Instagram vs. TikTok: Which Digital Platform is More Effective for Restaurant Industry Marketing?

Abstract

The emergence of Karen’s Diner restaurant in Jakarta has garnered significant attention and gone viral on social media due to its distinctive presentation style. This study aims to examine the differences in the effectiveness of Instagram and TikTok for digital marketing at Karen’s Diner. Differences in marketing content are analyzed based on five parameters, among others attention, information search, interest, uniqueness of content, and interesting content.  Employing a quantitative research methodology, the study utilizes a survey approach. The sampling technique is purposive sampling. Data analysis is conducted through descriptive statistics and paired sample t-tests. The findings reveal no significant difference in the effectiveness of Instagram and TikTok as digital marketing tools for Karen’s Diner. Both platforms are equally effective in attracting visitors seeking further information and influencing their decision to visit. This study yields significant theoretical and practical contributions, underscoring the undeniable efficacy of digital marketing as a transformative force in modern marketing paradigms. Furthermore, the research provides actionable recommendations for crafting and refining digital marketing strategies, positioning them as indispensable tools for navigating the complexities of today’s dynamic landscape. Digital platforms can be relied upon to build awareness and promote products and services, including those of cafés and restaurants.