Strategi Komunikasi Digital Pemerintah dalam Membangun Public Relations dan Tata Kelola Hubungan Pemerintah Dengan Warga melalui Aplikasi Rabeg Kota Serang

Abstract

This study analyses the communication strategies employed by the Serang City Education Office in handling public complaints through the digital feature RABEG (Reaksi Atas Berita Warga or Response to Community News). In an era of bureaucratic reform and improved technology-based public services, RABEG is expected to serve as an effective bridge between the government and citizens. The study uses a descriptive qualitative approach with the HEAT (Hear Them Out, Empathise, Apologise, Take Action and Follow Up) method framework to examine the communication process from the receipt to the resolution of complaints. Research data was obtained through in-depth interviews with Education Agency officials, active RABEG users, and members of the public who had never used this service, supported by observation and documentation. The results of the study show that internally, the Education Agency has implemented elements of HEAT, such as listening to complaints, showing empathy, and following up. Communication procedures are relatively structured, but the effectiveness of the strategy is still hampered by a gap in public participation. This gap is mainly caused by a lack of socialisation and education regarding the functions of RABEG, resulting in low levels of adoption by the community. In addition, weak transparency at the follow-up stage reduces public trust and hinders the cycle of continuous communication. This study concludes that the success of e-governance depends not only on technology, but also on proactive communication strategies to build public awareness, trust, and participation.

Abstrak

Penelitian ini menganalisis Interaksi Pemerintah-Warga dalam ruang digital pada aplikasi RABEG (Reaksi Atas Berita Warga) dalam menangani aduan Masyarakat kota Serang.  Di era reformasi birokrasi dan peningkatan kualitas pelayanan publik berbasis teknologi, RABEG diharapkan menjadi jembatan efektif antara pemerintah dan warga. Penelitian menggunakan pendekatan kualitatif deskriptif dengan kerangka metode HEAT (Hear Them Out, Empathize, Apologize, Take Action and Follow Up) untuk menelaah proses komunikasi mulai dari penerimaan hingga penyelesaian aduan. Data penelitian diperoleh melalui wawancara mendalam dengan pejabat Dinas Pendidikan, pengguna aktif RABEG, dan masyarakat yang belum pernah menggunakan layanan ini, serta didukung oleh observasi dan dokumentasi. Hasil penelitian menunjukkan bahwa secara internal, Dinas Pendidikan telah mengimplementasikan elemen-elemen HEAT, seperti mendengarkan keluhan, menunjukkan empati, dan melakukan tindak lanjut. Prosedur komunikasi relatif terstruktur, namun efektivitas strategi masih terkendala kesenjangan partisipasi publik. Kesenjangan tersebut terutama dipicu kurangnya sosialisasi dan edukasi terkait fungsi RABEG, sehingga tingkat adopsi masyarakat rendah. Selain itu, lemahnya transparansi pada tahap tindak lanjut mengurangi kepercayaan publik dan menghambat siklus komunikasi berkelanjutan. Penelitian ini menyimpulkan bahwa keberhasilan e-governance tidak hanya bergantung pada teknologi, tetapi juga strategi komunikasi proaktif untuk membangun kesadaran, kepercayaan, dan partisipasi masyarakat.