STRATEGI PEMBENTUKAN MODAL SOSIAL DALAM TRANSFORMASI BISNIS DIGITAL (STUDI KASUS PADA 4 PEDAGANG ONLINE DI INSTAGRAM)

ZHETA ARVINIK, . (2025) STRATEGI PEMBENTUKAN MODAL SOSIAL DALAM TRANSFORMASI BISNIS DIGITAL (STUDI KASUS PADA 4 PEDAGANG ONLINE DI INSTAGRAM). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini memiliki tiga tujuan, pertama untuk mendeskripsikan tentang latar belakang pedagang melakukan bisnis digital di Instagram, kedua, untuk mendeskripsikan tentang bagaimana strategi pembentukan modal sosial pedagang online dalam bisnis digital di instagram, ketiga untuk mendeskripsikan bagaimana dampak dari strategi pembentukan modal sosial pedagang online dalam transformasi bisnis digital di Instagram. Penelitian ini menggunakan pendekatan kualitatif, dengan metode studi kasus. Data penelitian ini diperoleh melalui observasi, wawancara mendalam, dokumentasi, dan studi kepustakaan. Subjek penelitian ini terdiri dari 4 pedagang online yang memiliki toko offline yang berlokasi di Kota Bekasi. Penelitian ini terdapat informan triangulasi yaitu pembeli pada masing-masing toko online milik pedagang. Berdasarkan temuan penelitian, latar belakang pedagang melakukan bisnis digital di Instagram yaitu karena adanya tren online shop yang bermunculan dan kondisi tidak stabilnya penjualan pada toko offline. Strategi pembentukan modal sosial dalam transformasi bisnis digital di Instagram, meliputi strategi membangun kepercayaan pelanggan, strategi memperluas jaringan, dan strategi penerapan norma. Strategi tersebut menghasilkan modal sosial bonding yang ditunjukkan dari adanya interaksi dan transparansi antara pedagang dengan pelanggan dalam membentuk hubungan kedekatan dan kepercayaan dalam transaksi digital. Selain itu, modal sosial bridging menjembatani terjadinya kerja sama positif antara pedagang online dengan influencer dan partner online dalam hal promosi produk. Dengan demikian, strategi pembentukan modal sosial berdampak pada peningkatan keuntungan pedagang, antara lain meningkatnya jumlah pelanggan online, mendapatkan followers baru, adanya reseller, dan bertambahnya pelanggan di toko offline milik pedagang. Kata Kunci: Bisnis Digital, Instagram, Modal Sosial, Bonding, Bridging, Jaringan, Kepercayaan, Norma ***** This study has three objectives, first to describe the background of traders doing digital business on Instagram, second, to describe how the strategy of forming social capital of online traders in digital business on Instagram, third to describe how the impact of the strategy of forming social capital of online traders in digital business transformation on Instagram. This research employed a qualitative approach, employing a case study method. Data were obtained through observation, in-depth interviews, documentation, and literature review. The subjects were four online merchants with offline stores located in Bekasi City. Triangulation informants included buyers at each merchant's online store. Based on research findings, the background of traders doing digital business on Instagram is because of the emerging trend of online shops and unstable sales conditions in physical stores. The strategy of forming social capital in digital business transformation on Instagram includes strategies for building customer trust, strategies for expanding networks, and strategies for implementing norms. This strategy produces bonding social capital which is shown by the interaction and transparency between traders and customers in forming close relationships and trust in digital transactions. In addition, bridging social capital bridges the occurrence of positive cooperation between online traders and influencers and online partners in terms of product promotion. Thus, the strategy of forming social capital has an impact on increasing trader profits, including increasing the number of online customers, getting new followers, having resellers, and increasing customers in offline stores owned by traders. Keywords: Digital Business, Instagram, Social Capital, Bonding, Bridging, Network, Trust, Norms

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prima Yustitia Nurul Islami, S.KPm., M.Si. ; 2). Ubedilah, S.Pd., M.Si.
Subjects:	Ilmu Sosial > Sosiologi
Divisions:	FIS > S1 Pendidikan Sosiologi
Depositing User:	Zheta Arvinik .
Date Deposited:	07 Aug 2025 06:26
Last Modified:	07 Aug 2025 06:26
URI:	http://repository.unj.ac.id/id/eprint/58642

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