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Please use this identifier to cite or link to this item: http://repository.ipb.ac.id/handle/123456789/109795
Title: Strategi Komunikasi Pemerintah Kota Bekasi dalam Rekayasa Sosial Pada Program Pembangunan Area Pedestrian
Other Titles: Bekasi City’ Government Communication Strategy in Social Engineering in Pedestrian Area Development Program
Authors: Saleh, Amiruddin
Hubeis, Musa
Kinseng, Rilus
Yuniarti, Tatik
Issue Date: 1-Nov-2021
Publisher: IPB (Bogor Agricultural University)
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Abstract: Kemacetan yang kerap terjadi di sejumlah ruas jalan di Kota Bekasi, Jawa Barat mengakibatkan pejalan kaki tidak memiliki ruang, sehingga pembangunan pedestrian menjadi prioritas. Area khusus tersebut bertujuan untuk menghindarkan pejalan kaki dari bahaya kecelakaan kendaraan bermotor ataupun mobil. Selain itu kebutuhan adanya ruang publik sangat dibutuhkan, mengingat Kota Bekasi merupakan wilayah yang padat penduduk. Akan tetapi, fasilitas di area pedestrian banyak yang rusak setelah sebagian terbangun, seperti penggunaan berjualan oleh pedagang kaki lima, taman rusak, lampu hilang, penggunaan lahan untuk parkir kendaraan. Oleh karena itu, program pembangunan tersebut perlu disosialisasikan kepada masyarakat agar terjadi kesepahaman, sehingga pembangunan yang dilakukan dapat berjalan sebagaimana yang diharapkan. Penelitian bertujuan antara lain untuk: (1) Menganalisis strategi komunikasi Pemerintah Kota Bekasi dalam merekayasa pesan-pesan pembangunan area pedestrian kepada masyarakat; (2) Mengidentifikasi dan menganalisis persepsi pengguna jalan tentang pesan pembangunan pedestrian yang disampaikan oleh Pemerintah Kota Bekasi; (3) Menganalisis pengaruh persepsi pengguna jalan tentang pesan pembangunan dan pemeliharaan area pedestrian terhadap perilaku pengguna jalan; (4) Merumuskan model strategi komunikasi publik pada pesan komunikasi pembangunan area pedestrian Pemerintah Kota Bekasi. Metode penelitian menggunakan pendekatan kombinasi (mix methode) dengan paradigma pragmatisme dan desain sequential exploratory yang pada tahap pertama pendekatan kualitatif, sedangkan kedua kuantitatif. Pendekatan kualitatif digunakan untuk menemukan atau mengidentifikasi fenomena secara teliti, sehingga dapat ditemukan masalah pada subjek yang diteliti, yakni pada strategi komunikasi yang dilakukan Pemerintah Kota Bekasi dalam merekayasa dan mendiseminasikan informasi publik pembangunan area pedestrian di Kota Bekasi. Sementara pendekatan kuantitatif diperlukan untuk mengetahui sejauh mana hubungan dan pengaruh pesan pembangunan tersebut terhadap persepsi dan perilaku masyarakat, khususnya pengguna jalan di area pedestrian. Teknik pengumpulan data dilakukan dengan cara wawancara, observasi, survei dan dokumentasi. Wawancara informan dan informan kunci berjumlah 34 orang dan survei dilakukan kepada 256 responden. Analisis data kualitatif dilakukan secara deskriptif dengan bantuan software N-Vivo 12, sedangkan inferensial dengan bantuan software SPSS 25 dan Smart PLS 3. Analisis secara inferensial dilakukan untuk menguji pengaruh penggunaan media terhadap persepsi pengguna jalan; pengaruh persepsi aturan di area pedestrian terhadap perilaku kepatuhan di area pedestrian. Hasil penelitian menunjukkan strategi komunikasi yang dilakukan oleh Pemerintah Kota Bekasi dalam merekayasa program pembangunan pedestrian menggunakan beberapa sarana antara lain tatap muka, media massa (media online, baik lokal dan nasional), dan media sosial (facebook, instagram, youtube dan twitter). Pesan terhadap pembangunan ini dominan disampaikan pada sebelum pembangunan dan pada saat proses pengerjaan area pedestrian dilakukan. Persepsi pengguna jalan di area pedestrian Kota Bekasi tentang pembangunan area pedestrian menunjukkan hasil bahwa tingkat pengetahuan pembangunan area pedestrian sebagai jalur khusus bagi pejalan kaki sebesar 48,4 %. Aturan berkaitan dengan larangan di area pedestrian juga terungkap bahwa rata-rata tingkat pemahaman pengguna jalan yang menyatakan sangat setuju dengan nilai rataan 58,2 %, dan yang menyatakan setuju sebesar 46,8 %. Hal tersebut merepresentasikan bahwa pesan sudah tersampaikan dan dipahami dengan baik kepada masyarakat, khususnya pengguna jalan di area pedestrian. Namun masih banyak pelanggaran yang dilakukan dikarenakan faktor ekonomi, terutama para pedagang kaki lima dan tukang ojek. Dari hasil uji statistik diperoleh hasil bahwa penggunaan media pengguna jalan berpengaruh nyata terhadap tingkat persepsi penerimaan pesan pembangunan dan pemeliharaan area pedestrian. Persepsi penerimaan pesan tentang pembangunan dan pemeliharaan area pedestrian berpengaruh nyata terhadap tingkat perilaku pengguna jalan. Akan tetapi usia, jenis kelamin dan tingkat pendidikan sebagai peubah moderasi tidak berpengaruh nyata terhadap hubungan antara tingkat persepsi penerimaan pesan pembangunan dan pemeliharaan area pedestrian dengan tingkat perilaku pengguna jalan. Berdasarkan evaluasi pemberitaan di media massa lokal maupun nasional, secara kuantitas berita tentang pembangunan dan pemeliharaan area pedestrian di Kota Bekasi terhitung masih kurang, sehingga perlu strategi yang sistematik berkaitan dengan pengemasan pesan tema tersebut. Model komunikasi publik segitiga kolaboratif dikembangkan berdasarkan hasil penelitian tersebut. Model ini menekankan pada kolaborasi, komunikasi, aktualisasi dan evaluasi yang dilakuakan pemerintah dengan melibatkan stakeholders dan masyarakat dari awal pembangunan, proses dan pasca pembangunan. Model tersebut dapat diterapkan untuk mencapai target program diseminasi informasi kepada publik. Hasil penelitian merekomendasikan bahwa intensitas komunikasi terhadap program pembangunan yang dilakukan oleh pemerintah daerah bisa lebih diperhatikan dari sisi penyampaian informasi dengan melihat isi, waktu penyampaian, dan timbal balik terhadap pesan yang disampaikan kepada masyarakat. Pesan pembangunan kepada masyarakat dapat disampaikan secara berkala dengan intensitas yang teratur, hal inilah perlunya merumuskan rekayasa sosial dalam kaitannya dengan strategi komunikasi yang tepat
Traffic jams which usually happened in some main roads in Bekasi City, West Java cause the lack of space for pedestrians, making the development of pedestrian area as a priority for Bekasi’ city government. The development of pedestrians becomes a priority because pedestrians are prone to the traffic accidents due to the congested roads. Nevertheless, the facilities in pedestrian areas are prone to be vandalized by street vendors. Problems such vandalized parks, broken street lights and the misuse of pedestrian area for car or motorcycle parking lot happened. Therefore, the development of pedestrians needs to be socialized to the public to create an understanding between the local government and the public so that the development of pedestrian area can run well. The present study aims to: (1) analyze the communication strategy of Bekasi city’ government in engineering the messages of pedestrian’s development programs to the public; (2) identify and analyse the perceptions of society toward the messages of pedestrian’s development programs by the Bekasi city’s government; (3) analyze the effects of public’s perceptions and the social behavior of Bekasi’s citizens on the development program of pedestrian area; (4) Formulating a public communication strategy model of Bekasi city’ government related to the development of pedestrian area. The present study uses a mixed methods approach by using pragmatism paradigm and sequential exploratory design. Following are steps made in the present study; the first step uses a a qualitative approach while the second step uses a quantitative approach. Whereas the qualitative approach is used to find or diagnose the phenomenon in detailed in order to find problems on the researched subject which is the communication strategy made by Bekasi city’s government to engineer and disseminate the information of pedestrian area’ development, the quantitative approach is used to measure how far the relation and the effects of message of the development of pedestrian area in Bekasi city on the perceptions and behavior of people, especially the users of pedestrian area. Data collection techniques were interviews, observation, survey and documentation. The interviews were conducted to 40 informants and key informants while the survey was distributed to 256 respondents. Data was analyzed descriptively using N-Vivo 12, SPSS and Smart PLS software programs in order to provide the descriptions, perception and behavior of the users of pedestrian area, In addition, an inferential analysis was conducted to test the characteristics of pedestrians’ perceptions and the influence of the perceptions of rules on the compliance behavior in the pedestrian area. The findings of present study suggest that the communication strategy made by Bekasi city’s government to engineer the development programs for pedestrian area uses several platforms such as face-to-face communication, mass media (both local and international printed and online media) and social media (Facebook, Instagram, Youtube and Twitter). The messages of development of pedestrian area are commonly shared before and during program’s development. However, there are still many violations committed due to economic factors, especially street vendors and motorcycle taxi drivers. The findings related to the perceptions of pedestrian area’ users of Bekasi city toward the development of pedestrian area indicate 48,4% of respondents showing enough knowledge toward the development of pedestrian area as a specific route for pedestrians. Besides that, related to the understanding level of prohibitions in pedestrian area, 58,2% of respondents really agree with the rules while 46,8% shows agreements. The findings suggest that the rules made by the government have been delivered pretty well to the public, especially the users of pedestrian area. The results of statistic test show that the characteristics of pedestrian area’ users correlate with the perceptions level of approval of development messages and the maintenance of pedestrian area. Nevertheless, the characteristics of pedestrians area’ users do not significantly affect the cognitive level of messages of development and maintenance of pedestrian area. In addition, the characteristics of pedestrian area’ users do not directly affect with the the understanding level (affective) of the messages of development and maintenance of pedestrian area. According the evaluation of news from mass media, both local and national, the quantity of news related to the development and maintenance pedestrian area in Bekasi city seems inadequate so that systematic strategic is needed to cover those messages. Maintaining existing pedestrian area needs a continual communication design to public. According of the research results, the collaborative triangle public communication model was developed to achieve the target of information dissemination program. This model emphasizes the collaboration, communication, actualization and evaluation carried out the beginning of development, process and post-development. The findings of present study suggest providing more intense communication toward the development program made by the local government by ensuring the intensity of message, the content of message, and the public feedback toward the message. The messages can be given periodically within regular intensity by formulating social engineering in terms of suitable communication strategy.
Description: Penelitian ini dapat dijadikan rekomendasi bagi pemerintah daerah maupun pusat dalam mengomunikasikan pembangunan area pedestrian kepada masyarakat secara tepat dan berkelanjutan.
URI: http://repository.ipb.ac.id/handle/123456789/109795
Appears in Collections:DT - Human Ecology

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