PENGGUNAAN KOMUNIKASI NEUROTEKNOLOGI DALAM MENANGANI KELUHAN MEDIA SOSIAL TERHADAP KEPUASAN PESERTA JAMINAN SOSIAL (Studi Komparasi Peserta BPJS Ketenagakerjaan dan BPJS Kesehatan)

Oktaviani, Nedia (2025) PENGGUNAAN KOMUNIKASI NEUROTEKNOLOGI DALAM MENANGANI KELUHAN MEDIA SOSIAL TERHADAP KEPUASAN PESERTA JAMINAN SOSIAL (Studi Komparasi Peserta BPJS Ketenagakerjaan dan BPJS Kesehatan). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

[img] Text (COVER)
55223110026-NEDIA OKTAVIANI-01 - Veranika Dwi.pdf
Download (363kB)
[img] Text (BAB I)
55223110026-NEDIA OKTAVIANI-02-BAB 1 - Veranika Dwi.pdf
Restricted to Registered users only
Download (282kB)
[img] Text (BAB II)
55223110026-NEDIA OKTAVIANI-03-BAB 2 - Veranika Dwi.pdf
Restricted to Registered users only
Download (786kB)
[img] Text (BAB III)
55223110026-NEDIA OKTAVIANI-04-BAB 3 - Veranika Dwi.pdf
Restricted to Registered users only
Download (742kB)
[img] Text (BAB IV)
55223110026-NEDIA OKTAVIANI-05-BAB 4 - Veranika Dwi.pdf
Restricted to Registered users only
Download (869kB)
[img] Text (BAB V)
55223110026-NEDIA OKTAVIANI-06-BAB 5 - Veranika Dwi.pdf
Restricted to Registered users only
Download (52kB)
[img] Text (DAFTAR PUSTAKA)
55223110026-NEDIA OKTAVIANI-08-DAFTAR PUSTAKA - Veranika Dwi.pdf
Restricted to Registered users only
Download (303kB)
[img] Text (LAMPIRAN)
55223110026-NEDIA OKTAVIANI-09-LAMPIRAN - Veranika Dwi.pdf
Restricted to Registered users only
Download (1MB)

Abstract

Dalam era digital, media sosial telah menjadi platform utama bagi peserta jaminan sosial untuk menyampaikan keluhan mereka, sehingga efektivitas strategi komunikasi dalam merespons keluhan tersebut menjadi faktor kunci dalam membangun kepuasan dan keterlibatan pelanggan. Penelitian ini menganalisis perbedaan efektivitas penggunaan human tone of voice dan corporate tone of voice dalam menangani keluhan peserta jaminan sosial di media sosial terhadap kepuasan peserta, dengan mempertimbangkan peran perceived social presence dan customer engagement sebagai variabel mediasi. Teori yang digunakan mencakup Social Presence Theory, Brand Personification Theory, dan konsep neuroteknologi dalam komunikasi digital. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik Partial Least Squares - Multi-Group Analysis (PLS-MGA). Data dikumpulkan melalui survei terhadap 400 peserta jaminan sosial dari kedua penyedia layanan jaminan sosial yang terbagi menjadi 112 peserta BPJS Ketenagakerjaan dan 288 peserta BPJS Kesehatan. Hasil penelitian menunjukkan bahwa human tone of voice lebih efektif dalam meningkatkan customer satisfaction (β = 0.260, p = 0.003) dibandingkan dengan corporate tone of voice pada BPJS Kesehatan (β = -0.196, p = 0.001). Human tone of voice juga lebih kuat dalam meningkatkan perceived social presence (β = 0.856, p = 0.000) dan customer engagement (β = 0.897, p = 0.000). Dari perspektif neuroteknologi, human tone of voice lebih efektif dalam mengaktifkan prefrontal cortex dan amygdala yang berperan dalam pemrosesan emosi dan kepercayaan, serta meningkatkan aktivitas mirror neuron system yang memperkuat keterhubungan sosial. Sebaliknya, corporate tone of voice lebih berkaitan dengan aktivasi orbitofrontal cortex, yang berperan dalam kredibilitas dan pengambilan keputusan berbasis informasi rasional. Hasil ini menegaskan pentingnya keseimbangan strategi komunikasi digital yang mengintegrasikan aspek personalisasi dan profesionalisme. Rekomendasi penelitian ini menyoroti pemanfaatan kecerdasan buatan berbasis sentiment analysis dan natural language processing untuk meningkatkan efektivitas komunikasi dalam layanan jaminan sosial. In the digital era, social media has become the primary platform for social security participants to voice their complaints, making the effectiveness of communication strategies in addressing these concerns a key factor in building customer satisfaction and engagement. This study analyzes the differences in effectiveness between using a human tone of voice and a corporate tone of voice in handling social security participants' complaints on social media in relation to customer satisfaction, considering the role of perceived social presence and customer engagement as mediating variables. The theories employed include Social Presence Theory, Brand Personification Theory, and the concept of neurotechnology in digital communication. The research applies a quantitative approach using Partial Least Squares - Multi-Group Analysis (PLS-MGA). Data were collected through a survey of 400 social security participants from two service providers, consisting of 112 BPJS Ketenagakerjaan participants and 288 BPJS Kesehatan participants. The findings indicate that the human tone of voice is more effective in enhancing customer satisfaction (β = 0.260, p = 0.003) compared to the corporate tone of voice in BPJS Kesehatan (β = -0.196, p = 0.001). Moreover, the human tone of voice has a stronger impact on perceived social presence (β = 0.856, p = 0.000) and customer engagement (β = 0.897, p = 0.000). From a neurotechnology perspective, the human tone of voice is more effective in activating the prefrontal cortex and amygdala, which are responsible for emotional processing and trust formation, as well as enhancing mirror neuron system activity, which strengthens social connectedness. Conversely, the corporate tone of voice is more associated with the activation of the orbitofrontal cortex, which plays a role in credibility assessment and rational decision-making. These results emphasize the importance of balancing digital communication strategies by integrating personalization and professionalism.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55223110026
Uncontrolled Keywords: Neuroteknologi, Tone of Voice, Kepuasan Peserta, Keterlibatan Peserta, Persepsi Kehadiran Sosial. Neuroteknologi, Tone of Voice, Customer Satisfaction, Customer Engagement, Perceived Social Presence.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: NAIMAH NUR ISLAMIDIYANAH
Date Deposited: 09 May 2025 08:11
Last Modified: 09 May 2025 08:11
URI: http://repository.mercubuana.ac.id/id/eprint/95437

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.