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[Peningkatan jumlah pengguna internet di Indonesia pada tahun2014 sebesar 71,2 juta orang atau 28,3% dari total populasi sejalan denganberkembangnya tren transaksi e-commerce. Dengan mengambil konteksorganisasi bisnis, penelitian ini menganalisa aplikasi konsep?prosumerism‟ dalam ZL Indonesia. ZL Indonesia memiliki karakteristiksebagai lokasi berkembangnya prosumerism karena memanfaatkanInternet dan web 2.0 (situs-situs interaktif dan kolaboratif yangmemungkinkan penggunanya untuk menghasilkan/ memproduksi kontenseperti jejaring sosial) yang notabene merupakan ?means of prosumption‟dalam aktivitas bisnisnya. Dalam prosumerism, konsumen dipandangsebagai subjek yang proaktif dan berdaya serta melakukan aktivitasproduksi dan konsumsi secara bersamaan. Hal tersebut dimungkinkankarena saat ini aktivitas produksi dan konsumsi tidak hanya terjadi secarafisik/material saja tetapi juga secara immaterial (seperti gagasan ataupengetahuan). Pendekatan Soft Systems Methodology based on ActionResearch digunakan untuk menggali situasi permasalahan yang ada dalamprosumerism di ZL Indonesia. Penelitian ini menawarkan implikasi teoriprosumerism pada tiga dimensi. Pada dimensi putting the customers towork, aplikasi prosumerism bersifat kontekstual dan dipengaruhi faktorstruktural (aksesibilitas dan digital literacy) dan kultural (nilai dan tradisi).Pada dimensi kedua, dipaparkan manifestasi dari bentuk-bentuk, mediumserta fungsi prosumerism. Terakhir, pada dimensi ketiga, terdapat indikasiperan agensi serta strata sosial dalam prosumerism.;The increasing number of internet users in Indonesia amounted to 71.2 million people or 28.3% of the total population followed by the development trend of e-commerce transactions. By taking an organizational context, this study analyzes the application of the concept of 'prosumerism' in ZL Indonesia. It has the characteristics as a location for the development of prosumerism by utilizing the Internet and Web 2.0 which incidentally is the 'means of prosumption' in its business activities. In prosumerism, the consumer is seen as a proactive and powerful subject, and involved in the activity of production and consumption simultaneously. This is possible because currently these two activities not only has a material form, but also immaterial (the idea or knowledge). Soft Systems Methodology approach based on Action Research is used to explore the problematic situations in prosumerism in ZL Indonesia. This research offers a theoretical implications about prosumerism in three dimensions. In the dimension of putting the customers to work, prosumerism application is contextual and influenced by structural (digital literacy) and cultural (values and traditions) factors. In the second dimension, there are manifestation of forms, medium and prosumerism function. Last, there are indications of agency roles and social strata in prosumerism., The increasing number of internet users in Indonesia amounted to 71.2 million people or 28.3% of the total population followed by the development trend of e-commerce transactions. By taking an organizational context, this study analyzes the application of the concept of 'prosumerism' in ZL Indonesia. It has the characteristics as a location for the development of prosumerism by utilizing the Internet and Web 2.0 which incidentally is the 'means of prosumption' in its business activities. In prosumerism, the consumer is seen as a proactive and powerful subject, and involved in the activity of production and consumption simultaneously. This is possible because currently these two activities not only has a material form, but also immaterial (the idea or knowledge). Soft Systems Methodology approach based on Action Research is used to explore the problematic situations in prosumerism in ZL Indonesia. This research offers a theoretical implications about prosumerism in three dimensions. In the dimension of putting the customers to work, prosumerism application is contextual and influenced by structural (digital literacy) and cultural (values and traditions) factors. In the second dimension, there are manifestation of forms, medium and prosumerism function. Last, there are indications of agency roles and social strata in prosumerism.] |
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