PRAKTIK SOSIAL PEMANFAATAN PLATFORM MEDIA SOSIAL PADA KONVEKSI UMKM (STUDI 4 KONVEKSI UMKM DI PERKAMPUNGAN INDUSTRI KECIL (PIK) PULOGADUNG, JAKARTA TIMUR)

MELINDA NUR FADILAH, . (2026) PRAKTIK SOSIAL PEMANFAATAN PLATFORM MEDIA SOSIAL PADA KONVEKSI UMKM (STUDI 4 KONVEKSI UMKM DI PERKAMPUNGAN INDUSTRI KECIL (PIK) PULOGADUNG, JAKARTA TIMUR). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Konveksi UMKM merupakan sektor padat karya yang berpotensi besar di pasar lokal hingga global. Di era industri 4.0, persaingan mendorong pelaku konveksi UMKM memanfaatkan platform media sosial untuk pemasaran, promosi, komunikasi, dan perluasan jaringan. Namun, pemanfaatan platform ini dibatasi oleh struktur algoritma, aturan distribusi konten, keterbatasan literasi digital, serta ketergantungan pada fitur platform. Kondisi tersebut menuntut pelaku usaha konveksi sebagai agen untuk menjalankan praktik sosial yang berulang dalam menegosiasikan struktur digital, yang tidak semata didasarkan pada pertimbangan ekonomi rasional. Oleh karena itu, penelitian ini bertujuan memahami praktik sosial konveksi UMKM di PIK Pulogadung secara komprehensif. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus dan studi naratif. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi pada periode Januari–Oktober 2025. Penelitian berlokasi di Perkampungan Industri Kecil (PIK) Pulogadung, Jakarta Timur. Subjek penelitian meliputi pemilik atau pengelola usaha konveksi UMKM di kawasan tersebut, dengan perwakilan UPK PPUKMP Pulogadung sebagai triangulasi sumber data. Penelitian ini menunjukkan bahwa pemanfaatan platform media sosial oleh konveksi UMKM di PIK Pulogadung berfungsi sebagai alat bantu utama dalam pemasaran, komunikasi, transaksi, pencarian ide, dan pengembangan jejaring usaha. Platform seperti Instagram, TikTok, e-commerce, dan WhatsApp dimanfaatkan dengan pola yang berbeda-beda, bergantung pada tingkat pemahaman, intensitas penggunaan, dan sumber daya pelaku usaha. Pelaku usaha mengelola media sosial dengan mengandalkan anak atau keluarga, merekrut tenaga ahli, dan dikelola secara mandiri. Dalam perspektif strukturasi, praktik ini menunjukkan relasi timbal balik antara agen dan struktur, yaitu pelaku usaha menyesuaikan tindakannya terhadap aturan dan mekanisme platform yang bersifat membatasi (constraining) sekaligus memungkinkan adanya peluang (enabling). Praktik tersebut menghasilkan dampak berupa perluasan pasar, peningkatan penjualan, dan penguatan relasi dengan konsumen. Kata Kunci: Konveksi UMKM, Platform Media Sosial, Praktik Sosial, Strukturasi ***** MSME garment convections are a labor-intensive sector with significant potential in both local and global markets. In the era of Industry 4.0, increasing business competition has encouraged MSME garment actors to utilize social media platforms for marketing, promotion, communication, and network expansion. However, the use of these platforms is constrained by algorithmic structures, content distribution rules, limited digital literacy, and dependence on platform features. These conditions require garment business actors, as agents, to engage in repetitive social practices to negotiate digital structures that are not solely based on rational economic considerations. Therefore, this study aims to comprehensively understand the social practices of MSME garment convections in PIK Pulogadung. This study employs a descriptive qualitative method with a case study and narrative study approach. Data were collected through in-depth interviews, observation, and documentation from January to October 2025. The research was conducted in the Perkampungan Industri Kecil (PIK) Pulogadung, East Jakarta. The research subjects include owners or managers of MSME garment convections in the area, with representatives from UPK PPUKMP Pulogadung serving as a source of data triangulation. This study shows that the use of social media platforms by MSME garment businesses in PIK Pulogadung functions as a primary tool for marketing, communication, transactions, idea generation, and business network development. Platforms such as Instagram, TikTok, e-commerces, and WhatsApp are utilized in different ways, depending on the level of understanding, intensity of use, and the resources available to business actors. Social media management is carried out by relying on children or family members, hiring experts, or managing it independently. From a structuration perspective, these practices demonstrate a reciprocal relationship between agency and structure, in which business actors adjust their actions to the rules and mechanisms of the platforms that simultaneously constrain and enable them. These practices generate impacts in the form of market expansion, increased sales, and the strengthening of relationships with consumers. Keywords: MSME Garment Convection, Social Media Platforms, Social Practices, Structuration

Item Type:	Thesis (Sarjana)
Additional Information:	1. Meila Riskia Fitri, S.Pd., M.A. ; 2. Dr. Asep Suryana, M.Si.
Subjects:	Ilmu Sosial > Industri, Buruh, Produksi Ilmu Sosial > Perdagangan, e-commerce Ilmu Sosial > Sosiologi Ilmu Sosial > Kewirausahaan
Divisions:	FIS > S1 Sosiologi
Depositing User:	Melinda Nur Fadilah .
Date Deposited:	26 Jan 2026 04:33
Last Modified:	26 Jan 2026 04:58
URI:	http://repository.unj.ac.id/id/eprint/63744

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