VIDEO MAKEOVER TIKTOK DAN IMPLIKASINYA TERHADAP MINAT BELI KONSUMEN DIGITAL

Abstract

Abstrak
Perkembangan media sosial telah membuka peluang baru bagi usaha mikro dalam membangun branding. TikTok, dengan format video singkat, memunculkan tren makeover yang menampilkan transformasi visual produk, kemasan, maupun tampilan usaha. Fenomena ini menarik karena usaha mikro sering menghadapi keterbatasan modal dan strategi pemasaran. Penelitian ini bertujuan menganalisis peran video makeover TikTok dalam memperkuat branding usaha mikro dan implikasinya terhadap minat beli konsumen digital. Metode yang digunakan adalah library research dengan menelaah literatur 2020–2025, dianalisis melalui content analysis. Hasil kajian menunjukkan bahwa video makeover berfungsi sebagai strategi rebranding hemat biaya yang mampu meningkatkan citra profesional, membangun kepercayaan melalui social proof, serta memperkuat keterikatan emosional konsumen, khususnya generasi milenial dan Gen Z. Penelitian ini berimplikasi praktis bagi UMKM dalam merancang strategi pemasaran digital yang lebih efektif, sekaligus memberikan kontribusi teoretis pada literatur branding digital melalui perspektif komunikasi visual dan perilaku konsumen.
Kata kunci: video makeover, TikTok, usaha mikro, branding digital, minat beli

Abstract
The rapid growth of social media has created new opportunities for micro-businesses in building their branding. TikTok, with its short-video format, has introduced the makeover trend that showcases visual transformations of products, packaging, and business appearances. This phenomenon is significant since micro-businesses often face limitations in capital and marketing strategies. This study aims to analyze the role of TikTok makeover videos in strengthening micro-business branding and their implications for digital consumer purchase intention. The research applies a library research method by reviewing literature published between 2020 and 2025, analyzed through content analysis. The findings reveal that makeover videos serve as an efficient rebranding strategy that enhances professional image, builds consumer trust through social proof, and reinforces emotional engagement, particularly among millennials and Gen Z. Practically, this study provides insights for micro-businesses to design more effective digital marketing strategies, while theoretically contributing to digital branding literature by highlighting the integration of visual communication and consumer behavior perspectives.

Keywords: makeover video, TikTok, micro-business, digital branding, purchase intention.