Transformasi Wefluencer Sebagai Katalisator Resiliensi Ekonomi Komunitas di Ekosistem Tiktok
DOI:
https://doi.org/10.57235/aurelia.v5i1.7952Keywords:
Wefluencer, TikTok, Ketahanan Ekonomi, UMKM, Modal Sosial, Afordansi MediaAbstract
Perkembangan pesat social commerce di Indonesia, khususnya melalui ekosistem TikTok, telah memicu pergeseran paradigma komunikasi pemasaran dari gaya "Influencer Tradisional" yang glamor menuju fenomena baru yang disebut "Wefluencer". Penelitian ini bertujuan untuk menganalisis strategi Wefluencer dalam membangun ketahanan ekonomi komunitas serta bagaimana struktur afordansi TikTok mendukung transformasi tersebut. Menggunakan pendekatan kualitatif dengan metode netnografi, penelitian ini mengumpulkan data primer berupa rekaman live streaming dan interaksi kolom komentar, serta data sekunder dari laporan industri seperti Momentum Works dan We Are Social 2025. Analisis dilakukan dengan mengintegrasikan berbagai teori komunikasi, antara lain Social Presence Theory, Source Credibility Theory, Social Capital, Hyperpersonal Perspective, Homophily, dan Affordance Theory. Hasil penelitian menunjukkan bahwa Wefluencer berperan sebagai katalisator ekonomi melalui narasi kolektif yang menekankan pada "perjuangan bersama" dan kejujuran, bukan kemewahan eksklusif. Strategi utama yang ditemukan meliputi: Aktivasi Modal Sosial: Menghubungkan UMKM lokal dengan pasar nasional. Pemanfaatan Homofili: Penggunaan bahasa daerah dan identitas yang setara untuk membangun kepercayaan. Afordansi Media TikTok: Pemanfaatan fitur interaktif seperti "Keranjang Kuning" dan "Live Shopping" yang menciptakan kehadiran sosial (social presence) dan interaksi dua arah yang intens. Penelitian ini menyimpulkan adanya "Kontrak Sosial Digital", di mana audiens tetap memberikan dukungan komersial selama Wefluencer konsisten pada pemberdayaan produk lokal dan transparansi. Fenomena ini membuktikan bahwa keberhasilan ekonomi digital di Indonesia sangat bergantung pada komunikator yang mampu mengubah interaksi digital menjadi gerakan ekonomi kolektif berbasis solidaritas.
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