Netnografi Konten Mukbang Tzuyang: Analisis Interaksi dan Pembentukan Makna terhadap Brand Awareness Kedai Kaki Lima di Indonesia
Keywords:
Brand Awareness, Mukbang, Kedai Kaki LimaAbstract
Perkembangan media digital telah mengubah strategi pemasaran kuliner melalui pemanfaatan konten berbasis video pada media sosial. Salah satu fenomena yang berkembang adalah konten mukbang yang tidak hanya berfungsi sebagai hiburan, tetapi juga mampu membentuk persepsi audiens terhadap kuliner. Penelitian ini bertujuan menganalisis interaksi digital dan proses pembentukan makna dalam konten mukbang Tzuyang terhadap brand awareness kedai kaki lima di Indonesia. Penelitian menggunakan pendekatan kualitatif dengan metode netnografi. Data diperoleh melalui observasi non-partisipan pada video “Viral! Tzuyang Lahap Makan Indomie Kaki Lima di Jakarta”, analisis terhadap 100 komentar audiens, dokumentasi digital, serta wawancara dengan tiga informan yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan melalui tahapan imersi data, pengodean, kategorisasi, penyajian data, dan interpretasi berdasarkan teori Interaksi Simbolik, Konsep Parasocial Interaction, dan Konsep Digital Food Culture. Hasil kajian yang diharapkan menunjukkan bahwa konten mukbang Tzuyang membentuk makna positif terhadap kuliner kaki lima, meningkatkan brand awareness, serta memperkuat persepsi audiens melalui interaksi digital. Penelitian ini diharapkan memberikan kontribusi bagi pengembangan kajian komunikasi digital dan strategi pemasaran kuliner berbasis media sosial
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