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Title:
DARI FOTO DAN VIDEO KE TOKO: PERKEMBANGAN INSTAGRAM DALAM PERSPEKTIF KONSTRUKSI SOSIAL
Author:
Muhammad Rizqi Arifuddin(1*)
Irwansyah Irwansyah(2) (1) Universitas Pelita Harapan, Indonesia
(2) Universitas Indonesia, Indonesia
(*) Corresponding Author
10.31002/jkkm.v3i1.1256|
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Abstract
Abstract: Since being launched in 2010, Instagram has developed into more than just photo and video sharing application. Nowadays, Instagram users, including those in Indonesia, have relied on this social media to stroll their favorite online shops and purchase goods. This raises question on why Instagram has developed into online shopping medium. Numerous studies have been made on Instagram but none, especially in Bahasa Indonesia, has answered these questions. To answer these questions, this conceptual paper employed desk review methodology to gather relevant secondary data. This paper found that Instagram’s latest development into online shopping medium is triggered by its nature as a product of social construct. It evolves to respond to the development of social needs where Instagram is used. Indonesia, as one of the countries with largest Instagram users, contributed to this change with the rising use of Instagram for business.
Keywords: Instagram, SCOT, social construction, online shopping
Abstrak: Sejak peluncurannya di tahun 2010, Instagram telah berkembang lebih dari sekedar aplikasi berbagai foto dan video. Kini, pengguna Instagram, termasuk di Indonesia, banyak mengandalkan sosial media ini untuk melihat took online favorit mereka dan kemudian membeli barangnya. Hal ini menimbulkan pertanyaan mengapa Instagram berkembang menjadi sarana belanja online? Sudah banyak kajian tentang Instagram namun belum ada, terutama yang berbahasa Indonesia, yang menjawab pertanyaan ini. Untuk menjawab pertanyaan ini, artikel konseptual ini menggunakan methodology desk review untuk mengumpulkan data sekunder. Artikel ini menemukan bahwa perkembangan terkini Instagram disebabkan karena sifat nya sebagai sebuah produk konstruksi sosial. Instagram akan berevolusi untuk merespon perkembangan kebutuhan masyarakat di mana dia digunakan. Indonesia, sebagai salah satu Negara pengguna Instagram terbesar, turut berkontribusi dalam hal ini karena meningkatnya pengguna Instagram untuk tujuan berbisnis
Kata kunci: Instagram, SCOT, konstruksi sosial, online shopping
Keywords
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DOI: https://doi.org/10.31002/jkkm.v3i1.1256
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