SARWITRI, SARWITRI (2025) PERAN MEDIA BARU DALAM KOMUNIKASI IMPLEMENTASI KEBIJAKAN PENGADAAN BARANG DAN JASA PEMERINTAH MELALUI MEKANISME SWAKELOLA TIPE III. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Type III Self-Management is a new mechanism in government procurement of goods and services (PBJP) that involves civil society organizations (CSOs). Although regulated since 2018 and updated in 2021, its adoption remains limited up to 2024. This study aims to identify the role of new media in communicating PBJP policy implementation through Type III Self-Management in the digital era, analyze the challenges of innovation diffusion, and assess the suboptimal use of new media. An exploratory case study with a qualitative approach was employed, using in-depth interviews with LKPP RI and the Denpasar City Health Office, complemented by document analysis and observation. Data were analyzed to identify patterns and themes based on New Media Theory (McQuail), Edward III’s Policy Implementation Model, Chester Barnard’s Authority Theory, and Rogers’ Innovation Diffusion Theory. Findings reveal that new media plays a strategic role in expanding participation, enhancing interactivity and networking, creating new public spaces, and strengthening transparency and accountability. Through computer-mediated communication (synchronous via Zoom and live streaming, and asynchronous via YouTube recordings and e-learning), new media enables PBJP policies under the Type III Self-Management mechanism to be disseminated more broadly, interactively, and effectively. The adoption of Type III SelfManagement in Denpasar indicates that innovation diffusion is influenced by innovation attributes, communication channels, time, and social systems, with challenges stemming from the readiness of both government and CSOs. However, the use of new media by LKPP remains general and lacks an integrated digital communication strategy to mainstream Type III Self-Management. The study concludes that while new media has strategic potential in PBJP policy implementation, its effectiveness requires strengthened technical capacity, partnerships, and consistent digital communication strategies. Keywords: policy communication, new media, innovation diffusion, authority, Type III Self-Management. Swakelola Tipe III merupakan mekanisme baru dalam pengadaan barang/jasa pemerintah (PBJP) yang melibatkan organisasi masyarakat sipil (OMS). Meskipun telah diatur sejak 2018 dan diperbarui pada 2021, tingkat adopsinya hingga 2024 masih terbatas. Penelitian ini bertujuan mengidentifikasi peran media baru dalam komunikasi implementasi kebijakan PBJP melalui Swakelola Tipe III di era digital, menganalisis tantangan difusi inovasi, serta menganalisa media baru belum digunakan secara efektif. Metode yang digunakan adalah studi kasus eksploratif dengan pendekatan kualitatif melalui wawancara mendalam dengan LKPP RI dan Dinas Kesehatan Kota Denpasar, serta analisis dokumen dan observasi. Data yang diperoleh kemudian dianalisis untuk mengidentifikasi pola dan tema yang relevan dengan tujuan penelitian, menggunakan teori Media Baru (McQuail), Model Komunikasi Implementasi Kebijakan Edward III, Teori Kewenangan Chester Barnard, serta Teori Difusi Inovasi (Rogers). Hasil penelitian menunjukkan bahwa media baru berperan strategis dalam memperluas partisipasi, meningkatkan interaktivitas dan jejaring, menciptakan ruang publik baru, serta memperkuat transparansi dan akuntabilitas. Melalui bentuk komunikasi berbasis computer mediated communication (sinkron via Zoom dan live streaming, maupun asinkron via rekaman YouTube dan e-learning), media baru memungkinkan kebijakan PBJP melalui mekanisme swakelola tipe III tersampaikan secara lebih luas, interaktif, dan efektif. Swakelola tipe III di Dinas Kesehatan Kota Denpasar menunjukkan bahwa adopsi dipengaruhi faktor inovasi, saluran komunikasi, waktu, dan sistem sosial, sebagai tantangannya adalah kesiapan pemerintah dan OMS. Pemanfaatan media baru oleh LKPP masih bersifat umum dan belum disertai strategi komunikasi digital terintegrasi untuk mengarusutamakan Swakelola Tipe III. Penelitian ini menyimpulkan bahwa media baru berpotensi menjadi medium strategis implementasi kebijakan PBJP, tetapi efektivitasnya memerlukan penguatan kapasitas teknis, kemitraan, serta strategi komunikasi digital yang konsisten. Kata kunci: komunikasi kebijakan, media baru, difusi inovasi, kewenangan, Swakelola Tipe III.
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