Strategi Komunikasi Digital Sistem Pengaduan Organisasi Publik dalam Membangun Kepercayaan Pelapor

Abstract

The digitalization of complaint channels does not automatically increase complainants’ trust. This study aims to summarize digital communication factors that can shape complainants’ trust and conceptually apply them to the Digital Complaint System of Public Organization X (SPD-X). The study employs an integrative literature review of scientific articles published from 2018 to 2026 through Google Scholar, Crossref, and official publisher websites, as well as publicly available documents to understand the organizational context. The literature was selected based on its relevance to strategic communication, trust in digital government, complaint mechanisms, responsiveness, transparency, psychological safety, and communication evaluation. The review identified five factors that shape complainants’ trust: security and protection, process clarity, responsiveness and feedback, responsible transparency, and evidence of follow-up actions. Publicly available information indicates that SPD-X has several supporting foundations; however, it is insufficient to demonstrate increased complainants’ trust. This study proposes the “Safe–Clear–Trackable–Followed Up” strategy through complainant segmentation, a message house, notifications at each stage of complaint handling, and output–outtake–outcome–impact evaluation. The strategy encourages complaint channels to provide communication experiences that are safe, easy to understand, responsive, and evaluable. The study contributes by integrating strategic communication and digital government literature into a framework that can be tested without using complaint data that are not publicly available.