Influencer sebagai Agen Promosi Produk Kuliner Tradisional di Era Digital

Abstract

This study aims to explore how influencers perceive and enact their role as promoters of traditional culinary products in the digital era. Employing a qualitative phenomenological approach, data were collected through in-depth interviews and digital observation of two local culinary influencers from Garut and Tasikmalaya. The findings reveal that influencers serve not only as content creators but also as cultural communicators who strive to preserve local values through social media. Their communication strategies include personal storytelling, culinary process visualization, two-way interaction, and collaboration with local MSMEs. Challenges encountered include limited resources, commercialization pressures, and lack of government support. However, opportunities such as rising public awareness and expanded access to digital markets offer space for more inclusive and sustainable promotion of traditional cuisine. This study contributes theoretically to the field of culturally grounded digital communication and offers practical implications for developing local culinary promotion strategies. Future research is encouraged to examine cross-regional promotional dynamics and emerging digital platforms.