Komunikasi Food Vloger @Kokobuncit Dalam Perilaku Kuliner Digital: Citra, Narasi, dan Engagement
DOI:
https://doi.org/10.31004/innovative.v5i4.20917Keywords:
food vlogger, komunikasi digital, Instagram, citra visual, engagement, narasiAbstract
Penelitian ini bertujuan untuk menganalisis komunikasi food vlogger @kokobuncit dalam membentuk perilaku kuliner digital melalui tiga fokus utama: citra visual, narasi, dan engagement. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode observasi selama satu bulan (Mei 2025) terhadap akun Instagram @kokobuncit. Temuan menunjukkan bahwa citra yang dibangun mencerminkan visual khas lokal, profesionalitas dalam penataan gambar, dan konsistensi gaya. Narasi yang digunakan meliputi gaya personal khas Surabaya, narasi informatif, dan sentuhan narasi sosial. Sementara itu, engagement terbangun dari balasan komentar aktif, interaksi melalui fitur Instagram, dan pembentukan komunitas audiens. Hasil ini menegaskan bahwa strategi komunikasi food vlogger memiliki peran penting dalam membentuk keputusan konsumsi dan keterlibatan digital masyarakat, khususnya kalangan muda.
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Copyright (c) 2025 Louis Fernando Deo, Nur’Annafi Farni Syam Maella, Ahmadi Ahmadi
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