Crafting Digital Image: Examining Language, Visuals, and Identity of Sugema Raya Garut on TikTok
DOI:
https://doi.org/10.47709/ijmdsa.v5i2.8188Keywords:
Digital branding, self-presentation, TikTok marketing, brand identity, visual communication, user-generated contentAbstract
Penelitian ini dilatarbelakangi oleh meningkatnya peran media sosial dalam membentuk persepsi dan citra merek di era digital, khususnya pada sektor kuliner yang sangat kompetitif. Platform TikTok sebagai media berbasis video pendek telah menjadi ruang strategis bagi pelaku usaha untuk membangun identitas dan menjangkau audiens secara luas. Penelitian ini bertujuan menganalisis konstruksi identitas digital RM Sugema Raya Garut di platform TikTok melalui penggunaan bahasa, visual, dan narasi dalam membangun citra merek. Perkembangan TikTok telah mengubah pola komunikasi pemasaran kuliner, di mana persepsi publik terhadap merek banyak dipengaruhi oleh representasi visual dan interaksi audiens. Meskipun berbagai studi membahas efektivitas pemasaran digital, kajian mengenai proses presentasi diri merek dalam konteks algoritma platform yang dinamis masih terbatas. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa dimensi Real Self dibangun melalui konsistensi kualitas produk, pelayanan, dan pengalaman nyata konsumen; Ideal Self dikonstruksi melalui kurasi visual, penguatan storytelling, dan konsistensi positioning; sedangkan False Self muncul dalam bentuk penyesuaian komunikasi terhadap tren dan karakter platform tanpa mengubah nilai inti merek. Temuan ini menunjukkan bahwa pembentukan citra digital merupakan proses strategis yang bersifat siklus dan berkelanjutan, yang mengintegrasikan fondasi operasional, representasi simbolik, serta partisipasi audiens melalui praktik organic marketing. Secara praktis, penelitian ini memberikan implikasi bagi pelaku usaha kuliner dalam mengelola presentasi diri digital secara autentik, adaptif, dan berorientasi pada keberlanjutan merek.
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