<![CDATA[This research analyze the influence of TikTok content and culinary experiences on the interest of generations X, Y, and Z in consuming traditional Cirebon food, namely tahu gejrot and mi koclok. The changes that have occurred in social media have influenced generations X, Y, and Z to obtain information and form culinary preferences. This research explores the influence of culinary experience including taste, atmosphere and cultural values on consumers' interest in traditional food., especially tahu gejrot and mi koclok. This study employed purposive sampling in a quantitative survey involving 100 active TikTok users who had consumed these two cuisines. A five-point Likert scale is used for data collection, and analysis is done using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) and SmartPLS. The study’s findings indicate that promotional combinations through social media and the creation of authentic culinary experiences is effective in increasing generation X, Y, and Z’s interest in traditional food, as well as helping top reserve in the digital era.]]>
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