MARCELINO, FERDINAN VALEN (2019) FENOMENA PEMANFAATAN FITUR APLIKASI GOJEK & GRAB BAGI KARYAWAN/I DI MNC GROUP KEBON - JERUK ( Studi Fenomenologi, Alfred Schutz ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Almost all human needs are currently available in digital form, and especially with the high mobility and busyness of each individual, especially in the world of work, making the needs of each individual difficult to fulfill due to limited time when working from morning to evening. The phenomenon of utilizing online motorcycle taxi application features such as Gojek and Grab has become very popular with the public, especially employees at MNC Group Kebon Jeruk. These employees are employees of MNC Channels, RCTI, GTV. Researchers see the phenomenon of using the features of the online motorcycle taxi application is increasing every day. So that is the goal of the researcher to find out how employees at MNC Group Kebon Jeruk use the online motorcycle taxi application features for their daily needs. This research uses descriptive qualitative method with the phenomenological study approach of Alfred Schutz, uses a constructivist paradigm, and conducts in-depth interviews with 10 informants using unstructured interview techniques, and checks the validity of the data using triangulation techniques. Researchers found the first categorization of features that informants often use such as features of Goride, Gofood, Gomassage. Second, get motive due to (past) such as trauma and features. And motives for (in the future) such as wanting to help government programs and promotions. Third, there are motives for often using the online motorcycle taxi application as a daily necessity, lazy motives for carrying vehicles, easy motives and promos and practical use. Fourth, get a categorization of intensity (frequent use) and (infrequent users) of using the online motorcycle taxi application feature. Keywords: Motive, Online Ojek Application, Phenomenology, Alfred Schutz. xi Hampir semua kebutuhan manusia saat ini tersedia dalam bentuk digital, Dan apalagi dengan tinggginya mobilitas dan kesibukan tiap individu terutama dalam dunia perkerjaan, membuat kebutuhan tiap individu susah terpenuhi karena terbatas nya waktu ketika bekerja dari pagi sampai sore. Fenomena pemanfaatan fitur aplikasi ojek online seperti Gojek dan Grab sangat menjadi populer pada masyarakat khususnya karyawana/i di MNC Group kebon jeruk. Karyawan tersebut adalah karyawan MNC Channels, RCTI, GTV. Peneliti melihat fenomena pemanfataan fitur aplikasi ojek online semakin meningkat di setiap harinya. Maka itu tujuan peneliti ingin mencari tau bagaimana cara karyawan/i di MNC Group Kebon Jeruk memanfaatkan fitur aplikasi ojek online untuk kebutuhan sehari-harinya. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan studi Fenomenologi dari Alfred Schutz, menggunakan paradigma konstruktivis, dan melakukan wawancara mendalam terhadap 10 informan dengan teknik wawancara tidak berstruktur, dan pemeriksaan keabsahan data dilakukan menggunakan teknik triangulasi. Peneliti menemukan kategorisasi Pertama dari fitur yang sering digunakan informan seperti fitur Goride ,Gofood, Gomassage. Kedua mendapatkan motif karena (masa lalu) seperti trauma dan fitur. Dan motif untuk (masa akan datang) seperti ingin membantu program pemerintah dan promo.Ketiga terdapat motif sering menggunakan aplikasi ojek online sebagai kebutuhan sehari-hari, motif malas membawa kendaraan, motif mudah serta promo dan praktis digunakan. Keempat mendapatkan kategorisasi intensitas (penggunaan sering) dan (pengguna tidak sering) menggunakan fitur aplikasi ojek online. Kata Kunci : Motif, Aplikasi Ojek Online, Fenomenologi, Alfred Schutz.
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