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Murhadi Murhadi
Universitas Lampung
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Instagram vs. TikTok: Which Digital Platform is More Effective for Restaurant Industry Marketing? Wahyuni, Nenny; Wachyuni, Suci Sandi; Wiweka, Kadek; Saputra, Nicko Gana; Murhadi, Murhadi
Journal of Indonesian Tourism, Hospitality and Recreation Vol 8, No 1 (2025): April
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jithor.v8i1.76136

Abstract

AbstractThe emergence of Karen’s Diner restaurant in Jakarta has garnered significant attention and gone viral on social media due to its distinctive presentation style. This study aims to examine the differences in the effectiveness of Instagram and TikTok for digital marketing at Karen’s Diner. Differences in marketing content are analyzed based on five parameters, among others attention, information search, interest, uniqueness of content, and interesting content.  Employing a quantitative research methodology, the study utilizes a survey approach. The sampling technique is purposive sampling. Data analysis is conducted through descriptive statistics and paired sample t-tests. The findings reveal no significant difference in the effectiveness of Instagram and TikTok as digital marketing tools for Karen’s Diner. Both platforms are equally effective in attracting visitors seeking further information and influencing their decision to visit. This study yields significant theoretical and practical contributions, underscoring the undeniable efficacy of digital marketing as a transformative force in modern marketing paradigms. Furthermore, the research provides actionable recommendations for crafting and refining digital marketing strategies, positioning them as indispensable tools for navigating the complexities of today’s dynamic landscape. Digital platforms can be relied upon to build awareness and promote products and services, including those of cafés and restaurants.AbstrakKemunculan Karen’s Diner di Jakarta sangat menarik perhatian dan viral di media sosial karena memiliki karakteristik penyajian yang unik. Banyak konsumen yang berkunjung untuk merasakan pengalaman berkunjung ke Karen’s Diner. Penggunaan Instagram dan Tiktok dalam pemasaran digital menjadi menarik untuk diteliti.  Penelitian ini bertujuan untuk dapat melihat perbedaan efektifitas penggunaan Instagram dan Tiktok dalam pemasaran digital di Karen’s Diner. Perbedaan efektifitas dilihat dari lima parameter antara lain, attention, information search, interest, uniqueness of content, and interesting content. Penelitian ini menggunakan metode penelitian kuantitatif dengan metode survey. Teknik sampling menggunakan purposive sampling  yaitu pengunjung Karen’s Diner sebanyak 100 orang. Teknik analisis data menggunakan analisis deskriptif dan uji paired sample t-test. Hasil penelitian menunjukkan bahwa tidak ada perbedaan efektifitas Instagram dan Tiktok dalam pemasaran digital di Karen’s Diner. Keduanya sama-sama efektif menarik pengunjung untuk mencari informasi lebih lanjut dan menjadi pertimbangan untuk berkunjung ke Karen’s Diner. Penelitian ini memberikan implikasi teoritis maupun praktis sebagai saran rekomendasi untuk menyusun strategi pemasaran digital sebagai alat pemasaran yang sangat efektif di saat ini. Penggunaan Instagram, Tiktok, ataupun keduanya dapat diandalkan untuk membangun awareness dan memasarkan produk dan jasa, termasuk  café dan restoran.
Co-Authors ., Ponidi A. S., Suharyono Ade Kurniawan Ahmad Sapta Zuidar Aisyah Mutia Dawis Aldino, Hanri Anisa Yustiana Anungputri, Pramita Sari Batubara, Andar Cahyani, Atika Dwi Cahyaningtyas, Fransiska Dyah Ayu Chirzah, Dewi Dedy Aprizal DEWI SARTIKA DEWI SARTIKA Elida Purba Erdi Suroso Eriska, Sovia Faiq, Naufal Rifqi Fitria - Fitriastuti, Fera Wahyu Fizzaria Khasbullah Ghina, Salma Havita Dwi Anggasari Herdiana, Novita Hermansah, Lutfi Ike Yunia Pasa Jumasa, Hamid Muhammad Kadek Wiweka Karnawati, Rita Agustina Khasanah, Al Krisna, Liza Agnesta Lestari, Tri Puji Lindawati, Meitri Mairisa Lestari Maria Erna Kustyawati Maryanti Maryanti Mauza, Afifa Muhammad Nur Muhammad Nur Faza Taqiyyuddin Mulyani, Novita Murdiyani, Ivana Neny Kennesthy Anggraeni Nicko Gana Saputra Ningtyas, Okta Sekar Novanti, Neni Tri Nurleni Kurniawati Prabowo, Hanifah Nur Indhiati Putri Liqwiyanti, Mutiara Chaerany Putri, Ananda Ericka Putri, Melinia Ramadhani Ridwan Kurniawan Samsu Udayana Nurdin Samsu Udayana Nurdin Samsul Rizal Sandi Saputra Saputra, Suryanto Ade Shururi, Anindito Fakhri Siti Nurdjanah Sri Hidayati Sri Hidayati Sthil, Triwin Subeki Subeki Suci Sandi Wachyuni Suharyono A.S. Suharyono A.S. Suharyono AS Suharyono AS Suharyono AS Suharyono Suharyono Susilawati Susilawati Tanto Pratondo Utomo Undadraja, Bigi Wahju Tjahjo Saputro Wahyuni, Nenny Widia Rini Hartari Widiati, Wahyu Eka Wijayanti, Sekar Nutty Yulmaini Yulmaini Yunggo, Jessica Yuniarti, Lani Zulferiyenni, Zulferiyenni