KEPERCAYAAN DAN PREFERENSI KANAL DALAM KOMUNIKASI KEBIJAKAN BUMD AIR MINUM
Abstract
Penelitian ini menelaah keterpaparan, kepercayaan, dan preferensi pelanggan terhadap kanal informasi resmi sebuah badan usaha milik daerah (BUMD) air minum di kota megapolitan Indonesia yang sedang mengubah bentuk hukumnya dari perusahaan umum daerah menjadi perseroan daerah, serta hubungan keterpaparan kanal dengan kesadaran pelanggan atas kebijakan tersebut. Data berasal dari survei tatap muka terhadap 410 pelanggan yang dipilih dengan kuota proporsional menurut wilayah layanan. Kepercayaan berbeda antarkanal (Friedman χ²(5) = 94,13; p < 0,001); bill insert dan pusat panggilan dipercaya lebih tinggi daripada media sosial. Korelasi sederhana antara keterpaparan dan kepercayaan bernilai negatif, sedangkan model linear campuran menunjukkan hubungan positif di dalam diri responden (β = 0,26; p < 0,001). Pola negatif berasal dari perbedaan antarresponden yang terkait dengan gaya respons. Untuk informasi penting, responden paling banyak memilih RT/RW/kelurahan (63,7%), sementara bill insert hanya dipilih 10,2% responden. Dalam regresi logistik Firth, keterpaparan kanal berasosiasi dengan peluang mengetahui kebijakan (OR = 2,95; 95% CI [1,88; 4,65]), sedangkan kepuasan layanan tidak. Temuan ini menunjukkan bahwa kendala utama komunikasi kebijakan BAMM terletak pada jangkauan kanal resmi. Konsentrasi jawaban seragam pada dua tim enumerator membatasi tafsiran atas perbedaan wilayah.
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