EVALUASI INFLUENCER MARKETING PADA KONTEN TIKTOK DALAM MENCIPTAKAN IMPULSIVE BUYING PENGUNJUNG JAWA TIMUR PARK GROUP

This study evaluates the implementation of influencer marketing on TikTok content in stimulating impulsive buying behavior among visitors of Jawa Timur Park Group. The topic was selected due to the growing shift in consumer behavior in the digital era, where tourism visit decisions are increasingly influenced by social media exposure rather than prior planning. The urgency of this research is
reinforced by fluctuating visitor numbers and the strategic adoption of TikTok as a primary promotional channel, including through Influencer Gathering events. This research applies a qualitative descriptive approach using the CIPP (Context, Input, Process, Product) evaluation model. Data were collected through in-depth interviews, observation, and documentation involving internal marketing teams, influencers, and visitors. The findings indicate that influencer credibility, engagement, and content authenticity significantly enhance brand awareness and encourage spontaneous visit decisions. The campaign also contributed to increased digital engagement and online ticket purchases, although its direct impact on revenue remains difficult to measure. The results highlight that structured and sustainable influencer marketing strategies are essential for strengthening digital positioning and stimulating impulsive buying behavior in the tourism sectorin-depth interviews, observation, and documentation involving internal marketing teams, influencers, and visitors. The findings indicate that influencer credibility, engagement, and content authenticity significantly enhance brand awareness and encourage spontaneous visit decisions. The campaign also contributed to increased digital engagement and online ticket purchases, although its direct impact on revenue remains difficult to measure. The results highlight that structured and sustainable influencer marketing strategies are essential for strengthening digital positioning and stimulating impulsive buying behavior in the tourism sector.