE CONSTRUCTION OF BEAUTY STANDARDS IN INDONESIA THROUGH THE TIKTOK PLATFORM @TASYAFARASYA
MARCELLA NOVI YULIANDARI
22241015
The rapid development of social media has positioned influencers as important actors in shaping public perceptions, including perceptions of beauty standards. This study aims to analyze the role of influencer Tasya Farasya in constructing the concept of beauty in Indonesia through content published on her TikTok account, @tasyafarasya. This research employed a qualitative approach using qualitative content analysis. The analysis was based on Peter L. Berger and Thomas Luckmann's Social Construction of Reality Theory, which consists of three processes: externalization, objectivation, and internalization. The research data were collected through observation of TikTok video content, documentation, literature review, and analysis of audience comments as responses to the messages conveyed. The findings indicate that Tasya Farasya carries out the process of externalization by constructing beauty narratives that emphasize healthy skin, self-care, self-confidence, and the use of beauty products according to individual skin needs rather than focusing solely on fair skin or physical perfection. In the objectivation stage, these messages gain social legitimacy through consistent content and positive audience responses, leading viewers to perceive Tasya as a credible source of beauty information. Furthermore, in the internalization stage, audiences accept and adopt these values as part of their understanding of beauty, as reflected in their comments, willingness to imitate the makeup techniques presented, and changing perceptions toward more realistic and inclusive beauty standards. This study concludes that Tasya Farasya plays a role not only as a beauty influencer but also as an agent of social construction who shapes public understanding of beauty in Indonesia through digital communication on the TikTok platform.

Keywords: influencer, social construction, beauty, TikTok, Tasya Farasya.