Strategi Komunikasi Badan Pusat Statistik Kota Binjai pada Program Pendataan Awal Registrasi Sosial Ekonomi Tahun 2022

Abstract

This research aims to analyze the communication strategy of the Central Body of Statitics (BPS) of Binjai Municipality in the Initial Data Collection of Socio- Economic Registration (Regsosek), and analyze both supporting and inhibiting factors of communication strategy. The research employs mixed methods. At the initial stage, data are collected using qualitative approach namely in-depth interviews while at the stage of quantitative research, the research findings are being confirmed through survey namely purposive sampling technique using questionnaires. The results indicate that BPS Binjai has determined its communication strategy in accordance with a five-step strategic plan preparation theory (Cangara, 2022). The steps of strategy determination include the selection of communicators, namely organic employees, BPS data collection team of Binjai, the mayor and government officials. The media used consists of print media such as billboards and banners, leaflets and souvenirs; audio-visual meadia such as video playback support on videotron; and internet-based new media such as chat applications (Whatsapp), websites, and social media. The result of quantitative approach indicates that the highest suitability score on the external supporting factor is the active role of government apparatus in helping to support and socialize the Regsosek to the community. On internal supporting factor, the highest suitability score is the ability of the field management team to communicate and approach respondents. On the inhibiting factor, the highest score is the difficulty of communicating with respondents who refused to be recorded and could not be met.