Impression management Badan Pendapatan Daerah Jawa Barat dalam membangun citra lembaga pemerintah

Putri, Amel Liya (2025) Impression management Badan Pendapatan Daerah Jawa Barat dalam membangun citra lembaga pemerintah. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Fenomena meningkatnya kesadaran dan ekspektasi masyarakat terhadap kualitas pelayanan publik mendorong institusi pemerintah untuk membangun citra yang positif dan kredibel dimata publik. Humas Badan Pendapatan Daerah Provinsi Jawa Barat menjadi sorotan karena berhasil menciptakan komunikasi yang transparan, ramah, dan adaptif melalui pemanfaatn media sosial dan pendekatan pelayanan publik yang humanis. Peningkatan partisipasi masyarakat dalam membayar pajak serta berbagai penghargaan yang diraih menunjukkan bahwa strategi komunikasi yang digunakan mampu mempengaruhi persepsi publik secara signifikan. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan bagaimana strategi Impression Management digunakan oleh Badan Pendapatan Provinsi Jawa Barat dalam membangun dan mempertahankan citra lembaga pemerintah. Penelitian ini mmengacu pada lima strategi presentasi diri menurut Edward Jones, yaitu ingratiation, self-promotion, exemplification, supplication, dan intimidation, yang diterapkan dalam aktivitas kehumasan Bapenda. Pendekatan yang digunakan dalam penelitian ini adalah kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam dan observasi partisipatif pasif terhadap kegiatan komunikasi publik yang dilakukan oleh humas Bapenda Jabar. Data primer dikumpulkan dari informan internal humas, sedangkan data sekunder diperoleh dari media sosial, dan website resmi. Hasil penelitian menunjukkan bahwa Badan Pendapatan Daerah Provinsi Jawa Barat secara efektif mengelola kesan publik melalui strategi-strategi tersebut. 1) Strategi ingratiation diterapkan lewat pelayanan yang ramah dan konten media sosial yang komunikatif. 2) Self-promotion digunakan dengan menonjolkan pencapaian dan kerja sama lembaga. 3) Exemplification terlihat dari inovasi layanan yang dijadikan rujukan daerah lain. 4) Supplication diwujudkan melalui komunikasi yang menunjukkan kerendahan hati dan empati terhadap masyarakat. Sementara itu, 5) Intimidation digunakan secara simbolik untuk menunjukkan profesionalisme dan wibawa lembaga. Kelima strategi ini membentuk citra Bapenda sebagai lembaga pemerintah yang modern, terpercaya, dan responsif terhadap kebutuhan publik. ENGLISH: The growing public awareness and expectations regarding the quality of public services have compelled government institutions to build a positive and credible image in the eyes of society. The Public Relations Division of the Regional Revenue Agency of West Java Province has drawn attention for successfully creating transparent, friendly, and adaptive communication through the use of social media and a human-centered public service approach. The increase in public participation in tax payments, along with various awards received, indicates that the communication strategies implemented have significantly influenced public perception. This study aims to explore and describe how Impression Management strategies are used by Regional Revenue Agency of West Java in building and maintaining the image of a government institution. The research refers to five self-presentation strategies proposed by Edward Jones: ingratiation, self-promotion, exemplification, supplication, and intimidation, which are applied in the agency’s public relations activities. This research adopts a qualitative approach using descriptive methods. Data were collected through in-depth interviews and passive participant observation of Bapenda’s public communication practices. Primary data were obtained from internal public relations informants, while secondary data were sourced from social media platforms and the agency’s official website. The results show that the Regional Revenue Agency of West Java effectively manages public impressions through the implementation of these strategies. 1) Ingratiation is reflected in friendly services and communicative social media content. 2) Self-promotion is applied by highlighting institutional achievements and collaborations. 3) Exemplification is demonstrated through service innovations that have become benchmarks for other regions. 4) Supplication is manifested through humble and empathetic communication with the public. Meanwhile, 5) Intimidation is used symbolically to convey professionalism and institutional authority. Together, these five strategies shape the image of Bapenda as a modern, trustworthy, and responsive government institution.

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