Analisis Konten dan Respons Audiens terhadap Konten Diet Digital di Platform TikTok Menggunakan Model Kirkpatrick

Yemima Lois Seraphina Kembaren, dr. Lutfan Lazuardi, M.Kes., Ph.D ; Annisa Ristya Rahmanti, S.Gz., Dietisien., MS., PhD.

2026 | Tesis | S2 Ilmu Kesehatan Masyarakat

Latar Belakang: TikTok menjadi salah satu platform di media sosial yang banyak digunakan untuk memperoleh informasi diet dan kesehatan. Namun, bukti mengenai efektivitas edukasi diet digital berdasarkan respons audiens masih terbatas. Model evaluasi kirkpatrick dapat digunakan untuk mengevaluasi respons audiens melalui empat level, yaitu reaction, learning, behavior, dan results.Tujuan penelitian. Tujuan: Penelitian ini bertujuan menganalisis respons audiens terhadap konten diet digital di TikTok menggunakan model kirkpatrick serta menilai kualitas informasi dan visual konten yang disampaikan oleh influencer. Metode: Penelitian ini menggunakan desain analisis konten deskriptif yang dilaksanakan pada bulan April sampai dengan Mei 2026. Konten ini dipilih melalui penelusuran TikTok menggunakan kata kunci dan hastag (diet, whatieatinaday, WIEIAD, dietchallenge, caloriedeficit, intermittenfasting). Komentar publik dikumpulkan melalui data scraping menggunakan aplikasi apify dan diklasifikasikan kedalam empat level model kirkpatrick. hasil pengodean divalidasi oleh ahli gizi dan kesehatan masyarakat. Kualitas informasi dan visual konten dinilai menggunakan lembar validasi ahli. Data dianalisis secara deskriptif menggunakan microsoft excel. Hasil: Sebanyak sembilan influencer dan delapan belas video memenuhi kriteria penelitian. Dari 7628 komentar publik yang tersedia, sebanyak 2813 komentar berhasil diekstraksi 895 diikutsertakan dalam analisis akhir. Berdasarkan model kirkpatrick, sebanyak 32,74% komentar yang termasuk level 1 (reaction), 35,08% level 2 (learning), 14,18% level 3(behavior), dan 18% level 4 (results). Respons audiens ditemukan pada seluruh level model kirkpatrick. Konten yang disampaikan oleh ahli gizi memiliki kualitas informasi yang lebih baik, sedangkan konten diet viral menunjukkan keterlibatan audiens yang lebih tinggi.Kesimpulan: Model kirkpatrick dapat digunakan untuk mengevaluasi respons audiens terhadap edukasi diet digital di TikTok. Dominasi respons pada level 2 menunjukkan potensi TikTok sebagai media edukasi kesehatan dgital. Namun, variasi kualitas informasi yang ditemukan menunjukkan potensi Tiktok sebagai media edukasi kesehatan digital. Namun, variasi kualitas informasi yang ditemukan menunjukkan pentingnya peningkatan literasi kesehatan digital dan penyampaian informasi yang lebih berbasis bukti.

Background: TikTok has become a widely used platform for accessing diet and health information. However, evidence regarding the educational effectiveness of digital diet content based on audience responses remains limited. The kirkpatrick evaluaton models provides a framework for assessing audience responses through four levels: reaction, learning, behavior, and results. Research objective. Objective:  This study aimed to analyze audience responses to digital diet content on TikTok using the kirkpatrick evaluation model and to assess the informational and visual quality of influencer generated content. Methode: A descriptive content analysis was a conducted from April to May 2026. Diet related content was identified through systematic searches on TikTok using the hastag (diet, whatieatinaday, WIEIAD, dietchallenge, caloriedeficit, intermittenfasting). Public comments were collected through data scraping using apify and categorized according to the four levels of the kirkpatrick evaluation model. Coding results were validated by nutrition and public health experts. Content quality was assessed using expert validation instruments and data were analyzed descriptively using microsoft excel. Results: A total 9 influencer and 18 videos met the study criteria of 7628 publicly available comments, 2813 were successfully extracted and 895 comments were included in the final analysis. Based on the kirkpatrick evaluation model 3274% of comments were classified as reaction; 35,08 as learning; 14,18% as behavior; and 18% as results. Audience responses were identified across all kirkpatrick levels. Dietitian ied content demonstrated higher informational quality, whereas viral diet content generated greater audience engagement. Conclusions: The Kirkpatrck evaluation model can be applied to evaluate audience responses to digital diet education on TikTok. The Predominance of learning responses suggest that TikTok has potensial as a platform for digitl health education. However, variation in conten quality highlight the need for improved digital health literacy and more evidance based nutrition communication. 

Kata Kunci : digital diet content; digital health education; influencer; Kirkpatrick Evaluation Model; TikTok