Advertising Gimmick Implementation on TikTok: To What Extent it Affects Generation-Z’s Understanding of Indonesian Spices

<b>Although Indonesia is known as the mother of spices due to its richness and wide varieties, Indonesian generation Z’s understanding regarding local spices is relatively limited. In contrast, youngsters’ role is pivotal in maintaining the heritage. This study is an attempt to discover an effective communication strategy on TikTok, generation Z’s main search engine recently, to engage them to learn more about Indonesian spices. It is a combination of quantitative and qualitative study, which all gathered data is transformed into IBM-SPSS software, to check the reliability and validity. Research shows that advertising gimmick approach on TikTok has significantly helped generation Z to have a better understanding about particular local spices. Moreover, generation Z show high enthusiasm to learn more.</b>