Jurnal
Online Shopping Behavior of Fishermen in Popisi Village, Banggai Laut Regency, Central Sulawesi
CENDERAWASIH: Jurnal Antropologi Papua · Vol. 6 No. 1 (2025)
- ISSN
- 2774-552X, 2774-5538
- Published
- 2025-06-30
- Publisher
- Universitas Cenderawasih
- Language
- eng
Abstract
This study examines the transformation of consumption practices among fishing communities in Popisi Village, Banggai Laut Regency, Central Sulawesi, particularly in relation to the adoption of online shopping platforms. Traditionally characterized by subsistence-oriented livelihoods, limited education, and restricted access to markets, fishermen in Popisi Village are increasingly exposed to digital technologies that reshape their economic and social behavior. Using a descriptive qualitative approach, this research explores patterns of online shopping behavior, types of products purchased, platforms and payment methods used, as well as the motivations underlying these practices. Data were collected through in-depth interviews, participatory observation, and documentation involving twelve informants consisting of fishermen, fishermen’s wives, and individuals directly engaged in online shopping activities. The findings reveal that approximately 35% of fishermen have begun using e-commerce platforms such as Shopee, Tokopedia, and TikTok, primarily to purchase clothing, household goods, electronic items, and fishing equipment that are difficult to obtain locally. Online shopping is generally conducted selectively and situationally, particularly prior to religious holidays or during periods of higher income from fishing activities. Convenience, time efficiency, competitive prices, and access to diverse products emerge as the main motivations driving this behavioral shift. However, this digital adaptation remains constrained by unstable internet connectivity, limited digital literacy, and fluctuating household incomes that influence spending decisions. Overall, the study demonstrates that digitalization has initiated an early-stage transformation of consumption culture within the fishing community, reflecting both adaptive strategies toward modernity and persistent structural challenges. These findings highlight the need for improved digital infrastructure and targeted digital literacy initiatives to ensure that the benefits of e-commerce contribute positively to the long-term welfare and economic sustainability of coastal fishing communities.
Keywords
Collaboration network of the authors
26 authors · 78 co-authorship links
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- Universitas Halu Oleo
- Affiliation unknown
- Different organisations
- Same organisation
- Affiliation unknown
- Thicker line = more joint articles · bigger circle = more articles
Show as table
| Co-author | Organisation | Joint articles |
|---|---|---|
| Yahya Yahya | Affiliation unknown | 2 |
| Pawennari Hijjang | Affiliation unknown | 2 |
| Ruslan Ruslan | Affiliation unknown | 1 |
| Astry Ayu Praharsini | Affiliation unknown | 1 |
| Ervina Ervina | Affiliation unknown | 1 |
| Muhammad Basir | Affiliation unknown | 1 |
| Fivo Freitas | Affiliation unknown | 1 |
| Hamka Naping | Affiliation unknown | 1 |
| AMAR MA’RUF | Universitas Halu Oleo | 1 |
| Amril Hans | Affiliation unknown | 1 |
| Rizal Pauzi | Affiliation unknown | 1 |
| Hardiyanti Munsi | Affiliation unknown | 1 |
| Rahmat Yasim | Affiliation unknown | 1 |
| Munsi Lampe | Affiliation unknown | 1 |
| St. Nurhaliza | Affiliation unknown | 1 |
| Ingke Ananda Arief | Affiliation unknown | 1 |
| Rezqytha Widya Sari Rakhmat | Affiliation unknown | 1 |
| Erika Putri | Affiliation unknown | 1 |
| Armin Nur Fajar | Affiliation unknown | 1 |
| Moh. Alief Suryabahri | Affiliation unknown | 1 |
| Rafdi Yudha Jonaidi | Affiliation unknown | 1 |
| Arif Aditya | Affiliation unknown | 1 |
Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.