Garuda - Garba Rujukan Digital

The Resilient Thread: Digital Archiving and the Semantic Revitalization of Palembang's Songket Weaving Traditions Dian Rahayu; Iqbal Anugerah; Henry Peter Paul
Enigma in Cultural Vol. 2 No. 2 (2024): Enigma in Cultural
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/cultural.v2i2.113

Palembang's Songket, a UNESCO-recognized Intangible Cultural Heritage, faces significant threats from modernization and the gradual erosion of its tacit knowledge, particularly the philosophical meanings embedded within its motifs. This study addressed the urgent need for a preservation model that transcends simple digitization by focusing on semantic revitalization. This research employed a multi-phase, mixed-methods approach conducted between 2023 and 2025. We developed a comprehensive digital archive through high-resolution photogrammetry of 150 heritage Songket textiles and ethnographic fieldwork, including in-depth interviews with 15 master weavers in Palembang. A bespoke semantic ontology was constructed using Web Ontology Language (OWL) to map the complex relationships between motifs, techniques, materials, and their socio-cultural meanings. This ontology formed the backbone of an interactive web-based platform, "The Songket Legacy," which was subsequently evaluated through a user engagement study with 50 participants from diverse backgrounds, including weavers, designers, and students. The project resulted in a robust digital archive containing over 50 gigabytes of data. The Songket Semantic Ontology successfully defi ned 75 distinct motifs and established over 400 relational assertions, linking visual patterns to their historical narratives and philosophical underpinnings. The user engagement study yielded a high System Usability Scale (SUS) score of 85.5. Qualitative feedback confirmed that the semantic framework significantly enhanced users' understanding and appreciation of Songket, with 92% of participants reporting an increased ability to interpret motif symbolism. In conclusion, this study demonstrated that a semantic-web approach offers a powerful methodology for the revitalization of intangible cultural heritage. By creating a "living" digital archive that makes tacit knowledge explicit and accessible, this project provides a scalable model for preserving and promoting the cultural legacy of Palembang's Songket for future generations, fostering both cultural continuity and creative innovation.

The Halal Field: Piety Signaling, Symbolic Boundaries, and the Market-Mediated Stratification of Urban Indonesia Bimala Putri; Fitriyanti Fitriyanti; Henry Peter Paul; Harun Urrashid
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 4 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i4.296

Indonesia's mandatory Halal certification policy represents a critical juncture of state governance, religious practice, and neoliberal market forces. This study moves beyond a purely economic or policy-based analysis to investigate how this regulation functions as a powerful engine of social stratification. We examine the process by which Halal certification creates a new social field of consumption, reshaping class distinctions and religious expression in urban Indonesia. A mixed-methods sequential explanatory design was employed in Jakarta and Makassar. The quantitative phase involved a survey of 500 urban consumers selected via multi-stage stratified sampling. Key variables, including Socio-Economic Status (SES) and Religiosity, were constructed as composite indices. Logistic regression and a Two-Step Cluster Analysis, justified by Bayesian Information Criterion (BIC) and silhouette coefficients, were used to identify consumer patterns. The qualitative phase comprised 30 in-depth semi-structured interviews and over 100 hours of participant observation, with a specific focus on the gendered dynamics of consumption. Quantitative analysis reveals that SES is the strongest predictor of willingness to pay a premium for Halal-certified products (OR=2.89, p<0.001). Cluster analysis identified three distinct consumer profiles: the 'Conscious Cosmopolitans', 'Pious Pragmatists', and 'Market Traditionalists'. Qualitative findings illuminate how the Halal logo has been symbolically transformed from a religious marker into a signifier of quality, modernity, and class. This enables "piety signaling," a gendered performance of social status. In conclusion, Halal certification is not a neutral regulatory tool but an active force in social structuration. It creates a new field of distinction where "Halal capital" is used to perform symbolic boundary-work, legitimizing inequality through the moral language of piety. This study contributes a novel theoretical framework for understanding how state-regulated religion intersects with consumer capitalism to forge new, intersectional hierarchies of class and gender in the contemporary Muslim world.

The Halal Field: Piety Signaling, Symbolic Boundaries, and the Market-Mediated Stratification of Urban Indonesia Bimala Putri; Fitriyanti Fitriyanti; Henry Peter Paul; Harun Urrashid
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 4 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i4.296

Indonesia's mandatory Halal certification policy represents a critical juncture of state governance, religious practice, and neoliberal market forces. This study moves beyond a purely economic or policy-based analysis to investigate how this regulation functions as a powerful engine of social stratification. We examine the process by which Halal certification creates a new social field of consumption, reshaping class distinctions and religious expression in urban Indonesia. A mixed-methods sequential explanatory design was employed in Jakarta and Makassar. The quantitative phase involved a survey of 500 urban consumers selected via multi-stage stratified sampling. Key variables, including Socio-Economic Status (SES) and Religiosity, were constructed as composite indices. Logistic regression and a Two-Step Cluster Analysis, justified by Bayesian Information Criterion (BIC) and silhouette coefficients, were used to identify consumer patterns. The qualitative phase comprised 30 in-depth semi-structured interviews and over 100 hours of participant observation, with a specific focus on the gendered dynamics of consumption. Quantitative analysis reveals that SES is the strongest predictor of willingness to pay a premium for Halal-certified products (OR=2.89, p<0.001). Cluster analysis identified three distinct consumer profiles: the 'Conscious Cosmopolitans', 'Pious Pragmatists', and 'Market Traditionalists'. Qualitative findings illuminate how the Halal logo has been symbolically transformed from a religious marker into a signifier of quality, modernity, and class. This enables "piety signaling," a gendered performance of social status. In conclusion, Halal certification is not a neutral regulatory tool but an active force in social structuration. It creates a new field of distinction where "Halal capital" is used to perform symbolic boundary-work, legitimizing inequality through the moral language of piety. This study contributes a novel theoretical framework for understanding how state-regulated religion intersects with consumer capitalism to forge new, intersectional hierarchies of class and gender in the contemporary Muslim world.

The ‘Live’ Gaze: A Neuromarketing and Eye-Tracking Analysis of Consumer Attention and Impulse Buying on Shopee Live and TikTok Shop in Indonesia Muhammad Hasan; Henry Peter Paul; Darlene Sitorus; Despian Januandri; Brenda Jaleel
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 2 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i2.298

Livestream commerce (LSC) has redefined digital retail in Southeast Asia, with Indonesia as its most competitive market. The two dominant platforms, Shopee Live and TikTok Shop, leverage vastly different user interfaces and engagement philosophies—commerce-first versus content-first, respectively. However, the precise cognitive and affective mechanisms by which these platforms guide consumer attention and trigger impulse purchases remain empirically unexamined. This study employed a within-subjects laboratory experiment with 60 Indonesian consumers (aged 18-25). A multi-modal neuromarketing approach was used, synchronizing eye-tracking (ET) and electroencephalography (EEG) data. Participants viewed six 60-second LSC clips (three from Shopee Live, three from TikTok Shop) matched for product category. Key eye-tracking metrics (Total Fixation Duration, Time to First Fixation) were analyzed across predefined Areas of Interest (AOIs: Host Face, Product, Price, CTA Button, Chat). EEG data was processed to derive Frontal Alpha Asymmetry (FAA) for approach-avoidance motivation and Cognitive Load indices. Post-stimulus surveys measured Impulse Buying Urge (IBU). Significant differences emerged. Shopee Live generated longer Total Fixation Duration on the Host’s Face (M=12,500ms) and Price/Discount AOIs (M=8,800ms). Conversely, TikTok Shop elicited significantly faster Time to First Fixation on the Product (M=1,600ms) and CTA Button (M=2,800ms), and higher TFD on these AOIs. Neurologically, TikTok Shop produced significantly greater FAA (M=0.19 vs. 0.08), indicating higher approach motivation, and also induced a higher cognitive load. A multiple regression analysis revealed that the strongest predictors of IBU were TFD on the CTA Button, FAA, and TFD on the Host’s Face. TFD on the product itself was not a significant predictor. In conclusion, the findings demonstrate that platform architecture fundamentally shapes the "live" gaze. Shopee Live fosters a deliberative, host-centric, and price-evaluative attentional strategy. TikTok Shop promotes a rapid, immersive, and conversion-focused gaze, driving higher affective engagement (approach) and subsequent impulse buying. The study provides novel evidence that in LSC, impulse triggers are tied more to conversion-point (CTA) and para-social (Host) cues than to the product itself.

The ‘Live’ Gaze: A Neuromarketing and Eye-Tracking Analysis of Consumer Attention and Impulse Buying on Shopee Live and TikTok Shop in Indonesia Muhammad Hasan; Henry Peter Paul; Darlene Sitorus; Despian Januandri; Brenda Jaleel
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 2 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i2.298

Livestream commerce (LSC) has redefined digital retail in Southeast Asia, with Indonesia as its most competitive market. The two dominant platforms, Shopee Live and TikTok Shop, leverage vastly different user interfaces and engagement philosophies—commerce-first versus content-first, respectively. However, the precise cognitive and affective mechanisms by which these platforms guide consumer attention and trigger impulse purchases remain empirically unexamined. This study employed a within-subjects laboratory experiment with 60 Indonesian consumers (aged 18-25). A multi-modal neuromarketing approach was used, synchronizing eye-tracking (ET) and electroencephalography (EEG) data. Participants viewed six 60-second LSC clips (three from Shopee Live, three from TikTok Shop) matched for product category. Key eye-tracking metrics (Total Fixation Duration, Time to First Fixation) were analyzed across predefined Areas of Interest (AOIs: Host Face, Product, Price, CTA Button, Chat). EEG data was processed to derive Frontal Alpha Asymmetry (FAA) for approach-avoidance motivation and Cognitive Load indices. Post-stimulus surveys measured Impulse Buying Urge (IBU). Significant differences emerged. Shopee Live generated longer Total Fixation Duration on the Host’s Face (M=12,500ms) and Price/Discount AOIs (M=8,800ms). Conversely, TikTok Shop elicited significantly faster Time to First Fixation on the Product (M=1,600ms) and CTA Button (M=2,800ms), and higher TFD on these AOIs. Neurologically, TikTok Shop produced significantly greater FAA (M=0.19 vs. 0.08), indicating higher approach motivation, and also induced a higher cognitive load. A multiple regression analysis revealed that the strongest predictors of IBU were TFD on the CTA Button, FAA, and TFD on the Host’s Face. TFD on the product itself was not a significant predictor. In conclusion, the findings demonstrate that platform architecture fundamentally shapes the "live" gaze. Shopee Live fosters a deliberative, host-centric, and price-evaluative attentional strategy. TikTok Shop promotes a rapid, immersive, and conversion-focused gaze, driving higher affective engagement (approach) and subsequent impulse buying. The study provides novel evidence that in LSC, impulse triggers are tied more to conversion-point (CTA) and para-social (Host) cues than to the product itself.

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