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This study analyzes how TikTok users construct accountability judgments toward Indonesia’s Koperasi Desa Merah Putih (KDMP) policy through qualitative netnography. Comments from a highly viewed Lingkarnews video were collected and thematically coded, revealing integrity, governance, financing design, responses, and social risks.",{"@graph":69,"@context":126},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/netnographic-insights-into-public-perception-of-koperasi-desa-merah-putih-kdmp-policy-on-tiktok-research-report/229032/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/netnographic-insights-into-public-perception-of-koperasi-desa-merah-putih-kdmp-policy-on-tiktok-research-report/229032.png","ImageObject",300,407,{"name":92,"@type":93},"Graffin","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-27","2026-09-10",true,{"@type":102,"interactionType":103,"userInteractionCount":46},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118,122],{"name":109,"@type":110,"acceptedAnswer":111},"What is the main focus of the study about KDMP on TikTok?","Question",{"text":112,"@type":113},"The study examines how TikTok users construct accountability judgments regarding Indonesia’s Koperasi Desa Merah Putih (KDMP) policy.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How was the research conducted?",{"text":117,"@type":113},"It uses a qualitative netnographic approach analyzing public comments on a highly viewed TikTok video posted by the verified Lingkarnews account.",{"name":119,"@type":110,"acceptedAnswer":120},"What key themes emerged from the comment analysis?",{"text":121,"@type":113},"Four thematic clusters were identified: integrity and governance, financing design, public response, and social risks.",{"name":123,"@type":110,"acceptedAnswer":124},"What concerns most strongly shaped public evaluation of KDMP?",{"text":125,"@type":113},"Corruption, nepotism, loan interest, online loans, public oversight, village funds, audits, and online gambling emerged as key concerns.","https://schema.org",{"og:url":83,"og:type":128,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":130,"canonical":83},"index,follow",{"doc_id":132,"site_id":62},229032,1789035115,{"code":4,"msg":5,"data":135},{"doc_id":132,"user_id":136,"nickname":92,"user_avatar":137,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":138,"file_id":139,"file_url":140,"file_type":141,"file_size":142,"view_count":46,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":143,"language":144,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":145,"faqs":146,"seo_title":147,"seo_description":67,"update_tm":133,"read_time":148,"preview_page_count":4},3573418547284,"https://eur-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","Netnographic Insights into Public Perception of Koperasi DesaMerah Putih (KDMP) Policy on TikTok  \nFahrudin Pasolo1, Muhammad Ridhwansyah Pasolo2*  \n1 Management study program, Faculty of Economics and Business, Universitas Yapis Papua, Indonesia.  \n* [Correspondence Author:](Correspondence Author: mrpasolo@gmail.com)[ ](Correspondence Author: mrpasolo@gmail.com)[mrpasolo@gmail.com](Correspondence Author: mrpasolo@gmail.com)  \nARTICLE INFO ABSTRACT  \n\n| Keywords:\u003Cbr>tiktok netnography; cooperative finance; public accountability; corruption discourse.\u003Cbr>How to cite:\u003Cbr>Pasolo, F., & Pasolo, M. R.(2026). Netnographic Insights into Public Perception of Koperasi Desa Merah Putih (KDMP) Policy on TikTok. ETNOSIA: Jurnal Etnografi Indonesia, 11(1), 102–126.\u003Cbr>DOI:\u003Cbr>[https://doi.org/10.31947/et](https://doi.org/10.31947/et)[ ](https://doi.org/10.31947/et)[nosia.v11i1](nosia.v11i1) .47846\u003Cbr>Article history:\u003Cbr>Received: October 19, 2025\u003Cbr>Revised: June 7, 2026 Approved June 26, 2026 | Public trust in village cooperative policies is often shaped by concerns over corruption, nepotism, weak oversight, and unequal access to public resources. However, little is known about how citizens express and negotiate these concerns in short-form social media spaces such as TikTok. This article examines how TikTok users construct accountability judgments toward Indonesia’s Koperasi Desa Merah Putih (KDMP) policy. Using a qualitative netnographic approach, the study analyzes public comments on a highly viewed TikTok video posted by the verified Lingkarnews account. Of 15,500 comments, 14,782 were collected, and 10,068 meaningful comments were manually coded through open and axial coding. The analysis identified four main thematic clusters: integrity and governance, financing design, public response, and social risks. The findings show that public skepticism was the dominant response, followed by conditional support. Corruption, nepotism, loan interest, online loans, public oversight, village funds, audits, and online gambling emerged as key concerns shaping public evaluation of KDMP. These findings indicate that KDMP is judged not only by its developmental objectives but also by perceived fairness, transparency, and vulnerability to misuse. The study contributes a netnographic account of TikTok as a participatory accountability space where citizens collectively evaluate the legitimacy of rural cooperative reform through a moral economy of accountability. |\n| --- | --- |\n\n1. Introduction  \nRural cooperative policies are widely promoted as instruments for strengthening local economies, expanding access to productive resources, and supporting collective economic organization. In developing economies, cooperatives and community-based enterprises have been associated with access to credit, local markets, input distribution, social inclusion, and rural resilience (Etefa et al., 2025; Lyne et al., 2018; Pothipala et al., 2021). Yet the effectiveness of cooperatives  \ndepends not only on economic design but also on accountability, member participation, trust, and democratic control (De Lautour & Cortese, 2016) . These issues are central to Indonesia’s Koperasi Desa Merah Putih (KDMP), a government-led cooperative reform intended to strengthen village economies through locally embedded institutional arrangements.  \nKDMP has been introduced as part of Indonesia’s broader agenda to promote rural self-reliance, equitable growth, food distribution, and local economic services. Anchored in Presidential Instruction No. 9/2025, the policy aims to establish cooperative units across villages and subdistricts as centers for economic services, logistics, food distribution, health access, and communitybased governance. By August 2025, more than 81,000 of Indonesia’s 83,762 villages and subdistricts had reportedly established KDMP units through special village or subdistrict deliberation forums. Financially, the program is supported through liquidity placements in st","cbCaikgg3KQr7t12","https://ap.wps.com/l/cbCaikgg3KQr7t12","pdf",866420,25,"English","# Introduction\n## Policy background and objectives\n## Accountability, trust, and legitimacy concerns\n## Nepotism, patronage, and elite capture risks\n## Study approach and data from TikTok comments","[{\"question\":\"What is the main focus of the study about KDMP on TikTok?\",\"answer\":\"The study examines how TikTok users construct accountability judgments regarding Indonesia’s Koperasi Desa Merah Putih (KDMP) policy.\"},{\"question\":\"How was the research conducted?\",\"answer\":\"It uses a qualitative netnographic approach analyzing public comments on a highly viewed TikTok video posted by the verified Lingkarnews account.\"},{\"question\":\"What key themes emerged from the comment analysis?\",\"answer\":\"Four thematic clusters were identified: integrity and governance, financing design, public response, and social risks.\"},{\"question\":\"What concerns most strongly shaped public evaluation of KDMP?\",\"answer\":\"Corruption, nepotism, loan interest, online loans, public oversight, village funds, audits, and online gambling emerged as key concerns.\"}]","Netnographic Insights into Public Perception of Koperasi Desa Merah Putih (KDMP) Policy on TikTok - Research Report | PDF",63]