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p-Index From 2021 - 2026
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All Journal Journal of Innovative and Creativity Cakra Communico: Journal of Communication Science
Irene Syebatia Bumi
Universitas Diponegoro
Humanities Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Electronic Word of Mouth 2.0: Pengaruh e-WOM di TikTok dan Instagram terhadap Niat Pembelian Produk Kuliner Viral Ratna Triwurian Danu; Irene Syebatia Bumi
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4033

Abstract

Dinamika komunikasi pemasaran khususnya e-WOM telah berubah sebagai akibat dari pertumbuhan pesat media sosial dalam lima tahun terakhir. TikTok berkembang pesat sebagai platform berbasis algoritma yang memicu konten viral, termasuk dalam kategori makanan dan minuman (F&B) lokal, jika sebelumnya Instagram adalah medium utama. Dengan menggunakan pendekatan campuran metode, penelitian ini bertujuan untuk mempelajari pengaruh e-WOM di TikTok dan Instagram terhadap keinginan untuk membeli produk F&B viral. Data kuantitatif diperoleh melalui survei terhadap 20 responden yang aktif di TikTok dan Instagram yang pernah membeli produk F&B karena rekomendasi online; data kualitatif diperoleh melalui wawancara mendalam dan analisis konten komentar unggahan produk viral. Hasil penelitian menunjukkan bahwa e-WOM memiliki pengaruh yang signifikan terhadap niat beli, kepercayaan, dan keterlibatan. Instagram berfokus pada kredibilitas sumber informasi dan estetika konten, sedangkan TikTok lebih terfokus pada pembelian impulsif berbasis viralitas. Hasilnya memperluas pemahaman kita tentang e-WOM 2.0 dalam konteks perdagangan sosial dan memberikan implikasi strategis bagi UMKM dan merek F&B untuk mengoptimalkan pemasaran media sosial.
Negotiating Digital Authenticity in AI-Assisted MSME Communication: A Case Study of @bandeng_presto_burita Irene Syebatia Bumi; Tiara Pascanoviera Robaeni
Cakra Communico: Journal of Communication Science Vol 3 No 2 (2026)
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um087v3i22026p129-140

Abstract

The development of generative artificial intelligence (AI) has provided opportunities for micro, small, and medium-sized enterprises (MSMEs) to produce digital communication content more easily, particularly for business owners with limited design skills. However, AI-assisted content production also raises concerns about authenticity when generated visuals appear overly artificial or disconnected from actual products. This study examined how an MSME managed and negotiated product authenticity in AI-assisted digital communication. A qualitative case study was conducted on the Instagram account @bandeng_presto_burita. Data were collected through an interview with the MSME owner and observations of the account’s social media content. The data were analyzed thematically by examining AI use, product representation, human curation, and authenticity management practices. The findings showed that AI was positioned as a production-support tool rather than a complete replacement for human creativity. The owner sought to preserve product authenticity through human curation and by using the actual product as an authenticity anchor that connected digital representations with the physical product. The study suggests that, from the business owner’s perspective, digital communication authenticity among MSMEs is negotiated between technological efficiency and the preservation of business identity and product reality. 
Co-Authors Ratna Triwurian Danu Tiara Pascanoviera Robaeni