KnE Social Sciences

Published date: Jul 21 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Governance, Public Administration, and Social Science (ICoGPASS 2024): Transformation and Innovation

Pages: 186 - 195

DOI: 10.18502/kss.v10i16.19176

Ayang Fitriantiayangfitrianti@usm.ac.idCommunication Study Program, Universitas Semarang

Tika Ristia DjayaCommunication Study Program, Universitas Semarang

Yoma Bagus PamungkasCommunication Study Program, Universitas Semarang

Ivon PuspitasariCommunication Study Program, Universitas Semarang

Annisa Ika Nur FathaCommunication Study Program, Universitas Semarang

‎ RahmawatiCommunication Study Program, Universitas Semarang

TikTok is a social media platform with approximately 150 million users, giving it significant influence in shaping trends and public discourse. Supported by many influencers and public figures, TikTok serves as a powerful tool for personal branding and content promotion. One such influencer is @mentikwangii, the account of Achamad Andi Pujiyanto (also known as Bobon), a content creator from Semarang and owner of Kedai Pinara. He is known for his unique personal branding that has contributed to the rise of culinary tourism hype in Semarang. This study explores how personal branding is strategically employed by Mentikwangii through his TikTok account to promote culinary tourism in the city. Using a qualitative descriptive approach, the research focuses on the creator himself as the subject and his content as the object of study. Data collection methods include interviews, observation, and documentation. The study applies a phenomenological perspective to understand how Mentikwangii’s lived experiences and strategies in personal branding effectively generate public interest and enthusiasm around Semarang’s culinary scene.Strong personal branding, as demonstrated in this case, can build lasting customer engagement and shape positive public perception.

Keywords: TikTok, Mentikwangii, hype, culinary tourism

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