Kapitalisme Digital dalam Ekosistem E-Commerce: Analisis Komunikasi Pemasaran Digital UMKM pada Program Juragan Umkm melalui Perspektif Surveillance Capitalism dan Digital Labour
DOI:
https://doi.org/10.37950/joc.v5i3.864Abstract
Perkembangan ekosistem e-commerce memberikan peluang perluasan pasar bagi Usaha Mikro, Kecil, dan Menengah (UMKM), sekaligus menghadirkan tantangan terkait penguasaan data dan beban kerja digital. Penelitian ini bertujuan menganalisis praktik komunikasi pemasaran digital UMKM dalam program Juragan UMKM melalui perspektif surveillance capitalism dan digital labour. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif dan digital, serta analisis dokumen terhadap pelaku UMKM peserta program. Analisis dilakukan menggunakan model interaktif Miles dan Huberman melalui reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial, iklan berbayar, dan fitur promosi platform memperluas peluang komunikasi pemasaran, tetapi sekaligus meningkatkan ketergantungan UMKM terhadap mekanisme algoritmik. Aktivitas pemasaran menghasilkan jejak data yang pengelolaannya tidak sepenuhnya dapat dikendalikan pelaku usaha. Selain itu, produksi konten, interaksi pelanggan, dan penyesuaian terhadap algoritma menciptakan beban kerja digital yang sering tidak diperhitungkan dalam biaya operasional. Penelitian ini memperlihatkan hubungan antara peluang pemberdayaan digital dan ketimpangan struktural dalam ekonomi platform. Temuan tersebut menegaskan pentingnya literasi data, transparansi algoritmik, pengelolaan biaya kerja digital, serta penguatan kemandirian UMKM untuk mendukung transformasi digital yang lebih adil dan berkelanjutan.
Kata Kunci: Kapitalisme Digital; E-Commerce; UMKM; Surveillance Capitalism; Digital Labour.
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