Persepsi Generasi Z terhadap Keaslian (Authenticity) dalam Komunikasi Influencer di TikTok

Abstract

This study aims to explore Generation Z's perceptions of authenticity in influencer communication on the TikTok platform. Given the importance of social media in everyday life, especially for Generation Z who actively use TikTok, authenticity in influencer communication is a major factor that influences audience engagement. A qualitative approach was used in this study to explore Generation Z's views and experiences related to the authenticity of influencer content. Data were collected through in-depth interviews and questionnaires distributed to TikTok users from the Generation Z group. The results showed that the majority of respondents preferred influencers who were authentic, honest, and actively interacted with their audiences, especially through comments or Q&A sessions. In addition, sharing personal stories and daily life was considered important to create an authentic perception. More personal engagement and transparency in communication were considered key elements in building a stronger relationship between influencers and audiences. Based on these findings, it can be concluded that influencers who want to successfully attract attention and build audience loyalty on TikTok must prioritize authenticity and active engagement with their followers. This study provides useful insights for influencers and marketers in designing more effective and authentic communication strategies, in accordance with Generation Z's expectations and preferences.