ASSHIDDIQI, HASBI (2026) FENOMENA PEMBENTUKAN MOTIF BERLANGGANAN KONTEN EKSKLUSIF @AUSTEREAD: STUDI FENOMENOLOGI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to understand the motives shaped by the experiences of followers who become subscribers to the exclusive content of the @austeread account. These experiences unfold through the stages of account discovery, the development of initial expectations, decision-making, the experience of subscribing, and considerations regarding whether to continue or discontinue the subscription. This research employs a qualitative approach using Alfred Schutz’s phenomenological method within an interpretive paradigm to explore the subscription experience based on because-of motives, in-order-to motives, and the intersubjectivity formed through these motives. Data were collected through semistructured in-depth interviews with 10 informants who are subscribers of subscriber to the exclusive content. The findings reveal a sequence of experiences beginning with the discovery of the account, followed by the formation of initial expectations and the emergence of subscription motives. Because-of motives are rooted in the subject’s stock of knowledge, while in-order-to motives relate to the goals they seek to achieve through access to exclusive content. These experiences were then categorized based on similarities in motive patterns across informants. Although the informants do not necessarily know each other personally, similarities in motive orientation give rise to intersubjectivity, which also influences decisions to subscribe or discontinue the subscription. Thus, the decision to subscribe to @austeread is understood as the result of the intersection between past motives and future-oriented goals within the practice of consuming digital content and information. Keywords: because-of motive, in-order-to motive, Alfred Schutz phenomenology, intersubjectivity, Instagram subscription. Penelitian ini bertujuan untuk memahami motif yang terbentuk dari pengalaman followers yang menjadi subscriber konten eksklusif akun @austeread dimulai dari proses penemuan, terbentuknya ekspektasi, keputusan, serta pengalaman berlangganan serta pertimbangan untuk melanjutkan atau menghentikannya (subscription). Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi Alfred Schutz dalam paradigma interpretatif untuk memahami pengalaman subscription berdasarkan because-of motive, in-order-to motive, dan intersubjektivitas yang terbentuk dari motif yang ada. Data diperoleh melalui wawancara semi-terstruktur terhadap 10 informan yang menjadi subscriber serta terlibat observasi partisipatif sebagai subscriber konten eksklusif dari @austeread. Hasil penelitian menunjukkan adanya urutan pengalaman yang dimulai dari proses penemuan akun, pembentukan ekspektasi awal, hingga terbentuknya motif berlangganan seperti because-of motive berakar pada stock of knowledge yang telah dimiliki subjek, sedangkan in-order-to motive berkaitan dengan tujuan yang ingin dicapai melalui akses konten eksklusif. Pengalaman tersebut kemudian dikategorikan berdasarkan kesamaan pola motif antar-informan. Meskipun para informan tidak ataupun belum tentu saling mengenal secara personal, kesamaan orientasi motif membentuk intersubjectivity yang turut menentukan keputusan untuk berlangganan maupun menghentikan subscription. Maka keputusan subscription @austeread dipahami sebagai hasil dari pertemuan motif masa lalu dan orientasi tujuan ke depan dalam praktik mengonsumsi konten dan informasi. Kata Kunci: because-of motive, in-order-to motive, fenomenologi Alfred Schutz, intersubjectivity,Instagram subscription.
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