Sirkulasi Soft Power Jepang di Ruang Digital Global:Analisis Narasi Influencer Amekaji Style Dalam Media Sosial

Mizan, Muhammad Ridzky (2026) Sirkulasi Soft Power Jepang di Ruang Digital Global:Analisis Narasi Influencer Amekaji Style Dalam Media Sosial. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Amekaji Style Jepang terhadap perilaku konsumen fashion sebagai bentuk penyebaran budaya Jepang melalui mekanisme soft power.Amekaji merupakan gaya fashion yang menggabungkan unsur American vintage dengan nilai-nilai estetika dan filosofi Jepang,yang berkembang dan memperoleh perhatian di melalui media sosial,komunitas fashion,serta industri kreatif.Penelitian ini menggunakan pendekatan kualitatif dengan teknik analisis konten terhadap berbagai unggahan media sosial yang berkaitan dengan Amekaji Style. Analisis dilakukan menggunakan Teori Soft Power Joseph S.Nye untuk menjelaskan bagaimana budaya fashion Jepang direpresentasikan,disebarluaskan,dan diterima oleh masyarakat global.Hasil penelitian menunjukkan bahwa Amekaji merupakan representasi budaya Jepang yang bersifat hibrida, yaitu hasil reinterpretasi budaya Americana melalui nilai-nilai Jepang seperti kodawari,monozukuri,craftsmanship,dan slow fashion.Penyebaran budaya tersebut berlangsung melalui media digital,influencer,komunitas fashion,dan berbagai brand heritage Jepang yang berperan dalam membangun daya tarik budaya Jepang.Penelitian ini juga menemukan bahwa faktor kualitas produk,autentisitas budaya,nilai estetika, komunitas,serta narasi yang dibangun melalui media sosial menjadi faktor utama yang mendorong penerimaan Amekaji oleh konsumen.Pengaruh tersebut tidak hanya membentuk preferensi fashion,tetapi juga memengaruhi identitas dan pola konsumsi masyarakat terhadap produk dan budaya Jepang.Dengan demikian,Amekaji Style dapat dipahami sebagai salah satu bentuk soft power Jepang yang bekerja melalui budaya populer dan praktik konsumsi sehari-hari.Kata Kunci:Amekaji Style, Soft Power,Budaya Populer Jepang,Perilaku Konsumen Fashion/This study aims to analyze the influence of Japanese Amekaji Style on the behavior of fashion consumers as a form of Japanese cultural dissemination through the mechanism of soft power.Amekaji is a fashion style that combines elements of American vintage fashion with Japanese aesthetic values and philosophies.It has gained increasing attention in through social media,fashion communities, and the creative industry.This research employs a descriptive qualitative approach using content analysis of various social media posts related to Amekaji Style.The analysis is conducted using Joseph S.Nye’s Soft Power Theory to explain how Japanese fashion culture is represented,disseminated,and accepted by society.The findings reveal that Amekaji represents a hybrid form of Japanese culture,resulting from the reinterpretation of Americana culture through Japanese values such as kodawari,monozukuri,craftsmanship,and slow fashion.The dissemination of this culture occurs through digital media,influencers,fashion communities,and various Japanese heritage brands that contribute to enhancing the appeal of Japanese culture.The study also finds that product quality,cultural authenticity,aesthetic values,community engagement,and narratives constructed through social media are the primary factors driving the acceptance of Amekaji among consumers.This influence not only shapes fashion preferences but also affects consumer identity and consumption patterns toward Japanese products and culture. Therefore, Amekaji Style can be understood as a form of Japanese soft power operating through popular culture and everyday consumption practices.Keywords:Amekaji Style, Soft Power,Japanese Popular Culture,Fashion Consumer Behavior

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