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Adiprabowo, Vani Dias
Universitas Ahmad Dahlan, Yogyakarta, Indonesia
Religion Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences Other

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Journal : INJECT Interdisciplinary Journal of Communication

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Narrative Branding Strategies on TikTok for Digital Culinary Heritage Sustainability: A Case Study of a Yogyakarta-Based MSME Anisawati, Haniffah Nurul Eka; Dias Adiprabowo, Vani
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.5694

Abstract

Few studies have examined how strategic communication on TikTok can promote Indonesia's culinary heritage amid the dominance of global food trends. The entry of various foreign foods into Indonesia, driven by globalization, has shifted local gastronomy. This study examines the role of TikTok in promoting sustainable local gastronomy, using the @bakpiajuwarasatoe.id account as a case study. This account actively markets bakpia products as part of Yogyakarta's culinary heritage. The research method used is a descriptive qualitative case study approach. Data collection techniques include observing TikTok content, conducting semi-structured interviews with the account manager, and analyzing user interactions to understand the communication strategies in place. Data were analyzed thematically to identify patterns in visual storytelling, audience interaction, and brand collaboration. The study results show that the @bakpiajuwarasatoe.id account demonstrates how TikTok features can be strategically used through visuals, live broadcasts, and platform trends. The main conclusion offers strategic insight into how local culinary brands can leverage social media to strengthen cultural identity and market presence amid global competition. This study provides a theoretical contribution by offering new insights into the use of social media as a tool for sustainability diplomacy in promoting local cuisine. Practically, the findings can guide culinary MSMEs and academics in developing digital communication strategies to preserve sustainable gastronomy and raise awareness of local culinary potential and cultural heritage in shaping Indonesia's food future.
Co-Authors Agimnastiar, Muhammad Agung Widodo Amrullah, Arif Fauzan Ananda, Vidya Anggraeni, Nur Halimah Anisawati, Haniffah Nurul Eka Ardiansyah Sriaji Triwibowo Ardika, Ervito Rani Arfiantiningrum, Inana Dwi Arya Andryan Dimas Prasetya Aryati, Putri Aulia Fitri Ramadhani Cahya Wiguna, Dimas Dzulfikhram, Muhammad Fajar Dwi Putra Dwipa Fitrinanda An Nur Hamzah, Ami Hantarti, Rachma Aulia Hartono, Dwi Edi Ichwani, Agnessia Ikhsan, Yuan Jauhari Inana Dwi Arfiantiningrum Istiana, Istiana Kharisma Alfi Khozinatul Asror Lalu Muhammad Robby Hakiki Marsiana Wibowo Mauludin, Mohamad Alvian Mohamad, Rafidei Muhammad Nazhifuddin Fikri Muhammad Yasir Muhammad Yasir Muzakki, Haikal Noor Wicaksono, Chandra NOVITASARI Paderan, Mark Prasetya, Arya Andryan Dimas Prayoga, Gymnastiar Danang Prayogi Setya Natanegara, Mochammad Putri Vinalia Harahap Rachmalia Hasna Savryaninda Rendra Widyatama Rifaqi, Dela Aufa Ryan Habil Utama Sabri Sabri Sadida, Fila Sanofi, Zuhairi Savryaninda, Rachmalia Hasna Setiyani, Dinda Pramesti Dwi Sumarlan, Iman Sumiasih, Estri Sydham Firmansyah, Aris Thaheer, Nazhif Dzaky Thoharoh, Sulystia Triwibowo, Ardiansyah Sriaji Valen Anandayan Wahyuni Lestari Wicaksana, Wily Taqwa Widiani, Ninda Zeni Putri Pinasti