CITRA ORGANISASI DIVISI HUMAS DIREKTORAT JENDERAL IMIGRASI MENGENAI CHATBOT BERBASIS ARTIFICIAL INTELLIGENCE (AI)

FERNIZA TRI AULIA, . (2026) CITRA ORGANISASI DIVISI HUMAS DIREKTORAT JENDERAL IMIGRASI MENGENAI CHATBOT BERBASIS ARTIFICIAL INTELLIGENCE (AI). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh perkembangan teknologi digital yang mendorong transformasi pelayanan publik menjadi lebih cepat, transparan, dan mudah diakses. Direktorat Jenderal Imigrasi memanfaatkan Chatbot berbasis Artificial Intelligence (AI) sebagai inovasi layanan informasi kepada masyarakat. Pemanfaatan teknologi ini tidak hanya berdampak pada efektivitas pelayanan, tetapi juga berpengaruh terhadap pembentukan citra organisasi di mata publik. Penelitian ini menggunakan kerangka teori citra organisasi yang mencakup dimensi sikap dan perilaku, dinamisme, kerja sama, reliabilitas, etika, dan keberhasilan. Kajian pustaka didukung oleh teori Public Relations dan komunikasi organisasi untuk memperkuat analisis hubungan antara teknologi pelayanan dan persepsi publik. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi dengan informan yang terdiri dari tiga pengguna aktif Chatbot, satu informan kunci dari internal Humas Direktorat Jenderal Imigrasi, serta satu triangulator dari lembaga eksternal. Analisis data dilakukan melalui proses reduksi data, penyajian data, open coding, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa penggunaan Chatbot berbasis AI mampu meningkatkan kemudahan akses informasi, mempercepat respons layanan, serta membangun citra organisasi yang profesional dan modern. Chatbot juga dinilai memperkuat hubungan antara organisasi dan masyarakat melalui komunikasi yang lebih efektif serta mencerminkan kesiapan institusi dalam mengadopsi inovasi digital, meskipun masih terdapat tantangan terkait pengembangan fitur dan pemahaman variasi bahasa pengguna. Kesimpulan yang diperoleh dari penelitian ini Chatbot berbasis AI berperan signifikan dalam memperkuat citra organisasi Direktorat Jenderal Imigrasi sebagai lembaga publik yang adaptif, inovatif, dan berorientasi pada kualitas pelayanan. ***** This study is motivated by the development of digital technology, which has driven the transformation of public services to become faster, more transparent, and more accessible. The Directorate General of Immigration utilizes an Artificial Intelligence (AI)-based Chatbot as an innovation in providing information services to the public. The use of this technology not only affects service effectiveness but also influences the formation of the organization’s image in the public sphere. This research employs an organizational image theoretical framework that includes the dimensions of attitude and behavior, dynamism, cooperation, reliability, ethics, and successfulness. The literature review is supported by Public Relations theory and organizational communication concepts to strengthen the analysis of the relationship between service technology and public perception. The research uses a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation involving three active Chatbot users, one key informant from the internal Public Relations Division of the Directorate General of Immigration, and one triangulator from an external institution. Data analysis was conducted through data reduction, data presentation, open coding, and conclusion drawing. The findings indicate that the use of an AI-based Chatbot enhances ease of access to information, accelerates service responses, and builds a professional and modern organizational image. The Chatbot is also perceived to strengthen the relationship between the organization and the public through more effective communication and to reflect the institution’s readiness to adopt digital innovation, although challenges remain regarding feature development and users’ language variations. The conclusion of this study is that the AI-based Chatbot plays a significant role in strengthening the organizational image of the Directorate General of Immigration as an adaptive, innovative public institution oriented toward service quality.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Dini Safitri, M.Si.; 2). Dr. Wiratri Anindhita, M.Sc.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 32434 not found.
Date Deposited:	27 Jan 2026 06:40
Last Modified:	27 Jan 2026 06:40
URI:	http://repository.unj.ac.id/id/eprint/64156

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