PUTRI, AULIA HASANAH (2025) BUDAYA PARTISIPASI PEREMPUAN DALAM MEMBENTUK CITRA KONSUMSI PADA TREN "GIRL MATH" DI TIKTOK (Studi Netnografi Robert Kozinets). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media has created participatory spaces that allow users not only to consume but also to produce and collectively interpret content. One phenomenon that has emerged on TikTok is the Girl Math trend, which refers to the way women rationalize spending through logic that appears unconventional. This study aims to examine how women’s participatory culture shapes consumption imagery through the Girl Math trend on TikTok. This research adopts a constructivist paradigm with a qualitative approach using Robert Kozinets’ netnography method. The research objects focus on three TikTok accounts: @jazzybaby99, @normanelat, and @girlmathgang. Data were collected through content observation and analysis of user comments, then analyzed using NVivo software through the stages of coding, noting, abstracting, checking and ref hemming, and theorizing. The findings show that women actively participate in constructing meanings of consumption through four forms of participatory culture as proposed by Henry Jenkins. First, affiliation, where women build social connections through comment sections based on shared shopping experiences. Second, expressions, where women articulate their consumption logic by recalculating expenses, evaluating promotions, and interpreting refunds. Third, collaborative problem-solving, where women collectively share shopping strategies and compare prices across platforms. Fourth, circulation, where the Girl Math trend spreads through content sharing and tagging, reinforcing its continuity. Overall, the consumption imagery that emerges portrays women as consumers who are actively engaged in consumption while remaining critical. Women not only demonstrate high levels of shopping activity but also consider rational aspects in their consumption decisions. Keywords: Participatory Culture, Girl Math, Consumption Image, TikTok, Netnography. Perkembangan media sosial telah melahirkan ruang partisipatif yang memungkinkan pengguna tidak hanya mengonsumsi, tetapi juga memproduksi serta memaknai konten secara kolektif. Salah satu fenomena yang berkembang di TikTok adalah tren Girl Math, yaitu cara perempuan merasionalisasi pengeluaran melalui logika yang tampak tidak konvensional. Penelitian ini bertujuan untuk mengkaji bagaimana budaya partisipasi perempuan dalam membentuk citra konsumsi melalui tren Girl Math di TikTok. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif melalui metode netnografi Robert Kozinets. Objek penelitian difokuskan pada tiga akun TikTok, yaitu @jazzybaby99, @normanelat, dan @girlmathgang. Data diperoleh melalui observasi terhadap konten dan analisis komentar pengguna, kemudian dianalisis menggunakan software NVivo melalui tahapan coding, noting, abstracting, checking and ref hemming, dan theorizing. Hasil penelitian menunjukkan bahwa perempuan berpartisipasi aktif dalam membentuk makna konsumsi melalui empat bentuk budaya partisipasi menurut Henry Jenkins. Pertama, affiliation, perempuan membangun keterikatan sosial melalui kolom komentar berdasarkan pengalaman belanja yang serupa. Kedua, expressions, perempuan mengekspresikan logika konsumsi melalui perhitungan ulang pengeluaran, penilaian promo, dan pemaknaan terhadap uang refund. Ketiga, collaborative problem-solving, perempuan saling berbagi strategi belanja dan perbandingan harga lintas platform secara kolektif. Keempat, circulation, tren Girl Math tersebar melalui sharing konten, dan tagging yang memperkuat keberlanjutan tren. Secara keseluruhan, citra konsumsi perempuan yang terbentuk adalah sebagai konsumen yang aktif berkonsumsi namun tetap kritis. Perempuan tidak hanya menunjukkan intensitas belanja yang tinggi, tetapi juga mempertimbangkan aspek rasional dalam setiap keputusan konsumsi. Kata kunci: Budaya Partisipasi, Girl Math, Citra Konsumsi, TikTok, Netnografi.
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