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PUBLISHED DATE: - 03-08-2024
https://doi.org/10.37547/tajiir/ NICSPEEP-2024-01-14
THE INFLUENCE OF SOCIAL MEDIA ON COMMUNITY
INVOLVEMENT IN PUBLIC POLICY IN MEDAN CITY
Maringan Panjaitan
HKBP Nommensen University, Indonesia
Email: -
INTRODUCTION
Current public policy must ensure that the
community can be served well, where every
existing Government requires the Government to
improve services to the community, where service
to the community is closely related to the
Government's ability to respond to every
complaint and problem around the community
(Ausat, 2023) .
Management of public services carried out by the
government includes various aspects designed to
ensure that the services provided to the
community run effectively, efficiently and meet the
needs of citizens (Mavrodieva, Aleksandrina V.,
2019) . The government determines the policies
and regulations that underlie the delivery of public
services. This policy must be prepared based on an
analysis of community needs and the potential of
RESEARCH ARTICLE
Open Access
Abstract
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available resources, and the Government can make
short, medium and long term plans to ensure public
services can run well. This includes identifying
service priorities and resource allocation (Kakar,
Allauddin and Khan, 2020) .
The public service management process involves
various government agencies and related
institutions in providing services directly to the
community. Covering health services, education,
population administration, and others, where
supervision and evaluation of public service
programs are needed so that later the Government
can determine public service policies that are in
line with what is expected and what the community
needs (Kim, Chorong, 2018) .
The process of managing public services requires
an audit process so that services and service
management comply with established procedures
and standards. Carrying out routine audits to
ensure that public services run in accordance with
provisions and achieve predetermined targets,
where through this audit process the government
must provide clear and transparent information
regarding public services and be involved in the
decision-making process, so that services
This public can run smoothly and according to
expectations
society (Wukich, 2021) .
The process of managing public services requires
the resources needed to make public service
activities successful in order to satisfy the public,
where public satisfaction is the voice expressed by
the public when they feel that the public services
provided by the Government are running as they
should (Williams, Christine B., 2018) . The
resources needed to improve public services in
order to feel satisfaction are human resources,
physical resources, such as equipment, supplies
and infrastructure, material resources, such as
materials for administrative services in various
agencies, and information resources such as the
internet and social media (Stockmann, 2023) .
Social media is needed by the Government and also
users of public services, in this case the public, to
criticize, provide suggestions on the services
provided, as well as form public responses
regarding the services provided by the
Government. This is done as a means of
improvement and also to reduce errors in the form
of service that has been provided to the community
so that later the Government can correct errors
when providing services to the community so that
later it can create maximum forms of service
(Spacek, 2018) .
Social media plays a significant role in the process
of managing public services, where social media
allows the government to disseminate information
quickly and widely to the public. Important
information such as new policy announcements,
disaster warnings, or changes in public services can
be delivered in real-time . Social media provides a
platform for the public to provide direct input
regarding public services. The government can
accommodate and respond to complaints,
suggestions and questions from citizens quickly
(Criado & Villodre, 2022) .
social media creates a form of information that can
be said to be part of improving the Government's
image on existing social media, where the
Government's image must be in accordance with
the policies implemented, thus influencing the
public's perception that existing services are good
and of good quality, so it can be said to be social
media will influence the attitudes and actions of the
Government through the alertness of its apparatus
in encouraging them to always improve the
services provided (Feezell, 2018) .
The lack of public involvement in providing
information by the Government will have an
impact on bad perceptions regarding services,
where good service is a service that allows the
public to be involved in making comments
regarding the perceived service, so that criticism,
suggestions and comments are needed as material
for improvement when distributing it. information
on social media regarding the management of
public services will be encouraged, so that with
suggestions, criticism and comments from the
public it is hoped that there will be changes and
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improvements in the Government's performance
(Kwon, K. Hazel, Shao, Chun and Nah, 2021) .
One of the things that makes existing services not
involve the community is the lack of Government
initiative in informing various media, including
social media, where the lack of internet facilities
and existing technology makes it possible for the
delivery of information regarding the management
of the services carried out to be increasingly not
conveyed well. so that community involvement in
services is reduced. As a result, the public will tend
to think that the government's performance in
services is not good and optimal and this will have
an effect on improving the image and decreasing
the quality of services.
During 2022, Medan City has carried out service
activities in accordance with the job description,
where the number of people served in that year
was around 40% and in 2023 it was around 33%
lower compared to 2022, which was caused by the
lack of information dissemination in the media.
social issues regarding the provision of services
carried out, as well as information regarding the
management of public services, so that it will have
an impact on reducing the image of the
Government which has an impact on the lack of
community involvement in the implementation of
public services in Medan City, where the
incomplete use of technological facilities is
something that has an impact on the delivery of
information and the service performance of the
Medan City Government, which has an impact on
reducing the image of the Medan City Government
as a whole.
FORMULATION OF THE PROBLEM
The problem formulation that emerges from this
research is how the variables of information
dissemination and use of technological facilities
influence community involvement in public policy
through image improvement as an intervening
variable .
RESEARCH PURPOSES
The problem formulation that emerges from this
research is how the variables of information
dissemination and use of technological facilities
influence community involvement in public policy
through image improvement as an intervening
variable .
RESEARCH ORIGINALITY
The subjects of this research are the people of
Medan City, where the variables in this research
are the independent variables, namely the
dissemination of information and service
management , the dependent variable, namely the
variable of community involvement in public policy
and the intervening variable is the image
improvement variable . The results of data analysis
used SEM analysis using SMART PLS 4.0 software.
The data collection technique is using a
questionnaire.
LITERATURE REVIEW
Use of Social Media for Public Services
By utilizing social media effectively, governments
can improve the quality of public services,
strengthen relationships with citizens, and ensure
that citizens' needs and expectations are better
met, with social media playing an increasingly
important role in public services. (Marchi, Regina
and Clark, 2021) .
Indicators of the use of social media for public
services:
1.
Availability of internet facilities
2.
Inappropriate social media platforms
3.
Content and information that has not yet
reached the public
4.
There is still a bureaucratic culture that still
covers public service activities to the
community (Walsh, Louisa, 2021) .
Dissemination of Public Service Information
Public service information dissemination is the
process by which information regarding services
provided by the government or public
organizations is disseminated to the public.
Dissemination of this information is very
important to ensure that people have fair and
equitable access to the various services available
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(Zhao, Miaoxi, Lin, Yanliu and Derudder, 2018) .
The objectives of disseminating public service
information are:
1.
Increase public awareness of available
services
2.
Increase transparency and accountability of
government or public organizations.
3.
Ensure that public service information can
be accessed by all levels of society.
4.
Encourage community participation in using
and providing feedback on public services.
5.
Providing information that can empower
people to make better decisions regarding
the services they need (Salehudin,
Mohammad, 2021) .
The indicators for disseminating public service
information are:
1.
Information reach
2.
User (community) involvement
3.
Application availability
4.
Availability of information content (Djerf-
Pierre, Monika and Pierre, 2018)
Use of Technology Facilities in Public Services
The use of technological facilities in public services
has brought many positive changes, increasing
efficiency, accessibility and quality of services
provided to the public (Wen, Nainan and Wei,
2018) .
There are several technologies used in public
services:
1.
E-Government
2.
Digitalization of Government Services
3.
Use of Mobile Applications
4.
Management information System
5.
Telemedicine
6.
Electronic Payment System
7.
Internet of Things (Anggraheni, Palupi,
Setyowaty, 2022)
The indicators of technological facilities in public
services are:
1.
Accessibility
2.
Service availability
3.
Quality of service
4.
Community involvement as control (Silva,
Patrícia, 2019)
Community Involvement in Public Policy
Community involvement in public policy is very
important to ensure that the policies made truly
reflect the needs and desires of the community. It
also helps increase transparency, accountability,
and legitimacy of the decision-making process
(Gong, Ping, 2022) .
By actively involving the public in the public policy
process, the government can ensure that the
resulting policies are more relevant, effective and
acceptable to the wider public. It also helps build
trust between the government and society, and
encourages greater participation in social and
economic development (Eom, Seok Jin, Hwang &
and Kim, 2018) .
Indicators of community involvement in public
policy are:
1.
Active community participation
2.
Access from public services
3.
Increased use of technology (Nah, Seungahn,
2021)
Image Enhancement
Image enhancement is a process carried out by
organizations, companies, or governments to
improve and strengthen the public's perception of
them. In the context of public services, improving
the image of the government or public agencies is
very important to build trust, increase public
satisfaction, and ensure continued public support
(Haryanti, Sri and Rusfian, 2019) .
Several strategies and steps that can be taken to
improve the image of public services:
1.
Publication of work reports, which routinely
publishes performance reports explaining
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achievements, budget use and results of
programs implemented.
2.
Excellent service by providing training to
public service employees to improve
competency and ability in providing friendly
and efficient services.
3.
Innovation and technology by implementing
technology to provide online public services
that are faster, more efficient and easier to
access.
4.
Public involvement and participation by
holding public consultation sessions to listen
to input and suggestions from the
community regarding the policies and
services provided (La, Viet Phuong, 2020) .
Indicators of improving the image of public
services are:
1.
Community satisfaction
2.
High level of public trust
3.
The success of the program implemented
(Williamson, Wayne and Ruming, 2020)
CONCEPTUAL FRAMEWORK
The description of the research conceptual framework is:
Figure 1 Conceptual Framework
Hypothesis
1.
The dissemination of information influences
community involvement in public services
2.
The use of technological facilities influences
community involvement in public services
3.
The dissemination of information has an
effect on improving the image of public
services
4.
The use of technological facilities has an
effect on improving the image of public
services
5.
Improving the image of public services
affects community involvement in services
6.
The dissemination of information influences
community involvement in public services
through improving the image of public
services as an intervening variable
7.
The use of technological facilities influences
community involvement in public services
through improving the image of public
services as an intervening variable.
RESEARCH METHODS
Method This research was conducted using
quantitative descriptive methods using structural
equation model (SEM) analysis methods, which
according to (Hayashi, Paulo, Abib & and Hoppen,
2019) Structural Equation Modeling with PLS
Keterlibata
n
Masyarakat
Dalam
Pelayanan
Publik
Penyebaran
Informasi
Penggunaan
Fasilitas
Peningka
tan Citra
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explains that SEM allows researchers to test
complex theoretical relationships, including the
relationship between independent and dependent
variables that may influence each other. The
population in this study was 2,494,512 residents of
Medan City in 2023, where the sampling method
was carried out using the simple random sampling
method , where according to (Hayashi, Paulo, Abib
& and Hoppen, 2019) the sampling method used
simple random sampling is is a sampling method in
which each element in the population has an equal
chance of being selected. It is the basic and most
commonly used sampling technique in statistics
due to its simplicity and ability to produce
representative samples. The number of samples
taken can be done using the Slovin formula as
follows:
n = N / ( 1 + Ne² ) = 35,450 / (1 + 35,450 x 0. 1 ²) =
99.72 = 100 people/residents of Medan City who
are served by services in Medan City
RESEARCH RESULT AND DISCUSSION
RESEARCH RESULT
Descriptive Testing
Descriptive testing was carried out by analyzing
the characteristics of 100 community units in
Medan City . The descriptive analysis regarding the
characteristics of respondents according to the
following table is:
Table 1 Characteristics of Respondents
Variable
Category
Frequency
Percentage (%)
Gender
Man
37
37
Woman
63
63
Age
20-24 Years
42
42
25-30 Years
22
22
31-40 Years
34
34
The table above explains that the respondents who
answered the most questions based on gender
were female respondents at 63% or 63
respondents, while the respondents who answered
the least questions were male respondents at 37%
or around 37 respondents. Characteristics of
respondents based on age, those who answered the
most questions were respondents in the 20-24 year
age range, amounting to 42% or 42 respondents,
while those who answered the least were
respondents in the 31-40 year age range, 22% or
22 respondents.
The output from the SEM test can be described
through the following Bootstrapping diagram :
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Figure 2 Bootstrapping diagram
Convergent Validity Analysis
(Hayashi, Paulo, Abib & and Hoppen, 2019) states
that convergent validity analysis shows that
variables that should be related to each other
theoretically are indeed highly correlated
empirically. In the context of Structural Equation
Modeling (SEM) and confirmatory factor analysis
(CFA), convergent validity is an important aspect of
construct validity . The results of the convergent
validity test in this research are:
Table 2 Test Convergent Validity
Variable
Indicator
Outer
Loading
Information
Dissemination
(X
1
)
PI 1
0.852
PI 2
0.873
PI 3
0.835
PI 4
0.824
PI
PI 2
PI
3
0,8
35
0,8
52
PC
KMDP
P
KMDP
P 1
KMDP
P 2
KMDPP
3
0,8
81
0,8
52
0,8
33
4,2
27
6,4
27
PI
1
0,8
73
PC
1
PC
2
PC
3
6,5
47
5,2
30
0,8
81
0,8
62
5,3
54
0,8
13
PFT
PP
1
PP
2
PP
3
0,8
45
0,7
53
0,8
62
3,4
10
6,5
38
PI
4
0,8
24
PP
4
0,8
54
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Use of
Technology
Facilities (X
2
)
PFT 1
0.845
PFT 2
0.753
PFT 3
0.862
PFT 4
0.854
Community
Involvement
in Public
Services (Y)
KMDPP 1
0.833
KMDPP 2
0.852
KMDPP 3
0.881
Image
Enhancement
(Z)
PC 1
0.881
PC 2
0.862
PC 3
0.813
Source: Data Processing Results with PLS 3.0,
2024
The table above states that the data from each
variable is suitable to be submitted as material for
carrying out subsequent data analysis .
Average Variant Extracted (AVE) Analysis
(Hayashi, Paulo, Abib & and Hoppen, 2019) states
that the AVE test is used to test convergent validity
in Structural Equation Modeling (SEM) and
Confirmatory Factor Analysis (CFA) . The Average
Variant Extracted (AVE) test results are in the
following table:
Table 3 AVE Test
Variable
AVE
Information
Dissemination (X
1
)
0.83 6
Use
of
Technology
Facilities (X
2
)
0.875
Community
Involvement in Public
Services (Y)
0.842
Image Enhancement (Z)
0.858
Source: Data Processing Results with PLS 4.0,
2024
The table above describes the Average Variant
Extracted (AVE) value of greater than 0.5, which
means that the data distribution is valid and
suitable to be submitted as material for carrying
out subsequent data analysis.
Composite Reliability Analysis
According to (Hayashi, Paulo, Abib & and Hoppen,
2019) Composite Reliability testing is a technique
used to determine whether the construct model is
reliable. This can be seen in the following table:
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Table 4 Composite Reliability Test
Variable
Composite Reliability
Information Dissemination (X
1
)
0.884
Use of Technology Facilities (X
2
)
0.824
Community Involvement in Public
Services (Y)
0.764
Image Enhancement (Z)
0.874
Source: Data Processing Results with PLS 4.0, 2024
The table above states that value Composite
reliability is greater than 0.6 , where the data
distribution is relevant and appropriate, and is
suitable to be submitted as material for carrying
out subsequent data analysis . .
Discriminant Validity Analysis
In Discriminant Validity analysis, it is important to
ensure that variables that should be uncorrelated
or only slightly correlated actually show this
pattern. The results of the Discriminant Validity
analysis can be seen in Table 5 below:
Table 5 Discriminant Validity Analysis
Increase in
Household
Income
Moderating
Effect 1
Increase in
Household
Income
Moderating
Effect 2
Increase in
Household
Income
Moderating
Effect 3
Increase in
Household
Income
Moderating
Effect 4
Information
Dissemination
,769
1,000
,744
,623
Use of
Technology
Facilities
,667
,744
1,000
,726
Community
Involvement
in Public
Services
,757
,786
,846
,769
Image
Enhancement
1,000
,744
,667
,636
Source: PLS Data Processing Results, 2024
Based on the table above, it can be seen that the AVE values of the construct equations do not
influence each other, so they have met the
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Discriminant Validity value .
Path Coefficient Testing
As for the path coefficient test can be seen through
the following table:
Table 6 R Square Test
Variable
R Square
Information Dissemination (X
1
)
0.887
Use of Technology Facilities (X
2
)
0.841
Community Involvement in Public
Services (Y)
0.884
Image Enhancement (Z)
0.847
Source: Data Processing Results with PLS 4.0, 2024
From the table above, the R Square value of the
variable community involvement in public services
is explained by the variables dissemination of
information, use of technological facilities and
image enhancement of 88.4%, while the remaining
12.6% can be explained by other variables not
included in this research.
Hypothesis testing
The results of hypothesis testing can be seen as
follows:
Table 7 Hypothesis Testing
Hypothesis
Influence
T-Statistics
P-Value
Results
H1
Dissemination
of information
on community
involvement in
public services
6,427
0.003
Accepted
H2
Use of
technological
facilities for
community
involvement in
public services
5,230
0.001
Accepted
H3
Dissemination
of information
to improve
image
6,547
0.001
Accepted
H4
Use of
technological
facilities to
improve image
6,538
0.004
Accepted
H5
Improving the
image
of
increasing
community
involvement in
public services
4,227
0,000
Accepted
H9
Dissemination
of information
5,354
0,000
Accepted
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on community
involvement in
public services
through image
enhancement
as
an
intervening
variable
H10
The
use
of
technological
facilities
for
community
involvement in
public services
through image
enhancement
as
an
intervening
variable
3,410
0,000
Accepted
Source: Data Processing Results with PLS 3.0, 2023
According to the table above, it can be concluded
that partially the variables of information
dissemination and use of technological facilities
influence community involvement in public
services and influence image improvement.
Simultaneously, the variables of information
dissemination and use of technological facilities
influence community involvement in public
services through the variable of improving
community image as an intervening variable.
DISCUSSION
Information
Dissemination
Influences
Community Involvement in Public Services
The results of the research state that the
dissemination
of
information
influences
community involvement in public services. This is
in accordance with research from (Kim, Chorong,
2018) which states that disseminating public
service information on social media will be able to
create great involvement from the community in
public services, where public services target some
of the community who need services from the
Government of a region.
Use of Technology Facilities Influences
Community Involvement in Public Services
The research results explain that the use of
technological facilities influences community
involvement in public services. This is in line with
research (Mavrodieva, Aleksandrina V., 2019)
which states that the use of technological facilities
in public services will create a lot of community
involvement because the services served require
complete community participation.
Information Dissemination Influences Image
Improvement
According to research results, information
dissemination
variables
influence
image
improvement . This is in accordance with research
(Zagidullin, Marat, Aziz & and Kozhakhmet, 2021)
which states that the dissemination of existing
information about public services on social media
will have an impact on improving the image of the
Government in a country or region.
Use of Technology Facilities Influences Image
Improvement
According to research results, product design
variables influence creativity. This is in accordance
with research (Cho, Wonhyuk and Melisa, 2021)
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which states that the use of technological facilities
in providing information to social media regarding
services will have a positive impact on increasing
the positive image of government service
performance.
Image Improvement Influences Community
Involvement in Public Services
The results of the research state that improving
image has an effect on community involvement in
public services. This is in accordance with research
(Yang, Yang and Su, 2020) which explains that an
improved image of government services will create
the government's ability to involve the community
in existing public service activities.
Information
Dissemination
Influences
Community Involvement in Public Services
Through Image Improvement as an Intervening
Variable
The research results show that the information
dissemination variable influences community
involvement in public services through image
improvement as an intervening variable . This is in
accordance with research (Lin, Yanliua and Kant,
2021) which explains that disseminating existing
information will make the community involved in
helping services and community involvement
means there is community trust in the services
provided by the local government.
Product
Design
Influences
Increasing
Household Income Through Creativity as an
Intervening Variable
The research results show that the information
dissemination variable influences community
involvement in public services through image
improvement as an intervening variable . This is in
accordance with research (Ausat, 2023) which
states that the use of information technology can
help increase community involvement to be served
well and is the basis for improving the
Government's self-image.
IMPLEMENTATION
The smoother the dissemination of information on
social media and the adequate use of technology
will influence increased community involvement in
public services, where increasing community
involvement through progressive responses from
the community will have an impact on improving
the Government's image in serving the community.
CONCLUSION
From the results of this research, the conclusions
that exist are, namely, partially the variables of
information dissemination and the use of
technological facilities have an effect on
community involvement in public services and
have an effect on improving the image.
Simultaneously, the variables of information
dissemination and use of technological facilities
influence community involvement in public
services through the variable of improving
community image as an intervening variable.
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