AKTIFITAS EKONOMI MASYARAKAT MELALUI INTERNET

Hasyim Ali Imran

Abstract

The case of this research is phenomenon of activities in online shopping site in Karang Taruna. By harnessing the concept uses of theory uses and gratification introduced by Katz, Gurevitch and Hass, and the concept of activity by Levy, this research (by survey method) studies about that phenomenon through three dimension: kinds of media;media exposure; and media content. Those dimensions become a base in the making of this research questionairre. This shows the versality of audience reaction towards online shopping sites. This is an empiric evidence that audiences actively use media. They are stubborn active selectors. This fact supports the truth of assumption in uses and gratification model. Alvin Tofler’s Assumption about society in information era is not always correct. The truth of this assumption depends on how the audiencesuse the media. That the audience in this research are generally consumers in the process of online shopping, become an indication to challenge Alvin Tovfler’s assumption. On the contrary, audience which are as “owners of economic resources”or “producers” in the process of transaction, supports the truth of Alvin Tofler’s one. In Toffler, this minor group is the “counquerer of the world”.

 


Mengambil kasus terkait fenomena aktifitas bisnis melalui Online Shopping Sites pada pengrus karang taruna, maka dengan berbasiskan konsep uses dalam model theory uses and gratification dari Katz, Gurevitch dan Hass serta konsep aktifitas Levy, penelitian bermetode survai ini menelaah fenomena tadi melalui tiga dimensi : Jenis Media; Terpaan Media; dan Isi Media. Substansi dimensi dimaksud selanjutnya menjadi dasar pembuatan kuesioner atas sejumlah pertanyaan utama penelitian. Dari hasil diskusi hasil penelitian kiranya itu memperlihatkan ragam reaksi audience dalam memperlakukan Online Shopping Sites. Fenomena audience ini menjadi bukti empirik kalau audience memang aktif terkait penggunaan media. Mereka sebagai active selector yang stubborn dan ini kembali menegaskan kebenaran asumsi yang dikemukakan dalam model teori uses and gratification.;-Asumsi Alvin Tovfler mengenai masyarakat era informasi berindikasi masih belum sepenuhnya benar.;-Kebenaran asumsi ini tampaknya tergantung pada bagaimana audience itu memperlakukan media itu sendiri. Audience yang dalam penelitian ini dominannya berposisi sebagai konsumen dalam tahap transaksi Online Shopping, dapat menjadi indikasi yang menolak kebenaran asumsi Alvin Tovfler tadi. Sementara adience yang relatif minim berposisi “Sebagai Pemilik Sumber-sumber Ekonomi” atau “Sebagai Produsen” dalam transaksi tadi, tentunya pula dapat menjadi pendukung bagi kebenaran asumsi Alvin Tovfler. Dalam bahasa Tovler, kalangan minoritas inilah yang ” menguasai dunia”.


Keywords


Aktifitas Ekonomi; Internet; Online Shopping Sites


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DOI: http://dx.doi.org/10.31445/jskm.2014.180201

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