Perilaku Konsumsi Generasi Digital Indonesia dalam Ekosistem Kerja Berbasis Platform

Umar Burhan; Suharto Suharto

doi:10.31004/riggs.v4i4.5379

Authors

Umar Burhan Universitas Gresik
Suharto Suharto Universitas Gresik

DOI:

https://doi.org/10.31004/riggs.v4i4.5379

Keywords:

Ekonomi Digital, Perilaku Konsumsi Generasi Digital, Kerja Digital, Netnografi

Abstract

Fenomena Silent Boom sebagai dinamika baru dalam hubungan antara kerja digital dan perilaku konsumsi generasi digital Indonesia. Studi ini berangkat dari paradoks empiris antara stagnasi indikator ketenagakerjaan formal dan pertumbuhan konsumsi gaya hidup, layanan digital, serta konsumsi berbasis pengalaman di kalangan generasi muda. Dengan menggunakan pendekatan kualitatif berbasis netnografi, penelitian ini menganalisis narasi, praktik, dan representasi kerja digital yang muncul dalam interaksi pengguna di media sosial dan platform ekonomi digital. Hasil penelitian menunjukkan bahwa kerja digital berbasis platform seperti freelancing, content creation, gig economy, dan aktivitas mikro berbasis keterampilan menciptakan sumber pendapatan alternatif yang bersifat fleksibel, terfragmentasi, dan sering kali tidak tercatat dalam statistik ketenagakerjaan formal. Akumulasi pendapatan mikro tersebut menopang stabilitas konsumsi generasi digital secara senyap namun berkelanjutan, meskipun tidak disertai kepastian pendapatan formal jangka panjang. Lebih lanjut, temuan penelitian mengungkap pergeseran makna kerja dari relasi institusional menuju praktik sosial yang dinegosiasikan secara kultural melalui interaksi digital, serta integrasi yang semakin erat antara kerja, konsumsi, dan pembentukan identitas. Penelitian ini memperkenalkan Silent Boom sebagai kerangka analitis untuk menjelaskan invisibilitas kerja digital yang berbanding terbalik dengan visibilitas konsumsi, sekaligus memperluas literatur kerja digital dan consumer culture theory dalam konteks ekonomi platform. Implikasi penelitian ini relevan bagi pengembangan strategi pemasaran, pemberdayaan UMKM digital, serta perumusan kebijakan publik yang lebih adaptif terhadap realitas ekonomi digital generasi muda di Indonesia.

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