The Use Of New Media And Shopping’s Cultural Shift In Indonesia: From The Perspective Of Contextual Communication, Psychology And Cyberculture

Abstract

This paper is designated as a study material for the shifting culture that arises from the use of New Media. The use of New Media has been replacing society's behaviour in many aspects, including people's shopping behaviour. New Media implies the emergence of a newly developed platform to meet human expectations. Two-way communication is considered superior to the one-way communication method. And this fact doesn't only apply in the context of teaching but also in daily social interactions, especially in Indonesia. Indonesian culture, which tends to be in a group, has been affecting how they carry out activities in reality and virtually. In particular, in the decision to spend their money, Indonesian people look for the most convenient, safe and practical way before finally shopping. People were satisfied with saving their shopping time without going to shopping malls and were comfortable just observing and checking the products in the marketplace. Still, today the needs have shifted to the new experience that can build real-time communication with sellers without visiting the stores directly. The emergence of the Tiktok Live Streaming platform on your smartphone can answer the demand. Digital users continue to develop the platform by creating the right marketing strategy to set the context of communication that fits the marketing target. Also, from a psychological perspective, the writer sees how the buyer receives the situation. Indeed, not everything goes well. Negative impacts are starting to emerge due to the use of New Media and Cyberculture experiences. Behind every convenience people get through this process, buyers and sellers face cyberculture risks. Ultimately, digital users must pay more attention to the related policies to prevent adverse impacts and respond to this phenomenon wisely.