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All Journal Jurnal Sosiologi Dialektika PLAKAT : Jurnal Pelayanan Kepada Masyarakat Prosiding Konferensi Nasional PKM-CSR Jurnal Ilmu Sosial, Humaniora dan Seni Huma: Jurnal Sosiologi Multikultural: Jurnal Ilmu Sosial Jurnal Penelitian dan Pengabdian Masyarakat Hayak Bamara: Jurnal Pengabdian Masyarakat
Hidayah, Sri
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Arts Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Strategi Personal Branding Akun @banjarnyaman pada Platform Tiktok sebagai Media Promosi Kuliner Lokal Rahmadini, Nasifa Noor; Hidayah, Sri
Huma: Jurnal Sosiologi Vol. 5 No. 1 (2026)
Publisher : Prodi Sosiologi FISIP ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/h-js.v5i1.631

Abstract

The rise of culinary content on social media has led food influencers to go beyond merely showcasing food visuals, they also craft personal identities to earn audience trust and engagement. This study aims to describe and analyze how the Tiktok account @banjarnyaman builds its branding as a food influencer through various communicative elements such as language style, visuals, voice-over, and distinctive slogans or jargon. The research uses a descriptive qualitative approach with both primary and secondary data sources, conducted in Banjarmasin City, focusing primarily on Tiktok as a digital platform. Data collection techniques include participatory observation, in-depth interviews, and documentation, analyzed using the Miles and Huberman model. The findings reveal that @banjarnyaman successfully constructs a strong and consistent self-image through expressive voice-overs, a mix of Banjar and casual language, and a unique slogan, “Endol Takendol Kendol,” that fosters emotional closeness with the audience. The personal branding displayed is a communicative process shaped by local preferences and digital habits. The audience responds positively and feels emotionally connected, while MSMEs perceive the account as a credible promotional platform. These findings are analyzed using Eriyanto’s branding theory and Stuart Hall’s encoding/decoding theory to understand the formation of self-image and the meanings interpreted by the audience. Future research is suggested to explore other food influencers’ strategies in building cross-segment audience connections and to examine the broader impact on consumption patterns in society.
Co-Authors Achmad Jamil Aditya, Dimas Anggi Putra Ajam, Ajam Akhsanul Rahmatullah Alhadi, Syarifah Soraya Anggraini, Ginawati Widya Anjani, Anjani Annisa, Fitri Ardanata, Stevany Nike Arif Rahman Nugroho Aulia Aziza, Wafiq Azizah, Azzahra Nur Bahari, Siti Hanifah Bahjah, Noor Baiti, Noor Diah Ariani Arimbi Diandra, Charennina Marsha Dimas Asto Aji An’Amta Erin, Erin Fadly Fadly Fitri, Ahmad Azriel Iedil Hairin, Muhammad Hanifah Haris, Ahmad Abdul Hermanto Hermanto Hermawan, Rio Ilmi, Muhammad Ibnu Zainal Inayah, Alya Noor Inayati, Rahmah Ismar Hamid Lestiani, Devi Liani, Sava'ah Intan Nailah Nasuha, Habibi Adam Noor Fitri Noorfallah, Ananda Noorsyifa, Gusti Nurmasjida, Giska Pinky Saptandari, Pinky Pramesti, Alifia Shindy Putra, Ezza Akhan Maulana Putra, Muhammad Putri, Azmi Anugerah Rahmadini, Nasifa Noor Ramelan, Ampri Wahlul Resdawati, Resdawati Rima Riski , Ahmad Sawban Safitri, Erlinda Septia Safitri, Mahtia Salma, Ratu Salsabella Sauki, Ahmad Sitanggang, Ribka Siti Zulaikha Sriwahyuni, Dewi Syahla, Mayang Effiena Syifa, Noor Tiara Kusuma Dewi, Tiara Kusuma Tindaon, Entry Welny Tsuraya, Ghaida Nur Uswatun Hasanah Utami, Diyah Yasmina Wirawan Zulhidan, Muhammad Royyan