Asmarandani Heryadi Putri
Universitas Halim Sanusi Bandung

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Direct Selling Di Era Digital Melalui Online Store Di Media Sosial: Studi Pada Konten Live Streaming Tiktok Yogie Alontari; Robby Rachman Nurdiantara; Asmarandani Heryadi Putri; Taufiq Furqon Nurhakim
KOMVERSAL Vol 5 No 2 (2023): Komversal : Jurnal Komunikasi Universal
Publisher : Program Studi Hubungan Masyarakat Politeknik LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/komversal.v5i2.1500

Abstract

The development of internet technology in the digital era, has opened up new opportunities for companies both large scale and small and medium scale or MSMEs in marketing or selling their products to reach customers. One of the latest trends that combine aspects of social media, e-commerce, and direct interaction with consumers is the phenomenon of direct selling through live streaming content on the TikTok, which is carried out by online store account owners to offer their products or services. The researcher intends to find out and analyze how direct selling in the digital era on live streaming content from online stores on TikTok social media and how online stores utilize TikTok for direct selling marketing purposes. This research used qualitative research and using content analysis as the method. The research results showed that the types of products or services offered is fashion, beauty, food and consulting services; the number of viewers in live streaming content varies, from tens of thousands of viewers; the direct interaction aspect between the seller and the audience in direct selling on TikTok is very important; the marketing strategies used are varied; as well as the importance of product quality, product planning and stock management in direct selling practices via live streaming on TikTok. Furthermore, the direct selling process with TikTok social media on live streaming content consists of several stages, namely the product preparation stage, broadcast promotion, conducting live broadcasts, interacting directly with the audience as potential buyers, the product purchase transaction process, the product delivery process by the seller or online store as well as product assessments from buyers (testimonials).
KOMODIFIKASI AGAMA, GENDER, DAN ANAK DI MEDIA DIGITAL: NEGOSIASI KESALEHAN, IDENTITAS, DAN ETIKA PERLINDUNGAN SUBJEK RENTAN Asmarandani Heryadi Putri; Doddy S. Truna; Roro Sri Rejeki Waluyajati
AN-NISA Vol. 18 No. 2 (2025)
Publisher : Institut Agama Islam Negeri (IAIN) Bone-Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The phenomenon of the commodification of religion in digital media signifies a fundamental shift in the ways spiritual values are produced, represented, and consumed in contemporary society. Digital media no longer function merely as channels for religious communication, but also as arenas of symbolic economy governed by algorithmic logic and platform capitalism. In this context, religion tends to shift from a transcendental experience toward a visual performance measured by popularity, attention, and exchange value. This study aims to analyze the commodification of religion in digital media by emphasizing the perspectives of gender and children as socially vulnerable subjects. Employing a critical-interpretative qualitative approach, the research draws on literature review, qualitative observation of digital religious content, and thematic-critical analysis grounded in the philosophy of communication, critical theory, and ethical studies. The findings indicate that representations of women and children in digital religious content often function as visually effective symbols of piety, yet they are prone to symbolic reduction and objectification. Furthermore, the study reveals that algorithmic logic encourages the simplification of religious messages and reinforces religious performativity, thereby marginalizing the reflective and ethical dimensions of faith. Nevertheless, digital media also provide new opportunities for more inclusive religious participation and expression, provided that such practices are accompanied by critical awareness and moral responsibility. This study underscores the urgency of developing an ethical framework for digital religious communication that prioritizes human dignity, particularly that of women and children, amid the dynamics of digital capitalism.