Analisis Edukasi Media Sosial Terhadap Peningkatan Penggunaan Aplikasi Mobile JKN Di BPJS Kesehatan Kantor Cabang Serang
DOI:
https://doi.org/10.53611/30qs2v42Abstract
Transformasi digital dalam pelayanan kesehatan tidak hanya memerlukan teknologi yang fungsional, tetapi juga strategi komunikasi yang memungkinkan masyarakat memahami dan mengadopsi layanan digital. Penelitian ini menganalisis bagaimana edukasi melalui media sosial mendukung penggunaan Mobile JKN dengan berfokus pada peran komunikasi digital dalam membentuk respons perilaku pengguna. Penelitian menggunakan pendekatan kualitatif di BPJS Kesehatan Kantor Cabang Serang melalui wawancara terhadap enam informan yang merepresentasikan pimpinan institusi, pengelola komunikasi media sosial, pengelola layanan Mobile JKN, petugas frontliner, serta pengguna dengan tingkat penggunaan aplikasi yang berbeda. Data dianalisis secara tematik dengan mengintegrasikan kerangka Attention, Interest, Desire, Action (AIDA) dan Technology Acceptance Model. Hasil penelitian menunjukkan bahwa edukasi media sosial mampu membangun kesadaran dan ketertarikan melalui tutorial, penjelasan fitur, video singkat, infografis, dan informasi layanan, tetapi paparan informasi tidak secara otomatis menghasilkan penggunaan aplikasi secara berkelanjutan. Peralihan menuju penggunaan aktual dipengaruhi oleh persepsi manfaat, kemudahan penggunaan, literasi digital, keterbatasan perangkat, kebutuhan pelayanan, dan pendampingan petugas. Penelitian ini memberikan kontribusi empiris mengenai peran komunikasi digital dalam pelayanan kesehatan publik serta kontribusi konseptual dengan menempatkan komunikasi edukatif sebagai penghubung antara ketersediaan teknologi dan adopsi layanan secara aktual.
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