DOI: https://doi.org/10.14710/empati.2024.38481

INDONESIAN METROSEXUAL MEN’S EXPERIENCE OF ONLINE SHOPPING ON INSTAGRAM

Universitas Multimedia Nusantara, Indonesia

Received: 3 Apr 2023; Published: 26 Jul 2023.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengalaman pria metroseksual Indonesia dalam berbelanja online di Instagram. Penelitian ini menggunakan pendekatan kualitatif dengan metode etnografi virtual yang berfokus pada teks digital yang difokuskan pada Instagram. Penelitian ini melibatkan enam informan dengan karakteristik informan yaitu 1) laki-laki, 2) berdomisili di Jakarta, Bandung dan Surabaya, 3) tertarik dengan produk perawatan kulit wajah. Dalam pencarian informan di Instagram, peneliti menggunakan kata kunci “Metroseksual” pada kolom pencarian. Selain itu juga diperhatikan beberapa informasi seperti lokasi tempat tinggal/domisili informan, serta postingan yang memuat produk perawatan kulit wajah. Penambangan data dalam penelitian ini diawali dengan observasi terhadap profil akun Instagram informan yang meliputi teks/foto/video/komentar. Kemudian dilanjutkan dengan wawancara untuk menggali pemahaman terkait konsumsi produk perawatan kulit wajah pria metroseksual di Instagram. Hasil penelitian ini menunjukkan bahwa pengalaman pria metroseksual Indonesia dalam berbelanja online lebih memberikan keuntungan seperti kemudahan dan tidak membutuhkan banyak biaya atau uang. Belanja online juga menawarkan keuntungan lain bagi pria metroseksual Indonesia yaitu gratis ongkos kirim dan promo. Selain efisien dalam hal waktu, melalui belanja online pria metroseksual lebih mudah mendapatkan produk.

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Keywords: belanja online; Indonesia; pengalaman; pria metroseksua

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