Pemaknaan kaum milenial pengguna Instragram mengenai starbucks yang menimbulkan digital labor

Natalie, Airin (2018) Pemaknaan kaum milenial pengguna Instragram mengenai starbucks yang menimbulkan digital labor. Masters thesis, Universitas Pelita Harapan.

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Abstract

The development of social media go hand in hand with the development of information and communication technology. Instagram is one of them. The development of digital communication on Instagram have an effect on function and role shifting of social media. The millennial who using Instagram have a special meaning about Starbucks product. The shifting of meaning that happen on social media that generate digital labor for millennial who use instagram. Starbucks Indonesia opened the first store on 2002. Since then, Starbucks is having a loyal fans of their product and also Starbucks have been succeed to compete the other brand competitor. On 2009 Starbucks enter the digital world and begin to enter social media on the next year. Starbucks and social media be a good partner. The energy of this product spread rapidly on Millennial instagram user are focus of this research. This study uses qualitative approach with phenomenological tradition. Data collection is carried out through interviews and observation. Literature study and documentation are used as secondary data. Interview was conducted with five informants. The result of this research show us, that the background of uploading Starbucks product on Instagram is base on how millennial see the meaning of social class and how to involving in this new trend of digital world. This research is also reveal the background of why they consume Starbucks and what the meaning of Starbucks photo on their Instagram. Moreover, the shifting meaning of Starbucks brand go hand to hand with the high intensity of uploading activities of Starbucks picture in instagram. Digital labor is voluntary happen on Instagram Millennial user. / Perkembangan media sosial berjalan beriringan dengan perkembangan teknologi komunikasi dan informasi. Instagram merupakan salah satunya. Perkembangan komunikasi digital pada instagram berpengaruh pada pergeseran peran dan fungsi media sosial. Kaum millennial pengguna instagram memiliki makna khusus akan sebuah produk brand Starbucks. Pergeseran makna yang terjadi membuat munculnya digital labor di kalangan kaum millennial pengguna instagram. Starbucks masuk ke Indonesia dengan membuka gerai pertama pada tahun 2002. Sejak saat itu, Starbucks telah memiliki penggemar dan sukses bersaing dengan brand sekelasnya. Starbucks memasuki dunia digital pada tahun 2009 dan mulai memasuki media sosial di tahun berikutnya. Starbucks dan media sosial menjadi partner kolaborasi yang baik. Animo kaum millennial masyarakat Indonesia terhadap Starbucks dan Instagram sangatlah besar, sehingga peneliti melakukan penelitian atas fenomena ini. Penelitian ini menggunakan pendekatan kualitatif tradisi fenomenologi. Pengumpulan data primer dilakukan dengan wawancara dan observasi. Selain itu data sekunder diperoleh dari studi kepustakaan dan dokumentasi. Wawancara dilakukan dengan lima informan. Hasil penelitian menunjukkan bahwa latar belakang mengunggah brand Starbucks kedalam Instagram didasari oleh unsur pemaknaan identitas atas kelas sosial individu dan bentuk mengikuti tren yang berkembang. Penelitian ini juga mengungkapkan latar belakang mereka mengkonsumsi produk Starbucks dan apa makna unggahan dari produk Starbucks. Selain itu, pemaknaan akan brand Starbucks mulai berubah seiring dengan semakin tinggi intensitas mereka mengkonsumsi dan mengunggahnya. Perubahan makna unggahan ini menimbulkan Digital labor, yang terjadi secara sukarela di kalangan kaum Millennial.

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