KOMODIFIKASI POPULARITAS DIGITAL DI PLATFORM INSTAGRAM (STUDI: BISNIS JUAL BELI FOLLOWERS DI GRUP WHATSAPP XYZ)

NASYAH THASYATI, . (2026) KOMODIFIKASI POPULARITAS DIGITAL DI PLATFORM INSTAGRAM (STUDI: BISNIS JUAL BELI FOLLOWERS DI GRUP WHATSAPP XYZ). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Nasyah Thasyati, Komodifikasi Popularitas Digital Di Platform Instagram (Studi: Bisnis Jual Beli Followers Di Grup Whatsapp XYZ), Skripsi. Jakarta: Program Studi Sosiologi, Fakultas Ilmu Sosial dan Hukum, Universitas Negeri Jakarta, 2026. Penelitian ini bertujuan untuk menganalisis secara sosiologis bagaimana proses komodifikasi popularitas digital terbentuk dalam sistem kapitalisme digital, khususnya fenomena jual beli followers Instagram di Grup WhatsApp XYZ. Fenomena ini menunjukkan bahwa media sosial tidak hanya menjadi ruang interaksi, tetapi juga arena produksi nilai ekonomi dan simbolik. Dalam konteks ini, followers diposisikan sebagai aset ekonomi sekaligus simbol status yang meningkatkan pengakuan sosial di jaringan digital. Penelitian ini menggunakan metode kualitatif dengan pendekatan kualitatif digital melalui observasi partisipatif di Grup WhatsApp XYZ dan wawancara mendalam dengan delapan informan. Informan ini terdiri dari admin, reseller, dan konsumen, serta dokumentasi percakapan digital. Keabsahan data dijaga melalui triangulasi metode dan sumber. Data kemudian dianalisis secara tematik untuk mengidentifikasi pola interaksi, mekanisme jual beli, relasi kekuasaan, serta proses komodifikasi popularitas digital Tim Jordan dalam sistem kapitalisme digital. Hasil penelitian menunjukkan bahwa relasi sosial dalam grup bersifat transaksional, namun dijalankan melalui komunikasi yang cair dan berbasis kepercayaan virtual. Sementara itu, kapitalisme digital hadir melalui proses komodifikasi yang berlangsung ketika popularitas digital direduksi menjadi angka followers yang diproduksi, diklasifikasikan, dan diperjualbelikan sebagai komoditas bernilai ekonomi. Mekanisme jual beli dijalankan melalui struktur aktor yang melibatkan supplier, reseller, dan konsumen dengan alur promosi, pemesanan, pembayaran, serta pengiriman followers secara otomatis. Di tengah regulasi Instagram, pelaku bisnis mengembangkan berbagai strategi, seperti modifikasi penawaran layanan, penggunaan bahasa tersandi, dan penguatan reputasi, untuk mempertahankan keberlanjutan transaksi. Praktik ini tidak hanya berdampak pada ekonomi, tetapi juga membentuk ulang pola relasi sosial melalui pemanfaatan modal sosial di antara para pelaku bisnis. Kata Kunci: Komodifikasi Followers, Kapitalisme Digital, Jual Beli Followers, WhatsApp, Instagram ******* ABSTRACT Nasyah Thasyati. Commodification of Digital Popularity on Instagram (Study: The Business of Buying and Selling Followers in WhatsApp Group XYZ). Undergraduate Thesis. Jakarta: Department of Sociology, Faculty of Social and Legal Sciences, Universitas Negeri Jakarta, 2026. This study aims to sociologically analyze how the commodification of digital popularity is formed within the system of digital capitalism, particularly through the phenomenon of buying and selling Instagram followers in WhatsApp Group XYZ. This phenomenon indicates that social media is not only a space for interaction, but also an arena for the production of both economic and symbolic value. In this context, followers are positioned as economic assets as well as status symbols that enhance social recognition within digital networks. This research employs a qualitative method with a digital qualitative approach, utilizing participant observation in WhatsApp Group XYZ and in-depth interviews with eight informants consisting of admins, resellers, and consumers, supported by digital conversation documentation. Data validity was ensured through methodological and source triangulation. The data were then thematically analyzed to identify patterns of interaction, transaction mechanisms, power relations, and the process of commodifying digital popularity based on Tim Jordan’s framework within digital capitalism. The findings show that social relations within the group are transactional in nature, yet maintained through fluid communication and virtual trust. Digital capitalism operates through a commodification process in which digital popularity is reduced to numerical indicators of followers that are produced, classified, and traded as commodities with economic value. The buying and selling mechanism is carried out through a structured network of actors involving suppliers, resellers, and consumers, following stages of promotion, ordering, payment, and automated delivery of followers. Amid Instagram’s regulations, business actors develop strategies such as modifying service offerings, using coded language, and strengthening reputation to sustain transactions. This practice not only generates economic impacts but also reshapes social relations through the utilization of social capital among the actors involved. Keywords: Commodification of Followers, Digital Capitalism, Buying and Selling Followers, WhatsApp, Instagram

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Evy Clara, M.Si. ; 2). Dr. Asep Suryana, M.Si.
Subjects:	Ilmu Sosial > Sosiologi
Divisions:	FIS > S1 Sosiologi
Depositing User:	Nasyah Thasyati .
Date Deposited:	09 Feb 2026 01:45
Last Modified:	09 Feb 2026 01:45
URI:	http://repository.unj.ac.id/id/eprint/65115

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