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All Journal MIX : Jurnal Ilmiah Manajemen Panrita Abdi - Jurnal Pengabdian pada Masyarakat STATERA: Jurnal Akuntansi dan Keuangan eCo-Buss Management Studies and Entrepreneurship Journal (MSEJ) Parta: Jurnal Pengabdian Kepada Masyarakat eCo-Fin AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis JIMEK
I Nengah Wirsa
Universitas Pendidikan Nasional
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Gig Economy dan Doom Spending: Apakah Profesi Affiliator Cerminan Kebebasan Generasi Z? Putu Ayu Titha Paramita Pika; Ni Kadek Kirana Iswari Dewi; I Nengah Wirsa; Ni Putu Nina Eka Lestari
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1793

Abstract

The rapid growth of digital platforms has encouraged many Generation Z workers to pursue flexible income sources, including becoming TikTok affiliators. Although this profession is often perceived as a symbol of freedom in the Gig Economy, previous studies have not examined how affiliator work may also shape consumption pressure and trigger emotional spending patterns such as Doom Spending. This study aims to explore the experiences of Gen Z affiliators in navigating platform-based work, building consumer trust, and managing the psychological and economic uncertainties embedded in algorithm-driven systems. Using a qualitative approach, data were collected through in-depth interviews and documentation involving five affiliators, four consumers, and one business owner whose products were promoted through TikTok Affiliate. The data were analyzed using thematic analysis supported by NVivo 15. The findings show that affiliators are motivated by flexible work arrangements, income expectations, and opportunities for creative expression. Soft-selling techniques and trend-based visual content are used to build engagement and trust, while authenticity remains central to gaining consumer confidence. However, the study also reveals a strong dependence on algorithmic visibility, income instability, and emotional pressure to stay relevant in fast-moving digital trends. These conditions contribute to the emergence of FOMO and impulsive consumption, reinforcing Doom Spending among Gen Z. The study highlights how affiliator work functions not only as an economic activity but also as a cultural practice that shapes identity, consumption patterns, and financial vulnerability in the Gig Economy.
Co-Authors Anak Agung Putu Putra Mahendra Desak Made Febri Purnama Sari Gine Das Prena I Gusti Ayu Agung Omika Dewi I Gusti Ayu Tirtayani I Komang Adi Pradana I Made Bagus Lawa Pradnyanthya Wartika I Made Suidarma I Nengah Dasi Astawa I Nyoman Rasmen Adi I Nyoman Tegar Adi Wijaya I Putu Andi Wirawan I Putu Dharmawan Pradhana Ketut Tanti Kustina Komang Widya Sari Dewi Sudiarta Made Mulyadi Mahyuni, Luh Putu Malekul Astar Ni Kadek Kirana Iswari Dewi Ni Putu Nina Eka Lestari Ni Wayan Novi Karyani Pika, Putu Ayu Titha Paramita Putu Purnama Dewi Setini, Made Taha Zohor