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Jurnal Empirika
Published by Universitas Sriwijaya
ISSN : 14108364     EISSN : 25033441     DOI : https://doi.org/10.47753/je.v7i2
Core Subject : Religion, Humanities, Social,
Religion Humanities Law, Crime, Criminology & Criminal Justice Social Sciences
Jurnal Empirika is an open access and double-blind peer-reviewed journal which is published twice a year (May and November) by the Masters of Sociology Study Program at FISIP Sriwijaya University. The Jurnal Empirika accepts manuscripts on various issues in the study of sociology, social psychology, social planning and policy, social issues, democracy and social movements, political science, urban studies, social issues, cultural studies, digital generation, social research methods, education and social transformation. We encourage and welcome prospective authors to submit research-based articles.
Arjuna Subject : Ilmu Sosial - Sosiologi dan Ilmu Politik
Articles 111 Documents
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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.

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