<![CDATA[This study aims to analyze the influence of Voice Over characteristics on the content of TikTok @ceritamakan.mks accounts on the culinary buying interest of Generation Z in Makassar City. Voice Over as an audio element in TikTok content plays an important role in conveying product information in a clear, attractive, and persuasive manner so that it has the potential to influence consumer decisions. The research method used is quantitative with an explanatory survey approach. The research population includes Generation Z in Makassar City who have accessed the content of the TikTok account @ceritamakan.mks, with a sample of 100 respondents determined through purposive sampling techniques. Data were collected using questionnaires and analyzed through validity tests, reliability tests, simple linear regression, t-test, and determination coefficients (R²) with the help of SPSS software. The results of the study show that the characteristics of Voice Over have a positive and significant effect on the culinary buying interest of Generation Z in Makassar City. The regression equation obtained was Y = 0.633 + 0.363X with a calculated t value of 18.362 and a significance level of 0.000 (<0.05). The determination coefficient value of 0.775 shows that the characteristics of Voice Over are able to explain 77.5% of the variation in culinary buying interest of Generation Z. This finding confirms that the better the quality of Voice Over in TikTok content, the higher the interest in culinary purchases, thus becoming a strategic element in digital marketing communication.]]>
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