Motivasi partisipasi pengguna media sosial dalam produksi dan distribusi user generated content (studi kasus meme Mixue)

Abstract

Abstrak

            Penelitian ini bertujuan untuk melihat dasar motivasi partisipasi pengguna media sosial dalam memproduksi dan mendistribusi meme Mixue di akun media sosialnya. Metode penelitian yang digunakan adalah penelitian deskriptif dengan pendekatan kualitatif studi kasus. Penelitian ini dilakukan secara daring melaui Zoom Meeting dengan tiga informan yaitu, pemilik akun Ghosty’s Comic, social media specialist Kyou Hobby Shop, dan pemilik akun Dane Rama sebagai sumber data primer. Sedangkan sumber data sekunder didapatkan dari studi kepustakaan, dokumentasi, dan arsip. Teori yang digunakan adalah Model of Motivastions for User Generated Content oleh Vong, A., & Stax, M. (2017). Hasil penilitian menunjukan: (1) Meme Mixue termasuk dalam User Generated Content; (2) Bentuk partisipasi yang dilakukan adalah expression; (3) Self-expression, self-actualization, self-presentation, identity formation, self-assurance, gain rewards, professional advancement, intrinsic enjoyment, dan habit merupakan motivasi personal yang dimiliki informan; (4) Social norm, social recognition, social networking, social experience, peer communication, information gathering, dan information dissemination merupakan motivasi sosial yang dimiliki informan; (5) Motivasi dimensi brand yang dimiliki informan adalah brand recognition dan brand affiliation; (6) Terdapat delapan motivasi yang saling terintegrasi dalam motivasi personal dan motivasi sosial; (7) Dan terdapat penemuan baru bahwa satu dimensi motivasi dapat saling berintegrasi.

Kata Kunci : Media Sosial, Meme Mixue, Motivasi, User Generated Content

Abstract

            This research aims to examine the underlying motivations for user participation in producing and distributing Mixue memes on their social media accounts. The research methodology employed is descriptive research with a qualitative case study approach. The study was conducted online via Zoom Meeting with three informants: the owner of Ghosty’s Comic account, a social media specialist from Kyou Hobby Shop, and the owner of Dane Rama account as primary data sources. Secondary data sources were obtained from literature review, documentation, and archives. The literature used for this research is Model of Motivastions for User Generated Content by Vong, A., & Stax, M. (2017). The research findings indicate: (1) Mixue memes are classified as User Generated Content; (2) Forms of participation include expression; (3) Personal motivations identified among informants include self-expression, self-actualization, self-presentation, identity formation, self-assurance, gain rewards, professional advancement, intrinsic enjoyment, and habit; (4) Social motivations among informants include social norm, social recognition, social networking, social experience, peer communication, information gathering, and information dissemination; (5) Brand dimension motivations among informants are brand recognition and brand affiliation; (6) Eight motivations are integrated within personal and social motivations; (7) A new finding indicates that one dimension of motivation can be mutually integrated.

Keywords : Mixue Memes, Motivations, Social Media, User Generated Content