STRATEGI KOMUNIKASI PUBLIK DALAM MENDUKUNG INOVASI PELAYANAN KEIMIGRASIAN “CURUP” (CUKUP DI RUMAH URUS PASPOR) DI KABUPATEN REJANG LEBONG
Abstract
Digital transformation in immigration services does not depend solely on the availability of digital applications, but also on the ability of government institutions to communicate innovations clearly, credibly, interactively, and according to the characteristics of the target community. This study aims to formulate a public communication strategy for the “CURUP” service concept, an abbreviation of “Cukup di Rumah Urus Paspor”, which combines the convenience of digital passport administration through M-Paspor with the availability of passport services at the Rejang Lebong Public Service Mall (MPP). The study uses a qualitative systematic literature review and contextual document analysis. The literature corpus is derived from studies on government communication, digital public service innovation, M-Paspor, passport services, and digital literacy, supplemented by official information concerning passport services in Rejang Lebong. The analysis applies David K. Berlo’s Source-Message-Channel-Receiver (SMCR) framework. The findings indicate four strategic requirements. First, the source must be official, credible, coordinated, and responsive. Second, the message must be simple, operational, consistent, and transparent about which stages can be completed from home and which still require physical attendance. Third, communication channels should be integrated across social media, official websites, WhatsApp, M-Paspor, MPP, and local-government networks. Fourth, receivers must be segmented according to digital literacy, access, age, and experience. The study concludes that CURUP should be developed as a communication strategy that connects digital convenience with geographical proximity and user assistance. Public communication is therefore not merely a promotional activity, but an integral component of service innovation
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