(Universitas Buddhi Dharma, Indonesia)*corresponding author
AbstractPerkembangan 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. KeywordsWefluencer, TikTok, Ketahanan Ekonomi, UMKM, Modal Sosial, Afordansi Media
|
DOIhttps://doi.org/10.57235/aurelia.v5i1.7952 |
Article metrics10.57235/aurelia.v5i1.7952 Abstract views : 0 | PDF views : 0 |
Cite |
Full Text Download
|
References
Bourdieu, P. (1986). The forms of capital. Dalam J. Richardson (Ed.), Handbook of theory and research for the sociology of education (hlm. 241–258).
Boyd, D. (2010). Social network sites as networked publics: Affordances, dynamics, and implications. Dalam Z. Papacharissi (Ed.), A networked self: Identity, community, and culture on social network sites (hlm. 39–58).
Campbell, M. C., & Kirmani, A. (2000). Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69–83. https://doi.org/10.1086/314309
Coleman, J. S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94–120.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE Publications.
Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods. Aldine Transaction.
Evans, S. K., Pearce, K. E., Vitak, J., & Treem, J. W. (2017). Explicating affordances: A conceptual framework for understanding affordances in communication research. Journal of Computer-Mediated Communication, 22(1), 35–52. https://doi.org/10.1111/jcc4.12180
Flick, U. (2018). An introduction to qualitative research. SAGE Publications.
Gibson, J. J. (1979). The ecological approach to visual perception. Houghton Mifflin.
Griffin, E., Ledbetter, A., & Sparks, G. (2019). A first look at communication theory (10th ed.). McGraw-Hill Education.
Gunawardena, C. N. (1995). Social presence theory and implications for interaction and collaborative learning in computer mediated communication. International Journal of Educational Telecommunications, 1(2), 147-166.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2020). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer Nature.
Jiang, L. C., Bazarova, N. N., & Hancock, J. T. (2011). The disclosure-intimacy link in computer-mediated communication: An analysis associated with the hyperpersonal model. Communication Research, 38(1), 58-77.
Kozinets, R. V. (2015). Netnography: Redefined. SAGE Publications.
Kozinets, R. V. (2020). Netnography: The essential guide to qualitative social media research (3rd ed.). SAGE Publications.
Li, M., Wang, Q., & Cao, Y. (2020). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response perspective. International Journal of Environmental Research and Public Health, 17(21), 8013. https://doi.org/10.3390/ijerph17218013
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Louissescarlettagency. (2025). [Judul Video TikTok Jika Ada] [Video]. TikTok. https://www.tiktok.com/@louissescarlettagency/video/7480164575619452215
McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27(1), 415-444.
Momentum Works. (2025a). Ecommerce in Southeast Asia 2025: Unveiling the TikTok Shop-Tokopedia synergy. Momentum Works. https://momentum.asia/insights/detail/ecommerce-in-southeast-asia
Momentum Works. (2025b). The rise of social commerce in Southeast Asia: TikTok Shop and Tokopedia integration report. Momentum Works Insights.
Narin, N. G. (2021). A content analysis of the use of TikTok for marketing and advertising. Dalam Handbook of research on digital media and advertising strategies in the information age (hlm. 350-365). IGI Global.
Norman, D. A. (2013). The design of everyday things: Revised and expanded edition. Basic Books.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Pink, S., Horst, H., Postill, J., Hjorth, L., Lewis, T., & Tacchi, J. (2016). Digital ethnography: Principles and practice. SAGE Publications.
Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Simon & Schuster.
Qosasi, A., Permana, E., Muftiadi, A., Purnomo, M., & Maulina, E. (2019). The role of information technology capability in fostering the agility of Indonesian SMEs. International Journal of Innovation, Creativity and Change, 6(10), 124–136.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. John Wiley & Sons.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across social media platforms? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
Tech in Asia. (2025, September 3). Indonesia becomes TikTok Shop's 2nd largest market at $6.2b. Tech in Asia. https://www.techinasia.com/news/indonesia-becomes-tiktok-shops-2nd-largest-market-at-6-2b
Walther, J. B. (1996). Computer-mediated communication: Impersonal, interpersonal, and hyperpersonal interaction. Communication Research, 23(1), 3-43.
Ward, S., & Broniarczyk, S. M. (2011). It's not me, it's you: How social identity influence drives brand betrayal. Journal of Consumer Research, 38(4), 617–632. https://doi.org/10.1086/660671
We Are Social. (2025). Digital 2025: Global overview report [Video]. YouTube. https://youtu.be/ksiaXW5EcIQ
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Sello Satrio
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.