Published: 2026-01-01
Kapitalisme dalam Industri Media TikTok: Komodifikasi “Keranjang Kuning” terhadap Produksi Konten
DOI: 10.35870/jtik.v10i1.4913
Downloads
Abstract
This study examines how capitalism operates within the TikTok platform through the commodification of content creators, specifically via the yellow cart feature. Using a descriptive qualitative method based on literature review, data were gathered from academic articles, books, and relevant reports. The findings reveal that the yellow cart functions as a direct monetization channel, incentivizing creators to embed affiliate products into their content. This mechanism shifts creators' motivations from self-expression to market-oriented goals. TikTok’s algorithm amplifies such content by increasing the visibility of videos containing affiliate links, thereby reinforcing a rapid cycle of production and consumption driven by profit. This has led to a measurable behavioral shift: creators prioritize promotional content over originality, and audiences are increasingly exposed to embedded commercial messages. The study concludes that TikTok serves as an effective vehicle of digital capitalism, reshaping the creator economy and contributing to content homogenization. The practical implication highlights the need for critical digital literacy to navigate platform-driven economic incentives and algorithmic influence.
Keywords
TikTok ; Digital Capitalism ; Yellow Cart ; Digital Economy ; Creator Economy ; Content Commodification
Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 1 (2026)
-
Section: Computer & Communication Science
-
Published: %750 %e, %2026
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jtik.v10i1.4913
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Syifaul Qolbiyah
Program Studi Magister Komunikasi dan Penyiaran Islam, Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Ampel, Kota Surabaya, Provinsi Jawa Timur, Indonesia.
Salsabil Fadilah Firdaus
Program Studi Magister Komunikasi dan Penyiaran Islam, Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Ampel, Kota Surabaya, Provinsi Jawa Timur, Indonesia.
Wildana Ulfa
Program Studi Sistem Komunikasi dan Penyiaran Islam, Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Ampel, Kota Surabaya, Provinsi Jawa Timur, Indonesia.
-
Alamsyah, R., & Ismail, O. A. (2024). Pengaruh Social Media Tiktok Terhadap Minat Beli Konsumen Pada Brand Akun@ aerostreet. eProceedings of Management, 11(4).
-
Azhar, A. (2025). Swipe, Like, Buy: A Netnographic Study On The Impulse Buying Behavior In Tiktok Shop Ecosystem. Journal of Management, Economic, and Accounting, 4(2), 663-672.
-
Baumann, F., Arora, N., Rahwan, I., & Czaplicka, A. (2025). Dynamics of Algorithmic Content Amplification on TikTok. arXiv preprint arXiv:2503.20231. https://doi.org/10.48550/arXiv.2503.20231.
-
Boeker, M., & Urman, A. (2022, April). An empirical investigation of personalization factors on TikTok. In Proceedings of the ACM web conference 2022 (pp. 2298-2309). https://doi.org/10.1145/3485447.3512102.
-
Chandra, E. (2023). Kekuatan algoritma dalam komunikasi pemasaran digital aplikasi TikTok. Maha Widya Duta: Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi, 7(2), 191-200.
-
Dewantara, A. S. (2025). Komodifikasi kemiskinan pada konten bagi-bagi di akun TikTok@ WillieSalim. Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu Komunikasi, 4(1), 97-115.
-
Dwinanda, B., Syaripuddin, F. A., & Hendriana, E. (2022). Examining the extended advertising value model: A case of tiktok short video ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35-44. https://doi.org/10.30935/mjosbr/11820.
-
Fitriani, R., & Rizha Fauzi Amin, M. (2023). Analisis Pengaruh Iklan di Media Sosial TikTok Terhadap Keputusan Pembelian Produk Kosmetik di Era Digital. Jurnal Teknik Industri, 9(1), 2023.
-
Fitrianto, M. N. (2025). Analisis Pengaruh Algoritma Rekomendasi TikTok terhadap Perilaku Konsumsi Konten Menggunakan Metode Data Mining dan Machine Learning. Jurnal Publikasi Teknik Informatika, 4(2), 68-75.
-
Fitriyah, F., & Asri, K. H. (2022). Buying and Selling TikTok Social Media Followers According to Islamic Business Ethics.
-
Halim, S., & Astagini, N. (2021). Contra Commodification of Audiences in Reporting 212 Brotherhood Reunion in Jakarta. Idealogy Journal, 6(2), 104-114. https://doi.org/10.24191/idealogy.v6i2.303.
-
Hron, J., Krauth, K., Jordan, M. I., Kilbertus, N., & Dean, S. (2022). Modeling content creator incentives on algorithm-curated platforms. arXiv preprint arXiv:2206.13102. https://doi.org/10.48550/arXiv.2206.13102.
-
Indah, D. F., Nadriana, L., Zanariyah, S., & Santina, R. (2025). LARANGAN SOCIAL-COMMERCE DALAM PERDAGANGAN ELEKTRONIK: STUDI KASUS TIKTOK SHOP PASCA PERATURAN MENTERI PERDAGANGAN NOMOR 31 TAHUN 2023. Audi Et AP: Jurnal Penelitian Hukum, 4(01), 55-70. https://doi.org/10.24967/jaeap.v4i01.3933.
-
Indah, D. F., Nadriana, L., Zanariyah, S., & Santina, R. (2025). LARANGAN SOCIAL-COMMERCE DALAM PERDAGANGAN ELEKTRONIK: STUDI KASUS TIKTOK SHOP PASCA PERATURAN MENTERI PERDAGANGAN NOMOR 31 TAHUN 2023. Audi Et AP: Jurnal Penelitian Hukum, 4(01), 55-70. https://doi.org/10.48550/arXiv.2503.16137.
-
Kamaruddin, S. A., Adam, A., & Chakti, A. G. R. (2024). Komodifikasi Media Sosial Dalam Perspektif Teori Jean Baudrillard: Studi Kasus Tiktok Indonesia. Bosowa Journal of Education, 5(1), 177-180. https://doi.org/10.35965/bje.v5i1.5462.
-
Kaushal, R., Van De Kerkhof, J., Goanta, C., Spanakis, G., & Iamnitchi, A. (2024). Automated transparency: A legal and empirical analysis of the Digital Services Act transparency database. In The 2024 ACM Conference on Fairness, Accountability, and Transparency (pp. 1121–1132). https://doi.org/10.1145/3630106.3658960.
-
Mulyadi, A. D. S., & Nurhasanah, S. (2024). Analisis pengaruh promosi, live streamers, dan tekanan waktu terhadap keputusan pembelian pada fitur Shopee Live. Jurnal Ilmu Manajemen, 274–283.
-
Muslikhin, M., Mulyana, D., Hidayat, D. R., & Utari, P. (2021). The commodification, spatialization and structuration of social media in the Indonesian cyber media news. Media and Communication, 9(2), 110–118. https://doi.org/10.17645/mac.v9i2.3752.
-
Pramadhani, D. H., & Rafi, M. (2023). Komodifikasi konten pada platform digital dalam perspektif komunikasi. Jurnal Ilmu Siber (JIS), 2(2), 77–81.
-
Qin, Y. (2025). Analysis of the homogeneity of algorithm recommendation-driven content creation on short video platforms. Communications in Humanities Research, 67(1), 44–49.
-
Rusadi, U. (2025). Komodifikasi berita di media sosial tentang pemanfaatan akun TikTok Kompas TV. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian, 11(1), 36–53.
-
Simangunsong, R., & Sari, W. P. (2023). Creative process analysis in Klei & Clay’s digital branding on TikTok social media. International Journal of Application on Social Science and Humanities, 1(1), 157–164.
-
Sitanggang, A. S., Nazhif, D. N., Ar-Razi, M. H., & Buaton, M. A. F. (2024). Efektivitas strategi digital marketing di media sosial: Studi kasus Facebook, Instagram, dan TikTok generasi Z. MASMAN Master Manajemen, 2(3), Article 3. https://doi.org/10.59603/masman.v2i3.489.
-
Studeny, N., & Mohammed, J. (2023). TikTok: Platform capitalism and prosumer culture. Reinvention: An International Journal of Undergraduate Research, 16(2).
-
Valiant, V., & Paramita, S. (2022). Peran aplikasi TikTok sebagai media komunikasi ekspresif penyintas Covid-19. Kiwari, 1(3), 558–565.
-
Vombatkere, K., Mousavi, S., Zannettou, S., Roesner, F., & Gummadi, K. P. (2024). TikTok and the art of personalization: Investigating exploration and exploitation on social media feeds. In Proceedings of the ACM Web Conference 2024 (pp. 3789–3797). https://doi.org/10.1145/3589334.3645600.
-
Wu, Q., Sang, Y., Wang, D., & Lu, Z. (2022). Malicious selling strategies in e-commerce livestream: A case study of Alibaba’s Taobao and ByteDance’s TikTok.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.