MODEL KOMUNIKASI MANAJERIAL DALAM PENYESUAIAN PROSEDUR LAYANAN MYPERTAMINA (STUDI KASUS STASIUN PENGISIAN BAHAN BAKAR UMUM 34-15101 PT PASTI PAS BAROKAH TANGERANG)

Abstract

This study aims to understand the process of organizational communication in responding to changes in service procedures following the implementation of the MyPertamina digital system at SPBU PT Pasti Pas Barokah Tangerang. The transition from a manual to a digital system creates a level of equivocality among operators in the field, requiring communication to build shared understanding. This study employs a qualitative approach with a constructivist paradigm and is analyzed using Karl Weick’s Organizational Information Theory, which emphasizes the processes of enactment, selection, and retention. The findings illustrate that managerial communication between supervisors and operators occurs through a dynamic interaction cycle consisting of act, respond, and adjust in dealing with equivocal information. The enactment stage is reflected in how employees identify challenges in the implementation of the digital system, followed by the selection stage through intensive communication in shaping understanding, and the retention stage in the form of formalizing procedures into organizational standard operating practices. In addition, the study reveals several constraints, including limited technical understanding, adaptation to new technology, and differences in interpreting procedures. Overall, this study describes the role of organizational communication in the sensemaking process within the context of digital service transformation.