PENGALAMAN PENGGUNAAN PRODUK ESTETIKA BERBAHAN DASAR HERBAL: STUDI ETNOGRAFI PADA KOMUNITAS PERAWATAN KULIT TRADISIONAL
USER EXPERIENCE OF HERBAL-BASED AESTHETIC PRODUCTS: AN ETHNOGRAPHIC STUDY OF A TRADITIONAL SKINCARE COMMUNITY
Abstract
Penelitian ini bertujuan mengeksplorasi pengalaman subjektif anggota komunitas perawatan kulit tradisional dalam menggunakan produk estetika berbahan dasar herbal. Pendekatan kualitatif dengan metode etnografi virtual (netnografi) diterapkan selama lima bulan pada dua komunitas daring, melibatkan 22 partisipan melalui wawancara mendalam dan observasi partisipan. Hasil penelitian menunjukkan tiga tema utama. Pertama, motif peralihan dari produk konvensional ke herbal didominasi oleh reaksi kulit sensitif (81,8%), tradisi keluarga (68,2%), dan kesadaran lingkungan (63,6%). Kedua, ritual penggunaan herbal melibatkan enam tahapan dengan durasi 15-30 menit, menghadirkan pengalaman multi-sensori yang bersifat meditatif dan membangkitkan memori otobiografis. Ketiga, komunitas ini tidak meninggalkan rasionalitas ilmiah; 86,4% partisipan secara aktif memvalidasi pengetahuan tradisional melalui jurnal penelitian, menciptakan epistemik hibrida di mana warisan leluhur dan sains modern saling menguatkan. Penelitian ini menyimpulkan bahwa penggunaan produk herbal merupakan praktik budaya kompleks yang menggabungkan ingatan kolektif, ritual sensorik, dan negosiasi pengetahuan. Implikasi praktisnya, pengembangan produk lokal berbasis herbal perlu mempertimbangkan makna ritualistik dan nilai kultural, bukan hanya aspek fungsional. Pelestarian pengetahuan tradisional yang adaptif terhadap validasi ilmiah direkomendasikan untuk menjaga keberlanjutan kearifan lokal.
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