KOMODIFIKASI BUDAYA ADAT BALI DI ERA DIGITAL EKONOMI (STUDI KASUS 5 TOKO YADNYA DI PURA ADITYA JAYA RAWAMANGUN)

ACHMAD SYAHBANA WAHYUDI, . (2026) KOMODIFIKASI BUDAYA ADAT BALI DI ERA DIGITAL EKONOMI (STUDI KASUS 5 TOKO YADNYA DI PURA ADITYA JAYA RAWAMANGUN). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh fenomena pergeseran praktik keagamaan umat Hindu di wilayah perkotaan, khususnya di Jakarta, di mana tradisi mejahitan atau membuat sarana persembahyangan sendiri (seperti Canang Sari) perlahan tergantikan oleh budaya membeli barang jadi. Fenomena ini menandai terjadinya komodifikasi budaya, di mana nilai sakral bergeser menjadi nilai tukar ekonomi. Penelitian ini bertujuan untuk menganalisis proses komodifikasi budaya Bali dalam konteks ekonomi digital serta mendeskripsikan dinamika perubahan yang dialami oleh pedagang di lima Toko Yadnya di lingkungan Pura Adhitya Jaya Rawamangun. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Pengumpulan data dilakukan melalui observasi, dokumentasi, dan wawancara mendalam dengan pedagang, pembeli, serta pengurus pura. Analisis data dilakukan menggunakan teori Komodifikasi Budaya dari Theodor Adorno untuk membedah bagaimana produk budaya diproduksi secara massal dan terstandarisasi layaknya industri. Hasil penelitian menunjukkan bahwa: (1) Telah terjadi komodifikasi pada sarana upacara (Canang Sari, Banten Pejati, Sodan) yang kini diproduksi massal dengan modifikasi isian (penggunaan makanan ringan pabrikan) demi efisiensi dan keawetan; (2) Motivasi pedagang Toko Yadnya merupakan perpaduan antara motif ekonomi untuk keberlanjutan usaha dan motif spiritual (Ngayah) untuk melayani kebutuhan umat; (3) Pedagang telah melakukan adaptasi digital secara masif, mulai dari penggunaan sistem pembayaran QRIS hingga pemasaran dan penjualan melalui e-commerce dan media sosial (Instagram/WhatsApp) untuk menjangkau pasar yang lebih luas. Kesimpulannya, di era ekonomi digital, sarana sakral telah bertransformasi menjadi komoditas ekonomi yang adaptif terhadap gaya hidup masyarakat urban yang serba praktis, tanpa sepenuhnya menghilangkan nilai spiritualitas di dalamnya. ***** This research is motivated by the phenomenon of shifting religious practices among Hindus in urban areas, particularly in Jakarta, where the tradition of "mejejaitan" or making prayer offerings (such as Canang Sari) personally is gradually being replaced by the culture of purchasing ready-made items. This phenomenon marks the occurrence of cultural commodification, where sacred values shift into economic exchange values. This study aims to analyze the process of Balinese cultural commodification within the context of the digital economy and to describe the dynamics of change experienced by merchants in five Yadnya Shops (Toko Yadnya) located within the Pura Adhitya Jaya Rawamangun environment. This study employs a qualitative approach with a descriptive method. Data collection was conducted through observation, documentation, and in-depth interviews with merchants, buyers, and temple administrators. Data analysis was performed using Theodor Adorno's Theory of Cultural Commodification to dissect how cultural products are mass-produced and standardized akin to an industry. The results indicate that: (1) Commodification has occurred in ceremonial means (Canang Sari, OfferPejatiings, Sodan), which are now mass-produced with modified contents (using manufactured snacks) for efficiency and durability; (2) The motivation of Yadnya Shop merchants is a blend of economic motives for business sustainability and spiritual motives ("Ngayah") to serve the needs of the congregation; (3) Merchants have undergone massive digital adaptation, ranging from the use of QRIS payment systems to marketing and sales through e-commerce and social media (Instagram/WhatsApp) to reach a broader market. In conclusion, in the digital economy era, sacred means have transformed into economic commodities that are adaptive to the practical lifestyle of urban society, without completely eliminating the spiritual values within them.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Evy Clara, M.Si.; 2). Dr. Yuanita Aprilandini Siregar, M.Si.
Subjects:	Ilmu Sosial > Sosiologi
Divisions:	FIS > S1 Sosiologi
Depositing User:	Achmad Syahbana Wahyudi .
Date Deposited:	30 Jan 2026 02:46
Last Modified:	30 Jan 2026 02:46
URI:	http://repository.unj.ac.id/id/eprint/64477

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