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All Journal Kalbisocio: Jurnal Bisnis dan Komunikasi
Salman Salman
Universitas Esa Unggul
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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TikTok dan Konstruksi Branding Tempat : Studi Kualitatif Blok M sebagai Ruang Gaya Hidup Anak Muda Salman Salman; Hanum Salsabila; Zhafirah Muthmainnah Giani
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 13 No. 1 (2026): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/48n44m20

Abstract

This study aims to analyze the role of TikTok in shaping young people's perceptions of the Blok M area's branding as a contemporary lifestyle destination. The study employed a qualitative approach with a constructivist paradigm through in-depth interviews with five informants, supported by non-participatory observation and documentation. The results indicate that TikTok serves as both an initial trigger and a reinforcement in the perception-forming process. Visual and narrative representations circulating on TikTok construct the image of Blok M as a dynamic, creative urban space, closely aligned with the values ​​of self-expression, freedom, and youth community. This study also found a cyclical relationship between digital and in-person experiences, where exposure to TikTok content influences visitation intentions, while on-site experiences reinforce or adjust initial perceptions. While most informants perceived a match between expectations and reality, there were also discrepancies, such as more crowded conditions and exaggerated expectations. These findings confirm that place branding is increasingly influenced by user-generated content and the dynamics of participatory media. Thus, TikTok plays a cultural mediator in shaping regional identity in the digital age.
Co-Authors Hanum Salsabila Zhafirah Muthmainnah Giani