Open Access
Articles
Abstract
This study aims to analyze the implementation of Marketing Public Relations (MPR) in the digitalization of public information services and its implications for public trust at PT Pertamina (Persero). This research employs a qualitative approach using a document-based case study design. The data consist of 25 selected documents, including official company reports, PPID Pertamina website content, and credible online media such as Kompas.com and CNBC Indonesia, published between 2020 and 2025. Data were analyzed using thematic analysis through systematic stages of data reduction, coding, categorization, and interpretation. The findings reveal that the implementation of digital public information services is manifested in three key dimensions: information transparency, service responsiveness, and communication interactivity. These dimensions are operationalized through features such as open access to public documents, structured digital information request systems, and two-way communication mechanisms via online platforms. The analysis further indicates that these practices contribute to the formation of digital engagement, which mediates the relationship between digital communication practices and the development of organizational credibility and public trust. Unlike previous studies that predominantly focus on social media as the primary communication channel, this study highlights digital public information services as an integral component of Marketing Public Relations. This study contributes to the literature by positioning public information services not merely as an administrative function, but as a strategic communication instrument in building organization–public relationships. However, the study is limited by its reliance on secondary data and does not directly capture public perceptions.
Article Details
How to Cite
Citation FormatBalqis, N. H., Safira, K. B., Putri, E., & Purwidyasmara, B. S. (2026). Implementasi Marketing Public Relations dalam Digitalisasi Layanan Informasi Publik: Studi Kasus pada PT Pertamina (Persero) dan Implikasinya terhadap Kepercayaan Publik. Jurnal EMT KITA, 10(4), 2440-2447. https://doi.org/10.35870/emt.v10i4.6872
References
26 References- Almeida, F., Faria, D., & Queirós, A. (2022). The role of digital transformation in public service delivery and citizen trust. Sustainability, 14(9), 4939. https://doi.org/10.3390/su14094939.
- Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1.
- Asosiasi Penyelenggara Jasa Internet Indonesia. (2023). Laporan survei penetrasi internet Indonesia 2023.
- Criado, J. I., Sandoval-Almazan, R., & Gil-Garcia, J. R. (2021). Government innovation through social media. Government Information Quarterly, 38(1), 101535.
- Criado, J. I., Villodre, J., & Ruvalcaba-Gómez, E. A. (2021). Digital public services and citizen trust: A systematic review. Government Information Quarterly, 38(4), 101583. https://doi.org/10.1016/j.giq.2021.101583.
- Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., … Williams, M. D. (2022). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2020.101994.
- Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2023). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2021.102168.
- Edelman. (2023). 2023 Edelman Trust Barometer.
- Huang, Y. (2021). Building public trust through digital communication: The role of transparency and engagement. Public Relations Review, 47(1), 102012.
- Kent, M. L., & Taylor, M. (2021). From homo economicus to homo dialogicus: Rethinking social media use in public relations. Public Relations Review, 47(1), 101962. https://doi.org/10.1016/j.pubrev.2020.101962.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Kumalasari, A., Musa, H. G., Emovwodo, S. O., & Aditasari, K. (2024). How digital communication transparency and public trust shape crisis communication. Journal of Communication Management.
- Kurniawan, A., & Wijoyo, S. (2025). Strategic public relations for strengthening public trust in government. International Research Journal of Business Studies.
- Kusuma, A., Dwihantoro, P., & Rizal, M. I. (2024). Digital communication model in increasing public trust. COMMICAST.
- Lovari, A., & Valentini, C. (2020). Public sector communication and social media: Opportunities and limits of current policies, activities, and practices. Public Relations Review, 46(2), 101836. https://doi.org/10.1016/j.pubrev.2020.101836.
- Men, L. R., & Tsai, W. H. S. (2021). How companies cultivate relationships with publics on social media: Evidence from China and the United States. Public Relations Review, 47(1), 101971. https://doi.org/10.1016/j.pubrev.2020.101971.
- Moleong, L. J. (2018). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.
- Nurlaila, S., Susilawati, E., Fajarwati, N. K., Laksana, A., & Fitrianti, R. (2025). Public relations as a pillar of reputation and public trust. Dialogika: Jurnal Penelitian Komunikasi dan Sosialisasi, 2(1), 45–60.
- Song, C., & Lee, J. (2020). Citizens’ use of social media in government, perceived transparency, and trust in government. Public Performance & Management Review, 43(5), 1202–1227. https://doi.org/10.1080/15309576.2020.1713408.
- Sugiyono. (2022). Metode penelitian kualitatif. Alfabeta.
- UNESCO. (2022). Global framework of digital literacy skills for citizens. UNESCO Publishing.
- Verčič, D., Verčič, A. T., & Sriramesh, K. (2015). Looking for digital in public relations. Public Relations Review, 41(2), 142–152. https://doi.org/10.1016/j.pubrev.2014.12.002.
- Vial, G. (2019). Understanding digital transformation. Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003.
- Wardhani, S. P., & Salsabila, N. R. (2025). Public relations innovation in the digital era: Building public organizations’ reputations through social media. Indonesian Journal of Education and Social Studies.
- Wirtz, B. W., & Müller, W. M. (2019). Public sector digitalization and the role of public communication. International Journal of Public Administration, 42(7), 593–606. https://doi.org/10.1080/01900692.2018.1498104.
- Zhao, Y., Wang, X., & Sun, J. (2023). Digital communication strategies and public trust: Evidence from online platforms. Journal of Business Research, 156, 113476. https://doi.org/10.1016/j.jbusres.2022.113476.
License
Copyright (c) 2026 Naila Harmalia Balqis, Kherlin Bunga Safira, Erliana Putri, Bayu Setyayoga Purwidyasmara
This work is licensed under a Creative Commons Attribution 4.0 International License.
This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.
Downloads
OJS UsageStats Plugin
Download data is not yet available.
Similar Articles
- Digitalisasi Desa Wisata Berbasis Community-Based Sustainable Tourism (CBST) dan Hubungannya dengan Daya Saing serta Keberlanjutan Desa Wisata Karawang Neni Sumarni, Enjang Suherman, Citra Savitri · Jurnal EMT KITA · Vol. 11 No. 1 (2027): JANUARY 2027
- Analysis of Factors Affecting MSME Productivity in Langsa City Tourism Village Nurhafifah Atni, Suri Amilia, Riny Chandra, Imam Gunanjar · Jurnal EMT KITA · Vol. 10 No. 3 (2026): JULY 2026
- Menumbuhkan Minat Menabung Mahasiswa: Pengaruh Literasi Keuangan Islam, Motivasi, Digitalisasi, dan Kepercayaan Siti Halimah Hasibuan, Anriza Witi Nasution, Zulhendry Zulhendry, Muhammad Zuardi, Nuraini Nuraini · Jurnal EMT KITA · Vol. 10 No. 1 (2026): JANUARY 2026
- Digitalisasi Sebagai Strategi Revitalisasi Usaha Mikro Kecil dan Menengah (UMKM) di Masa Pandemi Covid-19 Ismail Ismail, Saiful Bahgia · Jurnal EMT KITA · Vol. 5 No. 2 (2021): JULY-DECEMBER 2021
- Dampak Teknologi Digital Terhadap Pertumbuhan Ekonomi Zainal Arifin · Jurnal EMT KITA · Vol. 9 No. 2 (2025): APRIL 2025
You may also start an advanced similarity search for this article.
Most read articles by the same author(s)
- Analisis Kapabilitas Proses Produk Roti Menggunakan Metode Six Sigma pada Home Roti Skala UMKM Naila Harmalia Balqis, Ulfa Ainul Lathifah, Kherlin Bunga Safira, Erliana Putri, Riska Fii Ahsani · Vol. 10 No. 4 (2026): OCTOBER 2026
Contrimetric