Digital Marketing Strategy of Product and Service Offered in The Online Prostitution Business
Article Sidebar
Read Counter : 90
Download : 46
Main Article Content
Abstract
The massive advances in digital technology have brought about major changes in business. Various economic activities ranging from marketing, sales, payments, to the distribution of goods have been accelerated by various digital platforms. The same acceleration also occurred in the prostitution business and its various business lines. Even though it is a business that violates moral and religious values, in fact, prostitution that uses online media is growing rapidly. Social media, such as Twitter, Whatsapp, MeChat, and OnlyFans are often used as transaction media for online commercial sex workers. The purpose of this research is to examine digital marketing strategies as well as the products and services offered in the online prostitution business. This study uses digital-based data collection techniques, by conducting online in-depth interviews, digital observations, and digital literature studies. The informants in this study were commercial sex workers and their consumers. This research is also supported by online observations and literature studies. The results of the study show that digital marketing of the online prostitution business includes: (1) utilizing websites that have been optimized for search engines, (2) utilizing social media and creating persuasive content, (3) integrating more than one online media, and (4) ) using digital advertising and e-mail services. Meanwhile, the products and services offered include: (1) audio-visual products, (2) visual products, (3) dating partners, (4) massage services, and (5) intercourse services.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Author (s) hold copyrights and retain copyrights of articles if the article is accepted for publishing.
- The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material are distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Public allowed to Share (copy and redistribute the material in any medium or format) and Adapt (remix, transform, and build upon the material) this journal article content.
References
Ahmed, F., Shafiq, M. Z., & Liu, A. X. (2016). The Internet is for Porn: Measurement and Analysis of Online Adult Traffic. 2016 IEEE 36th International Conference on Distributed Computing Systems (pp. 88-97). Nara: Institute of Electrical and Electronics Engineers.
Alhakim, R. (2019). Pekerja seks komersial (PSK) dengan menggunakan media online di kota Surabaya. Surabaya: Repository University Wijaya Kusuma.
Andriano, S. (2021). Peran Media Sosial Pada Komunikasi Pemasaran Aplikasi "Catch Me Up!" Melalui Email News Letter. Jurnal Interact, 1-34. Retrieved from https://ejournal.atmajaya.ac.id/index.php/interact/article/view/2329/1248
Asri, I. (2022). Pola Komunikasi Interpersonal Pekerja Seks Komersil dalam Prostitusi Online di Sosial Media (Studi Kasus di Bilangan Jakarta Pusat). Ikon: Jurnal Ilmiah Ilmu Komunikasi, XXVII(1), 83-106. Retrieved from https://journals.upi-yai.ac.id/index.php/IKON/article/view/1831
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice (7th ed.). United Kingdom: Pearson Education.
Darojah, D. L. (2020). Potret Perempuan Pekerja Seks Komersial (Studi Kos-kosan Kec. Puri, Kab.Mojokerto). Skripsi. Retrieved from https://eprints.umm.ac.id/64398/
Desai, V. (2019). Digital Marketing: A Review. International Journal of Trend in Scientific Research and Development (IJTSRD), 196-200. Retrieved from https://www.ijtsrd.com/papers/ijtsrd23100.pdf
Fakhirah, T. G., Amirudin, A., Lathifah, A., & Laksono, A. (2021). Kajian Netnografi Aktivitas Komersialisasi Tubuh Para Kreator Onlyfans. Endogami: Jurnal Ilmiah Kajian Antropologi, V(1), 19-47. Retrieved from https://ejournal.undip.ac.id/index.php/endogami/article/view/43270
Fatkhullah, M., & Habib, M. A. (2023). Pemberdayaan Masyarakat: Konsep, Peluang, dan Tantangan dalam Perspektif Islam. Jurnal Ekonomika dan Bisnis Islam, 6(1), 137-153.
Febriansyah, H. (2022). Gambaran Perilaku Mengkonsumsi Konten Pornografi Pada Dewasa Awal: Studi Literatur Psikologi Dan Islam. Konferensi Integrasi Interkoneksi Islam Dan Sains (KIIIS) (pp. 327-332). Yogyakarta: Faculty of Science and Technology, Universitas Islam Negeri Sunan Kalijaga Yogyakarta.
Gunawan, R. D., Sugiartha, N. G., & Karma, N. S. (2021). Penyebaran Iklan Pada Media Elektronik Yang Memuat Konten Pornografi. Jurnal Interpretasi Hukum, 261-267.
Habib, M. A., Nisa, K. K., Fatkhullah, M., Ursah, C. R., & Budita, A. K. (2022). Sosiologi Ekonomi: Kajian Teoretis dan Contoh Penerapan. Tulungagung: Akademia Pustaka. Retrieved from http://repo.uinsatu.ac.id/25824/
Haryanto, A. T. (2019, January 09). Tiap Bulan, Kominfo Jaring 1.000 Konten Prostitusi Online. Retrieved from Kementerian Komunikasi dan Informatika Republik indonesia: https://www.kominfo.go.id/content/detail/15872/tiap-bulan-kominfo-jaring-1000-konten-prostitusi-online/0/sorotan_media
Ifdhal, M. (2020, March 08). Kominfo: Aduan konten negatif didominasi pornografi. Retrieved from Antara News: https://www.antaranews.com/berita/1343490/kominfo-aduan-konten-negatif-didominasi-pornografi
Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasan, M., Utomo, K. P., . . . Triwardhani, D. (2021). Perilaku Konsumen. Bandung: Widina Bhakti Persada. Retrieved from https://repository.penerbitwidina.com/media/publications/335466-perilaku-konsumen-2b933b4d.pdf
Ispawati, A. (2022). Pola Komunikasi Interpersonal Pekerja Seks Komersil Dalam Prostitusi Online Di Sosial Media (Studi Kasus di Bilangan Jakarta Pusat). IKON: Jurnal Ilmu Komunikasi, 83-106. Retrieved from https://journals.upi-yai.ac.id/index.php/IKON/index
Jannah, N. (2010). Praktik Jual Beli Download Video Porno Melalui Handphone (Studi Kasus di Gerai-gerai Ponsel Kelurahan Sungai Bilu Kecamatan Banjarmasin Timur). Banjarmasin: Repository Universitas Islam Negeri Antasari Banjarmasin.
Jayani, D. H. (2021, June 03). Kasus Prostitusi Anak Paling Banyak Terjadi lewat Aplikasi MiChat. Retrieved from Databoks Katadata Media Network: https://databoks.katadata.co.id/datapublish/2021/06/03/kasus-prostitusi-anak-paling-banyak-terjadi-lewat-aplikasi-michat
Juditha, C. (2021). Prostitusi Daring: Tren Industri Jasa Seks Komersial di Media Sosial. Jurnal_Pekommas, 6(1), 51-63. doi:https://dx.doi.org/10.30818/jpkm.2021.2060106
Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing (3rd ed.). New York: Kogan Page Publishers.
Kleden, K. L. (2019). Pisau Analisis Kriminologi Prostitusi Online. DiH: Jurnal Ilmu Hukum, XV(1), 68-78.
Latif, S. A., & Zulherawan, M. (2019). Penyimpangan Sosial dalam Prilaku Seks Bebas Dikalangan Remaja. SISI LAIN REALITA, 4(2), 56-75. doi:https://doi.org/10.25299/sisilainrealita.2019.vol4(2).4827
Liu-Thompkins, Y. (2019). A Decade of Online Advertising Research: What We Learned and What We Need to Know. Journal of Advertising, XLVIII(1), 1-13. doi:https://doi.org/10.1080/00913367.2018.1556138
Malik, A. (2019). Prostitusi Online dan Komodifikasi Tubuh. Lontar: Jurnal Ilmu Komunikasi, 1-8. doi:https://doi.org/10.30656/lontar.v7i1.1562
Mario, R. (2020). New Media & Cybersex: Penyalahgunaan Media Sosial dalam Sarana Prostitusi Online. Yogyakarta: Repository Universitas Mercubuana. Retrieved from http://eprints.mercubuana-yogya.ac.id/id/eprint/9038/
Matta, C. (2024). The Explanatory Power of Discourse Analysis. Philosophy of the Social Sciences, 54(5), 363–386. https://doi.org/10.1177/00483931241255229
Muntu, S. A. (2021). Studi Netnografi Pada Media Sosial Instagram. Acta Diurna Komunikasi, 3(4), 1-8.
Noerkhaliza, U. (2019). Tinjauan Sosiologis terhadap Prostitusi Berkedok. Medan: Repository Universitas Sumatera Utara.
Noviani, A., & Wijayanti, S. (2022, Juli). Instagram Sebagai Medium Pesan Komunitas Ibu Tunggal di Indonesia (Studi Netnografi di Akun Instagram @singlemomindonesia). Jurnal Netnografi Komunikasi, 1(1), 1-13.
Nurgiansah, T. H. (2020). Fenomena Prostitusi Online di Kota Yogyakarta dalam Persfektif Nilai Kemanusiaan yang Adil dan Beradab. Jurnal Kewarganegaraan, VII(1), 27-34. Retrieved from http://download.garuda.kemdikbud.go.id/article.php?article=2332233&val=22417&title=Fenomena%20Prostitusi%20Online%20di%20Kota%20Yogyakarta%20dalam%20Perspektif%20Nilai%20Kemanusiaan%20Yang%20Adil%20dan%20Beradab
Platta, M., Davies, S. G., & Bennett, L. R. (2018). Contestations of Gender, Sexuality and Morality in Contemporary Indonesia. Asian Studies Review, 42(1), 1-15. doi:Asian Studies Review
Ratu, M., Welly E. Mamosey, & Jetty E.T Mawara. (2020, Mret). Strategi PSK dalam Menggunakan Media Sosial Di Kota Manado. Jurnal Holistik, XIII(1), 1-17.
Ritaudin, M. (2019). Persepsi Tokoh Masyarakat Terhadap Aspek Politik Eksistensi Pekerja Seks Komersial (PSK) Di Eks Lokalisasi Rawa Laut Panjang Selatan Bandar Lampung . Jurnal Tapis: Jurnal Teropong Aspirasi Politik Islam, 171-201. Retrieved from http://ejournal.radenintan.ac.id/index.php/TAPIs/article/view/4303/2854
Sabela, J., Hendarso, Y., & Soraida, S. (2021). Fenomena Eksploitasi Ladies Companion (LC) Di The Venus Kota Palembang. Jurnal Media Sosiologi Bidang Ilmu Sosial, 93-101. doi:https://doi.org/10.47753/jms.v24i1.76
Saleh, M., & Said , M. (2019). Konsep dan Strategi Pemasaran. Makasar: CV SAH MEDIA.
Scheper-Hughes, N., & Wacquant, L. (2002). Commodifying Bodies. London: SAGE Publications.
Setyawan, S. A., Gustaf, M. A., Pambudi, E. D., Fatkhurrozi, M., & Anwar, S. (2019). Student Free Sex in the Perspective of Criminology and Law. Law Research Review Quarterly, 5(2), 135-158. doi:https://doi.org/10.15294/snh.v5i2.31265
Sidqi, F. D., & Marcos, H. (2021). Optimasi Website Menggunakan Metode Search Engine Optimization (SEO) On Page Dan Off Page Dalam Meningkatkan Trafik Kunjungan (Studi Kasus: Hustle Media Group). JOISM: Jurnal Of Information System Management, 27-31.
Sumintak, S., & Idi, A. (2022). Analisis Relasi Kuasa Michel Foucault: Studi Kasus Fenomena Kekerasan Seksual di Perguruan Tinggi. Jurnal Intelektualita: Keislaman, Sosial, dan Sains, XI(1), 55-61. doi:https://doi.org/10.19109/intelektualita.v11i1.11117
Syahza, A. (2021). Metode Penelitian Edisi Revisi 2021. Pekanbaru: UR Press. Retrieved from https://www.researchgate.net/publication/354697863_Buku_Metodologi_Penelitian_Edisi_Revisi_Tahun_2021
Umaroh, A., Prastika, C., Herawati, Chalada, S., & Pratomo, H. (2021). Fenomena Pacaran Remaja Selama Masa Pandemi Covid-19 di Jabodetabek. PREPOTIF Jurnal Kesehatan Masyarakat, 125-138. Retrieved from https://www.researchgate.net/profile/Ayu-Umaroh/publication/350099797_FENOMENA_PACARAN_REMAJA_SELAMA_MASA_PANDEMI_COVID-_19_DI_JABODETABEK/links/6050dbc9299bf173674ab7e5/FENOMENA-PACARAN-REMAJA-SELAMA-MASA-PANDEMI-COVID-19-DI-JABODETABEK.pdf.
Wahyudi, T. H., & Prastiwi, J. H. (2022). Sexuality and the State: Dispensation of Child Marriage in Indonesia. Aspirasi: Jurnal Masalah-masalah Sosial, 205-225.
Wibawanto, H. (2021). Analisis Penelitian di Era Digital. Tangerang Selatan: Universitas Terbuka. Retrieved from https://pustaka.ut.ac.id/lib/mslk5109-analisis-penelitian-di-era-digital/
Yamin, Ahmad Bin. (2017). Impact of DigitaL Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers o Bangladech. Asian Business Consortium, 117-122. Retrieved from https://abc.us.org/ojs/index.php/ajtp/article/view/426
Zuhri, M. S. (2022). Konsep Diri Pada Pekerja Seks Komersial Di Warung Remang-Remang. Rosyada: Islamic Guidance and Counseling, 114-126. Retrieved from https://jurnal.iainponorogo.ac.id/index.php/rosyada/article/view/4409/2433