The development of social media, particularly TikTok, has become a significant phenomenon in changing communication patterns in the digital era. TikTok is used as an entertainment medium and as an effective promotional tool, especially in introducing local culinary delights and umkm. The phenomenon of using short video content shows that the success of promotions depends on visuals and on the power of narratives that can attract attention and build audience trust. One account that utilizes this is @magetankenyang, which consistently promotes traditional culinary delights through a digital storytelling approach. This study aims to analyze how digital narratives in @magetankenyang's TikTok content are formed and communicated based on the Narrative Paradigm Theory proposed by Walter R. Fisher (1984). The focus of this study lies in two main aspects: narrative coherence, which includes structural coherence, material coherence, and characterological coherence, and narrative fidelity, which includes a logical and engaging flow as well as local and cultural values. This study uses a qualitative approach with descriptive methods. Data collection techniques were carried out through interviews with informants consisting of account managers, admins, content creators, umkm actors, and audiences. Data was also obtained through observation of TikTok content and documentation in the form of videos, captions, and audience interactions. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that in terms of narrative coherence, the content is structured through an opening, body, and closing, has consistent themes and interconnectedness between content, and displays authentic and realistic characters. Meanwhile, in terms of narrative fidelity, the narrative conveyed has a logical and engaging flow, and contains strong local and cultural values, thus building trust, engagement, and influencing audience behavior. Thus, a consistent, authentic, and relevant digital narrative is key to successful culinary promotion through TikTok.

Keywords: Digital Narrative, TikTok, Narrative Paradigm Theory, Culinary Promotion, umkm, Storytelling.