Krisis Kepercayaan Digital: Persepsi Konsumen terhadap Ulasan Food Vlogger: Penelitian

M. Alimardi Hubeis; Usep Suhud; Mohamad Rizan

doi:10.31004/jerkin.v3i4.1265

Authors

M. Alimardi Hubeis Universitas Insan Cita Indonesia
Usep Suhud Universitas Negeri Jakarta
Mohamad Rizan Universitas Negeri Jakarta

DOI:

https://doi.org/10.31004/jerkin.v3i4.1265

Keywords:

Persepsi Konsumen, Ulasan Makanan, Food Vlogger, Kepercayaan Terhadap Influencer, Etika Digital

Abstract

Penelitian ini bertujuan menganalisis persepsi konsumen terhadap ulasan makanan oleh food vlogger pasca kasus CB vs Clairmont Bakery, yang memunculkan isu etika dan konflik kepentingan dalam konten digital. Menggunakan pendekatan kualitatif, data dikumpulkan melalui survey online terhadap 85 responden dengan dua pertanyaan terbuka, lalu dianalisis secara tematik. Hasil menunjukkan bahwa mayoritas responden adalah perempuan usia 25–34 tahun, berpendidikan tinggi, aktif bekerja, dan intensif menggunakan media sosial visual seperti TikTok dan Instagram. Temuan utama menunjukkan penurunan kepercayaan terhadap ulasan influencer akibat kurangnya transparansi dan adanya motif komersial. Namun, kepercayaan tetap diberikan kepada influencer yang dianggap jujur, konsisten, dan interaktif. Faktor seperti transparansi sponsor, visual autentik, dan validasi sosial dari pengguna lain menjadi penentu kredibilitas. Penelitian ini menegaskan pentingnya etika dan keterbukaan dalam membangun kepercayaan terhadap konten ulasan makanan di media sosial.

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