Course 10.

Generating Insights on The Formation of Consumer Subjects

Collaborate within a team to gather
valuable insights from student
consumers.
Utilize a qualitative methodology to
conduct an in-depth investigation into
university students' perspectives on
the commercialization of
universityeducation.
Ensure a thorough understanding of
the provided instructions and adhere
to the given guidelines.
Historically, education as social institution
Contemporary marketization of universityeducation
Do university
students
embody
consumer
subjects?
 Do university students embody consumer subjects?
1. To what extent do university students embody the roles of
consumer subjects?
Please provide insights from your data on their characteristic of consumer decision-
making process, including problem recognition, information search, alternative
evaluation, and consumption choices.

2. How do internal factors shape the development of university

students as consumer subjects?
Research Based on your gathered data, discuss how aspects such as their social background,
perceptions, beliefs, values, and motivations influence their consumption of
universityeducation.

Questions 3. How do external factors, especially their experiences with the

marketization of universityeducation, contribute to their
formation as consumer subjects?
Utilize data from respondents to explain how elements like the existing educational
culture, the impact of influencers, media exposure to job market trends, the
influence of high school teachers, educational counsellors (bimbingan belajar), and
family dynamics impact students' consumerization of universityeducation.

4. Identify the key social actors and institutions that play

significant roles in shaping university students as consumer
subjects.
 Method

Sampling Technique: Purposive

Data Collection: In-depth Interview
Sampling

•Conduct semi-structured interviews •Two informants, first year university

with the samples to gain insights students, male or female.
into their experiences as university •SES backgrounds A and C
students
INTERVIEW
GUIDE
 1. Problem Recognition
• How did you come to realize the necessity or desire to pursue university education? What
prompted this decision?
• Can you recall any particular events or experiences that played a role in your recognizing
the importance or desirability of university education?
2. Information Searching

Consumer • When you made the decision to pursue university education, where did you initiate your
search for information about potential universities or programs?

Decision • Which sources of information did you find to be most valuable in your quest for university
options?

Making
• Did you seek guidance or input from individuals, such as teachers, counselors, or peers,
during your information search?
3. Alternative Evaluation

Process • What criteria or factors did you take into consideration when evaluating various university
alternatives, including institutions or programs?
• Were there specific attributes or qualities of university institutions that held greater
importance for you than others? Could you offer specific examples?
4. Consumption Decision
• How did you ultimately arrive at the decision to choose a specific university or program?
• What factors influenced your decision to attend this university or pursue your current
program of study? Were there specific outcomes you had in mind when you made this
choice?
5. Post-Consumption Decision
• Reflecting on your choice, are you satisfied or dissatisfied with your decision? What factors
contribute to your level of satisfaction or dissatisfaction?
 Internal A. Personal Goals and Aspirations
• Were there specific career objectives or personal achievements that you aimed to

Factors fulfill through university education?

• To what extent did your personal goals and aspirations shape your decision to

Shaping the
pursue university education?
B. Values and Beliefs

Decision- • How important is university education to you in terms of achieving your personal
and career goals? Could you share your reasons for its significance or lack
thereof?
Making • What are your perceptions and beliefs about the value of a university education?
How do you define success in your university journey?
C. Financial and Ethical Beliefs
• Do you have any concerns regarding the cost of university education? If so, please
describe these concerns.
• How important is the idea of return on investment (ROI) for you as a university
student? What factors influence your perception of whether your educational
expenses are worth it?
 D. Motivation for Pursuing university education
• What motivates you to consider pursuing university education? (Select
all that apply)
q Gaining specialized knowledge and skills
q Enhancing career opportunities
q Personal growth and development
q Meeting societal expectations

Internal q Influence of family or guardians

q Desire for a specific profession or field

Factors q Other (please specify): ____________

E. Considerations in Selecting a university
• What factors are most important to you when considering a university?
(Rank in order of importance, with 1 being the most important)
q Quality of education
q Reputation of the institution
q Tuition and fees
q Availability of scholarships/financial aid
q Location and campus facilities
q Career opportunities post-graduation
q Recommendations from family/friends
q Influence of media/advertising
q Other (please specify): ____________
 F. Expectations toward university educationInstitutions
• What expectations do you have from university education
in terms of providing quality education and opportunities
for students?
• Are there specific values or principles that you believe
institutions should uphold to benefit their students
effectively?
Internal • In your view, what role should universities play in meeting
the expectations of students? Are there specific areas
Factors where you believe universities should improve?
G. How important is it for you to attend a prestigious or
well-known institution for universityeducation?
qVery Important
qSomewhat Important
qNot Important
 1. Promotional Content and Social Media
• Have you ever come across articles, news, or advertisements about universities in traditional
media that influenced your decision to attend a particular university? Please share your
experience.

External • On social media, have you encountered content, such as reviews, student testimonials, or
university advertisements, that impacted your university selection? Can you provide examples?

Factors • What types of information or contents of social media that shape your values and beliefs about
university education? Do you think it plays a significant role in shaping your perspective?

Shaping the • Which social media platforms or digital channels do you find most useful for gathering information
and insights about university education? Are there specific reasons for your preference?

Decision- 2. Role of Influencers

• Social media influencers often share their experiences and opinions on various topics. Have you

Making
encountered any influencers who discuss university education, and if so, which platforms do they
use?
• To what extent do the insights and recommendations of these influencers influence your
perceptions or choices regarding university institutions or programs?
• Have you ever made university-related choices (e.g., program, extracurricular activities) based on
recommendations or discussions you've seen on social media platforms?
3. Digital Platforms
• Do you use digital platforms or websites to research and compare university institutions or
programs? Could you describe your experience and any specific platforms you find helpful?
• How do online reviews, online forums, or social media discussions contribute to your attitudes and
decisions of the university? Do you place significant trust in these sources?
 4. Can you share your experiences and observations regarding
the influence of the existing educational culture on your
decision-making of university? (going to university is more
normal rather than not going)
5. In what ways has media exposure to job market trends
impacted your choices and priorities when considering
university?

External 6. Have you noticed any specific ways in which high school
teachers (especially Guru BK) have influenced your
orientation toward university?
Factors 7. Could you elaborate on the role of educational counselors
(for example, bimbingan belajar) in guiding students
towards specific university? Also, do you have a say on the
commercialization of bimbingan belajar recently?
8. How do family dynamics, including parental expectations
and financial considerations, influence your attitudes and
behaviors as consumers of university education?
 TRANSCRIBING & CODING
• Record the interviews
• Use google docs to do the transcribing. See the how to below:
https://youtu.be/LIz9UWi5z4w?si=AV_ZvMR65C6d9E1S (and
other sources, of course)
• Use the coding sheets below to do the data analysis.
• Extract the finding (similarities and differences to interpret
patterns)
• Report the findings
 Coding Sheets
(elaborate this table in Gdocs/ .docx)

INFORMAN 1 INFORMAN 2 FINDING

Data Informan
Nama Panggilan:
Usia: …. tahun
UKT:
Living cost monthly:

RQ 1 To what extent do university students adopt the roles of consumer subjects?

1.

RQ 2 How do internal factors shape their formation of consumer subject?

1.

…
REPORTING

Construct the report in the form of consumer life story (2000 words max)
1. Provide a thought-provoking title
2. Based on your data, answer the research questions through storytelling
techniques.
3. Based on the findings, elaborate your critics on the phenomenon of students
consumers
4. Based on the findings, elaborate your recommendations for University
5. Present your result in a fashionable way! (use both good visuals and stories)
 Materials that you need to submit in Kulon by the due date.
• Raw Data (Result of the transcription: download from the
gdocs file, submit as .docx file type)
SUBMISSION • Coding Data (the Coding sheets in .docx file type)
• The story of consumer (in Pdf Version)