Pengaruh Paparan Media Sosial, Citra Destinasi dan Kualitas Makanan Terhadap Minat Wisata Kuliner Kaum Gen Z di di Blok M Jakarta, Indonesia

Abstract

This study aims to analyze the influence of social media exposure, destination image, and food quality on Gen Z’s interest in culinary tourism in the Blok M area. This research uses a quantitative method with a survey approach, distributing questionnaires to 150 respondents who have visited Blok M. The data analysis techniques include validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that all research instruments are valid and reliable and meet the classical assumption requirements. Partially, social media exposure has a positive and significant effect on culinary tourism interest, destination image also has a positive and significant effect and is the most dominant variable, while food quality significantly influences Gen Z’s culinary tourism interest in Blok M. Simultaneously, the three variables have a significant effect on culinary tourism interest with a contribution of 66%. This indicates that increasing social media exposure, strengthening destination image, and improving food quality can enhance Gen Z’s interest in visiting Blok M for culinary tourism. Blok M itself is known as a popular urban culinary destination that is widely promoted through social media and is perceived as a trendy and accessible food hub for young people. This study provides important implications for destination managers to optimize digital promotion strategies, strengthen destination branding, and improve culinary product quality. Furthermore, this research is expected to serve as a reference for future studies examining Gen Z tourism behavior in the digital era.

Keywords: social media exposure, destination image, food quality, culinary tourism interest