PENYEBARAN HOAKS DALAM BISNIS DIGITAL: SEBUAH ANALISIS PADA KONTEN KREATOR MEDIA SOSIAL

Losianus Harjon; Ewaldus Nuka; Reginaldus Banis; Yosef Adrianus Lado Hurint; Yohanes Risaldo Fallo

doi:10.23969/jp.v11i01.42409

Authors

Losianus Harjon Institut Filsafat dan Teknologi Kreatif Ledalero
Ewaldus Nuka Institut Filsafat dan Teknologi Kreatif Ledalero
Reginaldus Banis Institut Filsafat dan Teknologi Kreatif Ledalero
Yosef Adrianus Lado Hurint Institut Filsafat dan Teknologi Kreatif Ledalero
Yohanes Risaldo Fallo Institut Filsafat dan Teknologi Kreatif Ledalero

DOI:

https://doi.org/10.23969/jp.v11i01.42409

Keywords:

digital hoaxes, online business, content creators, agenda-setting theory, digital literacy, digital regulation

Abstract

This study aims to analyze the dissemination of hoaxes in digital business by focusing on the role of social media content creators as key actors in online product promotion. The rapid growth of internet penetration in Indonesia has been accompanied by an increase in digital fraud and misleading content, partly driven by non-transparent promotional practices and exaggerated claims. Using a descriptive qualitative approach and secondary data from official government reports, online media, academic journals, and relevant regulations, this research applies the agenda-setting theory proposed by Maxwell E. McCombs and Donald L. Shaw as its analytical framework. The findings reveal that content creators hold a strategic position in shaping media agendas, influencing public agendas, and triggering policy agendas. The lack of promotional transparency, weak certification regulations, low digital literacy, and platform algorithm incentives contribute to the spread of misleading information. Therefore, strengthening transparency regulations, implementing certification mechanisms for creators in high-risk sectors, enhancing digital literacy, and optimizing platform supervision are essential to building a more ethical, safe, and accountable digital business ecosystem.

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