RAHMAN, AULIA (2026) DIGITALISASI LAYANAN AKADEMIK: OPTIMALISASI PENGGUNAAN WEBSITE, PORTAL, WHATSAPP, DAN MEDIA SOSIAL DALAM KOMUNIKASI ORGANISASI FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MERCU BUANA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the optimization of digital media use in academic services at the Faculty of Communication Sciences, Universitas Mercu Buana. The study employed a qualitative approach with a descriptive case study method and a post-positivist paradigm. Data were collected through in-depth interviews with nine informants consisting of educational administrative staff, lecturers, and students, supported by observation and documentation. Data were analyzed using the Miles, Huberman, and Saldaña interactive model and source triangulation. The findings show that academic services utilize the Academic Information System (SIA), academic portal, SSO, WhatsApp, and institutional email through an omni-channel communication approach. Digital communication strategies include top-down communication, media differentiation, and responsive two-way communication. Supporting factors include infrastructure, leadership support, system usability, and service responsiveness, while inhibiting factors include system instability, digital literacy gaps, miscommunication, information fragmentation, and data security risks. The study recommends strengthening digital literacy, standardizing digital SOPs, consolidating information channels, and improving infrastructure and system security to achieve effective and sustainable academic services. Keywords: Digital Media, Academic Services, Organizational Communication, Diffusion of Innovations, Higher Education. Penelitian ini bertujuan menganalisis optimalisasi penggunaan media digital dalam pelayanan akademik di Fakultas Ilmu Komunikasi Universitas Mercu Buana. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus deskriptif dan paradigma post-positivisme. Data diperoleh melalui wawancara mendalam terhadap sembilan informan yang terdiri dari tenaga kependidikan, dosen, dan mahasiswa, serta melalui observasi dan dokumentasi. Analisis data menggunakan model Miles, Huberman, dan Saldaña dengan triangulasi sumber. Hasil penelitian menunjukkan bahwa pelayanan akademik telah memanfaatkan SIA, portal akademik, SSO, WhatsApp, dan email melalui pola komunikasi omnichannel. Strategi komunikasi tenaga kependidikan dilakukan melalui komunikasi top-down, diferensiasi media, dan komunikasi dua arah yang responsif. Faktor pendukung meliputi infrastruktur, dukungan pimpinan, kemudahan sistem, dan responsivitas pelayanan. Faktor penghambat meliputi ketidakstabilan sistem, kesenjangan literasi digital, miskomunikasi, fragmentasi informasi, dan risiko keamanan data. Penelitian merekomendasikan penguatan literasi digital, standardisasi SOP digital, konsolidasi kanal informasi, serta peningkatan infrastruktur dan keamanan sistem untuk mewujudkan pelayanan akademik yang efektif dan berkelanjutan. Kata Kunci: Media Digital, Pelayanan Akademik, Komunikasi Organisasi, Difusi Inovasi, Perguruan Tinggi.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55224110054 |
| Uncontrolled Keywords: | Media Digital, Pelayanan Akademik, Komunikasi Organisasi, Difusi Inovasi, Perguruan Tinggi. |
| Subjects: | 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 378 Higher Education, Universities/Pendidikan Tinggi, Unversitas 600 Technology/Teknologi > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | khalimah |
| Date Deposited: | 17 Sep 2026 03:16 |
| Last Modified: | 17 Sep 2026 03:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103945 |
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