Pengaruh Konten TikTok @wiskulbogor terhadap Keberhasilan Promosi Digital pada Generasi Z

Abstract

Social media has significantly transformed how individuals access information, including looking for culinary references in the Bogor area. This phenomenon is evident in the transformation of TikTok, which no longer functions merely as an entertainment platform but also as a primary source for culinary recommendations. This opportunity has been optimally utilized by local media, such as Wiskul Media, through the TikTok account @wiskulbogor. With a base of thousands of followers, this account actively presents creative visual content to attract the attention of Generation Z, who currently constitute the most dominant user group. This study aims to determine the influence of @wiskulbogor's TikTok content on the success of digital promotion among Generation Z. Grounded in the Uses and Gratifications theory, this study operationalizes the TikTok content variable through four dimensions of image formation: visual appeal, representative authenticity, cultural narrative, and location uniqueness. Concurrently, the AISAS (Attention, Interest, Search, Action, Share) behavior model is employed as the instrument to measure promotion success. This explanatory quantitative research applies a survey approach to 100 respondents from Generation Z who reside in the Jabodetabek area and are active followers of the @wiskulbogor TikTok account. Furthermore, data analysis in this study is conducted using both simple and multiple linear regression tests. The results of this study indicate that, in general, the content presented by @wiskulbogor exerts a significant influence on the success of digital promotion, contributing 94.1%, which theoretically confirms the effectiveness of the AISAS behavior model from the initial attention phase to concrete action. This influence is further reinforced by the multiple regression analysis, where the combined image formation components of the TikTok content variable account for a 94.4% contribution. The Cultural Narrative dimension is identified as the most dominant determining factor that substantially not only drives the decision to visit but also successfully transforms Generation Z into active promoters who voluntarily reshare the content. These findings demonstrate that digital promotion success among Generation Z is achieved when the presented content is aligned and capable of providing compelling reasons through narratives that drive the audience to act and share. The TikTok content delivered by the @wiskulbogor account is confirmed to have a highly potent and significant impact on the effectiveness of digital culinary promotion in the Bogor area, particularly among Generation Z. The success of this promotion empirically proves the alignment among the Uses and Gratifications theory, the Image Formation theory, and the AISAS behavior model.

Media sosial saat ini telah mengubah secara signifikan cara individu memperoleh informasi, termasuk dalam mencari referensi kuliner di wilayah Bogor. Fenomena ini terlihat dari transformasi platform TikTok yang tidak sekadar berfungsi sebagai sarana hiburan, melainkan juga sebagai sumber perolehan informasi rekomendasi kuliner. Peluang tersebut kemudian dimanfaatkan secara optimal oleh media lokal seperti Wiskul Media melalui akun TikTok @wiskulbogor. Dengan basis ribuan pengikut, akun ini secara aktif menyajikan konten visual kreatif guna menarik perhatian Generasi Z yang kini menjadi kelompok pengguna paling dominan. Penelitian ini bertujuan untuk mengetahui pengaruh konten TikTok @wiskulbogor terhadap keberhasilan promosi digital pada Generasi Z. Penelitian ini menerapkan landasan teori Uses and Gratifications untuk mengukur variabel konten TikTok melalui empat dimensi pembentukan citra, yaitu daya tarik visual, keaslian representatif, narasi budaya, serta keunikan lokasi. Di sisi lain, model perilaku AISAS (Attention, Interest, Search, Action, Share) digunakan sebagai instrumen untuk mengukur keberhasilan promosi. Metode penelitian kuantitatif eksplanatori ini menerapkan pendekatan survei terhadap 100 responden dari kalangan Generasi Z yang berdomisili di Jabodetabek dan menjadi pengikut aktif akun TikTok @wiskulbogor. Selanjutnya, analisis data dalam penelitian ini dilakukan dengan menggunakan uji regresi linear sederhana serta regresi linear berganda. Hasil penelitian ini mengindikasikan bahwa secara umum, konten yang disajikan oleh @wiskulbogor memberikan pengaruh yang signifikan terhadap keberhasilan promosi digital, dengan besaran kontribusi mencapai 94,1%, secara teoritis mengonfirmasi efektivitas model perilaku AISAS dari tahap perhatian hingga tindakan nyata. Pengaruh ini dipertegas oleh hasil analisis berganda di mana gabungan komponen pembentukan citra dari variabel konten TikTok menyumbang kontribusi sebesar 94,4%. Dimensi Narasi Budaya ditemukan sebagai faktor penentu paling dominan yang secara nyata tidak hanya mendorong keputusan berkunjung, tetapi juga berhasil mentransformasi Generasi Z menjadi promotor aktif yang sukarela membagikan kembali konten tersebut. Temuan ini menunjukkan bahwa keberhasilan promosi digital pada Generasi Z tercapai ketika konten yang disajikan secara selaras dan mampu memberikan alasan kuat melalui narasi yang menggerakkan audiens untuk bertindak sekaligus berbagi. Konten TikTok yang disajikan oleh akun @wiskulbogor terkonfirmasi memberikan dampak yang sangat kuat serta signifikan terhadap efektivitas promosi digital kuliner di wilayah Bogor khususnya di kalangan Generasi Z. Keberhasilan promosi ini secara empiris membuktikan keselarasan antara teori Uses and Gratifications, teori Pembentukan Citra, dan model perilaku AISAS.

Social media has significantly transformed how individuals access information, including looking for culinary references in the Bogor area. This phenomenon is evident in the transformation of TikTok, which no longer functions merely as an entertainment platform but also as a primary source for culinary recommendations. This opportunity has been optimally utilized by local media, such as Wiskul Media, through the TikTok account @wiskulbogor. With a base of thousands of followers, this account actively presents creative visual content to attract the attention of Generation Z, who currently constitute the most dominant user group. This study aims to determine the influence of @wiskulbogor's TikTok content on the success of digital promotion among Generation Z. Grounded in the Uses and Gratifications theory, this study operationalizes the TikTok content variable through four dimensions of image formation: visual appeal, representative authenticity, cultural narrative, and location uniqueness. Concurrently, the AISAS (Attention, Interest, Search, Action, Share) behavior model is employed as the instrument to measure promotion success. This explanatory quantitative research applies a survey approach to 100 respondents from Generation Z who reside in the Jabodetabek area and are active followers of the @wiskulbogor TikTok account. Furthermore, data analysis in this study is conducted using both simple and multiple linear regression tests. The results of this study indicate that, in general, the content presented by @wiskulbogor exerts a significant influence on the success of digital promotion, contributing 94.1%, which theoretically confirms the effectiveness of the AISAS behavior model from the initial attention phase to concrete action. This influence is further reinforced by the multiple regression analysis, where the combined image formation components of the TikTok content variable account for a 94.4% contribution. The Cultural Narrative dimension is identified as the most dominant determining factor that substantially not only drives the decision to visit but also successfully transforms Generation Z into active promoters who voluntarily re share the content. These findings demonstrate that digital promotion success among Generation Z is achieved when the presented content is aligned and capable of providing compelling reasons through narratives that drive the audience to act and share. The TikTok content delivered by the @wiskulbogor account is confirmed to have a highly potent and significant impact on the effectiveness of digital culinary promotion in the Bogor area, particularly among Generation Z. The success of this promotion empirically proves the alignment among the Uses and Gratifications theory, the Image Formation theory, and the AISAS behavior model.