FLEXING DALAM MASYARAKAT TONTONAN: DARI TABU MENJADI SEBUAH STRATEGI

Abstract

Not only by artists, flexing or 'showing off' riches is also carried out by state officials and their families. Now, flexing is common, it has even become abecomes a marketing strategy. Using the netnography method with a qualitative approach, this study describes flexing behavior as a marketing strategy carried out by Doni Salmanan in his digital investment business. Also, the interaction between Doni and his audience is a form of cyber social reality by analyzing content that reflects flexing behavior, both photos and videos uploaded to the Instagram account @donisalmanan. Doni Salaman was caught in a case of money laundering through illegal business, under the guise of Quotex digital investment with a total of 125 thousand victims. The results showed, Doni uploads flexing photos and videos through his account for impression management to attract public attention about his business, himself and his success. Doni describes the digital investment business as an easy job, which has brought him success and popularity. Doni also presents himself as a generous person who is synonymous with 'close to God' in order to get the attention, support and trust of the public.