Parasocial Relationship dan Self-Congruence dalam Konsumsi Produk Beauty Influencer: Studi Fenomenologis Penggemar Tasya Farasya
DOI:
https://doi.org/10.35814/zmjw7c17Keywords:
Beauty Influencer, Fenomenologi, Hubungan Parasosial, Self-Congruence, Tasya Farasya, The Extended SelfAbstract
Penelitian ini bertujuan untuk mengeksplorasi pengalaman subjektif pengikut dalam berinteraksi dengan beauty influencer Tasya Farasya dan bagaimana interaksi tersebut memediasi konstruksi identitas diri melalui keputusan konsumsi produk Mother of Pearl (MOP) Beauty. Fenomena ini menarik untuk dikaji karena pergeseran perilaku konsumen di era digital yang tidak lagi didasarkan pada kebutuhan fungsional semata, melainkan pada nilai-nilai simbolik. Dengan menggunakan metode fenomenologi transendental Edmund Husserl yang dikembangkan oleh Moustakas, penelitian ini menggali esensi pengalaman dari tiga informan yang memiliki loyalitas tinggi terhadap Tasya Farasya. Data dikumpulkan melalui wawancara mendalam dan dianalisis menggunakan teknik horizonalization serta cluster of meaning. Temuan penelitian mengungkapkan tiga esensi utama: (1) Terjadinya transformasi Parasocial Relationship (PSR) menjadi “keintiman digital” yang radikal akibat dekonstruksi panggung belakang (backstage) oleh influencer, yang membangun kredibilitas organik; (2) Adanya dialektika self-congruence, di mana produk digunakan sebagai alat verifikasi identitas aktual sekaligus proyeksi identitas ideal (aspiratif); dan (3) Konsumsi bertransformasi menjadi ritual perluasan diri (the extended self), di mana kepemilikan produk dianggap sebagai sarana transfer “aura” dan otoritas idola ke dalam diri pengikut. Penelitian ini menyimpulkan bahwa di ruang digital, influencer berperan sebagai validator identitas dan produk kosmetik berfungsi sebagai instrumen mediasi untuk menjembatani realitas diri dengan citra diri yang diinginkan. Implikasi praktis bagi industri kecantikan menunjukkan pentingnya membangun otentisitas dan keintiman emosional dibandingkan citra perfeksionis konvensional.
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