Pengaruh Review TikTok Food Vlogger terhadap Keputusan Pembelian Kuliner Kekinian di Kalangan Gen Z

The purpose of this study is to examine how food vlogger reviews on the social media platform TikTok influence Generation Z's decisions to purchase modern foods. The development of this platform as a short video platform has changed digital marketing patterns, particularly in the culinary industry, which is highly dependent on visual appeal and customer recommendations. Consumer perceptions and responses to culinary review content were studied using descriptive qualitative methods in this research. Data was collected through in-depth interviews with culinary businesses that utilize TikTok as a medium to promote their businesses. In addition, observation and documentation of content uploaded to promote their businesses reinforced the data. The research shows that food vlogger reviews on TikTok have a significant influence on product popularity and Gen Z purchasing decisions. Reviews that are presented in an interesting, authentic, and informative manner are considered capable of building customer trust and encouraging them to try the recommended products. Furthermore, it has been proven that collaborating with influential individuals in the local community is effective in reaching a wider target market. TikTok helps culinary businesses increase their competitiveness and sales by serving as an excellent digital marketing tool.