Building Brand Image through TikTok Influencer Communication: Evidence from AK Garden and Space, Garut

Abstract

Abstract. The rapid expansion of social media has transformed branding strategies among micro, small, and medium enterprises (MSMEs), particularly in the culinary industry. TikTok has emerged as one of the most influential digital communication platforms, enabling businesses to establish authentic interactions with consumers through influencer-generated content. Although previous studies have extensively examined influencer marketing, they primarily focus on celebrity influencers, national brands, or metropolitan markets. Limited attention has been devoted to how local influencers with strong cultural identities contribute to branding strategies for regional MSMEs. This study investigates the communication strategy employed by AK Garden and Space, a local café in Garut Regency, Indonesia, in developing its brand through collaboration with a local TikTok influencer, Mang Epul Si Tukang Dahar. Using an inductive qualitative case study approach, Data were collected between November 2024 and February 2025 through in-depth interviews, observation of TikTok content, and documentation. Six informants participated in the study, consisting of the café owner, marketing administrator, collaborating influencer, and three customers. Data were analyzed using Miles, Huberman, and Saldaña's interactive model involving data reduction, data display, coding, thematic categorization, and conclusion drawing. Audience engagement was assessed through observed interaction indicators, including likes, comments, shares, and comment-content analysis. The findings reveal that the effectiveness of the branding strategy does not primarily stem from promotional intensity but from the perceived authenticity of communication. The influencer's use of local language, humor, storytelling style, and cultural familiarity generated substantial audience engagement as reflected in audience interactions, including likes, comments, and shares observed in the analyzed content. The study proposes that cultural authenticity functions as a strategic communication asset capable of enhancing digital branding effectiveness for local MSMEs. This research contributes to communication studies by extending influencer marketing literature beyond commercial promotion toward culturally embedded digital communication practices and offers practical insights for local businesses seeking sustainable branding strategies through social media