The Pseudo-Low Price’ Trap by "Go-Food and Grab Food" Online Food Delivery Services

  • Putra Aditya Lapalelo Program Studi Ilmu Komunikasi, Universitas Katolik Widya Mandala Surabaya
Keywords: Consumer Culture, Pop Culture, Online Services App, phenomenology

Abstract

Delivery service applications such as Gojek and Grab in recent years have become part of the lives of urban people, becoming one of the instruments to fulfill the needs of urban consumers who are called "living in high mobility". Especially the online food delivery service GO-FOOD and GRAB FOOD which promise to fulfill the need for food delivery services at low prices, even with discounts that look fantastic. With all the intents and purposes, these two services are not only able to help solve the problem of "time" for urban residents who are too busy with their activities, but are also provided at low prices so that they are attractive and difficult to ignore. But with some observations, the cheap price of this food delivery service hides academic suspicions, Is it true that this lifestyle has no risk for urban residents?. This question makes a search to see what kind of lifestyle is behind the cheap consumption of this online food delivery service, an important topic to talk about. Especially with the current Covid-19 pandemic where the service business is crucial. This research uses a phenomenological study with observations and in-depth interviews with gojek and grab driver partners, business actors who partner with grab and gojek, to consumers in the Surabaya city area, and juxtaposed it with pop culture and consumer culture perspectives to provide a comprehensive picture of how consumers' lifestyles consume services. - this online service. As a result, it was found that cheap online delivery services and lots of discounts were just a “trap” for consumers. Consumers are being forced to live a “high cost consumption” lifestyle that is shrouded in the label of “low prices and discounts”.

References

Akhmad, R. A., Unde, A. A., & Cangara, H. (2018). Fenomenologi Penggunaan Televisi dan Media Sosial Dalam Menyikapi Budaya Pop Korea di Kalangan Remaja Makassar. KAREBA : Jurnal Ilmu Komunikasi, 7(1), 16–22. Retrieved from https://journal.unhas.ac.id/index.php/kareba/article/view/5246

Ali, Hasanuddin, Lilik, P., Nugroho, H., Halim, T., Firdaus, K., & Huda, N. (2020). Indonesia Gen Z And Millenial Report 2020: The Battle Of Our Generation. PT Alvara Strategi Indonesia, 134. Retrieved from http://alvara-strategic.com/indonesia-gen-z-and-millenial-report-2020/

Ali, Hasanudin, Purwandi, L., Nugroho, H., Ekoputri, A. W., & Halim, T. (2017). The Urban Middle-Class Indonesia: Financial and Online Behavior. Alvara Research Center.

Baudrillard, J., & Glaser, S. F. (1995). Simulacra and Simulation. Michigan: University of Michigan Press.

Bourdieu, P. (1984). Distinction A social Critique of the Judgement of Taste. Cambridge, Massachusetts: Harvard University Press.

Cindya Yunita, C. Y. P. (2020). Marketing Communication Strategy in Building Awareness Environmental Friendly Products in PT. Virtus Venturama: ( Studi Kasus Pada PT.Virtus Venturama). Jurnal Spektrum Komunikasi, 8(2), 149-158. https://doi.org/10.37826/spektrum.v8i2.89

Fajarni, S. (2019). EATING OUT SEBAGAI GAYA HIDUP (Studi Kasus Fenomena Remaja Kota Banda Aceh di Restoran Canai Mamak KL). Aceh Anthropological Journal, 3(1), 21. https://doi.org/10.29103/aaj.v3i1.2784

Fauzan, M. F., & Supratman, L. P. (2019). Studi Fenomenologi Tentang Komunikasi Antarpribadi Anggota Komunitas Anak Indigo Indonesia. Jurnal Manajemen Komunikasi, 1(2), 180. https://doi.org/10.24198/jmk.v1i2.11684

Hadi, A. (2018). Bridging Indonesia’s Digital Divide: Rural-Urban Linkages? Jurnal Ilmu Sosial Dan Ilmu Politik, 22(1), 17. https://doi.org/10.22146/jsp.31835

Hasan, M., & Suprihatin, S. (2020). MOTIF PENGGUNA FACEBOOK MENGUNGGAH KELUHAN TENTANG PELAYANAN PUBLIK. PAWITRA KOMUNIKA: Jurnal Komunikasi dan Sosial Humaniora, 1(1), 22-32.

Hasbiansyah, O. (2008). Pendekatan Fenomenologi: Pengantar Praktik Penelitian dalam Ilmu Sosial dan Komunikasi. MEDIATOR, 9(1), 163–178.

Hietanen, J., Murray, J. B., Sihvonen, A., & Tikkanen, H. (2020). Seduced by “fakes”: Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective. Marketing Theory, 20(1), 23–43. https://doi.org/10.1177/1470593119870214

Ibrahim, I. S. (1997). Ecstasy, gaya hidup: kebudayaan pop dalam masyarakat komoditas Indonesia. Mizan. Retrieved from https://books.google.co.id/books?id=H0dwAAAAMAAJ

Irianto, & Subandi. (2016). Studi Fenomenologis Kebahagiaan Guru di Papua. Jurnal Psikologi UGM, 1(3), 140–166. https://doi.org/10.22146/gamajop.8812

Juditha, C., & Darmawan, J. (2018). Penggunaan Media Digital dan Partisipasi Politik Generasi Milenial. Jurnal Penelitian Komunikasi Dan Opini Publik, 22(2), 94–109. Retrieved from https://jurnal.kominfo.go.id/index.php/jpkop/article/view/1628

Kristiyono, J. (2015). Budaya Internet: Perkembangan Teknologi Informasi Dan Komunikasi Dalam Mendukung Penggunaan Media Di Masyarakat. Scriptura, 5(1), 23-30.

Kristiyono, J., & Ida, R. (2019). Digital etnometodologi: Studi media dan budaya pada masyarakat informasi di era digital. ETTISAL: Journal of Communication, 4(2), 109-120.

Lindgren, S. (2017). Digital Media and Society. SAGE Publications. Retrieved from https://www.perlego.com/book/1431730/digital-media-and-society-pdf

Morris, J. (2021). Simulacra in the Age of Social Media: Baudrillard as the Prophet of Fake News. Journal of Communication Inquiry, 45(4), 319–336. https://doi.org/10.1177/0196859920977154

Novianti, D., & Tripambudi, S. (2014). Studi fenomenologi : Tumbuhnya prasangka etnis di Yogyakarta. Jurnal Ilmu Komunikasi, 12(2), 119–135. Retrieved from http://jurnal.upnyk.ac.id/index.php/komunikasi/article/view/368

Rohmawati, Y. I. (2017). Negosiasi identitas sosial etnis jawa di kota metropolitan: sebuah studi fenomenologi pada masyarakat kampung jawa. Mediakom, 1(2), 144–163.

Saumantri, T., & Zikrillah, A. (2020). Teori Simulacra Jean Baudrillard Dalam Dunia Komunikasi Media Massa. ORASI: Jurnal Dakwah Dan Komunikasi, 11(2), 247. https://doi.org/10.24235/orasi.v11i2.7177

Storey, J. (2018). Cultural theory and popular culture: An introduction (8th ed.). New York: Routledge. https://doi.org/10.4324/9781315226866

Strinati, D. (2016). Popular Culture: Pengantar Menuju Teori Budaya. Yogyakarta: Narasi. Retrieved from http://opac.lib.ugm.ac.id/index.php?mod=book_detail&sub=BookDetail&act=view&typ=htmlext&buku_id=745106&unit_id=1900

Sukma Alam. (2020). the Role of Influencer as Persuasive Communication for Covid-19 Prevention. Jurnal Spektrum Komunikasi, 8(2), 136-148. https://doi.org/10.37826/spektrum.v8i2.106

Suprihatin, S. (2021). Menjemput Karya Generasi Muda Dari Pucuk Sidoarjo. Prapanca: Jurnal Abdimas, 1(2), 70-79.

Swartz, D. (2012). Culture and Power The Sociology of Pierre Bourdieu. Chicago: University of Chicago Press.

Widyaningrum, A. Y. (2021). Kajian Tentang Komunitas Virtual : Kesempatan dan Tantangan Kajian di Bidang Ilmu Komunikasi. 10(2), 141–152. https://doi.org/10.33508/jk.v10i2.3457

Published
2022-03-30
How to Cite
Lapalelo, P. A. (2022). The Pseudo-Low Price’ Trap by "Go-Food and Grab Food" Online Food Delivery Services. Jurnal Spektrum Komunikasi, 10(1), 78 - 91. https://doi.org/10.37826/spektrum.v10i1.274