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All Journal LAW REFORM JURNAL ILMU SOSIAL Jurnal Ketahanan Nasional ProTVF Komuniti : Jurnal Komunikasi dan Teknologi Informasi Jurnal Audience JESS (Journal of Education on Social Science) Jurnal Netnografi Komunikasi
Amaliyah, Anita
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Arts Humanities Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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Journal : Jurnal Netnografi Komunikasi

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INFLUENCERS AS DIGITAL LABOR IN LOCAL TOURISM DEVELOPMENT Indrayani, Heni; Candra Yudha Satriya; Agus Triyono; Nadia Itona Siregar; Anita Amaliyah
Jurnal Netnografi Komunikasi Vol. 4 No. 1 (2025): JNK National Accredited Rank. SINTA 5 based on SK KemdiktiSaintek RI No.10/C/C3
Publisher : Communication Science Department - Faculty of Social and Political Sciences, Universitas Satya Negara Indonesia (USNI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59408/jnk.v4i1.74

Abstract

The tourism sector is a priority driving the regional economy. One effort to build tourism is through the popularity of influencers who can be an alternative used indirectly to re-promote regional tourist destinations. Influencers actively utilize digital media as well-known as digital workers. This research explores the phenomenon of social media influencers in relation to digital workers regarding freedom as content creators and content commodification. Therefore, this research aims to describe the phenomenon of Influencers as Digital Workers in Indonesian Tourism Development in terms of content creation, content production and freedom in selecting tourism content. The method in this research is a qualitative research method with a phenomenological approach based on the concepts of digital labor, social media influencers and tourism development. Primary data from interviews with six local influencers who are members and ambassadors of the Generasi Pesona Indonesia (GenPI) community. Secondary data was obtained through journals, e-books, books, blogs and informant’s social media. To code the interview manuscript and create the co-manuscript networks, we used atlas.ti . The research results show that the communication process by influencers begins with input including content production competencies, content distribution competencies, interaction competencies, public persona, relationship quality and ability to influence. Then in terms of the role of local influencers as content creators, multiplicators, moderators and protagonists. Meanwhile, the output produced by local influencers is in the form of content, reach, interaction, personalization, peer effect, authenticity and credibility. In addition, the outcome is content distribution on various digital media platforms. Finally, in terms of impact, it includes networking and interaction.
Co-Authors Agus Triyono Catur Wulandari Fadillah, Azzahra Dyan Nur Fasiyah Noor Fasiyah Noor, Fasiyah Fasyiah Noor Hardi Warsono Iannone, Aniello Ika Riswanti Putranti Indah Laksmiwati Indah Laksmiwati Indrayani, Heni Jaduk Gilang Pembayun Laksmiwati, Indah Lukki Lukkitawati Mohammad Rosyidin Muhammad Adnan Nadia Farabi Nadia Itona Siregar Reni Windiani Restu Ayu Mumpuni Restu Ayu Mumpuni Restu Ayu Mumpuni, Restu Ayu Satriya, Candra Yudha