RELASI MODAL SOSIAL DALAM EKONOMI DIGITAL (STUDI KASUS: 5 PELAKU USAHA ONLINE)

BELINDA ALINSKA, . (2020) RELASI MODAL SOSIAL DALAM EKONOMI DIGITAL (STUDI KASUS: 5 PELAKU USAHA ONLINE). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mendeskripsikan bentuk dan kontribusi modal sosial yang dimiliki pelaku usaha sebagai pelaku usaha online. Penelitian ini juga bertujuan mendeskripsikan faktor pendukung dan faktor penghambat yang dirasakan pelaku usaha sebagai pelaku usaha online dalam membangun modal sosial. Selanjutnya juga menganalisis relasi modal sosial pelaku usaha online dalam ekonomi digital. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data yang digunakan yaitu wawancara, observasi, dokumentasi dan studi kepustakaan. Subjek yang digunakan dalam penelitian ini yaitu 5 pelaku usaha online yang terdiri dari 3 produsen yaitu Ghanior, Baraka, dan Tetta.co serta 2 Distributor yaitu Butoshop dan Crushlicious.bks. Konsep untuk menganalisis data yang digunakan yaitu konsep ekonomi digital, dan konsep modal sosial Robert Putnam yang terdiri dari kepercayaan, jaringan, dan norma. Hasil penelitian ini menunjukkan bentuk modal sosial pelaku usaha online terdiri dari kepercayaan yaitu take first and pay later, repeat order, dan quick order. Jaringan terdiri dari endorse influencer, kontrak influencer, dan give away. Nilai dan norma terdiri dari harus sesuai format order, good service, garansi, dan hit and run blacklist. Kontribusi modal sosial pelaku usaha online yaitu peningkatan konsumen melalui rekomendasi positif, penguatan legalitas melalui personal branding dan apparel timnas, serta efektifitas dan efisiensi melalui downliner. Relasi modal sosial dalam ekonomi digital pada penelitian ini terlihat melalui kepercayaan, jaringan, dan nilai norma yang dimiliki pelaku usaha online saling terkorelasi satu sama lain didalam ranah virtual. Kata Kunci: Ekonomi Digital,Modal Sosial, Pelaku Usaha Online This research is designed to illustrate the form and contribution of social capital needed by business as a business. This study also tries to describe the supporting and inhibiting factors in building social capital. Next also analyze the capital relations of social efforts in the digital economy. This research uses a qualitative case study method. Data collection techniques used were interviews, observation, documentation and literature studies. The subjects used in this study were 5 online businesses consisting of 3 producers namely Ghanior, Baraka, and Tetta.co and 2 Distributors namely Butoshop and Crushlicious.bks. The concept for analyzing the data used is the concept of digital economy, and social capital from Robert Putnam consisting of trust, networks, and norms. The results of this study indicate a form of online social venture capital consisting of trust, which is taking first and paying later, repeat orders, and fast orders. This network consists of final influencers, influencer contracts, and gifts. Values and norms must consist of format, good service, guaranteed, and press and run the blacklist. The contribution of efforts to increase online social capital is to increase consumers through positive assessments, strengthen legality through personal branding and national team clothing, as well as effectiveness and efficiency through downliners. The relationship of social capital in the digital economy in this study is seen through the beliefs, networks, and norm values associated with online businesses that correlate with each other in the virtual world. Keywords: Digital Economy, Social Capital, Online Business Actor

Item Type: Thesis (Sarjana)
Additional Information: 1)Syaifudin, M.Kesos. ; 2)Prima Yustitia Nurul Islami, S.KPm.,M.Si.
Subjects: Ilmu Sosial > Sosiologi
Divisions: FIS > S1 Pendidikan Sosiologi
Depositing User: Users 441 not found.
Date Deposited: 04 Mar 2020 14:44
Last Modified: 04 Mar 2020 14:44
URI: http://repository.unj.ac.id/id/eprint/3618

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