Grounded Theory Analysis of High School Students' Content Needs and Wants on the Bakrie University Management Study Program Instagram @manajemen.bakrie

Authors

  • Zahwa Nursyahda Master of Management, Bakrie University, Indonesia
  • Jerry Heikal Master of Management, Bakrie University, Indonesia

DOI:

https://doi.org/10.38035/dijdbm.v5i4.2937

Keywords:

Instagram, Content, Grounded Theory, Coding

Abstract

Instagram is a social media that aims to help its users share photos with other users. Many universities already have Instagram accounts. The Bakrie University Management Study Program has an Instagram account, namely @manajemen.bakrie, which is used to build interaction with prospective students who are high school students. To build this interaction, you first need to know what kind of content high school students need and want. This research uses qualitative methods with a Grounded Theory Analysis approach. Based on the analysis carried out in this research, there are 3 themes and 9 content categories that high school students need and want. The themes obtained from the results of the coding analysis are Quality, Cost, and Delivery. The categories obtained from the results of the coding analysis are Motivation, Education, Campus, Price, Scholarship, Competition, Activity, Entertainment, and entrance. This analysis found that the highest frequency of themes was in the Quality themes, and the highest category frequency was in the Quality themes in the Campus category.

References

Creswell, J. W. (1998). Qualitative Inquiry and Research Design. United States of America: SAGE.

Glaser, B. G., & Strauss, A. L. (1967). Discovery of grounded theory: strategies for qualitative research. Chicago: Aldine Pub. Co.

Hurley, R. F. (1998). Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination. https://doi.org/. Journal of Marketing, 62(3), 42. doi:10.2307/1251742

McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative or mixed methods and choice based on the research. Perfusion, 537-542.

Moleong, L. J. (2017). Metode Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya Offset.

Saldaña, J. (2013). The Coding Manual for Qualitative Researchers. USA: SAGE Publications Ltd.

Strauss, A., & Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. CA: Sage Publications, Inc.

Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Downloads

Published

2024-07-25

Issue

Vol. 5 No. 4 (2024): Dinasti International Journal of Digital Business Management (June - July 2024)

Section

Articles

License

Copyright (c) 2024 Zahwa Nursyahda, Jerry Heikal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).