Pemaknaan Publik terhadap Perilaku Flexing oleh Pemilik Merek Skincare Lokal dalam Perspektif Literasi Digital

Amanda, Novia
Athaya, Nabila Dewi
Boer, Rino Febrianno

Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Vol 10 No 2 (2026): APRIL 2026

This study aims to analyze how audiences interpret the flexing content of a local skincare brand owner and the role of digital literacy in this process. Using a qualitative netnographic approach, data was obtained through analysis of the brand owner's TikTok content and in-depth interviews with four informants who are both audience members and consumers. The results show that flexing as a symbolic branding strategy is interpreted in various ways, ranging from admiration to suspicion. Digital literacy plays a crucial role in filtering information, assessing content credibility, and influencing purchasing decisions. The contrasting reactions in netizen comments confirm that digital literacy levels determine how society, particularly the lower-middle class, forms perceptions of flexing practices on social media.