Pengaruh Konten Beauty Vlogger Abel Cantika di Instagram terhadap Perilaku Imitasi Mahasiswi

Social media has become an integral part of the modern era, characterized by the use of the internet in daily life, with one of the most popular platforms being Instagram. Currently, the rise of Instagram content about beauty, known as beauty vlogs, has captured the attention of women, encouraging them to enhance their appearance. Abel Cantika is one of the beauty vloggers in Indonesia who consistently shares posts in the form of make-up tutorials, beauty product reviews, tips and tricks, and so on. The content presented by beauty vloggers, including Abel Cantika, certainly has an influence on changing behaviors and perspectives, as women often want to look stunning at all times. Therefore, it is not surprising that cosmetics can be seen as an essential means to enhance one's appearance. This research aims to determine whether the content of beauty vlogger Abel Cantika on Instagram has an influence on the imitation behavior of Inter Studi female students and to what extent this influence exists. The method used in this research is a survey method with a descriptive quantitative approach. Using simple linear regression analysis techniques. The population in this study consists of female students of Communication Science at STIKOM Inter Studi from the class of 2020 to 2022, with a sample size of 50 respondents. Data analysis techniques using SPSS 26.0. The research results indicate a positive and significant influence of media exposure on brand image, with a moderate effect size.