Freelance marketplace adalah suatu jenis platform online gig economy yang mengkhususkan fungsinya untuk menghubungkan penyedia jasa dan pihak yang membutuhkan dalam jual beli jasa profesional. Pada praktiknya, jual beli jasa profesional juga terlaksana dalam media sosial, yang cara kerjanya berbeda dengan freelance marketplace. Melalui survei yang dilakukan dengan penyebaran kuesioner melalui media sosial, peneliti mengumpulkan 280 data pelaku gig economy bidang jual beli jasa profesional yang menggunakan freelance marketplace dan media sosial, untuk mengetahui perbedaan kedua platform tersebut dalam perannya memfasilitasi kegiatan gig economy. Menggunakan analisis statistik deskriptif dan inferensial, peneliti menemukan bukti adanya perbedaan peran yang dimainkan oleh kedua platform tersebut. Freelance marketplace berperan memasarkan jasa pekerja gig Indonesia ke pasar internasional dan cenderung digunakan oleh penyedia jasa yang lebih berpengalaman, sehingga harga jual per-gig-nya lebih tinggi dibanding di media sosial. Sementara itu, meski harga jual per-gig-nya cenderung lebih rendah, media sosial berperan besar dalam pemasaran di dalam negeri dan cenderung lebih cocok untuk penyedia jasa pemula. Secara umum, freelance marketplace dan media sosial sama-sama berperan sebagai lapangan kerja baru yang berpotensi menjadi mata pencaharian utama bagi sebagian pekerja gig dan juga dapat memberikan kesempatan bagi penyedia jasa tanpa keharusan adanya gelar akademik untuk berkarir di bidang ekonomi kreatif.
Online gig economy has been rapidly growing and shown a promising prospect in Indonesia, but little is known about familiarity and participation of Indonesians in this new business model. This study tries to fill that gap in literature by exploring familiarity and participation in four different types of online gig economy, i.e. transportation-based service (TS), professional service (PS), asset-sharing (AS), and handmade goods, household, and miscellaneous services (HGHM) among Indonesians based on an online survey of 385 participants. The primary data were analyzed by using descriptive statistics, multiple correspondence analysis (MCA) and logistic regression models to show that most Indonesians are TS gig users whereas PS is the most preferred category by Indonesian gig workers. This study found some differences in characteristics of gig users and gig workers in different categories of online gig economy. Most notably, it suggests the existence of sexual, generational, geographical, and socioeconomic gaps among Indonesians when it comes to their participation in different types of online gig economy. Despite the high participation rate in the online gig economy, the familiarity rate in both the concept and the term "online gig economy" is relatively low. The findings from this study can shed light and serve as a steppingstone for further research on the online gig economy as a new business model and dig deeper into its potential in Indonesia
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