Peran UMKM Indonesia Sebagai Aktor Non-Negara Dalam Praktik Micro Cross-Border Trade: Studi Kasus Jasa Titip Online Skincare Thailand = The Role Of Indonesian MSMEs As Non-State Actors In Micro Cross-Border Trade Practices: A Case Study Of Online Personal Shopping Services For Thai Skincare Products

Yanti, Rahel Novi (2026) Peran UMKM Indonesia Sebagai Aktor Non-Negara Dalam Praktik Micro Cross-Border Trade: Studi Kasus Jasa Titip Online Skincare Thailand = The Role Of Indonesian MSMEs As Non-State Actors In Micro Cross-Border Trade Practices: A Case Study Of Online Personal Shopping Services For Thai Skincare Products. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Meningkatnya popularitas produk skincare Thailand di Indonesia telah melahirkan pola perdagangan lintas negara yang tidak lagi sepenuhnya bergantung pada importir resmi maupun perusahaan besar. Melalui media sosial dan platform digital, individu kini dapat berperan sebagai perantara yang menghubungkan konsumen domestik dengan pasar luar negeri melalui praktik jasa titip online (jastip). Fenomena ini berkembang pesat di kalangan UMKM yang tidak hanya bertindak sebagai konsumen, tetapi juga sebagai pelaku ekonomi yang terlibat langsung dalam aktivitas micro cross-border trade. Penelitian ini bertujuan untuk menganalisis peran UMKM Indonesia sebagai aktor non-negara dalam praktik micro cross-border trade melalui studi kasus jasa titip online skincare Thailand. Analisis penelitian dibangun dengan menggunakan konsep Globalisasi Digital, Micro Cross-Border Trade, Ekonomi Kreatif: Jasa Titip Online, dan Digital Marketing untuk menjelaskan keterlibatan individu dalam aktivitas perdagangan lintas negara berbasis digital. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara mendalam, studi pustaka, dan dokumentasi. Validitas data dilakukan melalui triangulasi sumber, sedangkan analisis data dilakukan melalui proses reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa UMKM memainkan peran penting sebagai aktor non-negara dalam perdagangan lintas negara skala mikro melalui empat fungsi utama, yaitu sebagai kurator produk (product selector dan trend gatekeeper), pemasar digital (digital marketer dan content creator), distributor skala mikro (micro-distributor), serta pembentuk preferensi konsumen (taste maker). Temuan tersebut menunjukkan bahwa praktik jasa titip online telah memperluas keterlibatan individu dalam arus perdagangan internasional dan mencerminkan perubahan pola distribusi, pemasaran, serta konsumsi dalam era globalisasi digital Kata Kunci: Aktor Non-Negara, UMKM, Jasa Titip Online, Micro Cross-Border Trade /The rising popularity of Thai skincare products in Indonesia has given rise to a cross-border trade model that no longer relies entirely on official importers or large corporations. Through social media and digital platforms, individuals can now act as intermediaries connecting domestic consumers with overseas markets through online shopping services (jastip). This phenomenon is growing rapidly among Generation Z, who act not only as consumers but also as economic actors directly involved in micro cross-border trade activities. This study aims to analyze the role of Indonesian Generation Z as non-state actors in micro cross-border trade practices through a case study of online shopping services for Thai skincare products. The research analysis is grounded in the concepts of Digital Globalization, Micro Cross-Border Trade, Creative Economy: Online Shopping Services, and Digital Marketing to explain individual involvement in digital-based cross-border trade activities. This study employs a descriptive qualitative method with data collection techniques including in-depth interviews, literature review, and documentation. Data validity is ensured through source triangulation, while data analysis is conducted through data reduction, data presentation, and drawing conclusions. The research findings indicate that Generation Z plays a significant role as non-state actors in micro-scale cross-border trade through four key functions: as product curators (product selectors and trend gatekeepers), digital marketers (digital marketers and content creators), micro-distributors, and taste makers. These findings indicate that online consignment services have expanded individual involvement in international trade flows and reflect shifts in distribution, marketing, and consumption patterns in the era of digital globalization. Keywords: Generation Z, Micro Cross-Border Trade, Non-State Actors, Online Personal Shopping Services

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