KOMUNIKASI PEMASARAN BERBASIS BUKTI SOSIOMATERIAL: STUDI ETNOGRAFI KONSUMSI MAKANAN BEKU ALAMI
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Published:
Sep 26, 2026
Keywords:
Socio-Material Marketing, Consumer Epistemic Auditing, Consumer Culture Theory, Netnografi, Otentisitas Ternegosiasi
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Abstract
Transformasi pemasaran pangan sehat kontemporer mengalami krisis legitimasi akibat kejenuhan klaim tekstual “Alami dan Segar” yang memicu skeptisisme konsumen. Penelitian ini bertujuan mengeksplorasi secara etnografis bagaimana konsumen memaknai, menguji, meragukan, dan menegosiasikan klaim kualitas makanan beku alami ketika diintegrasikan dengan socio-material evidence (data log suhu IoT, cold-chain traceability, timestamp pembekuan cepat, dan visualisasi teknologi). Menggunakan desain netnografi dan Visual Discourse Analysis (VDA) pada ekosistem komunitas digital makanan sehat di Indonesia, unit analisis difokuskan pada socio-material marketing episode. Data dianalisis menggunakan metode struktur data Gioia untuk menjaga transparansi dan rigoritas interpretif. Hasil penelitian menunjukkan bahwa paparan bukti digital memicu mekanisme agenik baru yang disebut Consumer Epistemic Auditing. Bukti sosiomaterial tidak secara linear melahirkan kepercayaan, melainkan terjebak dalam tiga poros paradoks budaya: validasi-kecurigaan, transparansi-jarak ekologis, dan otentisitas-hiper-rekayasa. Implikasi teoretis memperkenalkan model prosesual Socio-Material Marketing sebagai perluasan Consumer Culture Theory (CCT) melalui pemetaan dialektika antara validasi epistemik (Epistemic Validation Loops) dan keterasingan teknologi (Technologized Alienation) dalam mengonstruksi otentisitas ternegosiasi (negotiated authenticity). Rekomendasi manajerial menekankan pentingnya menyajikan ketidaksempurnaan data yang jujur (authentic data imperfection) untuk meredam kecemasan algoritma (algorithmic anxiety) konsumen urban.
Kata Kunci : Socio-Material Marketing, Consumer Epistemic Auditing, Consumer Culture Theory, Netnografi, Otentisitas Ternegosiasi
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Chamid, A., & Irawan, W. (2026). KOMUNIKASI PEMASARAN BERBASIS BUKTI SOSIOMATERIAL: STUDI ETNOGRAFI KONSUMSI MAKANAN BEKU ALAMI. GLORY Jurnal Ekonomi Dan Ilmu Sosial, 7(5), 1869-1881. https://doi.org/10.70581/glory.v7i5.30203
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References
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Nugroho, A. P. (2022). Metode Pengumpulan Data (pp. 169–190). Penerbit Widina Bhakti Persada Bandung.
Ogah, I. (2026). AI Mediated Trust Formation in Crises: How Communication Architectures and Data Governance Shape the Fear-Confidence Equilibrium (pp. 181–218). https://doi.org/10.4018/979-8-3373-9858-7.ch006
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Rose, G. (2022). Visual Methodologies: An Introduction to Researching with Visual Materials. SAGE Publications. https://books.google.co.id/books?id=Px1tEAAAQBAJ
Savale, T., Kaur, D., & Kamble, S. (2026). Leveraging AI and Business Intelligence for Financial Decision-Making in the Age of Deepfakes: Enhancing Consumer Trust and Marketing Resilience (pp. 33–66). https://doi.org/10.1108/978-1-80592-911-620261003
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Tigre, F. B., Henriques, P. L., & Curado, C. (2024). The digital leadership emerging construct: a multi-method approach. Management Review Quarterly. https://doi.org/10.1007/s11301-023-00395-9
Vlaar, P., Van Den Bosch, F., & Volberda, H. W. (2006). Coping with Problems of Understanding in Interorganizational Relationships: Using Formalization as a Means to Make Sense. Organization Studies, 27, 1617–1638. https://doi.org/10.1177/0170840606068338
Vu, C. (2026). Navigating trust and the personalization-privacy paradox in AI-driven e-commerce: A consumer pathway framework. Journal of Retailing and Consumer Services, 93. https://doi.org/10.1016/j.jretconser.2026.104938
Wang, W., Li, Z., & Meng, Q. (2025). Digital Transformation Drivers, Technologies, and Pathways in Agricultural Product Supply Chains: A Comprehensive Literature Review. Applied Sciences, 15(19). https://doi.org/10.3390/app151910487
Yin, R. K. (2017). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications, Inc.
Zhang, S., Guo, P., Yuan, Y., & Ji, Y. (2025). Anxiety or engaged? Research on the impact of technostress on employees’ innovative behavior in the era of artificial intelligence. Acta Psychologica, 259, 105442. https://doi.org/https://doi.org/10.1016/j.actpsy.2025.105442
Zheng, H. (2025). Building Agility through Digital Transformation: A Strategic Perspective. https://doi.org/10.5772/intechopen.1011338
Akhtar, M. (2022). Industry 4.0 Technologies Impact on Supply Chain Sustainability (p. 18). https://doi.org/10.5772/intechopen.102978
Alam, M. M. D., Razzak, M., Khreis, S., Al balushi, M., & Lawati, H. (2025). Digital leadership orientation and organizational resilience: strategic foresight, agility, and flexibility. Management Decision, 1–31. https://doi.org/10.1108/MD-01-2025-0241
Aldhaheri, S., Faisal, M., & Sharma, R. (2026). Impact of digital leadership on users’ technology integration and digital transformation. Journal of Innovation & Knowledge, 14. https://doi.org/10.1016/j.jik.2026.100965
Ardyanfitri, H., Ardi, M., Nugraha, Billah, M., Udhma, O. I., Fibriyana, C., Mubarrok, M. D., Hafizi, M., Sari, L. N. F., Rifa’, M. A., Prasetyo, R. A. N., & Wahyud, A. E. P. (2025). OPERASIONAL BISNIS DIGITAL (Cetakan I). Penerbit Global Aksara Pers.
Arnould, E. J., & Thompson, C. J. (2018). Consumer Culture Theory. SAGE Publications. https://books.google.co.id/books?id=3-5dDwAAQBAJ
Brown, Andrew D, Colville, Ian, & Pye, Annie. (2015). Making Sense of Sensemaking in Organization Studies. Organization Studies, 36(2), 265–277. https://doi.org/10.1177/0170840614559259
Doanh, D. C., Tram, T. B., Vũ, P. Q., Linh, L. T. N., & Huong, N. T. T. (2026). Blockchain-based food traceability system and green brand image: Enhancing product trust and purchase intentions for online agricultural products. Cleaner and Responsible Consumption. https://api.semanticscholar.org/CorpusID:283528231
Fatorachian, H., & Kazemi, H. (2026). Overcoming barriers to digital transformation for sustainable cold chain management. Cogent Business & Management, 13(1), 2603737. https://doi.org/10.1080/23311975.2025.2603737
Fatorachian, H., & Pawar, K. (2025). Waste efficiency in cold supply chains through industry 4.0-enabled digitalisation. International Journal of Sustainable Engineering, 18. https://doi.org/10.1080/19397038.2025.2461564
Fuentes, C., Bååth, J., & Eriksson, E. (2026). Locally grown consumers: The socio-material agencing of alternative food consumers. Journal of Rural Studies, 126, 104311. https://doi.org/https://doi.org/10.1016/j.jrurstud.2026.104311
Fuentes, C., & Fuentes, M. (2023). Making alternative proteins edible: market devices and the qualification of plant-based substitutes. Consumption and Society, 2(2), 200–219. https://doi.org/https://doi.org/10.1332/VDGL1508
García-León, R. A., & Teichert, T. (2024). Food and social media: a research stream analysis. Management Review Quarterly, 74(2), 1145–1183. https://doi.org/10.1007/s11301-023-00330-y
Gioia, D., Corley, K., & Hamilton, A. (2012). Seeking Qualitative Rigor in Inductive Research: Notes on the Gioia Methodology. Organizational Research Methods, 16, 15–31. https://doi.org/10.1177/1094428112452151
Gosal, D. (2015). Epistemic Collapse: The Gray Rhino That Threatens All Other Responses. Medium. https://medium.com/@darwingosal/epistemic-collapse-the-gray-rhino-that-threatens-all-other-responses-3bd78278850c
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2019). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8. https://doi.org/10.1007/s11747-019-00711-4
Hansen, M. W. (2025). Shaping plant-based futures: the role of retail shelves and consumer imaginaries in plant-based manufacturers’ decisions. Agriculture and Human Values, 42(4), 2795–2808. https://doi.org/10.1007/s10460-025-10778-1
Hati, S. R. H., Kasali, R., & Kamarulzaman, Y. (2026). Cultural branding in organic food: An interpretive analysis of Javara through the lens of the circuit of culture framework. Asia Pacific Management Review, 31(3), 100449. https://doi.org/https://doi.org/10.1016/j.apmrv.2026.100449
Ikhsanu, A., Manafe, L. A., & Masyhuri, M. (2023). Preferensi Konsumen dalam Membeli Produk Frozen Food. Jurnal Akuntansi Bisnis Dan Ekonomi, 9, 3435–3444. https://doi.org/10.33197/jabe.vol9.iss2.2023.1122
Izzatilah, N., Manafe, L. A., & Rahardjo, K. A. (2025). Unlocking the Power of Digitalization: How Technology Shapes Employee Engagement and Organizational Performance. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 3585–3592. https://doi.org/10.31004/riggs.v4i2.1075
Kozinets, R. V, & Kozinets, R. (2019). Netnography: The Essential Guide to Qualitative Social Media Research. SAGE Publications. https://books.google.co.id/books?id=Yx2yDwAAQBAJ
Kumar, P. S. (2024). TECHNOSTRESS: A comprehensive literature review on dimensions, impacts, and management strategies. Computers in Human Behavior Reports, 16, 100475. https://doi.org/https://doi.org/10.1016/j.chbr.2024.100475
Maitlis, S., & Christianson, M. (2014). Sensemaking in Organizations: Taking Stock and Moving Forward. The Academy of Management Annals, 8. https://doi.org/10.1080/19416520.2014.873177
Malterud, K., Siersma, V., & Guassora, A. D. (2016). Sample Size in Qualitative Interview Studies. Qualitative Health Research, 26, 1753–1760. https://doi.org/10.1177/1049732315617444
Nimrod, G. (2026). Technostress in later life: A multinational study. Educational Gerontology, 52(8), 855–860. https://doi.org/10.1080/03601277.2025.2521805
Nugroho, A. P. (2022). Metode Pengumpulan Data (pp. 169–190). Penerbit Widina Bhakti Persada Bandung.
Ogah, I. (2026). AI Mediated Trust Formation in Crises: How Communication Architectures and Data Governance Shape the Fear-Confidence Equilibrium (pp. 181–218). https://doi.org/10.4018/979-8-3373-9858-7.ch006
Pérez, F. S. (2013). Political Communication in Europe. In The Cultural and Structural Limits of the European Public Sphere (1st ed., p. 291). Palgrave Macmillan London. https://doi.org/https://doi.org/10.1057/9781137305138
Rose, G. (2022). Visual Methodologies: An Introduction to Researching with Visual Materials. SAGE Publications. https://books.google.co.id/books?id=Px1tEAAAQBAJ
Savale, T., Kaur, D., & Kamble, S. (2026). Leveraging AI and Business Intelligence for Financial Decision-Making in the Age of Deepfakes: Enhancing Consumer Trust and Marketing Resilience (pp. 33–66). https://doi.org/10.1108/978-1-80592-911-620261003
Shahrin, N., & Hussin, H. (2023). NEGOTIATING FOOD HERITAGE AUTHENTICITY IN CONSUMER. Tourism and Hospitality Management, 29(2), 183–193. https://doi.org/https://doi.org/10.20867/thm.29.2.3
Sharma, R. (2024). Technostress In The Digital World And Impact On Employee Work Performance And Mental Health. Journal of Business Management and Information Systems, 11, 64–73. https://doi.org/10.48001/jbmis.1102005
Tarafdar, M., Cooper, C., & Stich, J.-F. (2019). The Technostress Trifecta - Techno Eustress, Techno Distress and Design: Theoretical Directions and an Agenda for Research. Information Systems Journal, 29, 6–42. https://doi.org/10.1111/isj.12169/full
Tigre, F. B., Henriques, P. L., & Curado, C. (2024). The digital leadership emerging construct: a multi-method approach. Management Review Quarterly. https://doi.org/10.1007/s11301-023-00395-9
Vlaar, P., Van Den Bosch, F., & Volberda, H. W. (2006). Coping with Problems of Understanding in Interorganizational Relationships: Using Formalization as a Means to Make Sense. Organization Studies, 27, 1617–1638. https://doi.org/10.1177/0170840606068338
Vu, C. (2026). Navigating trust and the personalization-privacy paradox in AI-driven e-commerce: A consumer pathway framework. Journal of Retailing and Consumer Services, 93. https://doi.org/10.1016/j.jretconser.2026.104938
Wang, W., Li, Z., & Meng, Q. (2025). Digital Transformation Drivers, Technologies, and Pathways in Agricultural Product Supply Chains: A Comprehensive Literature Review. Applied Sciences, 15(19). https://doi.org/10.3390/app151910487
Yin, R. K. (2017). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications, Inc.
Zhang, S., Guo, P., Yuan, Y., & Ji, Y. (2025). Anxiety or engaged? Research on the impact of technostress on employees’ innovative behavior in the era of artificial intelligence. Acta Psychologica, 259, 105442. https://doi.org/https://doi.org/10.1016/j.actpsy.2025.105442
Zheng, H. (2025). Building Agility through Digital Transformation: A Strategic Perspective. https://doi.org/10.5772/intechopen.1011338