Pengaruh Kreasi Video Content dan Hashtag #gumukpan-groso Terhadap Engagement di Tiktok

This study examines the use of TikTok as a digital marketing medium by CV Gumuk Pangroso in promoting tourist destinations and culinary delights through creative content. The research problem focuses on the lack of empirical understanding regarding the effectiveness of video content creation and the use of the hashtag #gumukpangroso in increasing TikTok user engagement. Therefore, this study aims to analyze the influence of these two variables on engagement, both partially and simultaneously. The research method used is a quantitative approach with an explanatory research type, involving 120 TikTok user respondents who have seen or interacted with the @gumukpangroso account content, selected using purposive sampling techniques. Data collection was carried out through a Likert scale questionnaire and analyzed using multiple linear regression with the help of IBM SPSS Statistics version 23. The results of the study show that video content creation has a partial positive and significant effect on engagement, while the hashtag #gumukpangroso has a positive but insignificant effect. Simultaneously, both variables have a significant effect on engagement with a contribution of 18.7%, where video content creation is the most dominant variable. The conclusion of this study confirms that increasing the engagement of CV Gumuk Pangroso TikTok users is more determined by the quality and creativity of the video than the use of hashtags alone, so that digital marketing strategies should focus on developing video content that is interesting, informative, and in line with the characteristics of the TikTok audience.