Digital Influencer: Penyebab Meningkatnya Perilaku Konsumtif Masyarakat di E-Commerce pada Era Ekonomi Digital (Studi Kasus pada Aplikasi Instagram)

Olvin Nur Fadhilah, Rifda Nabila Putri, Setyawan Budi Cahyono, Rizky Firmansyah

Abstract


Era ekonomi digital membuat perubahan yang signifikan pada kehidupan masyarakat. Munculnya digital influencer sampai meningkatnya perilaku konsumtif masyarakat salah satu dari bentuk perubahan yang disebabkan oleh era ekonomi digital. Oleh sebab itu, tujuan dari penelitian ini untuk menggali lebih dalam tentang peran kehadiran seorang digital influencer yang menyebabkan meningkatnya perilaku konsumtif masyarakat di era ekonomi digital. Penelitian ini termasuk dalam penelitian dengan pendekatan kualitatif dengan metode studi kasus. Metode pengumpulan data menggunakan wawancara dengan teknik semi terstruktur yang diambil dari beberapa pengguna Instagram yang mengikut sejumlah akun influencer di Instagram. Selain data primer metode pengumpulan data dilakukan menggunakan data sekunder dari hasil penelitian sebelumnya serta informasi serta berita-berita dari media massa yang berkaitan seperti hasil riset, buku, internet, dan jurnal ilmiah. Hasil penelitian ini membuktikan bahwa meningkatnya perilaku konsumtif masyarakat diakibatkan oleh beberapa hal salah satunya adalah digital influencer.

 


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