Jaringan Sosial Pelaku Ekonomi Digital di Era Masyarakat Informasi (Studi pada Pemilik Online Local Fashion Brand di Jawa Timur)
The information society is a group of people who cannot be separated from the use of technology, for example in the use of the internet. Currently, the internet is not only used as a medium of communication, but there are several groups of people who use the internet to build socio-economic networks...
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| Summary: | The information society is a group of people who cannot be separated from the use of technology, for example in the use of the internet. Currently, the internet is not only used as a medium of communication, but there are several groups of people who use the internet to build socio-economic networks. Evidently, there are currently many digital economy actors in Indonesia, one of which is the owner of an online local fashion brand. The phenomenon of the emergence of local online fashion brand owners as actors in the digital economy is interesting to study because in the midst of tough competition because everyone can access the internet, but is still able to create a brand. Using the theory of informationalism, network society and capitalism from Manuel Castell, this study reveals the social networks of online local fashion brand owners as actors in the digital economy, and analyzes the basis for forming social networks by looking at the ability of local online fashion brand owners to explore or utilize technology and information. This study uses a qualitative method. Data collection was carried out in two stages, namely primary and secondary data collection. The subject of this study is the owner of a local online fashion brand in East Java. Selected informants based on predetermined criteria, there are 6 subject informants and 6 non-subject informants. The results of this study show several networks that have been successfully built by the six brands. First, a digital-based power network, namely the relationship that exists with Instagram social media users and the Shopee marketplace. Second, the network of interests in the form of work relations. Third, the network of friends in the virtual space. Success in building a network cannot be separated from the ability of local online fashion brand owners to explore and process information through the internet. With this capability, brand owners carry out knowledge and information-based activities to build networks. Activities carried out include two ways. First, using the internet to search for information needed by brand owners by accessing social media Instagram and Pinterest, in order to increase information and knowledge about the models of clothes, shoes and bags that are currently popular with the public. Second, using the internet as a medium for delivering information to the public about the products of each local brand. There are two ways to convey information. First, the delivery of information is carried out directly by the brand with the aim of conveying information about the product and building direct interaction with the community (followers). Second, the delivery of information through the Instagram account of the celebrity (Instagram celebrity). Based on the activities carried out, brand owners can be classified as prosumers, namely acting as consumers and producers of information. |
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