Manchester United dan Makna Kesetiaan: Studi Fenomenologi Loyalitas Mahasiswa Penggemar Manchester United
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Currently, football has become popular worldwide. Out of the many well-known football clubs, an English football club named Manchester United is one of the football clubs with an international reputation and a massive fan community with more than 63 million followers on its official Instagram account. This research was executed by adopting the qualitative research method using a phenomenological approach. Data was collected through interviews and analyzed through the three stages of qualitative data analysis as Miles, Huberman, and Saldana explained. Results were grouped into three themes which consist of motives for liking Manchester United, involvement of Manchester United fans, and motives for loyalty towards Manchester United. Motives for liking Manchester United include following in the footsteps of parents and personal experience. Fan involvement includes watching matches regularly, expressing oneself on social media, attending watch party events with the fan community, signing up for Vidio account subscriptions, and buying Manchester United merchandise. Loyalty motives include following in the footsteps of parents, having cherished memories of liking Manchester United, and having no interest in other football clubs.
Saat ini, sepak bola telah menjadi salah satu olahraga yang populer di kalangan masyarakat seluruh dunia. Dari sekian banyaknya klub sepak bola ternama, klub sepak bola asal Inggris yang bernama Manchester United merupakan salah satu klub sepak bola dengan reputasi internasional dan komunitas penggemar yang masif, dibuktikan dengan pengikut akun media sosial Instagram resminya yang berjumlah lebih dari 63 juta pengikut. Penelitian ini dieksekusi dengan mengadopsi metode penelitian kualitatif dan menggunakan pendekatan fenomenologi. Peneliti mengumpulkan data melalui metode wawancara dan melakukan analisis data melalui tiga tahapan analisis data kualitatif oleh Miles, Huberman, dan Saldana. Hasil penelitian dikelompokkan dalam tiga tema, yaitu motif menggemari Manchester United, keterlibatan penggemar Manchester United, dan motif loyalitas terhadap Manchester United. Motif menggemari antara lain berupa mengikuti jejak orang tua dan pengalaman pribadi. Keterlibatan penggemar antara lain berupa menonton pertandingan secara rutin, mengekspresikan diri di media sosial, menghadiri acara menonton bersama komunitas penggemar, berlangganan akun Vidio, dan membeli merchandise Manchester United. Motif loyalitas antara lain berupa mengikuti jejak orang tua, telah memiliki kenangan yang berharga dalam menggemari Manchester United, dan tidak memiliki ketertarikan terhadap klub sepak bola lainnya.
Copyright (c) 2024 Sarah Stephanie Darmansyah, Muhammad Fakhri Asril
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