Persepsi Masyarakat Terhadap Pemanfaatan Grup Whatsapp Sebagai Media Komunikasi Program Keluarga Berencana: Studi Kualitatif di Kecamatan Kedungwaringin Kabupaten Bekasi

Abstract

The transformation of digital communication has encouraged the use of various social media platforms as a means of disseminating public service information, including the Family Planning Program. One widely used medium is the WhatsApp group, as it facilitates fast, easy, and interactive communication between program administrators and the community. However, the effectiveness of using this medium is not determined solely by the technological ability to deliver information, but also by how the community perceives the information received. This study aims to analyze community perceptions of the use of WhatsApp groups as a communication medium for the Family Planning Program in Kedungwaringin District, Bekasi Regency. This research employed a qualitative approach with a case study method. The research informants consisted of one Family Planning counselor, one cadre from the Rural Community Institution, and four community members selected using purposive sampling. Data were collected through in-depth interviews and analyzed using the interactive analysis model of Miles, Huberman, and Saldaña, which includes data reduction, data display, and conclusion drawing. The results of the study show that WhatsApp groups have been used as the main communication medium for disseminating information regarding family planning services, family assistance, reproductive health, and the Family Planning Program. The community perceives the information delivered through WhatsApp groups as easily accessible, relatively clear, and highly credible because it comes from Family Planning counselors and midwives. The study also found that information obtained through WhatsApp groups not only increases public knowledge about the Family Planning Program but also encourages some community members to decide to use contraceptive services. On the other hand, communication effectiveness still faces obstacles, including the large number of out-of-context messages that cause important information to be buried, as well as limited internet access among some group members. This study concludes that the successful use of WhatsApp groups as a communication medium for the Family Planning Program is influenced by the integration of digital media use, communicator credibility, group communication management, and community participation. These findings contribute to the development of digital communication studies by showing that the effectiveness of communication media is determined not only by technological characteristics, but also by the quality of social interaction and trust in information sources within digital communication spaces.