Pemaknaan Publik terhadap Perilaku Flexing oleh Pemilik Merek Skincare Lokal dalam Perspektif Literasi Digital
DOI:
https://doi.org/10.35870/jtik.v10i2.5454Keywords:
Consumerism, Consumer Behaviour, Digital Literacy, FlexingAbstract
This study aims to analyze how audiences interpret the flexing content of a local skincare brand owner and the role of digital literacy in this process. Using a qualitative netnographic approach, data was obtained through analysis of the brand owner's TikTok content and in-depth interviews with four informants who are both audience members and consumers. The results show that flexing as a symbolic branding strategy is interpreted in various ways, ranging from admiration to suspicion. Digital literacy plays a crucial role in filtering information, assessing content credibility, and influencing purchasing decisions. The contrasting reactions in netizen comments confirm that digital literacy levels determine how society, particularly the lower-middle class, forms perceptions of flexing practices on social media.
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Copyright (c) 2026 Novia Amanda, Nabila Dewi Athaya, Rino Febrianno Boer
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