Strategi Interaksi Ukhuwah untuk Merawat Harmoni dan Komitmen Anggota Unit Kegiatan Mahasiswa
Abstract
This study aims to reveal the forms, functions, and meanings of digital phatic communication utilized as a leader-driven managerial strategy to mitigate digital apathy and strengthen member commitment within student organizations. A qualitative approach employing interpretative phenomenology from a top-down managerial perspective was adopted. Primary data were gathered through in-depth interviews with five Chairpersons of Islamic Student Activity Units (UKMs) at Universitas Pendidikan Indonesia, complemented by digital conversation documentation. The findings demonstrate that phatic communication transforms into a multimodal managerial instrument encompassing three core strategies: 1) a visual media stratification pattern (sticker and emojis) tailored to group hierarchy and chat room scale, 2) the internalization of ethnoreligious values (ukhuwah) as a superordinate framework to diffuse potential technical conflicts, and 3) personal approaches via direct messaging (japri) functioning as emotional gateways that demand emotional labor from leaders to cultivate psychological safety and re-engage member commitment. These findings emphasize that digital small talk is not merely supplementary interaction, but a measured managerial foundation whose effectiveness relies on contextual appropriateness and periodic face-to-face (offline) validation to prevent it from degrading into a mere technical formality devoid of human connection.
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DOI: https://doi.org/10.32509/pustakom.v9i2.7776
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