Electronic Theses and Dissertation

Pemerintah menerapkan penggunaan qr code untuk pembelian bbm bersubsidi guna memastikan penyaluran tepat sasaran. pertamina sales retail aceh turut menyosialisasikan kebijakan ini ke spbu di banda aceh dan aceh besar. namun, implementasinya mengalami hambatan pada penyalahgunaan sistem dan rendahnya rasa kepemilikan bagi mitra. penelitian ini mengkaji strategi komunikasi pertamina dalam menyampaikan kebijakan tersebut kepada mitra dan operator spbu agar pelaksanaannya lebih efektif dan sesuai regulasi. penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi pertamina sales retail aceh selama ini dalam menyosialisasikan penerapan qr code pada bbm bersubsidi tepat sasaran. riset ini menggunakan teori difusi inovasi dengan metode penelitian kualitatif. data dikumpulkan dengan wawancara mendalam kepada office service retail dan tad digitalisasi pertamina sales retail aceh serta pengawas, manager, dan operator di empat spbu yang ada di banda aceh serta aceh besar, observasi dan dokumentasi. temuan dalam penelitian ini menunjukkan bahwa adanya hambatan dalam strategi komunikasi yang dilakukan oleh pertamina sales retail aceh dalam penerapan aturan qr code bagi mitra dan operator spbu di banda aceh dan aceh besar yang termuat pada indikator to secure understanding, to establish acceptance, dan to motivate action. hal ini mencakup pemahaman dan penerimaan mitra spbu terhadap kebijakan subsidi tepat masih belum merata akibat keterbatasan pelatihan, kurangnya dukungan teknis, media komunikasi kurang efektif, tidak disediakannya pedoman pelayanan kendala, masih ditemuinya operator yang melanggar aturan, solusi yang terbatas, serta minimnya keterlibatan operator dalam praktik langsung pada kebijakan qr code. dari kajian ini memperlihatkan pentingnya penguatan komunikasi interpersonal di lapangan, penyediaan media informasi yang mudah diakses di spbu, adanya pemberdayaan agen komunikasi lokal serta pentingnya diadakan pengembangan model komunikasi adaptif berbasis lokal. kata kunci: strategi komunikasi, qr code, pertamina, bbm bersubsidi, spbu

The government has implemented the use of QR Codes for subsidized fuel purchases to ensure targeted distribution. Pertamina Sales Retail Aceh has also socialized this policy to gas stations in Banda Aceh and Aceh Besar. However, its implementation has encountered obstacles due to system misuse and a low sense of ownership among partners. This study examines Pertamina's communication strategy in conveying the policy to partners and gas station operators to ensure its implementation is more effective and in accordance with regulations. This study aims to determine how Pertamina Sales Retail Aceh's communication strategy has been in socializing the implementation of QR Codes for targeted subsidized fuel. This research uses the Diffusion of Innovation theory with qualitative research methods. Data were collected through in-depth interviews with the Office Service Retail and TAD Digitalization of Pertamina Sales Retail Aceh as well as supervisors, managers, and operators at four gas stations in Banda Aceh and Aceh Besar, observation, and documentation. The findings in this study indicate that there are obstacles in the communication strategy carried out by Pertamina Sales Retail Aceh in implementing QR Code regulations for partners and gas station operators in Banda Aceh and Aceh Besar, which are included in the indicators To Secure Understanding, To Establish Acceptance, and To Motivate Action. This includes the understanding and acceptance of gas station partners towards the appropriate subsidy policy which is still uneven due to limited training, lack of technical support, ineffective communication media, lack of service guidelines for obstacles, still encountered operators who violate the rules, limited solutions, and minimal operator involvement in direct practice on the QR Code policy. From this study shows the importance of strengthening interpersonal communication in the field, providing easily accessible information media at gas stations, empowering local communication agents and the importance of developing locally based adaptive communication models. Keywords: Communication strategy, QR Code, Pertamina, Subsidized Fuel, Gas Station