JARINGAN PERTUKARAN SOSIAL DALAM BISNIS JASA SEWA PACAR (RENTAL GIRLFRIEND) PADA TALENT DAN PENGGUNA JASA SEWA PACAR MELALUI SOSIAL MEDIA

This study aims to examine how the social exchange network occurs in the rental girlfriend service business. The subjects in this study consisted of representatives of the main actors in the girlfriend rental service business, namely service providers, talents, service users. In this research, the research approach used is qualitative research, while the type of research used is descriptive qualitative research. Data collection uses observation, interview and documentation techniques. The purposive sampling technique was used to obtain the right sources. This research was also studied using Richard Emmerson's social exchange network theory, which explains that all forms of social exchange must be based on economic transactions which result in an exchange network that will appear in the relationship between power and dependence in groups or social networks.
The results showed that in the girlfriend rental service business, unbalanced power exchange and dependence cause imbalance in the relationship, but through time this imbalance will move towards an increasingly balanced relationship of power and dependence. The power referred to in the case of the social issue of henna rental services is the power of the agency that regulates the movement of interactions that occur between talents and customers, which at first many customers feel that they have paid so they have the right to do anything for the talent they have hired, but with this regulator from the agency that provides boundaries for interactions between talents and agencies so that nothing untoward happens. Social exchanges that occur between three or more Actors, or indirect dependence. In short, in the social exchange that occurs in this business, the service provider is an intermediary for the interaction that occurs between the talent and the service user client.

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