AKTIVITAS KOMUNIKASI MASSA OLEH INFLUENCER INSTAGRAM @BANABANGS TERHADAP PERILAKU KONSUMEN PRODUK KECANTIKAN

Abstract

This study aims to analyze the mass communication activities carried out by Instagram influencer Annastasya Christanti with the username @banabangs in her content that shapes consumer behavior towards beauty products. In the digital era, influencers have become important intermediaries in conveying marketing messages through social media that are mass but personal. This study uses a descriptive qualitative approach with a content analysis method on 10 Instagram contents containing beauty product promotions. The results show that @banabangs uses persuasive communication strategies such as personal testimonials, the use of before-after visuals, a relaxed and emotive language style, and active interaction in the comments column. This strategy is effective in building trust and encouraging purchasing interest among her followers. The interactions carried out reflect a two-way communication model that strengthens the emotional bond between influencers and audiences. These findings show that mass communication activities by influencers on social media have a significant influence on the formation of perceptions and consumer behavior, and emphasize the role of influencers as effective modern mass communication actors in the beauty industry.

Keywords: influencer, consumer behavior, beauty products