Pemanfaatan Artificial Intelligence (AI) Dalam Optimalisasi Kinerja Humas Universitas Untuk Peningkatan Reputasi Institusi : Studi Kasus Universitas Tribhuwana Tunggadewi Malang
DOI:
https://doi.org/10.58812/jmws.v5i02.3235Kata Kunci:
Artificial Intelligence, Humas Perguruan Tinggi, Manajemen Reputasi, Komunikasi Digital, Studi KasusAbstrak
Perkembangan teknologi digital dan kehadiran Artificial Intelligence (AI) mendorong transformasi peran humas perguruan tinggi dari sekadar penyampai informasi menjadi pengelola komunikasi berbasis data yang berorientasi pada penguatan reputasi institusi. Penelitian ini bertujuan memahami bentuk pemanfaatan AI dalam aktivitas Humas Universitas Tribhuwana Tunggadewi Malang, menganalisis dampaknya terhadap efisiensi dan efektivitas kerja, mengevaluasi kontribusinya terhadap reputasi institusi, mengidentifikasi tantangan implementasi, serta merumuskan rekomendasi strategis optimalisasi AI dalam kehumasan perguruan tinggi. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus, melibatkan Kepala UPT Humas & Protokoler, staf humas, admin media sosial, pimpinan unit, dan mahasiswa yang dipilih melalui purposive sampling, dengan teknik pengumpulan data wawancara mendalam, observasi, dan dokumentasi yang dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa AI dimanfaatkan terutama untuk produksi konten, desain visual, pengelolaan media sosial, dan monitoring media, sehingga meningkatkan efisiensi waktu produksi konten hingga sekitar 60–75% dan kapasitas publikasi digital hingga 140–160%, sekaligus memperbaiki kualitas narasi dan pengambilan keputusan berbasis data. Kebaruan penelitian terletak pada pemetaan holistik pemanfaatan AI di humas perguruan tinggi swasta Indonesia dengan mengintegrasikan perspektif praktisi, pimpinan, dan mahasiswa, serta mengungkap kesenjangan antara potensi AI dan implementasi aktual dalam manajemen reputasi institusi. Implikasi praktisnya, perguruan tinggi perlu mengembangkan kebijakan, roadmap, dan program peningkatan kapasitas SDM untuk memastikan pemanfaatan AI yang etis, terukur, dan berkelanjutan dalam penguatan reputasi institusi.
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