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All Journal Apollo: Journal of Tourism and Business
Ane Septiani
Faculty of Social and Political Sciences, Department Communication Science, University of Swadaya Gunung Jati, Cirebon, Indonesia
Economics, Econometrics & Finance Social Sciences

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Employee Generated Content (EGC) By the Owner of Shaera Coffee on Tiktok Ane Septiani; Aghnia Dian Lestari
Apollo: Journal of Tourism and Business Vol. 4 No. 1 (2026): January 2026
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v4i1.561

Abstract

TikTok is one of the platforms that encourages companies to utilize digital content as part of their marketing strategy. One effective approach is Employee Generated Content (EGC), which is content created voluntarily by internal employees. EGC content is considered more authentic and trustworthy by the audience. Shaera Coffee is a culinary business that uses TikTok through the @ininabizu account by posting content created directly by its owner as an example of EGC. This study aims to evaluate how the interaction, authenticity, originality, and credibility of the content created by the owner of Shaera Coffee on TikTok @ininabizu contributes to building trust with the audience. This study uses a descriptive qualitative method with data collection techniques through observation, interviews, and documentation. The research shows that the owner's direct involvement in creating content results in active interaction, authentic content, and a higher level of credibility in the eyes of the audience. Therefore, EGC plays an important role in building trust and a sustainable relationship between Shaera Coffee and its TikTok audience.
Co-Authors Aghnia Dian Lestari