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Journal : Jurnal Empirika

Social Practices of Affiliates in the Digital Economy Era (Study on Shopee Affiliates on Social Media Instagram) Tedjomurti , Febriandita; Mutiah, Mutiah
Jurnal Empirika Vol. 10 No. 1 (2025): Jurnal Empirika
Publisher : Master Program in Sociology, Faculty of Social and Political Sciences, Universitas Sriwijay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47753/je.v10i1.204

Abstract

The development of the digital economy has given rise to various new practices, one of which is the affiliate program offered by e-commerce platforms such as Shopee. The phenomenon of Shopee Affiliate, as one of the forms of the digital economy that is growing rapidly in Indonesia, cannot be separated from the social dimensions that underlie it. Although it appears to be an individual and pragmatic practice, Shopee Affiliate contains complex social dynamics. Therefore, this study aims to understand this phenomenon by applying Pierre Bourdieu's social practice theory approach to analyze how habitus, forms of capital, and the digital realm shape and reproduce affiliated practices among the general public. A qualitative-descriptive approach was employed in this study, involving 18 informants selected through the purposive sampling method and supplemented with literature reviews. This study demonstrates that participation in Shopee Affiliate is not merely a rational economic choice but a social practice shaped by social structure, digital habits, and access to capital.
Co-Authors Abiyozza, Joean Agus Abhi Purwoko Ahmad, Haykal Gunanda Andayani , Yayuk Anita, Aan Anshar, Anshar Anwar, Yuita Arian Sani arianto, oni dwi Astuti Iriani, Sri Dewi Muliyati Diana Frederica Efori Buulolo Eka Junaidi eka rahmawati Eko Arief Cahyono Elyakim Nova Supriyedi Patty, Elyakim Nova Supriyedi Eva Herianti Fatunisah, Ana Firmannandya, Ade Fitranto, Yusuf Niko Fitri Norhabiba, Fitri Habibullah, Hakim Mustofa Hafiziani Eka Putri, Hafiziani Eka Hamzah, Nur Asia Handayani, Nurma Dhona Hasnaeni hasnaeni, Hasnaeni Hidayanti, Ermia Hopipah, Neneng Humaidah, Humaidah ilmah, Nurul Ince Raden Indriyanti, Luwes Intan Safitri, Meiliani Irawan, Jono Irwansyah Irwansyah Jackson Siahaan Junaedi, Eka Khairunnisa Khairunnisa Khoir, Ahmad Misbakhul Krismonia, Timi Lestari, Irma Rahayu Lina, Hasna Nur Masti, Indri Meina Wulansari Yusniar Muh. Ferils Muhammad Aqil Mukhtar Haris Muntari Muntari Musyafa, Farhan Aqil Mutaqin, Moh Natalia Silalahi, Natalia Nining Anggeraini Nuraeni Nuraeni Nurfalah, Fadilah Nuryati, Tutty Purwanti, Yuyun Putri, Erza Angelia Rahmawati, Rahmawati Ramadhana, Andri Firmanda Rosa Amalia, Amanda Rosidin, Mohammad Sahidiyah, Eliza Salsabyla, Dara Nabila Sapridin, Sapridin Saprijal, Saprijal Sari, Rasidah Wahyuni Saskia, Arina Zahra Satrianingsih, Andi Septiawati, Tri Aristi Setiadi, Tatak Sholihah Rosmana, Primanita Sihombing, Agustina Silvina, Anida Ulya Sofia, Baiq Fara Dwirani Sudrajat, Adit Rizki Sulaiman, Zulkarnain Sumarni, Ani Supriadi Supriadi Susilawati, Susilawati Syarifa Wahidah Al Idrus T, Ruslang Tansen, Robert Tedjomurti , Febriandita Usman Usman Wahyuddin Wahyuddin Wahyuni, Jauhar Yayuk Andayani Yuliana, Elya Yusniarti, Nela Yustikasari, Yulia Zubaidah R, Zubaidah Zulkipli Zulkipli