The Role of Digital Influencers @gusbija_official Shapes The Culinary Preferences of TikTok Media Consumers
Keywords:
Digital Influencer, Culinary Preference, Tiktok, Social Media, Culinary Consumption.Abstract
The development of digital technology has transformed the way consumers access information and make purchasing decisions, including in the culinary field. TikTok, as a rapidly growing social media platform, provides space for influencers to shape consumer preferences through visual, fast-paced, and interactive content. This study aims to explore the role of the digital influencer @gusbija_official in shaping culinary preferences among TikTok users. The research adopts a descriptive qualitative approach using a case study method, grounded in the Marketing Mix Theory (7Ps) and the Communication Effects Theory, with data collected through interviews, observations, and documentation. The results show that the content delivered by @gusbija_official through storytelling, engaging visuals, and the reinforcement of Balinese cultural values successfully builds emotional engagement with consumers. A personal and authentic communication style fosters strong trust from followers in the information presented. Consumer preferences are shaped not only by the visual appeal of the food but also by touching cultural narratives, which encourage audiences to try and even recommend the promoted cuisine to others. Thus, consistent and communicative content has been proven to significantly influence consumer attitudes and behavior . The conclusion of this study highlights that digital influencers serve not only as product promoters but also as cultural agents who effectively popularize local cuisine. Through the use of social media platforms such as TikTok, consumer preferences can be strategically shaped through content designed with attention to visual elements, cultural values, and emotional engagement. This research contributes to a deeper understanding of the importance of credibility and authenticity in building strong relationships between influencers and audiences, as well as its implications for more sustainable and culturally rooted digital marketing.
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