Personal Branding as an Culinary Influencer on @arthaliamelati_ TikTok Account

TikTok is the platform for many users to interact and participate in a virtual community. As a social media, TikTok it also brought the rise of social media influencer. Rr. Arthalia Melati Soedarmo is one of the TikTok users and is an influencer in the culinary field, using the media to utilize her personal branding. This study is to finding the role of personal branding used in @arthalialiamelati_ as a culinary influencer in TikTok. This research uses qualitative descriptive approaches. Data analysis techniques, consisting of data collecting, data reduction, data presentation and conclusion. Data triangulation method applied on this research to validate the data on checking and comparison purposes. The results of this study, Arthalia had many positive feedback by her personal branding. later founds out to be able maintaining and controlling her personal branding, Arthalia uses the strategy on her contents by combining non culinary and storytelling at that time with her culinary habit and she has been effectively succeed in building her personal branding when law of personal branding theory used as indicator in this study.