Studi Fenomena Perubahan Status Sosial Seorang Wirausahawan Andrewarna Advertising

Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis secara mendalam fenomena perubahan status sosial (mobilitas sosial) seorang wirausahawan perintis dan bagaimana rangkaian pengalaman hidup tersebut membentuk filosofi manajemen Sumber Daya Manusia (MSDM) yang unik di Andrewarna Advertising. Fokus utama penelitian ini adalah memahami proses pemaknaan subjek terhadap fase kejatuhan (social sinking) akibat kegagalan masa lalu hingga proses bangkit kembali (social ascending) menjadi pemilik usaha yang sukses. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan fenomenologi. Data dikumpulkan melalui wawancara mendalam dengan informan kunci (Bapak Andrianto), observasi, dan studi dokumentasi. Teknik analisis data mengikuti model spiral Creswell yang meliputi identifikasi pernyataan signifikan, pengelompokan makna (clustering meanings), serta penyusunan deskripsi tekstural dan struktural untuk mengungkap esensi pengalaman subjek. Hasil penelitian menunjukkan bahwa pengalaman traumatis berupa kebangkrutan dan kehilangan aset di masa lalu menjadi fondasi utama pembentukan filosofi MSDM yang berbasis karakter. Subjek menggeser paradigma manajemen konvensional dengan memprioritaskan kejujuran sebagai variabel statis dalam rekrutmen, sementara keterampilan teknis dipandang sebagai variabel dinamis yang dapat dilatih (growth mindset). Selain itu, ditemukan adanya pergeseran makna kinerja dari sekadar orientasi materi menuju orientasi transendental (Beruf), di mana bisnis dimaknai sebagai jalan ibadah yang mengedepankan nilai-nilai etika Islam dan tanggung jawab moral (eskatologis). Ketangguhan mental subjek dalam menghadapi mobilitas sosial turun didorong oleh dukungan internal keluarga (family resilience) dan internalisasi nilai-nilai agama yang kuat.

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This study aimed to describe and in-depth analysis of the phenomenon of changing social status (social mobility) in a pioneering entrepreneur and how these life experiences shape the unique Human Resources Management (HRM) philosophy at Andrewarna Advertising. The main focus of this study was to understand the subject’s process of interpreting the phase of falling (social sinking) due to past failures, and then the process of rising (social ascending) to become a successful business owner. The method was a qualitative with a phenomenological approach. The data were collected through in-depth interviews with a key informant (Mr. Andrianto), observation, and documentation study. The data analysis techniques followed Creswell’s spiral model, which included identifying significant statements, clustering meanings, and compiling textural and structural descriptions to uncover the essence of the subject’s experiences. The results indicated that traumatic experiences such as bankruptcy and loss of assets in the past served as the primary foundation for the formation of a character-based HRM philosophy. The subjects shifted the conventional management paradigm by prioritizing honesty as a static variable in recruitment, while technical skills were viewed as a dynamic variable that could be trained (growth mindset). Furthermore, a shift in the meaning of performance was found from a purely material orientation to a transcendental orientation (Beruf), where business was interpreted as a path of worship that prioritized Islamic ethical values and moral responsibility (eschatological). The subjects’ mental resilience in facing downward social mobility was driven by internal family support (family resilience) and strong internalization of religious values.