PERAHU TRADISIONAL SEBAGAI IDENTITAS BUDAYA MARITIM MASYARAKAT AMBON
DOI:
https://doi.org/10.38012/jb.v7i2.1825Kata Kunci:
Virtual Influencer, Brand Ambassador, Public Relations Ethics, Influencer Marketing, Digital Communication.Abstrak
This systematic literature review examines the effectiveness and ethical challenges of virtual influencers as brand ambassadors in public relations practice. Through analysis of 68 peer- reviewed publications from 2017-2024, the study reveals that virtual influencers demonstrate comparable engagement rates (2.84%) to human influencers, particularly effective for hedonic products and Gen Z audiences. However, they face significant trustworthiness gaps (M=4.1 vs. 5.2 for humans, p<0.001) and ethical concerns regarding transparency, authenticity, and representation. Key findings indicate that disclosure strategies, product categories, and cultural contexts moderate effectiveness. While 73% of consumers demand mandatory disclosure, only 28% of virtual influencer accounts provide clear statements about their virtual nature. The study identifies critical regulatory gaps across 20 jurisdictions and proposes an ethical framework emphasizing proactive transparency, authentic representation, and stakeholder accountability. Future research should address longitudinal effects, cross-cultural variations, and emerging AI-powered personalization impacts on consumer behavior and trust.
Referensi
Aswani, S. (2020). New directions in maritime and fisheries anthropology. American Anthropologist, 122(2), 348-366. https://doi.org/10.1111/aman.13380
Bernard, H. R. (2017). Research methods in anthropology: Qualitative and quantitative approaches (6th ed.). Rowman & Littlefield.
D'Arcy, P. (2006). The people of the sea: Environment, identity, and history in Oceania. University of Hawaii Press.
Bourdieu, P. (1977). Outline of a theory of practice. Cambridge University Press.
REFERENSI
JURNAL BADATI, P-ISSN : 1907 – 5340, E-ISSN : 2722 – 3248 , VOL 8 NO 2 NOVEMBER 2025
Geertz, C. (1973). The interpretation of cultures: Selected essays. Basic Books.
Horridge, A. (1985). The prahu: Traditional sailing boat of Indonesia. Oxford University Press.
Ingold, T. (2000). The perception of the environment: Essays on livelihood, dwelling and skill. Routledge.
Kaartinen, T. (2012). Puisi lisan masyarakat Banda Eli: Ketahanan budaya di Maluku setelah Perang Pala. Antropologi Indonesia, Indonesian Journal of Social and Cultural Anthropology, 33(3), 228-239.
Knaap, G. J. (2002). Kora-kora en kruitdamp: De Verenigde Oost-Indische Compagnie in oorlog en vrede in Ambon. In G. Knaap & G. Teitler (Eds.), De Verenigde Oost-Indische Compagnie tussen oorlog en diplomatie (pp. 257-282). KITLV Uitgeverij.
Lapian, A. B. (1987). Orang laut-bajak laut-raja laut: Sejarah kawasan laut Sulawesi abad XIX [Unpublished doctoral dissertation]. Universitas Gadjah Mada.
Latour, B. (2005). Reassembling the social: An introduction to actor-network- theory. Oxford University Press.
Liebner, H. H. (2005). Perahu-perahu tradisional Nusantara: Suatu tinjauan perkapalan dan pelayaran. In E. Sedyawati (Ed.), Eksplorasi sumberdaya budaya maritim (pp. 53-124). Pusat Riset Wilayah Laut dan Sumber Daya Nonhayati.
Loupatty, M., La Raman, Wakim, M., & Stenli, R. (2020). Kajian historiografi: Jaringan niaga masa lalu di Maluku Utara. Balai Pelestarian Nilai Budaya (BPNB).
Polunin, N. V. C. (1985). Traditional marine practices in Indonesia and their bearing on conservation. In J. A. MacNeely (Ed.), Culture and conservation: The human dimension in environmental planning (pp. 155-178). Croom Helm.
Ririmasse, M. N. (2016). Boat symbolism and social identity in the Southeast Mollucas. Naditira Widya, 4(2), 245-256. https://doi.org/10.24832/nw.v4i2.35
Smith, J. A., Flowers, P., & Larkin, M. (2009). Interpretative phenomenological analysis: Theory, method and research. SAGE Publications.
Spradley, J. P. (1979). The ethnographic interview. Holt, Rinehart and Winston. Spradley, J. P. (1980). Participant observation. Holt, Rinehart and Winston.
JURNAL BADATI, P-ISSN : 1907 – 5340, E-ISSN : 2722 – 3248 , VOL 8 NO 2 NOVEMBER 2025
Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(3), 224-237.
Subroto, K. (2021). Pengepungan benteng Portugis: Kekalahan superpower Portugis oleh jihad Baabullah di Ternate. Penerbit Buku Kompas.
Sukendar, H. (1998/1999). Perahu tradisional Nusantara: Tinjauan melalui bentuk dan fungsi. Departemen Pendidikan dan Kebudayaan.
Sulistiyono, S. T. (2004). Pengantar sejarah maritim Indonesia. Departemen Pendidikan Nasional.
Thalib, U. (2015). Islam di Banda Naira: Centra perdagangan rempah-rempah di Maluku. Balai Pelestarian Nilai Budaya (BPNB).
Turner, V. (1967). The forest of symbols: Aspects of Ndembu ritual. Cornell University Press.
van Donkersgoed, J., & Farid, M. (2022). 'Belang' and 'Kabata Banda': The significance of nature in the 'adat' practices in the Banda Islands. Wacana, 23(2), 360-387. https://doi.org/10.17510/wacana.v23i2.1036
Wikipedia. (2025, August 1). Bangka (boat). Wikipedia. https://en.wikipedia.org/wiki/Bangka_(boat)
Winn, P. (1998). 'Banda is the blessed land': Sacred practice and identity in the Banda Islands, Maluku. Jurnal Antropologi Indonesia, 57, 71-80.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Citation Check
Lisensi
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a ceative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
