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All Journal Buletin Poltanesa INTERACTION Communication Studies Journal
Raden Nita Rohmatunisa
Universitas Muhammadiyah Tangerang
Agriculture, Biological Sciences & Forestry Computer Science & IT Education Languange, Linguistic, Communication & Media Social Sciences

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Digital Communication Model in Optimizing E-Government for Improving the Quality of Public Services in Tangerang City Raden Nita Rohmatunisa; Ade Rahmah; Fitri Susiswani Isbani
Poltanesa Vol 26 No 2 (2025): December 2025
Publisher : P3KM Politeknik Pertanian Negeri Samarinda

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Abstract

In the digital era, governments are expected to adopt information technology to improve the efficiency, transparency, and public participation in service delivery. Tangerang City, as one of the regions implementing the Smart City concept, faces challenges in e-Government implementation, such as low digital literacy, frequent staff rotation, and limited infrastructure. Digital communication serves as a strategic bridge between the government and the public, enabling real-time interaction and public trust. This study aims to develop an adaptive and participatory digital communication model to optimize e-Government services. Employing a qualitative case study approach, data were gathered through in-depth interviews, non-participant observations, and document analysis, followed by thematic and SWOT analysis. The findings show that Tangerang City has implemented a multi-channel communication system—Instagram, TikTok, YouTube, and the “Tangerang Live” super-app—supported by six functional divisions. Key strategies include tiered content planning, mobile digital literacy programs, event-based engagement, and data-driven evaluation. This model contributes a practical framework for inclusive and sustainable digital governance.
Pengaruh Aktivitas Marketing Public Relations terhadap Perilaku Belanja Mahasiswa Gen Z Universitas Muhammadiyah Tangerang Raden Nita Rohmatunisa; Ade Rahmah; Marisa Fitri Dania
Interaction Communication Studies Journal Vol. 3 No. 2 (2026): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v3i2.6299

Abstract

Penelitian ini dilakukan untuk menganalisis sejauh mana Marketing Public Relations (MPR) Skintific memengaruhi perilaku belanja mahasiswa Generasi Z pada Program Studi Ilmu Komunikasi Universitas Muhammadiyah Tangerang. Penelitian ini menerapkan metode kuantitatif dengan jenis penelitian eksplanatif-kausal. Penelitian terdiri atas sample 72 mahasiswa yang ditentukan melalui metode pengambilan sampel secara acak. Data penelitian diperoleh melalui penyebaran kuesioner, kemudian dianalisis menggunakan statistik analisis statistik deskriptif, regresi linier sederhana, uji t, serta koefisien determinasi dengan menggunakan SPSS versi 27. Temuan penelitian memperlihatkan bahwa Marketing Public Relations Skintific berpengaruh terhadap perilaku belanja Generasi Z, yang ditunjukkan oleh nilai (t= 2,324), melampaui nilai t tabel yang diperoleh sebesar 1,667. Nilai koefisien determinasi R² = 0.072 menunjukkan bahwa Marketing Public Relations berkontribusi sebesar 7,2% terhadap variasi perilaku belanja, sedangkan 92,8% lainnya dipengaruhi oleh faktor di luar model penelitian. Temuan tersebut menunjukkan semakin baik pelaksanaan aktivitas MPR Skintific, semakin meningkat perilaku belanja responden, meskipun besarnya kontribusi MPR tergolong relatif rendah. Dengan demikian, MPR dapat menjadi salah satu strategi komunikasi yang mendukung perilaku belanja Generasi Z, tetapi perlu diintegrasikan dengan faktor pemasaran lainnya untuk menghasilkan pengaruh yang lebih kuat.
Co-Authors Ade Rahmah Fitri Susiswani Isbani Marisa Fitri Dania