MEMAHAMI PEMAKNAAN PRESTASI DAN KOMITMEN RELAWAN DALAM ORGANISASI DIGITAL (STUDI KUALITATIF PADA ORGANISASI WRITEYUK)

Abstract

Volunteer-based digital organizations are fragile because they lack contracts, financial incentives, and physical presence that could keep members engaged. This fragility is greater for WriteYuk, a national youth organization that operates entirely online with a batch-based membership lasting about six months. This raises the question of how an organization can foster commitment and an orientation toward achievement within a short period and without formal authority. This study aims to understand how WriteYuk volunteers make sense of achievement and organizational commitment through speech patterns in digital communication. Using an interpretive paradigm and a descriptive qualitative design, the study analyzed 1,276 messages in the Batch 7 WhatsApp General group and seven division meetings on Zoom through Braun and Clarke’s thematic analysis assisted by NVivo, interpreted through organizational communication theory, organizational culture theory, and the concept of organizational commitment. The study identified two themes and eleven categories of speech patterns. Achievement is understood as recognition celebrated collectively and as self-investment. Commitment is maintained through task reminders, permission etiquette, progress transparency, general information, and building closeness. Differences between WhatsApp and Zoom are shaped by both media characteristics and the agenda of each forum. Within a short membership period, the meaning of achievement and commitment is built through softened utterances, collective framing, and politeness norms in everyday interaction rather than through formal rules or financial incentives.