https://jurnal.larisma.or.id/index.php/HS/issue/feed 2025-06-23T23:40:47+07:00 Prof. Dr. H. Elfrianto. S.Pd., M.Pd larisma2021@gmail.com Open Journal Systems Jurnal Nasional Holistic Science https://jurnal.larisma.or.id/index.php/HS/article/view/1103 2025-06-13T09:56:59+07:00 Rosinta Pakpahan rosintapakpahan373@gmail.com Salman Munthe salmanmunthe@unimed.ac.id Haryadi Haryadi haryadi@unimed.ac.id Miftah El Fikri miftahelfikri@unimed.ac.id

<p>This study aims to examine the effect of <strong>fast-food</strong> review content on TikTok on brand image and consumer trust among students of the Digital Business Study Program, State University of Medan. A descriptive quantitative approach was applied through an online survey; 78 respondents were selected purposively. Data were collected using a five-point Likert questionnaire and analyzed using simple linear regression in SPSS 21. All instrument items were proven valid (r more than 0.1876) and reliable (? more than 0.70), while normality and heteroscedasticity tests showed that the model met the classical assumptions. The regression results revealed that review content had a positive and significant effect on brand image (? = 0.853; t = 11.906; p less than 0.001) and consumer trust (? = 0.938; t = 11.833; p less than 0.001). These findings confirm that students' perceptions and beliefs about fast food brands are more shaped by digital representations than direct experiences. The implication is that industry players need to utilize authentic and informative content on TikTok to strengthen brand image and build trust in the target market.</p>

2025-06-23T00:00:00+07:00 Copyright (c) 2025 Rosinta Pakpahan, Salman Munthe, Haryadi Haryadi, Miftah El Fikri