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"TikTok Shop merupakan salah satu media sosial terbesar di dunia yang berfokus sebagai platform video-sharing yang mengedepankan konten-konten singkat dan viral untuk menarik penggunanya. Pada tahun 2021, TikTok mengeluarkan fitur baru yang memungkinkan penggunanya untuk melakukan transaksi jual-beli dalam satu aplikasi, yakni TikTok Shop. Penelitian ini bertujuan untuk menganalisis faktor-faktor usability yang memengaruhi actual purchase pengguna di TikTok Shop melalui browsing motivation. Penelitian ini menggunakan metode analisis mixed-method, dengan mendahulukan proses analisis kuantitatif dilanjutkan dengan proses analisis kualitatif. Sebanyak 324 data berhasil didapatkan dan dianalisis secara kuantitatif menggunakan metode partial least square structural equation modelling (PLS-SEM). Selanjutnya analisis kualitatif dilakukan dengan metode wawancara bersama tujuh responden untuk mendukung hasil analisis kuantitatif. Hasil analisis menunjukkan bahwa consistency, error, learnability, navigation, dan informativeness memengaruhi perceived usability; perceived usability memengaruhi utilitarian browsing, hedonic browsing, dan purchase intention; utilitarian browsing dan hedonic browsing memengaruhi purchase intention; dan purchase intention memengaruhi actual purchase. Selain itu, ditemukan bahwa jenis kelamin memoderasi hubungan antara browsing motivation dengan purchase intention. Penelitian ini berkontribusi dengan memperkaya pengetahuan di bidang usability, serta kaitannya dengan browsing motivation dalam konteks social commerce. Hasil penelitian juga dapat membantu TikTok Shop untuk mengerti fitur-fitur yang dapat meningkatkan pembelian pengguna.

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TikTok is one of the biggest social media in the world that serves as a video-sharing platform which promotes viral and short contents. In 2021, TikTok released TikTok Shop, a feature that allows its users to sell and buy products directly from its application. This research intend to analyze which usability factors contribute to users’ actual purchase on TikTok Shop. This research uses mixed-method analysis, with the quantitative analysis comes first, followed by the qualitative analysis. In total, there are 324 answers which then analyzed using partial least square structural equation modelling (PLS-SEM) method. Then, a qualitative analysis is done by conducting an interview. The results from the analysis shows that consistency, error, learnability, navigation, and informativeness affect perceived usability; perceived usability affects utilitarian browsing, hedonic browsing, and purchase intention; utilitarian and hedonic browsing affects purchase intention; and purchase intention affects actual purchase. It is also found that gender moderates the relationship between browsing motivation and purchase intention. This research contributes to add knowledge about usability factors, as well as its relation with browsing motivation in social commerce settings. The results of this research also aim to help TikTok Shop to understand what features that can contribute to increase sales."

"TikTok Shop merupakan salah satu media sosial terbesar di dunia yang berfokus sebagai platform video-sharing yang mengedepankan konten-konten singkat dan viral untuk menarik penggunanya. Pada tahun 2021, TikTok mengeluarkan fitur baru yang memungkinkan penggunanya untuk melakukan transaksi jual-beli dalam satu aplikasi, yakni TikTok Shop. Penelitian ini bertujuan untuk menganalisis faktor-faktor usabilityyang memengaruhi actual purchase pengguna di TikTok Shop melalui browsing motivation. Penelitian ini menggunakan metode analisis mixed method, dengan mendahulukan proses analisis kuantitatif dilanjutkan dengan proses analisis kualitatif. Sebanyak 324 data berhasil didapatkan dan dianalisis secara kuantitatif menggunakan metode partial least square structural equation modelling (PLS-SEM). Selanjutnya analisis kualitatif dilakukan dengan metode wawancara bersama tujuh responden untuk mendukung hasil analisis kuantitatif. Hasil analisis menunjukkan bahwa consistency, error, learnability, navigation, dan informativeness memengaruhi perceived usability; perceived usability memengaruhi utilitarian browsing, hedonic browsing, dan purchase intention; utilitarian browsing dan hedonic browsing memengaruhi purchase intention; dan purchase intention memengaruhi actual purchase. Selain itu, ditemukan bahwa jenis kelamin memoderasi hubungan antara browsing motivation dengan purchase intention. Penelitian ini berkontribusi dengan memperkaya pengetahuan di bidang usability, serta kaitannya dengan browsing motivation dalam konteks social commerce. Hasil penelitian juga dapat membantu TikTok Shop untuk mengerti fitur-fitur yang dapat meningkatkan pembelian pengguna.

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TikTok is one of the biggest social media in the world that serves as a video-sharing platform which promotes viral and short contents. In 2021, TikTok released TikTok Shop, a feature that allows its users to sell and buy products directly from its application. This research intends to analyze which usability factors contribute to users’ actual purchase on TikTok Shop. This research uses mixed-method analysis, with the quantitative analysis comes first, followed by the qualitative analysis. In total, there are 324 answers which then analyzed using partial least square structural equation modelling (PLS-SEM) method. Then, a qualitative analysis is done by conducting an interview. The result from the analysis shows that consistency, error, learnability, navigation, and informativeness affect perceived usability; perceived usability affects utilitarian browsing, hedonic browsing, and purchase intention; utilitarian and hedonic browsing affects purchase intention; and purchase intention affects actual purchase. It is also found that gender moderates the relationship between browsing motivation and purchase intention. This research contributes to add knowledge about usability factors, as well as its relationship with browsing motivation in social commerce settings. The results of this research also aim to help TikTok Shop to understand what features that can contribute to increase sales."

"TikTok Shop merupakan salah satu media sosial terbesar di dunia yang berfokus sebagai platform video-sharing yang mengedepankan konten-konten singkat dan viral untuk menarik penggunanya. Pada tahun 2021, TikTok mengeluarkan fitur baru yang memungkinkan penggunanya untuk melakukan transaksi jual-beli dalam satu aplikasi, yakni TikTok Shop. Penelitian ini bertujuan untuk menganalisis faktor-faktor usability yang memengaruhi actual purchase pengguna di TikTok Shop melalui browsing motivation. Penelitian ini menggunakan metode analisis mixed method, dengan mendahulukan proses analisis kuantitatif dilanjutkan dengan proses analisis kualitatif. Sebanyak 324 data berhasil didapatkan dan dianalisis secara kuantitatif menggunakan metode partial least square structural equation modelling (PLS-SEM). Selanjutnya analisis kualitatif dilakukan dengan metode wawancara bersama tujuh responden untuk mendukung hasil analisis kuantitatif. Hasil analisis menunjukkan bahwa consistency, error, learnability, navigation, dan informativeness memengaruhi perceived usability; perceived usability memengaruhi utilitarian browsing, hedonic browsing, dan purchase intention; utilitarian browsing dan hedonic browsing memengaruhi purchase intention; dan purchase intention memengaruhi actual purchase. Selain itu, ditemukan bahwa jenis kelamin memoderasi hubungan antara browsing motivation dengan purchase intention. Penelitian ini berkontribusi dengan memperkaya pengetahuan di bidang usability, serta kaitannya dengan browsing motivation dalam konteks social commerce. Hasil penelitian juga dapat membantu TikTok Shop untuk mengerti fitur-fitur yang dapat meningkatkan pembelian pengguna.

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TikTok is one of the biggest social media in the world that serves as a video-sharing platform which promotes viral and short contents. In 2021, TikTok released TikTok Shop, a feature that allows its users to sell and buy products directly from its application. This research intends to analyze which usability factors contribute to users’ actual purchase on TikTok Shop. This research uses mixed-method analysis, with the quantitative analysis comes first, followed by the qualitative analysis. In total, there are 324 answers which then analyzed using partial least square structural equation modelling (PLS-SEM) method. Then, a qualitative analysis is done by conducting an interview. The result from the analysis shows that consistency, error, learnability, navigation, and informativeness affect perceived usability; perceived usability affects utilitarian browsing, hedonic browsing, and purchase intention; utilitarian and hedonic browsing affects purchase intention; and purchase intention affects actual purchase. It is also found that gender moderates the relationship between browsing motivation and purchase intention. This research contributes to add knowledge about usability factors, as well as its relationship with browsing motivation in social commerce settings. The results of this research also aim to help TikTok Shop to understand what features that can contribute to increase sales."

"ABSTRACTPenelitian ini bertujuan untuk menyelidiki hubungan sebab dan akibat antara peran interaksi parasosial yang terjadi di social commerce platform dalam mempengaruhi online impulse buying. Hal tersebut dilatarbelakangi oleh kemunculan berbagai situs e-commerce di Indonesia, mulai dari tokopedia, bukalapak, hingga carousell.com membuat persaingan bisnis e-commerce menjadi semakin ketat. Maka dari itu perlu adanya inovasi dalam pemanfaatan fitur situs e-commerce seperti social commerce, yang merupakan inovasi e-commerce baru yang sedang dikembangkan oleh beberapa situs e-commerce di Indonesia dan merupakan kombinasi antara media social dan e-commerce. Penelitian ini dilakukan pada situs social commerce yaitu Carousell www.carousell.com salah satu Social Commerce Platform berbasis gambar yang baru saja hadir di Indonesia dalam empat tahun terakhir. Penelitian ini berhasil mengumpulkan 211 responden namun hanya 180 responden yang layak untuk diteliti yang merupakan pengguna aktif Carosuell.com. Dengan menggunakan skala pengukuran likert, kuisioner penelitian disebarkan dengan metode convinience sampling, dan kuesioner penelitian didistribusikan melali layanan google docs. Penelitian ini meggunakan 33 indikator berdasarkan variabel penelitian. Adapun variabel-variabel penelitian ini terdiri dari Information fit-to-task, visual appeal, perceived usefulness, perceived enjoyment, similarity, expertise, likability, parasocial interactions, impulse buying tendency, dan urge to buy impulsively. Hasil menunjukkan bahwa interaksi parasosial memberikan dampak pada kecenderungan pembelian impulsif,. Persepsi kegunaan dan juga nteraksi parasosial pada social commerce platform mempengaruhi persepsi kenikmatan yang dirasakan oleh pengguna yang selanjutnya berpengaruh terhadap dorongan untuk membeli secara impulsif,. Implikasi, batasan, dan diskusi disediakan

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ABSTRACTThis study aims to investigate the cause and effect relationship between the role of parasocial interaction that occurs in the social commerce platform in affecting online impulse buying. This is motivated by the emergence of various e commerce sites in Indonesia, ranging from tokopedia, bukalapak, to carousell.com make e commerce business competition becomes more stringent. Therefore it is necessary to innovate in the utilization of ecommerce site features such as social commerce, which is a new e commerce innovation that is being developed by several e commerce sites in Indonesia and is a combination of social media and e commerce. This research was conducted on the social commerce site Carousell www.carousell.com one of the Social Commerce Platform based image that has just been present in Indonesia in the last four years. This study managed to collect 211 respondents but only 180 respondents who deserve to be investigated who is an active user of Carosuell.com. By using the Likert measurement scale, the research questionnaire was distributed by convinience sampling method, and the research questionnaire distributed by service google docs. This research uses 33 indicators based on research variables. The research variables consist of information fit to task, visual appeal, perceived usefulness, perceived enjoyment, similarity, expertise, likability, parasocial interactions, impulse buying tendency, and urge to buy impulsively. The results show that parasocial interactions have an impact on the impulsive buying tendency. The perception of usability and also the parasocial nteraksi on the social commerce platform affects the perceived enjoyment perceived by the user, which further influences the impulsive buying impulse. Implications, limitations, and discussions are provided."

"Penelitian ini bertujuan untuk mengetahui peran emotion dan faktor pendorongnya di dalam konteks consumption experience konsumen saat menggunakan layanan aplikasi mobile commerce dari sisi experiential view. Dalam mengolah data penelitian ini, digunakan SEM-PLS dengan aplikasi WrapPLS 3.0. Pengambilan data primer dilakukan dengan menyebarkan kuesioner secara online kepada calon responden yang memiliki kriteria warga negara Indonesia dan pernah menggunakan layanan aplikasi mobile commerce minimal 1 kali dalam kurun waktu 6 bulan ke belakang dihitung dari penelitian ini dilakukan. Hasil dari penelitian ini adalah Emotion memiliki cukup bukti mempengaruhi Consumption Experience pengguna layanan mobile commerce di Indonesia, yang didorong oleh faktor seperti Convenience, Media Richness, dan Self-efficacy yang dirasakan oleh pengguna.

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This study aims to determine the role of emotion and factor driving consumption in the context of the consumer experience when using services of mobile commerce applications of the experiential view . In the process the research data , used SEM - PLS with WrapPLS 3.0 applications . Primary data collection is done by spreading online questionnaires to potential respondents who have criteria for Indonesian citizens and using a mobile commerce application services of at least one time within 6 months back calculated from this research . Results from this study is enough evidence Emotion affect Consumption Experience mobile commerce service users in Indonesia , driven by factors such as Convenience , Media richness , and Self-efficacy perceived by the user."

"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat beli konsumen Muslim terhadap buku bajakan atau e-book ilegal di Indonesia. Dengan menggunakan kerangka teori Theory of Planned Behavior (TPB), penelitian ini mengkaji pengaruh idealisme, relativisme, religiusitas, etika konsumen, kesadaran harga, dan sikap terhadap niat beli konsumen terhadap buku bajakan atau e-book ilegal. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan data yang dikumpulkan melalui kuesioner online yang didistribusikan kepada 218 responden Muslim di Indonesia yang berusia 17 tahun ke atas. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa idealisme, religiusitas, dan etika konsumen memiliki pengaruh negatif terhadap sikap dan niat beli, sementara relativisme dan kesadaran harga memiliki pengaruh positif.

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This study aims to analyze the factors that influence Muslim consumers' purchase intention towards pirated books or illegal e-books in Indonesia. Using the Theory of Planned Behavior (TPB) theoretical framework, this study examines the influence of idealism, relativism, religiosity, consumer ethics, price awareness, and attitude on consumers' purchase intention towards pirated books or illegal e-books. A quantitative approach was used in this study, with data collected through an online questionnaire distributed to 218 Muslim respondents in Indonesia aged 17 years and above. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that idealism, religiosity, and consumer ethics have a negative influence on attitudes and purchase intentions, while relativism and price consciousness have a positive influence. "

"ABSTRAKPenulis meneliti mengenai pengaruh penggunaan endorser credible terhadap terhadap keinginan membeli dari konsumen, dengan menggunakan Information Acceptance Model untuk mengetahui pengaruh informasi yang disampaikan dalam bentuk komen pada akun instagram endorser credible mengenai suatu produk dapat diterima oleh konsumen sebagai informasi yang berguna, sehingga konsumen akan mengadopsi informasi tersebut, selanjutnya akan timbul rasa kepercayaan pada diri konsumen, hingga pada akhirnya konsumen akan memiliki keinginan untuk melakukan pembelian. Model penelitian dengan delapan hipotesis diuji dengan menggunakan Partial Least Square PLS .Metodologi penelitian yang dilakukan, merupakan gabungan dari riset eksploratori dan riset deskriptif. Riset eksploratori dilakukan dengan cara interview kepada responden untuk menentukan sumber kredible pada sosial media yang akan digunakan sebagai objek penelitian pada kuesioner yang akan disebarkan pada pengujian utama. Sementara pada riset deksriptif menggunakan metode survey yang dilakukan dengan menyebarkan kuesioner secara online kepada responden.Hasil penelitian menunjukkan opini yang disampaikan oleh endorser credible yang disampaikan dalam bentuk komen pada akun Instagram secara signifikan berpengaruh positif terhadap perceived eWOM usefulness dan self- brand connection. Perceived eWOM usefulness berpengaruh positif terhadap eWOM adoption, dan eWOM adoption berpengaruh positif terhadap trust dan purchase intention. Namun kongruensi antara endorser credible dengan merek produk tidak mempengaruhi perceived eWOM usefulness dan self- brand connection.

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ABSTRACTAuthor found the influence of using credible endorser towards purchase intention with the use of Information Acceptance Model. It rsquo s to find delivered information, in a form of comment from credible endorser rsquo s Instagram account, on a product that has been accepted as a useful information. This creates consumers to accept information and the feeling of trust appears, then influence the need to purchase. The research modal, with eight proven hypothesis, uses PLS.The research methodology used is a combination of exploration research and descriptive research. Exploration research is done by doing interviews to respondents as a credible source of social media that has been classified as a research object in questioners which has been given as its major testing. And descriptive research is done by survey methods that has been done with questionnaire online to respondents.The results show that opinion in a form of comment in Instagram account and delivered by credible endorser significantly gives positive influence towards perceived eWOM usefulness and self brand connection. Perceived eWOM usefulness is positively influenced towards eWOM adoption, and eWOM adoption positively influence trust and purchase intention. Yet, congruential between credible endorser with product brand is not influenced towards perceived eWOM usefulness and self brand connection."

"[Pertumbuhan social networking sites (SNSs) telah memunculkan paradigma baru dari e-commerce yang disebut social commerce (s-commerce). Social commerce merupakan cabang dari e-commerce yang memungkinkan konsumen untuk dapat saling berinteraksi dengan difasilitasi oleh media sosial maupun interaksi sosial antar konsumen. Penelitian ini dilakukan untuk menganalisis pengaruh karakteristik social commerce (s-commerce) yang terdiri dari reputation, size, information quality, transaction safety, communication, economic feasibility, WOM referrals terhadap consumer's trust dan trust performance (purchaseintentions dan WOM intentions) dengan menggunakan studi kasus Groupon Indonesia yang merupakan situs s-commerce berbentuk group-buying. Responden dari penelitian ini adalah orang-orang yang sudah pernah membuka/browsingsitus Groupon Disdus/Groupon Indonesia dalam kurun waktu 2 (dua) tahun terakhir, namun belum pernah melakukan pembelian pada situs s-commerce tersebut. Metode pengolahan data yang digunakan adalah Structural EquationModelling (SEM). Hasil dari penelitian menunjukkan bahwa reputation, information quality, transaction safety dan communication tidak memiliki pengaruh positif terhadap consumer's trust. Sedangkan, size, economic feasibilitydan WOM referrals memiliki pengaruh positif terhadap consumer's trust. Kemudian, consumer's trust memiliki pengaruh positif terhadap purchase intentions dan WOM intentions.

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The growth of social networking sites (SNSs) has given rise to a new paradigm of e-commerce called social commerce (s-commerce). Social commerce is a subset of e-commerce which enables consumers to interact each other via social media or even by social interaction among them. This study aims to analyze the effects of social commerce's (s-commerce) characteristics which consist of reputation, size, information quality, transaction safety, communication, economic feasibility, WOM referrals towards consumer's trust and trust performance (purchase

intentions and WOM intentions) on group-buying site (Groupon Indonesia) as the case study. Respondents of this research are those who have browsed Groupon Disdus/Groupon Indonesia site within the last two (2) years, but have never made any purchasement on this site. Structural Equation Modeling (SEM) is used to process the data. The results of this research show that reputation, information

quality, safety and communication transaction have no positive effects on consumer's trust. Meanwhile, size, economic feasibility and WOM referrals have positive effects on the consumer's trust. Furthermore, the consumer's trust has positive effect on both purchase intentions and WOM intentions.;The growth of social networking sites (SNSs) has given rise to a new paradigm of e-commerce called social commerce (s-commerce). Social commerce is a subset of e-commerce which enables consumers to interact each other via social media or even by social interaction among them. This study aims to analyze the effects of social commerce's (s-commerce) characteristics which consist of reputation, size, information quality, transaction safety, communication, economic feasibility,

WOM referrals towards consumer's trust and trust performance (purchase intentions and WOM intentions) on group-buying site (Groupon Indonesia) as the case study. Respondents of this research are those who have browsed Groupon Disdus/Groupon Indonesia site within the last two (2) years, but have never made any purchasement on this site. Structural Equation Modeling (SEM) is used to process the data. The results of this research show that reputation, information quality, safety and communication transaction have no positive effects on consumer's trust. Meanwhile, size, economic feasibility and WOM referrals have positive effects on the consumer's trust. Furthermore, the consumer's trust has positive effect on both purchase intentions and WOM intentions., The growth of social networking sites (SNSs) has given rise to a new paradigm of

e-commerce called social commerce (s-commerce). Social commerce is a subset

of e-commerce which enables consumers to interact each other via social media

or even by social interaction among them. This study aims to analyze the effects of

social commerce?s (s-commerce) characteristics which consist of reputation, size,

information quality, transaction safety, communication, economic feasibility,

WOM referrals towards consumer's trust and trust performance (purchase

intentions and WOM intentions) on group-buying site (Groupon Indonesia) as the

case study. Respondents of this research are those who have browsed Groupon

Disdus / Groupon Indonesia site within the last two (2) years, but have never

made any purchasement on this site. Structural Equation Modeling (SEM) is used

to process the data. The results of this research show that reputation, information

quality, safety and communication transaction have no positive effects on

consumer's trust. Meanwhile, size, economic feasibility and WOM referrals have

positive effects on the consumer's trust. Furthermore, the consumer's trust has

positive effect on both purchase intentions and WOM intentions.]"

"Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor interaksi interpersonal yang mempengaruhi intensi pembelian terhadap produk fashion lokal Indonesia melalui TikTok live stream shopping, berdasarkan teori Stimulus-Organism-Response (SOR). Sampel penelitian terdiri dari pengguna TikTok live stream shopping yang pernah menonton sesi live stream shopping produk fashion lokal dari Indonesia, tinggal di wilayah Jabodetabek, dan berusia antara 18 hingga 34 tahun. Kuesioner penelitian disebarkan secara online, dan sebanyak 295 responden berhasil mengisi kuesioner. Data yang terkumpul kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan software PLS-SEM. Menurut penelitian ini, Perceived similarity berhubungan positif dengan Swift guanxi. Selain itu, Perceived similarity Perceived responsiveness berhubungan positif dengan Initial Trust. Swift guanxi dan Initial Trust berhubungan positif dengan Purchase Intention. Selain itu, ditemukan bahwa swift guanxi memiliki peran mediasi yang positif terhadap Perceived similarity pada Purchase Intention di TikTok live streaming shopping. Terakhir, Initial Trust secara positif memediasi efek Perceived similarity dan Perceived responsiveness terhadap Purchase Intention di TikTok live streaming shopping.

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This study aims to investigate the interpersonal interaction factors influencing purchase intention towards local Indonesian fashion products through TikTok live stream shopping, based on the Stimulus-Organism-Response (SOR) theory. The sample consists of TikTok livestream shopping users who have previously watched livestream shopping sessions of local fashion products from Indonesia, residing in the Jabodetabek area, and aged between 18 and 34 years. The research questionnaire was distributed online, and a total of 295 respondents successfully completed the survey. The collected data were analyzed using the Structural Equation Modelling (SEM) method with PLS-SEM software. According to this study, perceived similarity is positively related to swift guanxi. Additionally, perceived similarity and perceived responsiveness are also positively related to initial trust. Swift guanxi and Initial trust is positively related to the buyer's intention to purchase a product. Moreover, it is found that swift guanxi positively mediates the effect of perceived similarity on purchase intention in TikTok live stream shopping. Lastly, Initial trust positively mediates the effect of perceived similarity and perceived responsiveness on purchase intention in TikTok live stream shopping."

"Penelitian ini bertujuan menggali interaksi antar entitas di dalam ekosistem komersialisasi NFT art dan konstruksi nilai simbolis dalam NFT art. Studi-studi sebelumnya yang berfokus pada komersialisasi di dalam pasar blockchain melihat bagaimana peran sistem blockchain dan tokenisasi NFT memengaruhi proses komersialisasi. Namun demikian, kedua kelompok studi tersebut belum menjelaskan ikatan antar entitas di dalam maupun di luar sistem blockchain yang dapat mempengaruhi ekosistem komersialisasi NFT art dan menjelaskan konstruksi nilai simbolis NFT art. Peneliti berargumen bahwa interaksi antar entitas dalam proses komersialisasi NFT art lebih daripada interaksi antar aktor di dalam pasar NFT dan sistem blockchain. Studi ini menggunakan Actor Network Theory (ANT) melalui tahapan Translasi untuk mengidentifikasi terbentuknya jaringan. Studi ini juga menggunakan tipologi nilai simbolis untuk melihat konstruksi nilai simbolis yang terbentuk dalam pasar NFT terhadap NFT art. Studi kualitatif ini menggunakan metode Social Network Analysis (SNA) dengan teknik pengumpulan data in-depth interview dan observasi digital sebagai triangulasi metode terhadap informan yaitu NFT artist. Studi ini menemukan bahwa interaksi di dalam ekosistem ini mencakup aktor manusia dan non-manusia yang bergerak ke arah tujuan yang sama baik di dalam maupun luar jaringan blockchain. Nilai simbolis NFT art ditentukan oleh interaksi antara artist, collector, media sosial, dan pasar, dengan fokus pada kelangkaan, eksklusivitas, dan prestise sosial. Dalam studi ini, komunitas menjadi aktor yang berperan sebagai representasi jaringan komersialisasi NFT art.

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This study aims to explore the interactions among entities within the commercialization ecosystem of NFT art and the construction of symbolic value in NFT art. Previous studies focusing on commercialization in the blockchain market have examined how the blockchain system and NFT tokenization influence commercialization processes. However, these studies have not addressed the connections between entities both within and outside the blockchain system that can impact the commercialization ecosystem of NFT art and explain the construction of its symbolic value. This study argues that interactions among entities in the commercialization process of NFT art extend beyond interactions among actors within the NFT market and blockchain system. The study using Actor-Network Theory (ANT) through the stages of Translation to identify the formation of networks. Additionally, it is also using a typology of symbolic value to examine the construction of symbolic value within the NFT market for NFT art. This qualitative study using Social Network Analysis (SNA) methodology with data collection techniques including in-depth interviews and digital observation as a triangulation involving NFT artists as informants. The study finds that interactions within this ecosystem involve both human and non-human actors moving towards common goals both within and outside the blockchain network. The symbolic value of NFT art is determined by interactions among artists, collectors, social media, and the market, with a focus on scarcity, exclusivity, and social prestige. In this study, the community emerges as an actor representing the commercialization network of NFT art."