Relasi Kuasa Bisnis Daring Menghadapi Hegemoni Pasar Modern di Indonesia

Abstract

The hegemony was built in the understanding of the modern market trying to continue to enter into dictating the taste of the community, building the moral habits of its visitors. Ranging from fashion, food, as if the mall is something that has legitimacy to create parameters such as what lifestyle should be the current society. Along with social changes in society, now emerging online businesses as the most practical and ideal consumption medium. The online business is a medium of power relations, because meaningfully the internet is also a sign of high technology which cones social classes and social symbols. The development of online business in Indonesia is considered to be a solution in improving the economy of the lower classes. Because through online business, people can get the same access in marketing their products different from modern markets that tend to be exclusive. The impact of the emergence of online business in recent years for some people is considered a threat to the modern market. For modern markets that do not compete at low prices but compete with the uniqueness that is owned like creative shops, online business is not a threat.

Virtual ethnography of electronic word of mouth as a marketing enhancement

“…Digital marketing is necessary for business people in the era of industrial revolution 4.0. Online business development makes the internet the most practical and ideal business tool (Juliswara, 2019). For this reason, uploading audiovisual content on @cafehitssurabaya is not instantly, casually, and carelessly process.…”

Integrated Marketing Communication pada Penguatan Brand E-Commerce: Telaah IMC pada Platform Shopee Indonesia

“…Hal ini mendorong pelaku bisnis e-commerce untuk mengembangkan strategi bisnisnya. IMC, Integrated Marketing Communication (IMC) memainkan peran penting dalam membangun merek e-commerce Juliswara (Juliswara, 2019) dalam penelitiannya yang berjudul Relasi Kuasa Bisnis Daring Menghadapi Hegemoni Pasar Modern di Indonesia juga menyebutkan bahwa seiring dengan perubahan sosial di masyarakat, kini bermunculan bisnis online sebagai media konsumsi yang paling praktis dan ideal. Bisnis online merupakan salah satu media relasi kuasa, karena secara bermakna internet juga merupakan tanda teknologi tinggi yang mempertemukan kelas sosial dan simbol sosial.…”

“…Hegemoni berasal dari kata hegemonía yang berarti memimpin. Juliswara (2019) menyatakan "Hegemoni bukanlah hubungan dominasi dengan menggunakan kekuasaan, melainkan hubungan persetujuan dengan menggunakan kepemimpinan politik dan ideologis." Secara sederhana Simon merumuskan hegemoni sebagai sebuah organisasi konsensus.…”