Khoirul Hidayah, Muhammad In’am Esha, Dwi Hidayatul Firdaus, Ramadhita Ramadhita
The Non-Fungible Token (NFT) is one form of trade utilising crypto assets as a medium of exchange. This system has proven effective in assisting creators in protecting both their economic and moral rights. However, the existence of Regulation of the Minister of Finance No. 68/PMK.03/2022 concerning Value Added Tax and Income Tax on Cryptocurrency Trading does not adequately address the phenomenon of NFT trading. This raises an intriguing issue regarding the formulation of tax collection for NFTs as digital assets that can be traded and serve as a source of state revenue. This study employs a socio-legal approach with qualitative methods. Based on an analysis of legislation, the theory of justice, and tax collection theory, three alternative models for regulating income tax and VAT on NFTs in Indonesia are proposed. The first model suggests specific regulation in the form of a Minister of Finance Regulation. The second model recommends classifying NFT trading platforms as Permanent Establishments (PE). The third model advocates for the application of tax treaties to prevent double taxation. This study is expected to contribute to the development of NFT taxation regulations in Indonesia.
Penelitian ini bertujuan untuk menguji pengaruh faktor-faktor yang mempengaruhi Keputusan Investasi Cryptocurrency pada kaum Millenial di Kota Batam. Faktor-faktor tersebut antara lain Overconfidence, Risk Tolerance, dan Financial Experience. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif, dengan data primer yang diperoleh melalui penyebaran kuesioner. Populasi dalam penelitian ini berjumlah 443.180, dan sampel yang diambil sebanyak 100 orang dengan menggunakan rumus Slovin dengan tingkat kesalahan 10%. Penelitian ini menggunakan probability sampling dengan metode random sampling. Teknik analisis yang digunakan meliputi analisis deskriptif, uji instrumen, uji asumsi klasik, uji regresi linier berganda, dan uji hipotesis, dengan pengolahan data melalui SPSS versi 25. Hasil penelitian menunjukkan bahwa Overconfidence, Risk Tolerance, dan Financial Experience berpengaruh signifikan terhadap Keputusan Investasi Cryptocurrency. Kesimpulannya, H1 diterima, H2 diterima, H3 diterima, H4 diterima.Kata Kunci: overconfidence, risk tolerance, financial experience, keputusan investasi cryptocurrency.
Cryptocurrency emergence poses significant challenges and opportunities for Indonesia's economy, yet comprehensive understanding of its economic impacts remains limited. This study employs a systematic literature review to analyze cryptocurrency's potential economic implications in Indonesia by examining stakeholder expectations, regulatory frameworks, and economic impacts. The research extracted and synthesized findings from ten studies using qualitative, empirical economic, and regulatory analysis methodologies. Results reveal a regulatory dichotomy between Bank Indonesia's stability-focused approach and the Ministry of Trade's growth-oriented perspective, creating market uncertainty. Cryptocurrency positively impacts banking stock prices, payment system efficiency, and investment opportunities, while raising concerns about volatility, monetary control, and cybersecurity. Stakeholder expectations vary across banking, fintech, regulatory, and investor groups, highlighting the need for balanced regulatory approaches that foster innovation while addressing systemic risks. This research contributes valuable insights for developing comprehensive cryptocurrency policies that maximize economic benefits while maintaining financial stability.
Irma Tsuraya Choirinnida, Yoseph Septianus Ronaldo Lopez
The rapid growth of technology has driven the popularity of Non-Fungible Tokens (NFTs), widely regarded as digital assets for showcasing creative projects and offering investment opportunities. Public interest, amplified by influencers, has led to diverse motivations to purchase NFTs, though many consumers remain unaware of the associated risks. This study examines the factors influencing NFT purchase intentions among Indonesian buyers with prior experience. Using purposive sampling, data from 150 respondents were analyzed through multiple linear regression in SPSS software. Key variables include perceptions of price, design quality, Perceived Usefulness, Perceived Ease of Use, and Perceived Risk. Findings reveal that perceptions of price and design quality significantly impact purchase intentions. Perceived Usefulness and Ease of Use highlight consumer acceptance of NFTs as a new technology, while respondents view NFT purchases as beneficial despite acknowledging risks. The study provides valuable insights into consumer behavior in the NFT market, emphasizing the need for greater awareness of risks while identifying key drivers of adoption in this emerging digital landscape.
Penelitian ini bertujuan untuk mengkaji peran gamifikasi dalam mendorong komitmen Corporate Social Responsibility (CSR) digital pada startup sosial yang berbasis teknologi Web3. Dengan meningkatnya adopsi Web3 dan model bisnis terdesentralisasi, pendekatan baru diperlukan untuk membangun keterlibatan pengguna dan memperkuat nilai sosial perusahaan. Penelitian ini menggunakan metode campuran (mixed methods) dengan pendekatan studi kasus pada tiga startup sosial berbasis Web3 yang telah mengimplementasikan elemen gamifikasi dalam program CSR digital mereka. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, serta analisis data transaksi berbasis blockchain. Hasil penelitian menunjukkan bahwa elemen gamifikasi seperti reward token, leaderboard berbasis reputasi, dan tantangan komunitas dapat meningkatkan partisipasi pengguna dalam aktivitas sosial dan memperkuat persepsi terhadap komitmen sosial startup. Temuan penting menunjukkan bahwa keterlibatan pengguna meningkat hingga 45% setelah penerapan strategi gamifikasi yang terdesain secara strategis dan berbasis insentif digital. Simpulan dari penelitian ini adalah bahwa gamifikasi berperan signifikan dalam menginternalisasi nilai CSR digital pada platform Web3, serta memperkuat loyalitas pengguna terhadap misi sosial startup. Rekomendasi diberikan agar startup sosial merancang gamifikasi berbasis transparansi dan insentif berkelanjutan untuk memaksimalkan dampak sosial di era ekonomi digital
Literasi adalah kegiatan sosialisasi dan pembelajaran tentang blockchain sebagai teknologi masa depan yang dilakukan oleh Prodi Manajemen Universitas Sipatokkong Mambo kepada masyarakat umum dan civitas akademi. Dalam kegiatan memberikan literasi, Prodi Manajemen Universitas Sipatokkong Mambo bekerjasama dengan Rumah EKIS (Forum Mahasiswa Ekonomi Islam). Tujuan penulisan ini yang pertama adalah untuk membahas bagaimanakah literasi blockchain yang diberikan kepada masyarakat di kabupaten Bone. Tujuan yang kedua adalah menjelaskan sistem blockchain, dan peluang penggunaannya pada industri halal. Metode penelitian yang dipakai pada penelitian ini menggunakan ceramah dan pendampingan dengan sumber data dari studi literatur artikel jurnal, beberapa situs terkait, platform dan aplikasi. Hasil dari kegiatan ini menunjukkan bahwa pentingnya literasi tentang teknologi blockchain untuk industri halal dan potensinya sebagai teknologi transformasi di masa depan. Selain itu, masyarakat dan mahasiswa ekonomi Islam di Kabupaten Bone tergolong ke dalam less literate dan less of trust karena sebagian masyarakat dan mahasiswa ekonomi Islam di Kabupaten Bone hanya mengerti terhadap blockchian yang digunakan untuk Bitcoin atau decentralized finance dan hanya mempertimbangkan aspek keutamaan fasilitas layanan keuangan kripto tersebut. Dengan terlaksananya kegiatan ini mampu meningkatkan pemahaman yang lebih baik terkait penggunaan blockchain pada industri halal, dan masyarakat melek digital untuk melakukan investasi aset kripto. Implikasi kegiatan ini diharapkan membuka ruang diskusi selanjutnya untuk pembahasan mendalam tentang potensi dan peluang pemanfaatan teknologi blockchain pada sektor-sektor lain.
This study investigates public interest in cryptocurrency in Indonesia, focusing on related queries, geographical distribution, and temporal trends. Utilizing a quantitative descriptive approach with secondary data from Google Trends (January 2021–December 2024), the findings reveal that cryptocurrency is predominantly perceived as a trading tool, with terms like trading and crypto dominating search queries. Geographical analysis highlights significant regional disparities, with Bali demonstrating the highest interest due to its global connectivity and digitally literate population, while Nusa Tenggara Timur reflects challenges such as limited infrastructure and financial literacy. Temporal trends show fluctuations aligned with global market events and regulatory developments, stabilizing in 2023–2024 as public perceptions matured. These results emphasize the need for public education to broaden understanding beyond speculative trading and for inclusive strategies to address regional and educational gaps. This study contributes to the literature by offering a novel framework integrating geographical and temporal analyses, providing actionable insights for policymakers and stakeholders to foster equitable and sustainable cryptocurrency adoption in emerging markets.
Sudadi Pranata, Fajrinoor Fanani, Dini Hidayati, Rosa Lesmana · 5 authors
The rapid growth of TikTok as a social media platform has transformed influencer marketing, offering brands unparalleled opportunities to engage with their target audiences. However, issues such as lack of transparency, trust, and inefficiencies in payment processes remain significant challenges in influencer marketing, highlighting a critical GAP in both literature and practice. This study addresses these challenges by exploring the implementation of smart contracts, powered by blockchain technology, as a novel solution. Smart contracts provide an automated, secure, and transparent framework for managing influencer marketing campaigns. The research employs a quantitative approach with Structural Equation Modeling (SEM) as the primary methode, utilizing the SmartPLS tool. Data were collected from 200 respondents who are active TikTok users and have engaged with influencer marketing campaigns. The findings reveal that credibility, informativeness, and entertainment positively affect advertising value, while irritation negatively impacts it. Furthermore, advertising value significantly influences advertising attitude, which, in turn, impacts purchase intention. Additionally, advertising attitude moderates the relationship between advertising value and purchase intention, strengthening its effect. These results and conclusions emphasize the transformative potential of smart contracts in enhancing transparency, trust, and efficiency within influencer marketing. By introducing blockchain-based solutions, this study makes a significant novelty contribution to the literature, offering practical insights for brands and marketers. Specifically, smart contracts enable brands to ensure fair compensation, accurate performance measurement, and improved campaign outcomes. This study underscores the importance of leveraging cutting edge technologies to address existing gaps in influencer marketing, ultimately paving the way for more effective and transaction.
Cryptocurrency has become a transformative element in modern financial systems, presenting significant opportunities and risks to systemic stability. Its rapid adoption, driven by blockchain technology, demonstrates potential for enhancing transparency and efficiency. However, challenges such as price volatility, regulatory gaps, and cybersecurity threats persist as critical concerns. This study addresses the dual role of cryptocurrency in fostering innovation while posing risks to global financial stability. Employing a systematic literature review, it analyzes academic articles from leading databases, including Scopus and Web of Science, focusing on recent studies (2018–2023) examining the security, regulation, and ethical dimensions of cryptocurrency and blockchain technology. Findings highlight cryptocurrency’s potential to improve financial inclusion and operational efficiency but underscore significant risks due to price instability and inadequate regulatory frameworks. Blockchain technology offers improved security and accountability; however, effective integration requires adaptive regulations and international cooperation. This study contributes by synthesizing insights into cryptocurrency’s systemic implications, bridging gaps in understanding the intersection of technology, regulation, and stability. It provides actionable recommendations for policymakers, financial institutions, and academics to develop balanced regulatory frameworks that support innovation while safeguarding consumer interests and financial stability. Holistic regulatory approaches, strengthened cybersecurity, and cross-sector collaboration are imperative for responsible cryptocurrency integration into global financial ecosystems.
А. В. Медведев, Anna A. Ilmushkina, Elena V. Verbitskaya
The article considers the theoretical, methodological and applied aspects of the formation of the digital economy from the standpoint of the transformative influence of information technologies on traditional industries. Particular attention is paid to the analysis of architectural and institutional mechanisms of digitalization, including the introduction of cyber-physical systems (CPS), platform economy, cloud and edge computing, artificial intelligence and distributed ledgers. Based on an interdisciplinary approach, the impact of digital technologies on the manufacturing, agricultural, transport and logistics, trade, financial and service sectors is substantiated using statistical data and empirical case studies. In conclusion, recommendations are formulated for institutional support of digital transformation, development of digital infrastructure and formation of adaptive management strategies in the context of the transition to a data economy.
Emerging digital economies are increasingly exploring decentralized infrastructures to expand citizen participation and reduce reliance on a small number of dominant service providers. Indonesia, one of the fastest-growing economies in the global south, has significant potential to integrate Web3 technologies into its national Digital Public Infrastructure. While previous DPI initiatives in countries such as India and Estonia have shown the value of open standards and low-cost digital services, there is limited research on how decentralized systems can support higher level digital functions. This paper examines how real-world asset tokenization can serve as an important DPI component for Indonesia. The study analyzes global initiatives in asset tokenization and decentralized identity systems and evaluates how similar approaches can be adapted to Indonesia's socioeconomic environment. The paper argues that open protocols, standardized APIs, and community operated nodes can create a transparent and interoperable infrastructure for tokenized assets. This approach would allow local communities to participate directly in validating asset information and supporting network operations.
Revolusi smart sukuk sebagai platform transaksi terbaru telah menjadi isu yang cukup menarik dalam industri keuangan, terutama di era Society 5.0. Namun, penelitian terdahulu belum menemukan gap analisis dalam isu ini, terutama terkait potensi dan tantangan penggunaan teknologi blockchain dalam smart sukuk. Penelitian ini bertujuan untuk menginvestigasi potensi, manfaat blockchain dalam smart sukuk, memahami dampaknya terhadap keuangan Islam dan pengembangan ekonomi berkelanjutan. Penelitian ini menggunakan metode kualitatif studi kasus. Tahap yang dilakukan: 1) menyusun instrumen dan menentukan tempat penelitian; 2) tahap pengumpulan data dengan teknik wawancara yang tersusun kepada informan; 3) mengolah dan menganalisis data sekunder dan primer. Hasil penelitian ini BMT Bina Ummah menggunakan blockchain Ethereum ERC20 yang dapat mengefisiensikan biaya penerbitan, meningkatkan keamanan, mempermudah proses transaksinya; Penerbit harus memahami aspek kesyariahan dalam sukuk; Blockchain berpotensi besar namun belum dapat diterapkan di Indonesia. Smart sukuk membantu UMKM dalam mendapatkan pembiayaan lebih mudah, meningkatkan inklusi keuangan terutama di pasar modal syariah. Regulator terus berinovasi mengikuti perkembangan di industri keuangan. Smart sukuk meningkatkan transparansi, efisiensi, keamanan. Blockchain sangat mungkin untuk diterapkan dalam industri keuangan di Indonesia. Penyedia layananan blockchain maupun regulator akan melakukan inovasi mengikuti perkembangan zaman.
Blockchain technology has garnered increasing attention in recent years, extending its reach beyond its initial application in cryptocurrency to various sectors, including video gaming. This technology, characterized by its decentralized and immutable nature, offers unique opportunities for enhancing transparency, security, and ownership within gaming ecosystems. Understanding Gen Z sentiment towards blockchain technology in video games is crucial for gauging its potential impact and adoption within the gaming community. This paper explores the fundamental principles of blockchain technology and its integration into video games, focusing on applications such as Non-Fungible Tokens (NFTs) and smart contracts. It examines the benefits of blockchain in gaming, including secure transactions, verifiable ownership, and reduced reliance on third-party providers. Additionally, it addresses Gen Z's mixed familiarity with blockchain, environmental concerns, and the desire for regulation to ensure responsible implementation. The survey findings underline the cautious optimism and potential challenges in adopting blockchain technology in video games, highlighting the need for education, sustainable solutions, and regulatory oversight.
East Lombok Regency is one of the regencies affected by the establishment of various policies from the central government, one of which is the restriction on the use of transfer funds which were previously the main source of funds for various local governments. This requires the East Lombok Regency Government to make optimal efforts to achieve independence to finance government and development activities. This study aims to analyze the financial performance of the East Lombok Regency Government as seen from the degree of independence, dependence, fiscal decentralization, and effectiveness of Regional Original Income. The data used is the realization of the East Lombok Regency Regional Revenue and Expenditure Budget for the 2020-2022 fiscal year. The study was conducted using a quantitative approach through calculations of several financial ratios, namely independence, dependence, fiscal decentralization, and effectiveness. The results show that the independence of the East Lombok Regency Government is still in the extremely low category which is supported by extremely high dependence on the central government and provincial government, as well as fiscal decentralization which is still in the less-than-ideal criteria. This is also indicated by the Regional Original Income as the main factor in supporting its independence, which has not been optimally realized.
Apart from conventional currency, Cryptocurrency can also be used as an investment asset. However, Cryptocurrency is famous for its high level of volatility, where this investment can produce large profits and losses in a short time. Seeing this opportunity, many people are starting to be interested in investing in this instrument. Various responses and assessments have developed in society regarding this investment, especially in Indonesia. At the beginning of its appearance, people were skeptical about the results offered. And quite a few also assume that this investment is nothing more than a fraudulent scheme. However, as time goes by, and as information spreads easily, people begin to understand and believe in this type of investment and start investing on a small to massive scale. Even now, some people still believe that Cryptocurrency investment is a scam. This research aims to collect data on how much trust the Indonesian people have in investing in Cryptocurrency. This research method uses a quantitative method, namely using primary data in the form of a questionnaire distributed to the people of Denpasar City. With a population of 30 people and a sample calculated using the Slovin formula of 30. Based on this research, the level of trust has no significant effect on cryptocurrency as an investment tool. There are many factors that influence people's confidence in investing in cryptocurrencies.
Blockchain and cryptocurrencies have changed the way we transact and interact in the digital age. However, the rapid advancement of these technologies has resulted in major environmental impacts. Efficient implementation of blockchain requires the use of large amounts of energy and computing power, with consensus algorithms as the foundation. The purpose of this study is to investigate the environmental implications of blockchain and cryptocurrency implementation, as well as initiatives to mitigate these issues. The type of research is a library study (library research) using a qualitative method, namely by combining, collecting information or previous scientific papers on relevant topics. Along with the growing popularity of cryptocurrencies, the continuous mining process often results in large energy consumption and carbon emissions, sparking concerns about their long-term viability and environmental impact. Based on the results of previous research and research sources, the author found a solution to the problem of high energy consumption from the use of blockchain, namely: Proof of Stake (PoS), Proof of Authority (PoA), Sidechains and Layer-2 Solutions, Hardware Optimization, Implementation of Consensus Algorithms Based on RUST.
Today's technological advancements have made work more efficient. One of the breakthroughs in accounting technology is blockchain. This innovative system involves a distributed ledger that uses hashes to grant access to all users. For data accuracy, each user verifies the information before it is stored and shared with blockchain-connected users. This research aims to provide an understanding and overview to consider the application of blockchain technology in accounting based on developments that occur in blockchain. It is expected that this research can provide knowledge for practitioners and academics regarding the application of blockchain in an accounting perspective. This research uses a qualitative approach with a literature review method that utilizes secondary data. Researchers use innovation diffusion theory (IDT) to explain the developments that occur in blockchain. Data sources are obtained from journal articles, books, proceedings, websites and other relevant sources. As a result, the application of blockchain has the potential to change the current accounting paradigm and have a major impact on the accounting profession. A decentralized system helps transparency and accountability of information data. The use of smart contract systems and supporting triple entry systems increases the reliability of information on financial statements, reduces accounting fraud. Innovation in blockchain technology is also appropriate if its application is in accordance with the needs of the organization, so it is important for companies to prioritize needs and know the obstacles in their application.
Cryptocurrency is a topical and growing concept in Indonesia; however, there needs to be more literature on the effects of government policies on it. Consequently, this quantitative study seeks to fill this research gap by establishing the extent of the intention to use cryptocurrency among Indonesian investors and future investors. Cryptocurrency in the form of investment is legally accepted even though it is not legally regarded as a medium of exchange. The research evaluates the effect of government support on the adoption rates while concluding that the theory postulates four factors: product literacy (PL), social influence (SI), perceived benefit (PB), and trust (T). The surveys were distributed to 596 participants; however, 83 values were removed, leaving 513 valid responses. The results demonstrate that government support strongly improves the level of product literacy, social pressure, perceived benefit, and trust related to the use of cryptocurrencies, which, in turn, positively affects the intention to use cryptocurrency. From this, it can be deduced that the government's involvement plays a critical role in influencing perception and building confidence in the use of cryptocurrency for investment. The findings of this paper should prove useful to policymakers and industry stakeholders who seek to foster the sustainable development of cryptocurrencies in Indonesia. Increasing the quality of the given legislation and raising the population's awareness can contribute to the development of cryptocurrencies in the country.
Pemalsuan data merupakan masalah serius yang dapat merugikan berbagai pihak. Dalam era digital, teknologi blockchain menawarkan solusi dengan menyimpan data secara permanen dan aman. Penelitian ini bertujuan mengembangkan sistem berbasis smart contract pada platform blockchain Ethereum untuk digitalisasi realisasi anggaran Operational Expenditure (OPEX) perusahaan, menggunakan metode SDLC Waterfall. Metode ini dipilih karena dapat menyelesaikan tantangan waktu pengembangan dan tidak melibatkan respons pengguna pada tahap awal. Hasil penelitian menunjukkan bahwa sistem ini mampu mengotomatisasi proses persetujuan anggaran, mengurangi waktu dan biaya, serta meningkatkan transparansi dan akuntabilitas. Hasil pengujian Unit Testing menunjukkan bahwa sistem berjalan sesuai harapan tanpa kesalahan. Pengujian gas rata-rata menunjukkan penggunaan 106.375,3 gas dengan biaya sekitar 0,00208 ETH atau Rp 139.129. Pada end-to-end testing menggunakan skenario proses pembelian server IBM, dimulai dari Budgeting Staff Controller yang menginput harga Rp 150.000.000 untuk pembelian IBM Power System S822LC Rack Server. Setelah pengajuan realisasi diajukan, kepala departemen melakukan pengecekan dan persetujuan, yang berlanjut melalui beberapa tahap hingga seluruh pengajuan disetujui. Implementasi teknologi ini diharapkan dapat meningkatkan efisiensi, transparansi, dan keamanan dalam pengelolaan anggaran di perusahaan.
Shinta Hadiyantina, Dewi Cahyandari, Bahrul Ulum Annafi, Nandaru Ramadhan
Cryptocurrency has set intriguing and innovative trends in investment amidst the fluctuating global economy following government policies. This research aims to investigate the trends of policies of cryptocurrency in Indonesia, seen from the perspective of taxation and investment laws. Low tax charged in Indonesia is seen as relaxation by investors and cryptocurrency users, while the trends in legal policies concerning investment are experiencing hyper regulations in legislative products set to assure investors, in comparison to those of other countries. These trends attract some attention from investors and cryptocurrency users from abroad. This research is a unique offering that will illustrate which countries are suitable and friendly for businesspeople to carry out crypto business activities. The methodology used in this study is normative research with a conceptual approach and comparative law. The research results are expected to shed light on foreign investors wishing to invest their money in cryptocurrency businesses by considering the low tax from the perspective of current taxation law in Indonesia compared to those in Canada, the United States, and Singapore. According to the details of taxation in Canada, the United States, and Singapore, it is obvious that Indonesia gives ease to foreign cryptocurrency investors in Indonesia from the aspect of taxation law. The countries compared seem to charge very high taxes for cryptocurrency users and businesses in investment cryptocurrency. This comparison gives easier access to foreign investors to invest their assets for the development of cryptocurrency businesses and companies in Indonesia by considering the amounts of taxes imposed on cryptocurrency businesses and users. Indonesia makes it easier for foreign cryptocurrency investors in Indonesia compared to Canada, the United States, and Singapore from a tax law perspective. In terms of investment regulations, Indonesia has broader laws and regulations compared to other countries, where the investment process involving cryptocurrency businesses in Indonesia receives sufficient attention from these laws and regulations.KEYWORDS: Cryptocurrency, Investment Law, Taxation Law.
Lientang Wijaya, I Gede Wahyu Artha Kusuma, Umu Khouroh
In the context of significant growth in cryptocurrency in Indonesia, investment influencers on social media often provide information that affects investment behavior. Digital financial literacy becomes crucial in ensuring wise investment decisions, especially in understanding the risks and potential benefits of cryptocurrency. This research explores the role of influencers in cryptocurrency investments in Indonesia, with a focus on digital financial literacy as a mediating factor. Data were collected using a survey method with a sample of 100 respondents. Data analysis employed SEM-PLS. The study results indicate that influencers and digital financial literacy affect cryptocurrency investment decisions. Digital financial literacy acts as a mediator, not a moderator. These findings highlight the importance of comprehensive financial education in addressing this increasingly popular investment trend.
CoinFolks, a Web3-focused multi-platform media company, faces lower engagement and follower metrics compared to competitors in Indonesia.This study analyzes the company's internal and external environments using frameworks like RBV, VRIO, Porter's Value Chain, and SWOT based on primary data from in-depth interviews and secondary data from market trends and competitor strategies.The findings highlight CoinFolks' valuable and unique resources, such as expertise in content creation, research capabilities, educational resources, strong community engagement, and strategic partnerships.The proposed marketing strategy includes enhancing promotional content, leveraging data analytics for targeted marketing, and fostering community ties through interactive formats.These strategies aim to boost CoinFolks' brand awareness and engagement, strengthening its market position and promoting long-term growth in the Indonesian Web3 media landscape.
Digital transformation is something that most industrial players have done and continue to do. Transformation is carried out, through the use of the latest technology products such as non-fungible tokens (NFT). The popularity of NFTs, has grown rapidly and has become a hot topic of conversation in Indonesia. Kompas Daily as the largest national media in Indonesia has introduced NFT products through the Narasi Fakta Terkurasi (NFT Kompas) project since June 28, 2022. This project started with a decision to explore new business potential within the Kompas Gramedia Group. The boom in crypto, NFT and metaverse in early 2022 is considered as a great potential to develop the business. To support the Kompas NFT project, Kompas Daily is building a community and holding various activities as an effort to build Kompas NFT brand engagement. This research first adapts the Community Involvement concept by Lakin & Scheubel (2017) to understand Kompas' daily strategy, especially in building brand engagement in the Kompas NFT online community on the Discord channel. It was concluded that Kompas' NFT technology products had received a positive response and were able to build brand engagement in the NFT community which had the potential to become a new audience for Kompas Daily. Second, through Everett M. Rogers' diffusion-of-innovation theory, the research also explores the socialization strategy for Kompas NFT products. It was concluded that the exhibition forums, media articles and Townhall Meetings held by Kompas Daily to encourage the adoption of NFT innovation internally and externally to the company, were effective strategies for building audience adaptation to Kompas NFTs. This qualitative research using can be developed further, especially to examine more deeply community relations strategies for new technology products that are increasingly appearing in this digital era.ABSTRAKTransformasi digital adalah sebuah tuntutan peradaban yang antara lain dilakukan melalui penggunaan produk-produk teknologi terbaru seperti non-fungible token (NFT). Harian Kompas sebagai media nasional terbesar di Indonesia telah memperkenalkan produk NFT melalui proyek Narasi Fakta Terkurasi Kompas (NFT Kompas) sejak 28 Juni 2022. Untuk mendukung proyek NFT Kompas, Harian Kompas membangun komunitas dan mengadakan berbagai aktivitas sebagai upaya membangun brand engagement NFT Kompas. Penelitian dilakukan dengan metode kualitatif deskriptif. Pengambilan data dilakukan dengan observasi, wawancara dan dokumen. Tujuan dari penelitian, pertama dengan mengadaptasi konsep Community Involvement oleh Lakin & Scheubel (2017) peneliti menganalisa strategi Harian Kompas dalam membangun brand engagement pada online community NFT Kompas di kanal Discord. Disimpulkan bahwa produk teknologi NFT Kompas telah mendapat respon positif dan berhasil membangun brand engagement pada komunitas NFT yang berpotensi menjadi audiens baru bagi Harian Kompas. Kedua, melalui kacamata teori difusi-inovasi Everett M. Rogers (2005), penelitian juga menggali strategi sosialisasi produk NFT Kompas. Disimpulkan bahwa wadah pameran, artikel media dan Townhall Meeting yang dilakukan Harian Kompas untuk mendorong adopsi inovasi NFT ke arah internal maupun eksternal perusahaan, menjadi strategi yang efektif untuk membangun adaptasi audiens terhadap NFT Kompas. Penelitian kualitatif ini dapat dikembangkan lebih lanjut khususnya untuk mengkaji lebih dalam strategi community relation bagi produk-produk teknologi baru yang semakin sering muncul di era digital ini.