Analisis Komunikasi dan Pengaruhnya terhadap Persepsi Konsumen(Peran Doktif dalam Mengungkap Kecurangan Skincare)

Abstract

The skincare industry has grown rapidly as public awareness of skincare increases, yet numerous fraud cases including overclaims, use of hazardous ingredients, and product counterfeiting continue to harm consumers. This phenomenon has driven the emergence of content creators like Dokter Detektif (Doktif), who use social media to expose skincare product fraud through a science-based approach. This study aimed to describe how Doktif frames information about skincare product fraud on social media, using a qualitative approach and content analysis method. Three videos from the TikTok account Doktif were analyzed. The results show that Doktif employs a firm, provocative, and educational communication style to attract audience attention. Doktif supports claims with laboratory test data and provides scientific explanations about active ingredients such as niacinamide, helping audiences understand unreasonable product claims. Additionally, Doktif engages audiences in a relatable and humorous manner, making the content accessible to younger generations. This study concludes that Doktif has successfully enhanced consumer literacy and built public trust regarding skincare product safety. As recommendations, Doktif can expand educational content, collaborate with relevant institutions such as BPOM, and encourage collective action to protect consumers.

Keywords: Doktif, Overclaim, Skincare, Social Media, Content Analysis