STRATEGI KOMUNIKASI HUMAS DALAM IMPLEMENTASI PENGADUAN QRRMS UNTUK MENINGKATKAN PELAYANAN PUBLIK DINAS PU BINA MARGA JAWA TIMUR

Abstract

This research examines the communication strategy of the Public Relations Division at the Public Works and Highways Agency of East Java Province in implementing the Quick Response Road Management System (QRRMS), an online complaint platform designed to enhance public service delivery in road infrastructure. The study was motivated by the low public participation in utilizing QRRMS, particularly in areas with limited digital access and low technology literacy. Using a qualitative descriptive approach, data were collected through in-depth interviews, observations, and documentation. The analysis applies Wilbur Schramm’s interactive communication theory, emphasizing two-way interaction, feedback, media context, and communication noise. The findings reveal that while the public relations team has employed both digital and offline media to socialize QRRMS, the strategy’s effectiveness remains constrained by technical issues, digital disparities, and uneven message distribution. Public responses indicate that quick feedback mechanisms improve trust, but persistent database errors and low digital literacy hinder broader adoption. The study concludes that inclusive communication strategies integrating digital education and infrastructure improvement are crucial for optimizing digital public service systems like QRRMS. This research contributes both theoretically to the field of public communication and practically to the development of more effective public engagement in digital governance.