Profbamban 521 1 Iapapro S PDF

1 Public Service and Utilitites
Proceeding
PUBLIC SERVICES
AND
UTILITIES
Editor:
Prof. Bambang Supriyono, MS
Published by:
UB Press and Faculty of Administrative Science
University of Brawijaya
Public Service & Utilities
e-ISBN : 978-602-203-452-0
Copyright@May, 2013
Published by :
Universitas Brawijaya Press (UB Press)

Veteran St., Malang 65145 Indonesia
Phone: 0341-551611 Ext. 376
Fax: 0341-565420
e-Mail: ubpress@ub.ac.id, ubpress@gmail.com
http://www.ubpress.ub.ac.id
PREFACE
The edition of Public Services and Utilities is the fifth part of a series of
international seminar proceedings as a result of ASPA Indonesia International Seminar and
IAPA Annual Conference which has been held on June 2012.This book sought to address
a problem faced sooner or later by all scholars and practitioners of public administration.
Public service can be defined as any service, either in the form of public goods and public
services that in principle responsible and implemented by Government Agencies in an
effort to meet the needs of the community as well as in the implementation of the
provisions of the legislation. There are five characteristics that can be used to distinguish
three types of public service, namely:
1. Adaptability service. This means that the degree of change in accordance with changing
demands of the service requested by the user.
2. Bargaining position of the user / client. The higher the bargaining position of the user /
client, the higher chances of users to ask for better service.
3. Market type. These characteristics describe the number of existing service providers,
and its relationship with the user / client.
4. Locus of control. These characteristics explain who is in control of the transaction,
whether the user or the service provider.
5. Nature of the service. This shows the interest of the user or the service provider who is
more dominant.
This book have numerous articles addressed public services and utilities for a good
public services to ensure citizen prosperity
Many deserve thanks for making this fifth edition of Public Services and Utilities
possible. We appreciate the hard work, faith in the project, and patience in seeing it through
to fruition of our editor of this book. We also have a long list of debts to many others
whose contributions through this first edition should not go unmentioned.
Chairman of Committee
Dr. M. R. Khairul Muluk, M.Si
Public Service and Utilitites iii

List of Contents
Preface ..................................................................................................................................ii
List of Contents ...................................................................................................................iii
Recent Public Service Reform in the Primary Health Care
Achmad Chusnul Chuluq Ar .............................................................................................. 1
The Policy Formulation Determination Process in Effort to Give Health Services to Society
in Saiful Anwar Hospital Malang
Ahmad Sofwani.................................................................................................................. 14
The Impact of Ethnic Work Culture on Civil Servant Work Culture (a Case Study of Work
Culture Punctuality and Transparency of Public Service in Pasaman Barat)
Aldri Frinaldi ..................................................................................................................... 22
Institutional Perspective on Implementation of Public Service Network in Indonesia
Alwi ..................................................................................................................................... 40
Restructurization of Organizational Structure and Governance System in the Fulfilling of
the Public Service Needs
Andin Niantima Primasari................................................................................................ 46
The Transformation and Implementation of the Government Organizational Culturein the
Excellent Public Service
Ani Yuningsih..................................................................................................................... 56
Optimization of Public Service Commitment of the Agricultural Extension Officer in order
to Maintain and Enhance Food Self-Sufficiency in Cianjur
Candradewini..................................................................................................................... 65
The Level of the Community Satisfaction Towards the Quality of the Online Identity Card
Service (A Study at Gondangwetan Subdistrict in Pasuruan)
Eva Hany Fanida, Laksmi Ayu Widyarini...................................................................... 75
Influence of Use and Service for Mobile Banking and User Satisfaction Loyalty Users
(Study on Mobile Banking Users in East Java)
Lailatul Farida ................................................................................................................... 89
Public Service Reform:Lesson Learned from Japannese Practice
Meiliyana .......................................................................................................................... 118
Public Service in the Era of Regional Autonomy (The Study of Basic Administrative
Services at the District Office of Gubeng Surabaya)
Meirinawati ...................................................................................................................... 123
The e-Government for Providing Public Service: The Implementation of e-Identity Card (e-
KTP) in Indonesia
NieviaAfinaWilujeng ....................................................................................................... 143
The Measurement of Consumer Satisfaction on Tirta Wening Local Water Company: One
of the Efforts in The Assessment of Company Performance
Nina Karlina..................................................................................................................... 156
iv Public Service and Utilitites

The Study of Water Supply Service in the Project of Bottled Drinking Water Quality in
the Public Water Supply A Case Study in Bangkok, Thailand
Noppawan Phuengpha.....................................................................................................168
Bureaucracy in Ethics in Public Service
Nur Fitriyah......................................................................................................................184
The Anteseden Variable of Customer Satisfaction (Studies on Muhammadiyah University
In East Java)
Nurul Qomariah...............................................................................................................195
Public Service and Utilities* (Improvement Public Services and Utilities Through
Innovative Governance and Cooperation between Local Government)
Soleh Suryadi....................................................................................................................207
Improving Service Quality in Public Housing
Septiana Pancawati..........................................................................................................216
Dimensions of Service Quality to Customer in the Thai Public Organization Sector
Supit Wongyanon.............................................................................................................230
Role of Public Institution in Protecting the Risk Students: Case of Environment Influence
in Elementery Students
Habit Syaifudin Zakir......................................................................................................237
Jakarta Punya! : A Strategic Innovation of Jakarta Service City as Improvement for a Better
Quality
Yuliandre Darwis .............................................................................................................247
Public Service and Utilitites v

Recent Public Service Reform in the Primary Health Care
Achmad Chusnul Chuluq Ar1

Student Doctoral Degree Department of Public Administration, Faculty of
Administrative Science University of Brawijaya and Lecturer at Medical Faculty
(Department of Public Health)
University of Brawijaya University
Email: chusnul_cq@yahoo.com
Abstract: Primary health care is a form of public service that should be implemented in good
governance. Good governance is oriented on two things, namely first the orientation of the ideal state
that is directed at achieving national objectives and refers to the democratization of the life of the
state with its constituent elements, such as legitimacy, accountability, securing of human rights,
autonomy and devolution of power, and the assurance of civilian control. And second the ideal
functioning government that is effective and efficient in its efforts to achieve national objectives. In
this context, a good governance depends on how far the structure as well as political and
administrative mechanisms to function effectively and efficiently. Public service involves three
things:administrative services, the provision of public goods and the provision of public services.
A four-point framework for Primary Health Care (PHC) policy (WHO report, 2008) the
countries: (1). should aim for universal coverage reforms to improve health equity, (2). there should
be service delivery reforms designed to reorganize services around primary care, should be delivered
by multi-professional teams that provide comprehensive care, co-ordinate hospital and other
specialized patient services, build partnerships with patients, and promote disease prevention, (3).
WHO advocated for public policy reforms that integrate public health initiatives into primary care
delivery, but also that member states work to promote health in the policies of other sectors that
influence community behavior and outcomes and aim for 'inter sectoral collaboration', and (4). set of
leadership reforms was proposed to steer away from either 'command and control' or 'laissez-faire
disengagement' towards a participatory style that promotes 'policy dialogue with multiple
stakeholders
In this article we have three main objective for present, 1stdescribe the primary health care
reform (PHC) in Asia, Australia, Europe and North America, 2nd the Canadian Experience of PHC
reform.
Keyword: Primary Health Care, Public Service, Good Governance.
Introduction
Primary health care is a form of public service that should be implemented in good
governance. Governance is defined as a synergistic and constructive relationship between
1
Student Doctoral Degree Department of Public Administration Faculty Of Administrative Science Brawijaya
State University.
Lecturer at Medical Faculty (Department of Public Health) Brawijaya University
Paper for IAPA International Seminar, Jun, 2012
Public Service and Utilitites 1

state, private sector (businesses), and the community (society) (by UNDP)Health and health
services occur within particular physical environments and their historical, socio-political,
economic, and cultural contexts that shape the social determinants of health for individuals,
families, groups, communities, regions, or countries.
Primary care reform is now a worldwide imperative. National health care systems
with strong primary care infrastructures have healthier populations, fewer health-related
disparities and lower overall costs for health care. In the World Health Report, 2008
explained that all countries were encouraged to orient their health care systems toward
strengthened primary care. Such reforms are unlikely to improve overall population health,
equalize distribution of health care resources or reduce costs unless they address both the
systemic and clinical characteristics of primary care. To achieve effective primary health
care at the systemic level, several evidence-based goals must be met. These include the
equitable distribution of resources, progressive and universal financing, low or no
copayments and comprehensive coverage.
Primary health care is comprised of primary care, disease prevention, health
promotion, population health and health development of society as a whole with
the main objective focused on the maintenance of public health. (Shoultz&
Hatcher, 1997; WHO-1978).
The cornerstones of PHC are access, equity, essentiality, appropriate technology,
multisectoral collaboration, and community participation and empowerment (WHO).
Primary care the provision of integrated, accessible health care
services by clinicians who are accountable for addressing a large majority of
personal health care needs, developing a sustained partnership with patients,
and practicing in the context of family and community (Institute of
Medicine, 1994)
Question paper:
Should the primary health care reform?
The key components of primary care at the clinical level include access to and use of first-
contact care, patient-focused (rather than disease-focused) care over time for defined
populations, services that are comprehensive and timely, and coordination of care when
patients need services elsewhere.
The findings of Glazier and colleagues that the key points successful PHC reform are:
To achieve health care systems oriented toward primary care, efforts at reform must
address both the systemic and clinical characteristics of primary care.
The model of physician reimbursement is not related to patient outcomes, although cost
may be affected when financial incentives for non indicated care are included.
Increases in costs for health care are driven mainly by use of expensive technology and
specialist care.
If health care systems are to become more effective and more equitable, care must
become more focused on patients than on disease.

The King County Board of Health (the Board) adopted six principles for health
care reform in September 2008, namely:
Principle 1: All people have access to affordable, comprehensive health care services on an
equitable basis. All individuals are able to access the right care in the right place
at the right time.
Universal. Access to health care cannot be limited or denied based upon ability to pay,
preexistingconditions, gender, age, race, ethnicity, sexual orientation, immigration status,
neighborhood, availability of transportation or other factors.
Affordable. The costs of care are based upon the individuals ability to pay.
Equitable. Services are conveniently located and equitably distributed; facilities have
adequateresources to provide preventive, diagnostic and treatment services.
Comprehensive. A uniform set of services is guaranteed and equally available to all
people on the basis of clinical need and must include, among other things, medical,
preventive care, mental health, substance abuse, dental, vision, reproductive health, and
end of life care.
Principle 2: All health care is clinically appropriate and provided in a timely, safe, and
patient centered manner.
Clinically appropriate. Quality health services meet the most current scientific and
clinical standards (best practices).
Patient-Centered.
o Benefits design and financial incentives are linked to clinically appropriate care and
improvement of patient health outcomes.
o Patients have access to a health care home which provides primary care
o Health practitioners and patients have access to up-to-date, evidence-based
information to make decisions about health care treatments and options without undue
third party interference.
Principle 3: Health services financing is designed and allocated so as to provide permanent,

stable, and sufficient funding for high-quality, universal health care.
Cost-effective health delivery systems. Practitioners and health care systems incorporate
efficient health care delivery practices to increase value and reduce waste (e.g., electronic
health records, care coordination, etc.).
Efficiency.
o Administrative systems, including payment mechanisms, are non-duplicative and easy
to use.
o Financial incentives are designed to produce an efficient care delivery system with
rational cost controls.
Risk sharing. Health services financing is designed so that, in an insurance system, risks
are shared as broadly as possible across populations.

Principle 4: Health services delivery systems are responsive to the needs of the community
they serve. Community members collaborate with health care systems to
ensure the delivery of appropriate high quality health care services.
Collaboration.
o Community members, including patients, participate in the development ofhealth
services design, delivery and evaluation.
o The health care system is integrated with community services that promote
health, including services that assist people with special needs.
o Health information is widely and effectively disseminated (e.g.,
communitynewspapers, schools, libraries, on-line, etc.).
Accountability.
o Financing systems, practitioners, health systems, and public agencies
operatetransparently.
o The health care system collects and publicly reports performance data onaccess to and
quality of care at both the system and provider level.
Principle 5: The best investments are those that prevent disease and promote good health in
the most cost-effective manner.
Health promotion.
o Local public health and health care services support one another and are part of state,
regional and national strategies to increase healthy years lived.
o The health care system encourages and provides incentives to patients to actively
participate in promoting and maintaining their own health.
Disease prevention. Evidence-based, preventive services, including screenings and
immunizations, are available to all individuals.
Principle 6: Health services delivery and financing systems employ strategies, policies, and
interventions aimed at achieving health equity.
Achieving health equity.
o Health care services are sensitive and responsive to patient needs and cultural norms.
o Health care systems collaborate with local public health, education, social services,
and other community-based programs to support state, regional and national strategies
to increase healthy years lived and achieve health equity.
o Public health system collects and reports data on the health status of the population,
with a specific focus on health equity.
President Obama presented eight principlesfor health care reform in the budget he
provided to Congress at the end of February 2009 (the Obama Principles). They are:
1. Protect families financial health. The plan must reduce the growing premiums andother
costs American citizens and businesses pay for health care. People must beprotected
from bankruptcy due to catastrophic illness.
2. Make health coverage affordable. The plan must reduce high administrative costs,
unnecessary tests and services, waste and other inefficiencies that consume money
withno added health benefits. functioning of the aim for universality. The plan must put
the United States on a clear path to cover allAmericans.

3. Provide portability of coverage. People should not be locked into their job just to
securehealth coverage, and no American should be denied coverage because of pre-
existingconditions.
4. Guarantee choice. The plan should provide Americans a choice of health plans
andphysicians. They should have the option of keeping their employer-based health plan.
5. Invest in prevention and wellness. The plan must invest in public health measuresproven
to reduce cost drivers in our system such as obesity, sedentary lifestyles andsmoking
as well as guarantee access to proven preventive treatments.
6. Improve patient safety and quality care. The plan must ensure the implementation
ofproven patient safety measures and provide incentives for changes in the delivery
systemto reduce unnecessary variability in patient care. It must support the widespread
use ofhealth information technology and the development of data on the effectiveness
ofmedical interventions to improve the quality of care delivered.
7. Maintain long-term fiscal sustainability. The plan must pay for itself by reducing
thelevel of cost growth, improving productivity and dedicating additional sources
ofrevenue.
The objective administrative reforms is based on isolated acts, to move towards a

more global vision of an overall project to assess the situation of the whole administration,
so as to design a strategy of modernization (Definition.)
a. To provide an overview of: (i) the position and various levels of administration (central
administration, decentralised services, local authorities); (ii) the organisation and
functioning of individuel administrative entities (public services); an valuation of the
applicable legal provisions; (iv) an assessment of dcentralisation policies; (v) the
relationships between administrations and citizens; (vi) the management of human
resources.
b. In the area of modernisation of the administration, different actions are being envisaged:
(i) modernisation of the various echelons of the administration; (ii) qualitative
development of human resources; (iii) organisational, material and legal means of action
of the administration.
Normally, assessments of management outcome of reform are based on the

following concepts:
1. Operational efficience, as measured by the degree to which clearly formulatedobjectives
have been achieved ;
2. Consistency of actions, or the extent of budgetary means in relation to expected
outcomes;
3. Principle of economy, i.e. to what extent costs have been kept within forecasts.
4. Management of operational deadlines and their impact on costs and public service
satisfaction, as well as the appropriateness of an action (e.g. Does it solve the problem?
Has the problem not evolved over time to such an extent that the action is no longer
appropriate?);
5. Effectiveness of an action by comparing achievements with costs. Because this is what
people expect, and because this is what works best' in the complex context of
contemporary health systems.

Based on the finding the study of administrative reform and style of work behavior:
adaptors-innovators, that the style of works behaviour makes a differences in how reform
agents approach, solve and coomunicate problems. The right person (from his/her style of
work behavior point of view) has to, also, possess the relevant and necessary skill and
competences (AR-Style).
Describe the primary health care reform (PHC) in Asia, Australia, Europe and North
America:
Progress on four WHO primary care reform dimensions, namely: (a). Universal
coverage reforms, (b). Service delivery reforms, (c). Public policy reforms, and (d).
Leadership reforms
1. Asia consist of Hongkong, Japan, Singapore, South Korea, Taiwan
Hongkong
a. No government or social insurance funding for PHC, other than for safety net
government clinics
b. Recognition that reforms required; plans outlined, but any change likely to be slow
and laboured. PHC separate from hospitals; no co-ordinating capacity
c. Various initiatives but not co-ordinated or linked with primary care
d. No changes to traditional decision-making methods
Japan
a. Varied access to service and prevention services, with routine patient co-payments
b. Little progress in changing the current system of service delivery. PHC mostly
separate from hospitals; no co-ordinating capacity
c. Government interested in promoting primary care, but emphasis remains on hospital
care
d. No changes to traditional decision-making methods, dominated by government and
medical interests
Singapore
a. Attempts to increase access, but cost barriers and inequities remain
b. Some changes to improve services for chronic disease and other patients. PHC
mostly separate from hospitals; no co-ordinating capacity
c. Some initiatives implemented, but limited population coverage
medical interests
South Korea
a. Universal access to PHC with little barrier and restriction, other than co-payments
b. Little progress in changing the current system of service delivery. PHC mostly
separate from hospitals; no co-ordinating capacity
c. No initiatives implemented, but some discussions on reform began recently
medical interests
Taiwan
a. Universal access to primary care with few barriers and restrictions. Small co-
payments
b. Limited progress in changing the service delivery system. PHC mostly separate from
hospitals; no co-ordinating capacity

c. Some initiatives but not co-ordinated or linked with primary care
d. Some change in name but not substance; dominated by government and medical
interests
2. Australia consist of Australia and New Zeyland

Australia
a. Universal PHC access is guaranteed through the Medicare scheme, with some co-
payments
b. Various funding reforms to improve collaboration among primary care providers and
promote better chronic disease management. PHC is separate from hospitals; limited
co-ordinating capacity
c. Expectations that primary care works collaboratively with other sectors, but
restricted by funding complexity
d. Divisions of General Practice promoting PHC alongside government but no common
goals
New Zeyland
a. Policy to reduce primary care charges, but these remain a barrier to genuine
universal access
b. Primary Health Organisations created from 2003. PHC is separate from hospitals;
lack of patient co-ordinating capacity
c. PHC providers get funding for public health initiatives. Expected to co-ordinate with
other sectors, but limited by funding
d. Elected district health boards are expected to consult with PHC stakeholders in
planning
3. Europa consist of Germany, Netherland, UK

Germany
a. Universal coverage introduced in 2009; co-payment introduced in 2004 set an
incentive to first visit the GP, but constrains access for lower income groups
b. Besides pilot projects or rather weak incentives (to strengthen integrated care) no
major service delivery reform has taken place. PHC is separate from hospitals; lack
of patient co-ordinating capacity
c. Sickness funds can be spent in a very limited amount on public policy measures
d. Doctors' associations and sickness funds are still the main stakeholders in the system
Netherland
a. Every citizen has private health insurance; primary care is free of charge
b. Collaborative groups offer 24 h primary care services; these groups offer care for
chronic patients, such as diabetes and COPD, but remain separate from hospitals
c. Health insurers increasingly taking initiatives to set up prevention programmes,
involving schools and primary care disciplines
d. Doctors' association and government are main stakeholders, but do not as yet have
common goals for PHC
UK
a. Universal access is provided for by government funding. Co-payments for
pharmaceuticals being abolished in Scotland, Wales and Northern Ireland

b. Primary Care Organisations created in 2002 but restructured in 2006. Major pay for
performance incentive for GPs introduced in 2004. Moves to better integrate
primary, community and secondary care services
c. Focus of financial incentives has been secondary prevention. Better alignment of
PHC with major public health priorities needed. PCO engagement with local
government on public health agenda variable
d. PCOs developed to improve professional and patient engagement. Practice based
commissioning
4. North America consist of Canada & USA

Canada
a. Universal coverage is governed by the Canada Health Act. This limits coverage of
non-hospital-based care to physician services representing a major hurdle for
progress
b. Key service delivery reforms reflect efforts to establish electronic health records and
multidisciplinary teams. However, this is highly variable across the provincial health
systems. PHC mostly separate from hospitals
c. A number of national primary care policy initiatives have been established over the
last decade. However, with provincial jurisdictional responsibility for healthcare
systems, primary care reforms lack co-ordination
d. Regionalised governance of health services is dominant in most provincial systems,
although there are recent examples of shifts to more centralised governance in some
provinces
USA
a. Insurance and payment reforms expected to cut the uninsured rate by two-thirds,
with improved access to PHC for lower income families
b. Patient-centred medical homes and accountable care organisations expected to
increase under reforms and strengthen PHC delivery, but PHC mostly separate from
hospitals
c. Reforms emphasise preventive services in PHC, especially immunisations and
screening for chronic illnesses
d. Payment and service delivery reforms will aid PHC but there is no co-ordinated
leadership around PHC.
The Canadian Experience of PHC reform (Erin et all)
Primary care reforms in Canadian provinces include a spectrum of interventions ranging

from the implementation of specific and well-defined service delivery models defined by
specific organizational characteristics to broad, system-wide quality-improvement initiatives
aimed at changing physicians behavior. A third approach has been the creation of practice
networks in which providers share a common governance apparatus and take on more
collective responsibility and accountability for addressing their patients and the local
populations needs.
The 3 types of reform initiatives have been used in various combinations and
intensities across provinces as they seek to transform the provision of primary care. The

range of primary care reforms initiatives including organizational infrastructure, provider
payment, health care workforce, quality and safety, and sustaining change.
Table 1. System-level Primary Health Care Initiatives
Infrastructure Payment Workforce Quality EMR
and Implementatio
Safety n (%)*
British Columbia 55
Alberta 66
Saskatchewan 41
Manitoba 41
Ontario 57
Quebec 32
New Brunswick 43
Prince Edward 54
Island
Nova Scotia 58
Newfoundland and 57
Labrador
Northwest ND
Territories
Yukon ND
Nunavut ND
*EMR implementation reflects the percent of family physicians in each province that report
using only electronic records or a combination of electronic records and paper charts in their
main patient care setting.3
, system-level initiative; empty cell, absence of a system-level initiative; EMR, electronic
medical record; ND, no data available.
Adapted with permission from Hutchison B, Levesque JF, Strumpf E, Coyle N. Primary health
care in Canada: systems in motion.
Milbank Q 2011;89:25688.1
Infrastructure
A centerpiece of reform in many Canadian provinces has been the development of
multidisciplinary, Inter professional primary health care teams. Like patient-centered
medical homes in the United States, these teams are designed to improve access to care,
continuity and coordination of health care services, and the quality of primary care. The
broad implementation of electronic medical records (EMRs) as a policy and funding
commitments and share of family physicians that reportusing EMRs

Payment
In the last decade, Canadian provinces have moved toward blended payment arrangements
(ie, combining fee-for-service with capitation or incentive payments), with the percent of
physicians receiving 90% or more of their income from fee-for-service decreasing from
58.7% in 2002 to 48.3% in 2007.The Ontario experience is particularly instructive because
in the last few years the majority of primary care providers have voluntarily moved to
blended payment models.
The extent to which provinces are altering payment systems varies greatly, however,
as does the degree to which this approach forms a centerpiece of their primary care reforms.
Many have simply provided adjusted fees for specific populations within a fee for service
context (eg, a fixed annual payment for enrolling elderly or chronically ill patients, increased
fees for vulnerable populationswith greater health care needs) while focusing their primary
care system reforms on other levers such as organizational or governance structures (eg,
primary care teams). Most provinces now remunerate certain types of coordination and
collaborative activities not traditionally paid underfee-for-service, but few have moved
toward partial capitation or integrated pay-for-performance schemes related to the
achievement of certain targets or performance levels.
The Canadian experience highlights that successful introduction of new models of
physician payment relies on some combination of patient enrollment, identifiable EMR data,
and support of the provincial medical associations.
Workforce
Over the last decade, provincial governments have taken action to increase the number of
primary care providers, including family physicians, nurse practitioners, and midwives.
These efforts, which have varied across jurisdictions, include increasing training and
employment opportunities; changing licensing and payment laws and regulations for non
physician providers; and targeting incentives at family physicians to integrate other providers
into an interdisciplinary practice.
Provinces have approached the integration of other primary care providers into
clinical practice differently. Some employ nurse practitioners who maintain a formal link
with the regional or public health systems, whereas others expect individual clinics or
physician-led groups to hire other providers directly.
Quality and Safety
Several provinces have recently attempted to address the quality gap between current and
achievable primary health care performance by mounting quality improvement learning
collaboratives based on the Institute for Health Care Improvements Breakthrough Series
model. These efforts are often a partnership between the provincial medical association,
governments, and health ministries, and the involvement and leadership of professional
organizations and professional leaders have been keys to their success.
Creating and Sustaining Change
Creating and sustaining change in Canadian primary care systems has been driven by both
traditional and innovative governance mechanisms. Successful involvement and

collaboration with medical associations as well as allowing flexibility and adaptability in
proposed reform models have built on existing structures and relationships.
Nearly half of the Millennium Development Goals directly or indirectly target health
and nutrition. However, despite the efforts of the 1990s, the prospect of achieving these
goals looks bleakthe extent of premature death and ill health in the developing world
continues to be staggering. In 2001, three million people died from HIV/AIDS, and
tuberculosis claimed another two million lives. In 2000, almost eleven million children died
before their fifth birthday, and an estimated 140 million children under age five were
underweight. In 1995, over half a million women died during pregnancy or childbirth. This
heavy burden of death and suffering is concentrated in the worlds poorest countries and acts
as a formidable obstacle to poverty reduction.
The Millennium Development Goals for Health: Rising to the Challenges provides
data on the progress to date on the five health-related Millennium Development Goals:
reducing extreme poverty and hunger; reducing the mortality rate of children under age five;
reducing maternal deaths; fighting HIV/AIDS, malaria, and other diseases; and improving
access to water and sanitation. Primary Health Care is a strategic program to achieve the
objective of Milenium Development Goals for (community) health, because preventing
disease or promoting health most better than curative or treatment
Strategic role of public service (involved Primary Health Cara) is depended on the
sphereinteraction with the non-governmentagencies.
If bad practice will produce a widespread apathy and pessimism and further tolerance to
the extent of bad governance practices.
But if good practice governance will produce support and trust society at large and further
courage and spirit of change strategic role of public service is where to various aspects
realm of good governance can be articulated easier and produce repositioning and
redistribution role and further synergy can be developed to conduct the Practice Good
Governance: efficiency, non-discriminatory, justice and accountability
Strategic role of public service is involving the interests of all elements of
governance
The role of Government*Bureaucracy) is to establish the legitimacy of power
The role of Civil Society is to punish or support the regime
The role of the Market Mechanism is to legitimacy of service providers which support
investment climate
What needs to be reformed?
Change the mindset of the public bureaucracy ruling culture into a culture of public
service, through:
a) Pre-job training, internships, workshops, development of code of conduct,
Digging local wisdoms (values and traditions that are considered good)
b) Learn from best practices of other countries
c) Providing incentives or disincentives,

d) Institutionalization of bureaucracy as an agent of service.
Changes in service procedures, mission and culture of bureaucracy that tends to
make people get the services to the cultural behavior of the bureaucracy that makes people
get the service easier or customer satisfaction.
Changes in organizational structure (vertical and horizontal) to support improved
performance of the bureaucracy, the efficiency of government activities and the
democratization process.There are two options:
Streamline the bureaucratic structure of government at the city level by delegating
authority to the district
Focus of public services at the district/municipal bureaucracy and streamline service
units in the district and village/village
Horizontally, the organizational structure at central and local governments is too fat,
as a result of coalition politics. Because it needs to do performance reviews on a periodic
basis to establish the relevant organizational structure and efficient
Changes in incentives and employee development are appropriate and conducive to
the cultural and structural changes introduced.
Conclusion
Primary Health Care is as a part of public service that is efficient, responsive,
participatory and accountable not only allows the government to improve the performance of
the bureaucracy but also to build good governance to make success achieving the Milenium
Development Gols for health for all citizen, particularly for the poor people.
The true meaning of SERVICE (Source: Barata, 2003: 18-19) and have to be done
SELF AWARENESS: instill self-awareness so that they can understand the position, to
be able to provide services correctly.
ENTHUSIASM: carry out the service with a passion
REFORM: Improving the performance of services from time to time
VALUE: Provide services that add value
IMPRESSIVE: Present yourself in an interesting, but not excessive
CARE: Provide care or concern to customers in an optimal
EVALUATION: Evaluate the implementation of the services already provided
References
Anonym ------ Administrative reform - Context and definition,
Gauld. R., (Jun,22,2011): The WHO and Primary Healthcare Reform Mind the
Implementation Gap, Int J ClinPract. 2011;65(4):386-390,
http://www.medscape.com/viewarticle/743331
JREISAT, JAMIL E., Administrative reform in developing countries: a comparative
perspective. University of South Florida, Public Administration and Development, Vol
8, 85-97 (1988), onlinelibrary.wiley.com/doi/10.1002/pad.4230080108/pdf

Monavvarian, A. : Administrative Reform and Style of Work Behavior: Adaptors-Innovators
Public Organization Review; Jun 2002; 2, 2; ABI/INFORM Global pg. 141
Solomon Roslyn April 2009: The Obama Administrations Health Reform Principles:
An Analysis Using the King County Board of Healths Health Reform Principles,
http://iaconsults.com/Obama_HealthReform_Principles.pdf
Strumpf, E., Levesque. Jean-Frederic, et all : Innovative and Diverse Strategies Toward
Primary Health Care Reform: Lessons Learned from the Canadian Experience,
http://jabfm.org/content/25/Suppl_1/S27.abstract (2011)
Thomas-Mac Lean.R, Tarlier. D, et all : Tutor-PHC 2003/2004 Research Trainees No
Cookie-Cutter Response Conceptualizing Primary Health Care,
http://www.uwo.ca/fammed/csfm/tutor-phc/documentation/trainingpapers/TUTOR_
Definition_%20of_primar_%20health_care.pdf

The Policy Formulation Determination Process in Effort to Give
Health Services to Society in Saiful Anwar Hospital Malang
Ahmad Sofwani
Student of Doctoral Program, Faculty of Administrative Science
Email: -
Ismani
Student of Doctoral Program, Faculty of Administrative Science
Email: -
Sjamsiar Sjamsuddin
Professor of Doctoral Program, Faculty of Administrative Science
Email: sjamsiarfia@ub.ac.id
Susilo Zauhar
Professor of Doctoral Program, Faculty of Administrative Science
Email: -
*)Student of Doctoral Program, Administrative Science Faculty, Brawijaya University

*)Professor of Doctoral Program, Administrative Science Faculty, Brawijaya University
Abstract: As in many developing countries, public services in education, health, public

transportation, housing, social welfare, nutrient, electricity, and drinking water, are carried out by
governmental bureaucracy that aims at improving the social welfare of the people. Because of that
access to decision making process that determine the public services allocation and access to
bureaucracy that determine the services distribution become important in reaching the services even
distribution. Access can be used as framework to measure the governmental organizations in reaching
the development goals and their abilities to decrease the social imbalances in the society. The
research aimed at describing, analyzing and interpreting aspects that related with the policy
formulation determination in effort to give health services to society at Syaiful Anwar Hospital,
Malang. Based on the scope and reality that want to be investigated in the perspective of health
services policy formulation that tend to be approached phenomenologically, then the research used
qualitative approach. The results were the determination process of services policy formulation at
Syaiful Anwar Hospital, Malang through stages and steps that begun with agenda determination

stage, solution alternative identification, solution determination, trial run, evaluation stage, model
determination stage, and socialization stage. In agenda determination stage, RSSA leadership take
steps: list what agendas that should be considered, determining the agenda priority, and sort the
agendas that will be discussed.
Keywords: determination process, policy formulation, public services
Introduction
As in many developing countries, public services in education, health, public transportation,
housing, social welfare, nutrient, electricity, and drinking water, are carried out by
governmental bureaucracy that aims at improving the social welfare of the people. Because
of that access to decision making process that determine the public services allocation and
access to bureaucracy that determine the services distribution become important in reaching
the services even distribution. Access can be used as framework to measure the
governmental organizations in reaching the development goals and their abilities to decrease
the social imbalances in the society.
Many public policies in services tend to take side for national interest such as stable
bureaucracy then support the poor group interest that have no political and economical
sources. Public services are given by government tend to benefit the middle up class in the
urban areas, then the poor in the villages, because the presence of the socio economic and
bureaucratic bias to the groups. In this discussion, it is showed that different with the reality,
economic, sociological and institutional factors combination tend to complicate the poor
society group through imbalanced access to the public services.
The health problem similar with education, both of them grow rapidly as the society
grows, because the invention of various diseases treatments drive the health services demand
increase in various ages.
Observation results of the researcher at the Syaiful Anwar Hospital, Malang, related
with various health policy at the services unites, give impression that although the
infrastructures are ideal and sufficient, but in the service practice the there are many
imbalances especially needs service quality improvement. It is proven with the many public
dissatisfaction cases when need health services that is suitable with the consumer expectation
that occur at almost all of various health services units. From here then, it is important to
analyze further about health services model that considers expectations in the Syaiful Anwar
Hospital, Malang.
The research aimed at describing, analyzing, and interpreting aspect that related with
the policy formulation determination in effort to give health services to society at Syaiful
Anwar Hospital, Malang.

Research Method
Research approach
Based on the scope and reality that want to be investigated in the perspective of health
services policy formulation that tend to be approached phenomenologically, then the
research used qualitative approach.
Research location and site
Refer to the interest to develop substantive theory from field about health services policy
formulation, and influenced by the problem and the health specificity, then it was selected
the Malang City as the research location that considered as has special characteristic in
reformation of health services, where the Syaiful Anwar Hospital, Malang is the reference
hospital from some regencies and cities in the East Java.
Research focus
Based on the problem formulation in the research and by considering the emerging problem
toward the public services especially in the health services at Syaiful Anwar Hospital,
Malang, then the research is focused to agenda setting in determining the policy formulation
of health services to society at Syaiful Anwar Hospital, Malang, inter alia 1)how the public
official apparatus perceive and define the health services problem in society, 2) the public
official apparatus ability to mobilize the problems in the policy formulation agenda of health
services, 3)demand or exhortation that aimed at the governmental officials that given by
other actors, either private or governmental itself, in the political system to do certain actions
to the certain problem.
Data sources
Qualitative data refer to crude materials that were collected by the researcher from various
learned studies. The research data included the researched materials that noted actively such
as interview transcript and field notes from observation. Beside that, the research data
including also the theories from other people and that found by the researcher such as in the
diary, photo, official documents and articles. The used data in the research were in depth
interview, observation and documentation.
Results and Discussions
Determination Process of Services Policy Formulation at Syaiful Anwar
Hospital, Malang
The public policy making process in every situation as a rule begin from the presence of
certain awareness about certain problems or certain issues beside the presence of certain
openness level, that is the democratic or not democratic relative level of certain system, can
be measured by the way how the issue flow become governmental policy, and finally
become the public policy.
In some literatures (look at Sanbach, 19890, Hogwood and Gunn, 1986), it was
noted that theoretically, certain issue will tend to get response from the policy makers, to be
the public policy agenda, if fulfill some certain criteria. The important criteria are 1) the
issue has reached certain critical point, or it has been perceived as serious threat if not

overcome immediately will produce new more severe crisis in the future, 2) the issue related
with certain emotion that able bring dramatic impact, 3) the issue has broad impact, 4) the
issue consider the power and legitimacy in the society, 5) the issue related with fashionable
problem, where the position difficult to explain but easy to feel.
Although the above criteria have high credibility and scientific meaning, but it
should not be used as ready to use recipe, but just only be used as the reference. But, many
evidences showed that although the above requirements are fulfilled, but in the policy
practice in Indonesia can be implemented.
Making or formulating certain policy, especially state policy is not simple and easy
process. It is caused by many factors or forces that influence the policy making process. A
state policy is made not for political interest (such as to defend the decision maker status
quo) but to improve the people welfare comprehensively.
Every decision maker look each political problem different with the other decision
maker. It is not certain that a problem that considered by society should be solved by state
decision maker able to enter in the governmental agenda that then be processed become state
policy. The state policy formulation process is so difficult and complicated to do and also
hampered by problem: whether the state policy will be easy or not in the implementation.
And the state policy implementation results, either has negative or positive impact influence
the next state policy making process.
Many people expect that the state policy problem always ready in front of the policy
maker or something given. And from there, the analysis process and state policy formulation
can be begun. But actually, most of policy makers should find and determine the policy
problem identity hardly then he able to formulate the state policy problem correctly. Effort to
understand correctly the problem character of the policy problem is very helpful in
determining the policy formulation process characters.
What is problem actually (of course in the state policy context)? James E Anderson
by quoting the opinion of David G. Smith stated: for policy purposes, a problem can be
formally defined as condition or situation that produces needs or dissatisfaction on the part
of people for which relief or redress is sought. This may be done by those directly affected or
by other acting on their behalf. Jones interpreted event as human or natural activities that
were seen have consequences to the social life. And interpreted problem similar with
Smith above, that is: human needs that should be solved.
Many needs or dissatisfaction of society, but it does not always become public
problem, such as dissatisfaction to the services at the RSSA. The public problem is human
needs or dissatisfactions that can not be fulfilled or overcome privately. What things that
differentiate between public problem and private problems? Essentially, it can be stated that
public problems are problems that have wide impact, including that affect people that not
involved directly. While private problems are problems that have limited impacts, or only for
few persons that involved directly.
Many programs that were made and implemented without identifying problems and
not formulated well. And beside that, many public problems that died in mid way for not
becoming state policy. In the other hand, many private problems can be converted in the

political system so become state policy. How come it happens? Of course many factors that
influence.
Related with the matter, then the first step that should be done by each policy maker
is identifying problems that will be solved then make clear formulation to the problem. It is
often the policy maker because of his limited capacity unable to found the problems well.
They often be trapped in the problem symptoms that are considered as the real problems. The
mistake in looking or identifying problem will cause the problem formulation mistake. And
it has long impacts to the next phases. A problem, according to us, to become public problem
not only be felt by many people as problems that should be solved immediately. But society
should has political will to strike for and the more important is the problem should be
responded positively by the policy maker and they ready to strike for the public problem
become the policy problem, and enter it into governmental agenda and enter it into state
agenda.
Principally, although a certain event, condition and certain situation able to produce
problems, but to be public problems not only depend on the objective dimension only, but
also subjectively, ether by society or the decision maker, is considered as problem that
should be solved. But the problem is how far and high the societal sensitivity awareness,
look at the problem itself and how far the awareness, sensitivity, and ability of decision
maker when looking at the problem faced by society as something of his responsibility that
should be solved. And if we look at society (with various problem faced) and decision maker
(whose responsibility to solve societal problem) as two important components in the policy
process, then togetherness in perception and empathic thinking are needed for both of them.
If considered from decision maker, as stated previously, he should able to identify
and formulate problems or define the problem, because it is important activity in the decision
making process. The emerging problems are many, complex, and complicated. Do the policy
maker able to look the problem correctly, then formulate it correctly?
What will be happened if the policy problem unable to be policy issue, so unable to
present at the governmental agenda? Of course the problem unsolved. Then what is the
impact if the problem unsolved? Of course it will bring negative impact that will bring many
consequences.
Problem formulation correctly is hard task for state policy maker. He should have
capacity for this matter, because the state policy formulation process begun with the activity
of formulating problem correctly isnt it. And the success or failure in implementing the
activity will influence the next policy making process.
According to Nakamura and Smallwood (in Rist, chapter 34:548) defiing policy as
instruction arrangement from policy maker to the policy implementer and it is obliged to
reach the goal with given instruments. How the policy arranged, by who, with which policy
information and analysis, and etc? If the questions can be answered, then will give
understanding to the policy formulation process. In the policy formulation process, it need
significant information to facilitate the decision making, such as information about the
problem character and its solution potential. The success in solving problems need correct
solution. The failure often be occurred because we solve wrong problem than obtaining
wrong solution to the correct problem. The policy problem is value, needs, and opportunities

that are not fulfilled yet, but that can be identified and reached through public action.
Information about problem character and its solution potentials are produced through
problem formulation analysis implementation. The problem formulation as one of stages in
the research process where the analyst probing to find possible definition about problematic
situation is the most complicated aspect. The problem formulation of policy does not follow
definitive rules, because the policy problem itself so complex. Because of that, the problem
formulation of policy is the most critical stages in the policy making process (Dun, 1999:91-
92). In similar vein with the Dunn opinion above, Rotchild and Curry (in Wahab, 1990:146)
stated their opinion about problem formulation of policy as follows: information availability
relative level to the policy formulator is proven as determining factor in the priority
determination. In situation where data insufficient or unavailable, as in many developing
countries, then the policy formulator perforce depend on assumptions, instincts, ideological
expectation, or prejudices; at the other hand, the availability of accurate and dependable data
as in developed countries is proven able to improve the abilities of planner to formulate some
accurate alternatives.
In the policy formulation, ability to know the differences between problematic
situation, policy problems and policy issues are important to understand various ways how
the daily experience about governmental actions either actual or potential. Problem
formulation is influenced by assumption from the parliament member policy actors,
administrator, business doers, and consumer groups as tools in understanding the
problematic situation. At the other hand, each policy formulation (problem) determine the
way how the policy issue is defined (Dunn, 1999:98)
From explanation above, Abdul Wahab (1991:45) added that the existing policies
should not in the form of dreams or good plan in archive, but should give goodness and
benefit for public by reflecting the justice, freedom and welfare values so when be
implemented will give expected impact. To give benefit and goodness for public especially
that related with the policy formulation problem of health services, of course the public
officials at local government should widen their insight about public policy study and
improve the technical ability in identifying the occurred problem in society. So, it is
expected the program and health service policy at Syaiful Anwar Hospital, Malang can be
responsive and aspirative and comprehensive toward actual developing problem and issues,
so support and societal participation will increase automatically.
Conclusion
Process of services policy formulation at Syaiful Anwar Hospital, Malang that done through
preparation stages, determination and evaluation by using the existing data, observation,
interview, and data collection, based on reference and direction from above, such as Health
Minister Decree, Governmental Regulation, Provincial Regulation of East Java (such as,
Minimum Services Standard Implementation) and have been studied and discussed
transparently by using professional judgment, encourage Syaiful Anwar Hospital, Malang to
determine the health service policy model with Trilogy and Four Satisfactions principle, that
is trilogy: services quality improvement, efficiency improvement, and Hospital income
increase. Four satisfactions: satisfied sufferer, satisfied employee, satisfied hospital, and
satisfied owner.

References
Abdul Wahab, S. 1997. Policy Analysis from Formulation to State Policy Implementation.
PT. Bumi Aksara Jakarta.
______________, 1999. Public Policy Analysis. Theory and Its Application, Malang: Danar
Wijaya.
______________, 1990. Introduction of State Policy Analysis. Jakarta: Rineka Cipta
______________, 2002. Qualitative Research Methodology, Theoretical and Practical
Reviews. Malang Islamic University Institution.
Alfian, 1982. Politic, Culture, and Indonesian People. Third Edition. Jakarta: LP3ES.
Bogdan, Robert C and Sari Knopp Biklen, 1982. Qualitative Research for Education.
Boston: allyn and Bacon, Inc. pp. 1989.
Clark, D, 1999. Managerialism, Administrative Justice and Public Services Marketing: The
Case of New primary Care Groups in National Health Service (UK). Graduate School
Management, University of Salford, Salford. England. And Department of Health
Study, University of Central Lancashire, Preston, England.
Denhardtd, Robert and Denhardt, 2003. New Public Service. ME-Sharphe Publichser, New
York
Downes BT. 1984. Excellence in Local Government Management. Washington DC:
International City Management Association.
Dunn, William N 1994. Public Policy Analysis, An Introduction. Prentice Hall International,
New Jersey.
Farnham D., Horton, S., White, G., 2003. Organizational Change and Staff Participation
and Involvement in Britains Public Service. The International Journal of Public
Sector Management, Vol. 16. No. 06. pp.434-445.
Gow. J. Pardo, M, 1999. Comparing Different Civil Service: The Advantage of a Multi Level
Analysis for Comparing Canada with Mexico. Journal International Review of
Administrative Science Vol. 65. pp. 527-550.
Islamy, Irvan. M. 1997. State Policy Formulation Principles. Bumi Aksara, Jakarta.
______________, 2002. Public Service Management. Class Discussion Materials. Doctoral
Program of Administrative Science, Postgraduate Program of Brawijaya University.
Ito. J.K, 2003. Career Mobility and Branding in the Civil Service: an Empirical Study.
Washington: Public Personal Management. Vo. 32.
Kellough, J.E. 2003. The Reinvention of Public Personal Administration: An Analysis of the
Diffusion of Personnel Management Reform in the State. Washington: Public
Administration Review. Vol.63
Kimber, M, Maddox, G. 2003, The Australian Public Service under the Keating
Government. The International Journal of Public Sector Management. Vol. 16. NO.
01. pp. 61-67
Lincoln, Yvonna S. and Egon G. Guba, 1985, Naturalistic Inquiry. 1. Edition. Beverly Hills.
Sage Publication, pp. 110-346.
Miles, M.Huberman, M. Qualitative Data Analysis (Translation by T. Ruhendi). Jakarta.
Indonesian University Pres.
Osborne, David & Ted Gaebler, 1992. Reinventing Government How the Entrepreneurial
Spirit is Tran the Public Sector. Massachusetts: A William Patrick Book

Parson, Wayne. 1997. Public Policy: an Introduction to The Theory and Practice of Policy
Analysis, Book 2. Edward Elgar, UK
Prasetyantook, A. 2003. Public Services Privatization. Kompas, September 29 2003.
Pollitt, Christopher. 1996. Antistatic Reform and New Administrative Direction: Public
Administration in the United Kingdom. Public Administration Review 56:81-7
Rahayu, A.Y.S (1997). Sector Public Phenomenon and Era Service Quality. In Business
And Bureaucracy. No. 1/ Vol.III/April/1997.
Sava. E.S. 2002. Competition and Choice in New York City Social Service Washington:
Public Administration Review. Vol. 6.2.
Timonen V. 2001. What Explain Public Service Restructuring? Evaluating Contending
Explanation. Journal of European Public Policy, Vol 8. pp. 43-59
Zauhar, Soesilo, 2001. Public Administration. Malang. Malang State University.

The Impact of Ethnic Work Culture on Civil Servant Work
Culture (a Case Study of Work Culture Punctuality and
Transparency of Public Service in Pasaman Barat)
Aldri Frinaldi
State Administration Science Study Program, Faculty of Social Science, State
University of Padang, Padang, Sumatera Barat
Email: alfrinaldi@gmail.com
Muhamad Ali Embi

College of Law, Government, and International Studies, Universiti Utara
MalaysiaSintok, Kedah Darul Aman, Malaysia
Email: ali@uum.edu.my
Abstract: Civil servants in the reformation era should have implemented the work culture regulated
in the Ministerial Decree No. 25 of 2005 on Civil Servants Work Culture. In fact, to this day many
civil servants do not recognize let alone understand the culture that has been determined by the
government. Todays civil servants work culture, particularly when doing public services, implies the
lack of understanding on the importance of the implementation of work culture namely punctuality
and transparency. Communities, when dealing with local government institution, benefit from the
quality of public services that are punctual and transparent. This study analyzes the application of the
punctuality and transparency work culture among three ethnic groups of civil servants in West
Pasaman regency; Minangkabau, Mandailing, and Javanese groups, and the impact on public
services. This study uses qualitative method and includes case analysis on impressions on the
implementation of punctuality and transparency work culture by the Minangkabau, Javanese, and
Mandailing groups. Depth interviews were conducted to explore the work culture of the three ethnic
groups when doing public services. The results of this study demonstrate the impact of ethnic work
culture of the three ethnic groups in West Pasaman administrations toward the punctuality and
transparency culture when doing public services.
Keywords: Ethnic Work Culture, Civil Service, Punctuality, Transparency, Public Service.
1. Introduction
After the fall of Suharto's New Order in May 20, 1998 and the start of Indonesias
reformation era, there are many changes and improvements in the regulation of public
services determined by the national and regional government. In order to fulfill the
expectations, particularly to shorten the chain of bureaucracy, the government has renewed
the systemic relation between central and local governments by implementing the Law No.
22 of 1999 on Local Government, which is revised to the Law No. 32 of 2004 and recently

amended to Law. 12 of 2008. In principle, the law on local government reform has given the
broadest possible autonomy to the local regencies and cities with a few exceptions on the
affairs run by the Central Government. Recent changes, in order to strengthen democracy in
Indonesia, even ruled direct election of regional leaders and deputies as well as opening up
opportunities for non-party candidates.
Strengthening democracy and regional autonomy requires reliable Civil Servants
(PNS) in conducting efficient public administration and public service to promote
generalwelfare. The reliability has to be implemented in the form of civil servants work
culture in the local institutions. Among the work culture are the punctuality and transparency
in serving the public. Punctuality and Transparency is one of the 17 pairs of work attitudes
that must be implemented by the Civil Servants in accordance with the Decree of the
Minister for Administrative Reform Number: 25/Kep/M.PAN/4/2002 on Guidelines for
Work Culture of Government Officials. The explanation part of the decree mentions the
definition of work culture; a perspective that fosters mental condition based on strong belief
on values, and to have high morale and earnestly perform the best in running the government
and public services (Triguno, 2004; Wirdjoprawiro, 2005; Supriyadi & Triguno, 2006;
Goddess, 2009).
Recent researches shows there are regions with successful and unsuccessful
implementations of public services. Mursitama, et al (2010), the research team for
transparent Indonesia, found successful reform in licensing service and regional development
in the three cities of Purbalingga, Napier, and Banjarbaru. Public satisfaction is also found in
the researches by Prasojo, et al (2004) in Jembrana regency, Bali; Fathor (2010) about public
services at BRSUD Bangkalan Madura regency; Sumaedi (2011) on bureaucratic reform
model using the ISO 9001 approach in communitys health centers (Puskesmas); and
Darmawan (2011) on e-government in Sragen. Other areas have not met communitys
expectations in successful reform, as found by the research by Dwiyanto, et al (2000; 2002)
on public services and good governance in three areas (West Sumatra, South Sulawesi,
Yogyakarta). They found the influences of local culture among the civil servants, among
others; paternalistic and patrimonial cultures in public service. Research by Suyono (2006) in
Malang also found publics perception that bureaucrats apply Javanese culture in giving
public service. Distinct performance is shown by the research conducted by Fadel
Muhammad (in Pramusinto and Wahyudi 2009), who is also the governor of Gorontalo
Province during that time, who makes changes in civil servants work culture in the
Provincial Government of Gorontalo.
Those researches imply successful and unsuccessful reforms by the local
government in regencies, cities, and provinces across Indonesia. However, based on
literature review on those researches, I conclude that only the Gorontalo provincial
government reforms the public service successfully by changing the mind set of the civil
servants. Other studies show that public service reforms rely on the successful leadership of
the regional leaders. This means the success have not touched the aspect of culture change
among civil servants. Regulations ruled that Regional Leaders and Deputies have a term of 5
(five) years and may be held the positions for 5 (five) more years, in total of 10 (ten) years if
selected for 2 (two) terms of office. On the other hand, average civil servants, whose
retirement age is 56except some particular positions with different age of retirement as

ruled by the legislationusually serve approximately 30 (thirty) years, if they enter the
workplace at the age of 25.
The facts show that communities deal with civil servants who work within the public
service of various local government institutions in a wider range of time. Direct impact felt
by the public is the work culture employed by the civil servants when serving the public.
Another problem for the Ministerial Decree No. 25 of 2002 on civil servants work culture is
the lack of informational and implementation programs for the civil servants. This was due
to the fact that the programs depend on the availability of regional funds respectively.
Indonesia consists of various ethnic groups that spread across the archipelago and
each has different culture (Suparlan, 1999; Warnaen, 2002; Pelly, 1999; 2005; Lubis, 2005;
Koentjaraningrat, 2004; Arkamuddin, 2007). Matsumoto (2000), culture is a set of values
shared by a community group as a perspective in facing the challenges of everyday life, and
those values are inherited from generation to generation to keep the existence of the group.
According to Barth (1969; in Lubis, 2005; in Pelly 2005) Barth (1969; in Siagian, et al,
2005; in Suparlan, 1989; 1999) ethnic is defined as a community that has the same race,
religion, historical background, as well as the combination of these characteristics. Beside
that, an ethnic group has different environmental condition than the others. Therefore, a
community in a certain ethnic group integrates into a social-cultural system and feels a
special status or identities as an ethnic characteristic with shared symbols.
Thus it can be assumed that civil servants implement their ethnic cultures when
working to serve the public. This is supported by Terry (Winardi translation, 1990) that each
individual shows the influence of their environment when working in an organization.
Hofstede (1984; 1996) also suggests this idea by stating that organizational culture is
influenced by various factors including the culture of the neighborhood where the
organization is located.
The assumption shows that experiences and deep-rooted habits of social interaction
with their surroundings or the ethnic groups encourage the civil servants to choose to
implement their ethnic culture while working in local government. Unfortunately local
ethnic culture containsin the point of view of outsidersthe negative aside from the
positive culture (Prihartanti, 2009). A research by Sya'roni (2006) on social interaction
between Minangkabau, Malay, Batak and Javanese ethnic groups in Jambi found that each
group sees others through their positive as well as negative work culture. Other researches by
Warnaen (2002); Arkamudin (2007); Lubis (2005); Pelly (1999: 2005) in various regions
also disclose ethnic perspective in assessing the positive and negative cultures. In relation to
public administration, according to Effendi (1998), and the experience of ethnic conflicts in
Indonesia, it is necessary that the Government and local governments improve awareness of
inter-ethnic relations in public administration (in this case, the delivery of public services).
In fact, the Government has included the various existing cultures (Triguno, 2004;
Supriyadi and Triguno, 2006) and formulated them into a Work Culture Guidelines for
Administrative Reform (www.menpan.go.id). However, changing the work culture of the
civil servants in the public service sector is not as easy as turning the hand, particularly
without a strong impetus from regional heads and the civil servants themselves to change the
work culture voluntarily as ruled by the Ministerial Decree of Civil Servants Emprowerment
Minister No. 25 of 2002.

The importance of this research is in conducting the analysis of the ethnic culture
employed by the civil servants in West Pasaman local governments public service. On the
other hand, the lack of understanding about the benefit of work culture, the lack of
comprehension between ethnic groups, and discrimination may lead to ethnic conflicts, not
only the conflict among the civil servants but also the conflict between the civil servants and
the communities. Within the multi-ethnic society, assumption on each others negative and
positive characters can not be avoided. This assumption is also found among the civil
servants of various ethnic groups working in the local government institution. This is also the
reason this research is conducted in West Pasaman regency. The area consists of various
ethnic groups; the largest population of Minangkabau, followed by Mandailing, Javanese,
and smaller population of other ethnic groups. Thus the research question of this study: to
what extent the local ethnic culture influences punctuality and transparency work culture of
the civil servants in West Pasaman public service? The scope of the study is limited to civil
servants from the Minangkabau, Mandailing and Javanese ethnic groups who serve in the
West Pasaman regencys public services.
2. Conceptual Reviews
2.1. Work Culture
According to Siregar and Tri Ratna (2009) culture of work (workplace culture) forms the
habit of employees in their workplace which becomes the attitude that is reflected in their
behaviors, ambitions, views, and actions materialized in their work. Embi (2003) defines the
work culture as the values of belief and behavior of the employees which is reflected during
the practice of their work. Triguno (2004); Supriyadi and Triguno (2006) refer work culture
as a philosophy based on the value of life which encourages characters, habits and
motivation, entrenched in the life of a community or organization, and reflected in the
attitudes, behaviors, beliefs, aspirations, opinions, and actions that manifest as "work". Work
culture has big influence on the employees performance, because it will change attitudes
and behaviors of human resources to achieve higher productivity in facing future challenges.
The above definitions indicate that work culture reflects the perception of culture
within an organization. Therefore, a culture is a philosophy of values, which later becames
characters, habits and motivations, entrenched in a community or organizational group that is
implemented in attitude and behavior, including in creating opinion and decision making. To
study the extent of influence of work culture in an organization, Paramita (in Ratminto &
Winarsih, 2005; in Herliany, 2008) suggests the implementation of the following dimension:
1) Attitude towards work, the interest in the work compared to other activities, such as
sports, or whether to work for the sake of spending time or supporting life.
2) Behaviors during work, such as hard working, dedicated, responsible, careful, precise,
cautious, strong desire to learn the duties and obligations, the likeliness to help
colleagues, etc.
Paramita describes the work culture of the individuals and the work culture implied
when carrying out a certain job.
2.2. Government Organizations Work Culture
The Indonesian formal guidelines for the civil servants work culture is contained in the Work
Culture Guidelines for Administrative Reform established in the Ministerial Decree No.

25/KEP/M.PAN/4 /2002 on 25 April 2002 on the States Officials Development Guide. The
civil servants work culture is defined, according to the Government, as viewpoints and
moods to support strong belief on their values and determination to apply the best
performance possible. Therefore, the civil servants work in a positive way to produce a
qualified and satisfying performance for many people and provide the best service for the
community (http://www.bpkp.go.id made the date day of January 29, 2007). The particular
work culture regulated by the Government consists of 17 pairs or 34 attitudes:
1) Commitment and Consistency; to the vision, mission and purpose of the organization.
2) Authority and Responsibilities: working with clear, strict and balanced rights.
3) Integrity and Honesty; to grow public trust and the governments honour.
4) Integrity and Professionalism; consistent with words and deeds and competent in the
field.
5) Creativity and sensitivity; dynamic drive toward efficiency and effectiveness in work.
6) Leadership and Model; able to optimize the inferiors potentials.
7) Togetherness and group dynamics; avoiding the centralized and individualized attitudes.
8) Accuracy and speed; the certainty of time, quantity, quality and finance needed.
9) Rationality and emotional intelligence; able to balance intellectual and emotional
intelligence.
10) Strong and Assertive; not easily influenced by things disadvantageous to themselves
and the government.
11) Discipline and work order; refers to the standard operating procedures.
12) Courage and wisdom; derived from the delegation of power.
13) Dedication and Loyalty; duties are in line with the vision, mission and goals of the
organization.
14) The passion and motivation: the desire to improve individual and organizational
conditions to produce more sophisticated performance.
15) Perseverance and Patience; to work based on the responsibility entrusted to a job.
16) Fairness and openness; non discriminative and transparent in delivering public service
for the community.
17) The mastery of science and technology; to acquire the latest science and technology
related to the job description (http://www.bpkp.go.id, searched on January 29, 2007).
In 2003, the Minister also published the Ministerial Decree No. 103/M.PAN/03/2003
of March 31, 2003 on the Implementation of Work Culture Development, which chose
BPKP as a model institution (pilot project) in developing the work culture within the central
government agencies. Based on the note, BPKP developed a model of the development of
work culture. In this model BPKP applied work cultural values that has been introduced by
the Ministry of Administrative Reform. BPKP already identified BPKP values as written in
BPKP Strategic Plan 2000 - 2004, stating that BPKP values are crystallized from the 17 pairs
of attitudes of the work culture policy of the Minister of PAN as regulated in the Guidelines
for the Development of States Officials Work Culture (2004) are as follows:

Table 1. Values of Work Culture formulated by BPKP (2004) and its proximity to the
Work Culture Attitudes regulated by Ministerial Decree No. 25 of 2002
Work Culture Ministerial Decree Work Description of BPKP Work Culture

No. 25 of 2002 Culture in 2004
formulated
by BPKP in
2004
Commitment and consistency (the Profesionalism Skills and competencies that must be
vision, mission, and goals of the recognized by officials in order to
organization). create the vision and mission of the
Authority and responsibility. organization's goals. The staff should
Integrity and professionalism. have capabilies, discipline, result
Accuracy and speed. oriented performance, integrity, and
Discipline and work order. effort to improve knowledge in science
Acquiring science and technology. and technology.
Leadership and model. Cooperation A collaboration between the members

Dynamics of togetherness in (Team Work) of the organization for sharing mutual
groups. support. Members must be able to
Strength and assertiveness. control sectoral ego (including the
Passion and motivation. possession of particular skills and
competencies), and ethnical ego for
the organizations interests.
Integrity and honesty. Peace, The organization must build
Creativity and sensitivity. harmony and harmonious situation in the workplace.
Rationality and emotional balance Each duties should be clear and must
intelligence. not interfere one another. All
Perseverance and patience. stakeholders must build a compatible,
Courage and wisdom. consistent,and balanced job
Dedication and loyalty. descriptions.
Fairness and openness. Welfare Understanding of the merit of the

system, through clear difference of
rights andobligations of the members
of organization. Therefore, welfare is
an important contribution to the
successof fulfilling the organization's
vision andmission. Welfare is not only
aboutfinancial, butalsosupportive
working environment, adequate
facilities and infrastructures, and a
clear system of career hierarchy. These
aspects of welfare will encourage
members to cancontribute their skills
and expertise to theorganization.
17 pairs of or 34 attitudes 4 formulation
Excerpted from the Work Culture Development Model created by BPKP achieved
chronicle the day of the month (www.bpkp.go.id January 29, 2007).

The work culture regulated in the Ministerial Decree is formulated from the various
cultural elements including the Indonesian multi-ethnic work cultures, modern work culture,
and work cultural values derived from the developments in science and technology. It can be
inferred that the civil servants work culture is expected to grow superior values in
organizational culture.
Superior organizational culture can be seen at the hard work, discipline and
professionalism (Sartika, et al, 2008). Triandis (Lueng, et al, 2005) mentions one of the
factors that determine the success of an organization is the good impression of the
community in a country. Hofstedes (Leung, et al, 2005) research shows that business-
oriented as well as public organizations are influenced by the national cultures of a country,
including traditional culture that consists of values, beliefs, norms, and behavior patterns of
the community where the organization is located.
The civil servant (PNS) working in government or local government organization,
according to Act No. 43 of 1999 Amendments to the Law No. 8 of 1974 on the Principles of
Civil Servants is defined as follows:
Civil servants are all citizens of the Republic of Indonesia which has been
considered eligible, appointed by the authority and entrusted with the task in a
government office or entrusted with other official tasks and are paid based on
the laws and regulations.
In the local government organizations, the administration is run by civil servants,
because they are the backbone of the successful development in achieving a just and
prosperous society.
2.3. Work Culture of Punctuality and Transparency
Punctuality and transparency are related to the accuracy and speed of work. It is also
explained that the precision/accuracy of the work means it is carried out to fulfill the goals,
objectives, accuracy, and error free results. Speed means using less time in work. Accuracy
and speed therefore provide the certainty of time, quantity, quality and finance need in the
service delivery to customers. The accuracy is needed to generate data from an activity to be
used to make the right decision. Decisions made based on inaccurate data can lead to future
risks. The accuracy and speed are aimed at improving efficiency in the use of time and
resources.
Punctuality, according to Svensson and Greg (2003) in a research about a function of
time and culture, is the responsibility, the presence at work during the period of working
hours, doing the work in accordance with the work hours ruled by the organization, so the
very same job will be done in the exact same time and no job will be done within longer time
than usual.
Based on the Ministerial Decree, BPKP formulation (2004), and the experts
opinion, the work culture punctuality in public services studied in this research concerns
about time the civil servants enter and leave the workplace, the work during working hours,
the response to the customers, and the completion of a job within the time needed based on
the formal procedures.

Transparency (openness) is a state where information can be provided and obtained
freely by the public. Openness is a condition that allows public participation in supporting
the states continuity. One of the important aspects of openness in public service is the
disclosure of information (Frinaldi and Embi, 2011b).
Law No. 14 of 2008 on Public Information states that any public information is
disclosed and accessible to the public and any public information must be obtained quickly,
punctually, by spending low cost and using simple way. The Ministerial Decree KepMenpan
No. 25 of 2002 on Openness and the BPKP formulation (2004), openness means the
willingness to accept others opinion, be it from the people with higher, equal, or lower
position. Openness will encourage someone to express his/her opinions without worrying of
blame. Thus the values of justice and openness are needed in public service, governance,
including internal training for employees, which should be conducted fairly and openly
(www.bpkp.go.id).
Based on the experts opinion, the Ministerial Decree, and the BPKP formulation
(2004), openness work culture defined in the study is the willingness to provide information
according to the regulations, the availability of useful information for service users, the help
in finding solutions for difficulties experienced by service users, and the disclosure of
information through the process public service.
2.4. Ethnic Cultural Work
Sociological views on ethnicity can be referred to the opinion Weber (in Malesevic,
2004) by identifying the model of inter-ethnic relations in the modern era:
a) Ethnicity as a form of group status. Weber defines ethnic group as a group who delivers a
subjective belief in their offspring because of the similar physical type. The important
thing of this principle is that ethnicity is the basis of the groups belief.
b) Ethnicity as a mechanism of social monopolistic exposure. Status groups are often run on
a basis of social exposure where their monopolistic position is regularly used to prevent
outsiders to obtain symbolic or material benefits from them.
c) Ethnic diversity of social organizations. Although most of them are implemented as status
groups, ethnic groups may use any form of class, caste and land. Weber is very interested
in the ethnic class, where the status of the group is transformed into a caste system.
Unlike the group status, caste differences are much more rigid and separated.
d) Ethnicity and political mobilization. Weber defines the dynamics of ethnicity in terms of
political activity. According to him, the existence of political communities is a
prerequisite for the behavior of ethnic groups. Awareness of the group is mainly formed
by the political experience in general, not by common descent.
Judging from the above four main principles, the status of the group is the most
frequent description of the ethnic group. Status of the ethnic group makes people believe that
they are similar in terms of culture, common descent, and language. They also believe that
those are theirs.
According to Smith (Kauffman, 2004: 18-19), ethnic group is a group of people who
occupy an area in which they have their own myths, culture and powerful bind between
them. If some members leave the group, they usually abandon their ethnic cultural roots due

to adopting new values. But they still consider themselves as members of the same ethnicity
with their parents and this is approved by their ethnic group. Therefore, the uniqueness of a
persons work culture continues to exist because it is inherited from generation to generation
and is not easily changed, although people can choose to adopt certain values, either from
their own ethnic, from other ethnic, or from a combination of both (Koentjacaraningrat;
2004).
Religion is sometimes important to characterize the identity of an ethnic, in other
times it means less, only as the system of belief of the ethnic members. In Java, religious
affiliation is not a standard marker of a Javanese individual (Geerzt, 1984). Besides Islam,
the Javanese also practice Christianity, Hinduism, Buddhism, or the Javanese traditional
belief (in Daryono Suseno, 2006). However, Minangkabau ethnic group confirms Islam as
their cultural identity after abandoning animism. This is contained in the traditional
philosophy of Minangkabau; tradition based on religion, religion based on the Koran (adat
basandi syara', syara basandi Qur'an) according to the consensus of the ulama (Padri) that
occurred during Padri War (1821 -1837). In the dynamic development of Minangkabau
society, Islam is the benchmark of someone Minangness (Arumi, 2002; Beckmann, 2006;
Hadler, 2008a; 2008b; 2010; Hamka, 1970, 1985; 2008).
Ethnic culture is a set of cultural values applied during work based on the uniqueness
of culture of a particular ethnic group. The ethnic culture of the Minangkabau groups are,
among others; deceitful (galie), friendly, chatty, creative, egalitarian (Navis, 1984; Naim,
1979; Amir, 2003; Arifin, 2004; Kato, 1989; 2005; Beckmann, 2006; Hadler, 2008; 2010;
Frinaldi and Embi, 2011a; 2011b). The Javanese group, among others; careful, slow,
compromise (nrimo), paternalistic (Naim, 1979; Geerzt, 1986; Suparlan, 1989; 1999;
Koentjaraningrat 2004; Mulyana, 2005; Suseno, 1983, 2001; Endraswara, 2005; Frinaldi and
Embi, 2011a; 2011b). The culture of Batak Mandailing includes emotional, irritable,
stubborn, and aggressive (Warnen, 2002; Payung Bangun in Koentjacaraningrat, 2004;
Damanik, et al, 2005; Pelly; 1989; 2005; Zulkifli Lubis B., 2005; Undri, 2009; Sya'roni,
2006; Arkimudin, 2007; Frinaldi and Embi, 2011a ; 2011b).
2.5. Public Service
Law No. 25 of 2009 article 1 paragraph (1) on Public Service defines public service as an
activity or series of activities to fulfill the needs of the service in accordance with the laws
for every citizen and resident of the goods, services, and/or administrative services provided
by the government. Subsection (5) states that public service providers are officials,
employees, officers, and everyone who works in organizations in charge of delivering public
service or a series of actions of public service.
The Ministerial Decree No. KEP/26/M.PAN/2/2004 on Public Service states the
dimensions of transparency in public service:
Management and implementation of public services must be informed easily and
accessible to the public.
Procedures should be made in the form of service Flowchart.
Technical and administrative requirements must be informed clearly to the public.
The details of the cost of services must be informed clearly to the public.
Certainty and the length of time of the services must be informed clearly to the public.

Officials/officers in charge and responsible for providing services should be formally
appointed by the regulation.
Location of service must be clear.
The commitment of service must be clearly written.
The standard of public services must be realistic and published in the community.
Services information must be published and disseminated to the public through the media.
According to Suyono (2001; 2006), benchmark for the success of public services in
the management review of public service, a decentralized bureaucratic structure has several
purposes and benefits: (1) reduce (even eliminate) the gap between the organization's role;
between the headquarters and outside office, (2) efficient in financial allocation, (3) reduce
excessive number of staff, particularly on the upper and middle levels (principle of
rationalization), (4) locate public service close to the customers. Listiani (2007) views
transparency in public service is when the civil servants perform duties openly in policy,
planning, implementation, monitoring and easily accessible to all parties who need the
information. Dwiyanto (2003); Ahmad (2008) explains the success of public service can be
measured by the aspects of equity, responsibility, efficiency, and free from bribery.
It can be concluded that excellent public service is a service provided by the
Government and local government organizations to all elements of the customers who
requires the service according to their needs, in efforts to achieve prosperity and increase the
pace of development.
3. Methodology
The research used descriptive qualitative approach to the natural setting (Moleong, 1993,
Creswell, 1998). Data was collected using the following techniques: observation, structured
interview and in-depth interviews, and documentation. Then the data was analyzed using
interactive models of analysis of Miles and Huberman (2000).
The research was conducted in West Pasaman public service in the following
sectors; licensing service, staffing services, and counseling services to the communities,
where exist a significant number of Minangkabau, Mandailing, and Javanese ethnic groups.
The study was limited within the period of September 2010 - March 2011, based on time and
cost available. Therefore the outside the period is not considered in this study. The informant
was firstly selected incidentally because there was no detailed documentation of employees
based on ethnicity. After the aforementioned details were discovered, the data is collected
using purposive and snow ball techniques. The objects are civil servants, excluding
educators and those in the education and health sectors.
Results and Explanation
Before explaining the results of the research, it is necessary to look at the data of the West
Pasaman regency:
Table 2. The statistics of West Pasaman civil servants by level (the bigger the number,
the higher the level)
Level of civil servants Number of people Percentage (%)
IV 1193 22
III 2574 47

II 1507 28
I 92 1
Total 5366 100
Sources: BKPL Pasbar 2010.
The table shows that the biggest number of civil servants in the West Pasaman
regency is the Level III (47%) followed by Level II (28%).The next data is based on the
civilservants formaleducation.
Table. 3.The statistic of West Pasaman civil servants Formal Education
Formal Education Number of people Percentage (%)
S2 (post-graduate) 47 1,0
S1 (graduate) 1935 36,0
D III (college, non-certified) 600 11,2
D II (non-certified courses) 1301 24,2
SLTA / DI (senior high school) 1340 25,0
SMP (junior high school) 67 1,2
SD (elementary school) 78 1,4
Total 5366 100
Source: BKPL Kab. Pasbar, 2010
The data implies that the biggest number of the classes of formal education is the S1
level (36%). This means that the majority of civil servants have attended formal education
above high school/D1 level. Thus, the majority of personnels in public administration has
reaached qualified formal education. According to Law Number 20 of 2003 on National
Education, a formal education is a structured educational tiered from elementary education,
secondary education, and higher education. The data above shows that West Pasaman civil
servants in the West has followed experiences of life in order to have particular skills that
can be used and developed for a variety of interests, including the implementation of public
administration and regional development.
The next table is civil servants data by sex.
Table 4. The statistic of West Pasaman civil servants by sex
Sex Number of people Percentage (%)
Male 2.135 40
Female 3.231 60
Total 5.366 100
Source :BKPL Kab. Pasbar, 2010
It can be inferred from the table that the largest number of civil servants are female
(60%), in contrast to the demand by women activists for equal opprtunities. Women get
more chance to be civil servants in the West Pasaman regency. It showed that men and
women have the same opportunities to be civil servants. It suits the amandment of the
Indonesian Constitution of 1945 Article 27 which states that every citizen gets equal rights in
law and government.
The following table is the classification of ethnic groups including Minangkabau,
Javanese, Mandailing, and others based on interview with Haljeki, Head of the
administration department on December 2, 2010:

Table 5. West Pasaman civil servants ethnicity
Civil servants Ethnic Distribution Number of people Percentage (%)
Minangkabau 1638 58,25
Mandahiling 1090 38,76
Jawa 72 2,56
Others (Bugis Makasar, Sunda, Aceh, etc) 12 0,43
Total 2812 100
Source :BKPL Kab. Pasbar, 2010
The table shows that the largest ethnic groups among the civil servants are
Minangkabau, Javanese, and Mandailing.
The findings of the observation, structured interviews, in-depth interviews, peer
briefingsand focus group discussion (FGD) about the work culture of the Minangkabau,
Mandailing, and Javanese ethnic groups are presented in the table below.
Table 6. Findings of Positive and Negative Work Culture of the civil servants (PNS)
from Minangkabau, Javanese, and Mandailing ethnic groups
No PNS Ethnic Minangkabau PNS Ethnic Jawa PNS Ethnic Mandailing
Positive Negative Positive Negative Positive Negative
1. Creative Deceitful Precise and Slow, because Loyal in Tend to be
(Galie) patient doing things in friendship emotional
detail
2. Egalitarian Easily bored Loyal and Less creative Brave Stubborn (hard-
at work obedient headed)
3. Open to Tend to Together- Slower in Optimistic Always do

criticism procrastinate ness making things hurriedly
and chat decisions and to get it over
instead of seem assertive
work (chatty)
4. High Inaccurate Polite Paternalistic, Quick High tone and
curiosity in superiors are response to intonation when
information considered the problems speaking that is
technology, "Father considered rude
because the by other ethnic
need to chat. groups
5. Dynamic in Lower Discipline Less critical Critical Pay little
performing performance attention to
their duties in teamwork appearance that
because they is considered
tend to prefer unfashionable
working
individually
6. Easy-going Model Tend to be Open to Tend to be
employees introvert criticism emotional
because the
tendency of
being
temperamental
7. Rational act Well- Compromise Assertive Primordial and
groomed with tends to be
circumstances strongly
paternalistic

8. Quck Easy-going Strict in Make solid Less patient
response to a performing team work
case their dutuies
9. Critical Make solid
team work
10. Well-
groomed,
tend to be
fashionable
Sources: Data compiled from primary research in 2010.
Regarding the punctuality work culture, the three ethnic groups working hours
depend on the workload in their institution. If the institution has a high volume of work load,
the civil servants spend most of the time in the room and very rarely leave the room except
for very essential needs. In contrast to those in the institutions with lower volume of
workload, the majorities of civil servants as well as other staff from three ethnic groups often
leave the workplace between 10.00 and 14.30. However, they usually come to and leave
work on time because they are obliged to sign the attendance list otherwise their daily and or
regional allowance will be cut in accordance with the regulations.
Differences of work culture from the three ethnic groups is seen clearly when each
of the civil servants responds to the demand of public service. The Minangkabau civil
servants tend to be open, egalitarian, and unemotional, and rational in delivering public
service. Although the openness is appreciated, information given is somewhat vague,
because of the chatty character; they tend to chat about other things before getting to the core
problems. They even use idioms and satires to express their intention. Not all of this kind of
expression is understandable to other people. This gives the impression that Minangkabau
people are deceitful because they do not give solutions to problems after long conversation.
Although they give a solution, it doesnt seem to directly directly solve the problem.
When the Mandailing civil servants response to public services, they tend say things
directly and to the point of a particular subject, sometimes without gambit, which is
considered blunt and rather rude. For the Batak and Mandailing groups, that attitude is
considered common to reflect assertiveness and efficiency in order to solve problems
without wasting time. Moreover, their high tone and loud voice are considered by people
outside the ethnic groups as impolite. The Mandailing respondents and informants admit that
they sometimes apologize to the customers if they employ these natures. However, the
situation does not become a source of conflict in public service because the multi-ethnic
community and civil servants in West Pasaman have mutual understanding on the different
work culture between them.
The Javanese civil servants are considered to serve the public more politely than
those of other ethnic groups. They also tend to be more patient than civil servants from other
ethnic groups. In providing information, as also the case in Mandailing groups, they tend to
strictly stick to the procedure and do only things allowed by the employer. If there are
problems that require futher solutions, they tend to suggest the costumers to ask directly to
their superiors or wait for the boss decision. This is unlikely the case with Minangkabau
civil servants who are willing to give further solution for unusual problems although it is
only descriptive solution and cannot be implemented directly. In the end, the three ethcnic
groups usually suggest that the final decision is in the hands of the superiors.

The particular findings of this study are the lack of briefing and implementation of
the business culture according to the ministerial degree, due to the financial limitations.
Therefore, civil servants tend to implement their ethnic culture instead of the work culture
set by the minister in 2002. They better understand their culture that has been attached to
each individual for years and employ it in the workplace. Moreover, officials at the West
Pasaman regency pay more attention to the results than the process where the work culture is
conducted.
Various government regulations have ruled the changes of work culture of the civil
servants, such as Ministerial Decree (Kepmenpan) No. 25 of 2002 concerning Work Culture
for officials, Kepmenpan No. 63 of 2003 on Public Service, Presidential Decree Number 81
of 2010 on the 2010-2025 Administrative Reform Grand Design, Ministerial Regulation No.
11 of 2011 on the Criteria and Measures of Successful Bureaucratic Reform, Minister
Regulation No. 14 of 2011 on Knowledge Management, and other laws and regulations.
On the other hand, the 1999 regional autonomy law gives larger authority to the
regional government in allocating funds based on their budget capacity including those
allocated for improving the civil servants work culture. This causes the limitation of the
regional government, particularly those with the insufficient budget, in providing education
and training to change the work culture based on the ministerial decree. The research sees the
way out of the problem is by using the State Budget. Indonesian constitution ruled that 20
percent of the State Budget is allocated for the education sector, which is held and managed
by the Ministry of Education and Culture. Therefore it is necessary for the Indonesian
Government, in this case the Ministry of Administrative and Bureaucratic Reform to
coordinate with the Ministry of Education and Culture, the Ministry of the Interior, and the
Ministry of Finance in order to establish a joint cooperation to allocate some part of the 20
percent budget to conduct education and training in civil servants work culture. The results
of the joint cooperation can be later proposed to the president to create a stronger legal basis
in the form of Government Regulation on Education and Training for Civil Servant Work
Culture. If this becomes the reality, the program of changing and improving the civil
servants work will not be considered a mere recommendation.
4. Conclusion
In general the diversity of negative ethnic culture does not hinder the delivery of public
service. However, the application of different culture of the civil servants who serve multi-
ethnic communities indeed generate different meaning of service obtained by such a diverse
society. In general, the presence of civil servants in the workplace during working hours
depends on the workload of the local government organization. Besides the civil servants,
various government organizations also employed staff with status other than permanent civil
servants: non-permanent employees (PTT), permanent employees, contract employees and
volunteer employees. Save for the volunteer employees, those staff would burden the
government budget, when the workload of the civil servants decreased.
On the other hand, Indonesia has a significant number of unemployment. This gives
way to the political interest of the local government in decreasing the number of
unemployment by recruiting more staff including the civil servants, the non-permanent
employees, and others.

Cultural diversity among the civil servants reasonably occurs in the absence of a
systematic effort in briefing sustainable and systematic implementation of work culture in
the West Pasaman regency because of the insufficient fund for the program. Further
coordination by the relevant parties as explained in this study can be used as an alternative to
improve education and training programs to change civil servants working culture
throughout Indonesia.
References
Ahmad, Badu.Kondisi Birokrasi di Indonesia dalam Hubungannya dengan Pelayanan
Publik. Jurnal Administrasi Publik, volume IV no. 1 (2008) 37 44.
http://makassar.lan.go.id/dokumen/baduahmad.pdf diakses tanggal 3 Februari 2010
Arimi.2002. Kebudayaan Indonesia. Bumi Aksara. Jakarta.
Arkamuddin. 2007. Pluralisme Suku dan Agama Di Kalimantan Barat. Jurnal wawasan,
Volumen. 12. Nomor. 3.Februari 2007.
http://isjd.pdii.lipi.go.id/admin/jurnal/12306150157.pdf diakses 5 Maret 2009.
Attabik dan Sumiarti. 2008. Pluralisme Agama : Studi Tentang Kearifan Lokal di Desa
Karangbenda Kecamatan Adipala Kabupaten Cilacap.Jurnal Penelitian Agama. Vo.
9.No.2.Jul-Des. 2008.
Alur, Rajeev, etc.all. 1996. The Benefits of Relaxing Punctuality. Journal of the ACM, Vol.
43. No. 1. January 1996. pages 116-
146.http://delivery.acm.org/10.1145/230000/227602/p116-
alur.pdf?ip=103.5.183.44&acc=ACTIVE%20SERVICE&CFID=76508833&CFTOKE
N=94193624&__acm__=1333926355_bf2793bc3ff0a52ff01e13617843958d diakses
tanggal 23 September 2009.
Amir, M.S.2003.Adat Minangkabau: Pola dan Tujuan Hidup Orang Minang. Jakarta: PT
Mutiara Sumber Widya.
BPKP.2004. Pengembangan Budaya Kerja di Lingkungan BPKP. Badan Pengawas
Keuangan dan Pembangunan. Jakarta.
Dwiyanto, Agus dkk. 2003. Reformasi Tata Pemerintahan dan Otonomi Daerah. Pusat Studi
Kependudukan dan Kebudayaan UGM. Jogjakarta.
Effendi, Sofian. 1998. Administrasi Publik dan Konflik Etnis.Orasi Ilmiah Wisuda STIA LAN
ke 34. http://sofian.staff.ugm.ac.id/artikel/Effendi-Administrasi-Publik-dan-
Multietnisitas.pdf diakses tanggal 25 April 2007.
Embi, Muhamad Ali. 2001. Pendekatan Pengurusan Sumber Manusia Masa Kini. Utusan
Publication & Distributors Sdn Bhd.
Frinaldi, Aldri dan Muhamad Ali Embi. 2011a.Pengaruh Budaya Kerja Etnik terhadap
Budaya Kerja Keberaniandan Kearifan PNS dalam Pelayanan Publik yang Prima
(Studi padaPemerintahan Kabupaten Pasaman Barat). E- Jurnal Laboratorium
Administrasi Negara Vol. 1. No.1. (2011). Edisi Khusus Simposium Nasional; hal 62 -
68. http://lab-ane.fisip-untirta.ac.id/wp-
content/uploads/2011/06/10%20Aldri%20Frinaldi.pdf diakses 21 Desember 2011.
_________________________________.2011b.Pengaruh Budaya Kerja Etnik terhadap
Budaya Kerja Keadilan dan Keterbukaan PNS dalam Pelayanan Publik yang Prima
(Studi padaPemerintahan Kabupaten Pasaman Barat).Humanus. Jurnal Ilmiah Ilmu-
Ilmu Humaniora. Vol. X.No.1. Juli 2011. Lembaga Penelitian Universitas Negeri
Padang.
Geertz, Clifford. 1983. Abangan, Santri, Priyayi Dalam Masyarakat Jawa. Terjemahan
Aswab Mahasin. Pustaka Jaya. Jakarta.

Hadler, Jeffrey . 2008a. Muslim and Matriarch : Culture Resilence in Indonesia Through
Jihad and Colonialsm. Thesis Ph.D. Cornel University Press. Ithaca. New York.
_________.2008b. A Historiography of Violence and the Secular Statein Indonesia: Tuanku
Imam Bondjol and the Usesof History. The Journal of Asian Studies Vol. 67, No. 3
(August) 2008: 9711010.
http://sseas.berkeley.edu/sites/default/files/faculty/files/HadlerBondjol.pdf diakses 5
Januari 2012.
_____________ 2010. Sengketa Tiada Putus. Matriakat, Reformis Islam, Kolonial di
Minangkabau. Terjemahan Taufik Abdullah. Freedom Institute. Jakarta
Hamka. 1970. Hubungan Timbal Balik antara Adat dan Syara di dalam Kebudayaan
Minangkabau. Panji Masyarakat Nomor 61/IV/1970.
_________. 1985. Islam dan Adat Minangkabau. Jakarta: Pustaka Panjimas.
________.2008. Antara Fakta dan Khayal Tuanko Rao. Suara Muhammadiyah.
Yogjakarta.Editor Muarif.
Herliany.2008. Analisis Budaya Kerja Pegawai Pada Bagian Kebersihan Dians Pasar dan
Penataan Pedagang Kaki Lima (PKL) Kota Samarinda. Jurnal Ilmu Administrasi.
Volume V.No.4. Desember.2008.
Ikhsan Darmawan. 2011. E- Government : Studi Pendahuluan di Kabupaten Sragen. E-
Jurnal Laboratorium Administrasi Negara Vol. 1. No.1. (2011). Edisi Khusus
Simposium Nasional. http://lab-ane.fisip-untirta.ac.id/wp-
ontent/uploads/2011/06/proceeding%20siap%20cetak.pdf diakses 21 Desember 2011.
Kato, Tsuyoshi. 2005. Adat Minangkabau dan Merantau dalam Perspektif Sejarah. Balai
Pustaka.Jakarta. Penerjemah Gusti Anan dan Akiko Iwata.
Koentjaraningrat, 1984. Kebudayaan Mentalitas dan Pembangunan. Cetakan ke-11. Jakarta:
Gramedia.
_____________. 2004. Manusia dan Kebudayaan di Indonesia. Djambatan. Jakarta.
(Kebudayaan Batak, Pajung Bangun hal 94 117) (Kebudayaan Minangkabau, Umar
Junus 248 265) (Kebudayaan Jawa, Kodiran 329 354).
Listiani, Teni. 2007. Implementasi Kebijakan Transparansi dan Akuntabilitas Pelayanan
Publik (Studi di PDAM Kota Bandung). Jurnal Ilmu Administrasi. Vo.IV.No.3.
September 2007. http://isjd.pdii.lipi.go.id/admin/jurnal/4307303318.pdf diakses
tanggal 15 Juni 2009.
Leung, Kwok, etc all. 2005.Culture and International Business: recentadvances and their
implications for futureresearch. Journal of International Business Studies (2005) 36,
357378. http://iew3.technion.ac.il/~merez/papers/jibs_culture_Intern_B.pdf diakses
tanggal 17 Juli 2007.
Malesevic, Sinisa. 2004. The Sociology of Ethnicity. London: Sage Publications.
Mulyana. 2005. Identitas Kejawen: Mengurai Benang Kusut.KejawenJurnal Kebudayaan
Jawa. Vol.1. No.1. September. Yogyakarta.
Miles, Matthew B, and Michael Huberman. 2000. Analisis Data Kualitatif. (terjemahan). UI
Press. Jakarta.
Moleong, Lexy J. 1993. Metode Penelitian Kualitatif. Remadja Rosda Karya. Bandung.
Mursitama,Tirta Nugraha , dkk. 2010. Reformasi Pelayanan Perizinan Dan Pembangunan
Daerah : Cerita Sukses (Purbalingga, Makasar, dan Banjarbaru). Masyarakat
Transparansi Indonesia. http://www.transparansi.or.id/wp-
content/uploads/2011/02/Otonomi_Daerah.pdf diakses 10 Mei 2011.
Naim, Mochtar.1984. Merantau Pola Migrasi Suku Minangkabau, Yogyakarta: Gajah Mada
University Press, 1984
Navis, A.A.1984. Alam Takambang Jadi Guru. Grafiti Pers. Jakarta.
Prasojo, Eko. 2006. Reformasi Kepegawaian (Civil Service Reform). Jurnal Demokrasi &
HAM, The Habibie Center, Volume 5 Nomor 3, Tahun 2006.
____________, E. 2007. Menggasas Kinerja Birokrasi Publik Jurnal Layanan. Publik. Tahun
II, Edisi XI.

___________ dan Teguh Kurniawan. 2008. Reformasi Birokrasi dan Good Governance :
Kasus Best Practices dari Sejumlah Daerah di Indonesia. Makalah dalam the 5 th
International Symposium of Jurnal Antropologi Indonesia. Banjarmasin, 22 -25 Juli
2008.
Pramusinto, Agus dan Wahyudi Kumorotomo. 2009. Governance Reform di Indonesia :
Mencari Arah Kelembagaan Politik Yang Demokratis dan Birokrasi Yang
Profesional. Gava Media dan MAP-UGM. Yogjakarta.
Prihartanti,dkk. 2009. Mengurai Akar Kekerasan Etnis Pada Masyarakat Pluralis Jurnal
Penelitian Humaniora. Vol. 1., No.2. Agustus 2009; hal 107-120.
http://himhim.blog.fisip.uns.ac.id/files/2011/12/jurnal-2.pdf diakses tanggal 18
Desember 2011.
Ratminto & Atik Septi Winarsih. 2005. Manajemen Pelayanan. Pengembangan Model
Konseptual, Penerapan Citizens Charter dan Standar Pelayanan Minimal. Pustaka
Pelajar.Yogjakarta.
Sartika, dkk, 2008. Pengaruh Budaya organisasi dan Motivasi Kerja terhadap Karyawan
Dinas Pekerjaan Umum Di Sumatera Selatan. POLIBIS. Jurnal Ekonomi dan
Bisnis.Bol.6. No. 2. September 2008.
http://isjd.pdii.lipi.go.id/admin/jurnal/6208116127.pdf diakses tanggal 5 September
2010.
Sriwinarti, Asih. 2005. Dampak Pembangunan Ekonomi dan Keterbukaan terhadap
Pertumbuhan Kota di Indonesia tahun 1972 2002. Jurnal Ekonomi Pembangunan.
Kajian Negara Berkembang; 227 -240.
Siregar, Amelia Nani dan Tri Ratna Saridewi. 2010. Hubungan Antara Motivasi Kerja dan
Budaya Kerja Dengan kinerja Penyuluh Pertanian Di Kabupaten Subang, Provinsi
Jawa Barat. Jurnal Penyuluhan Pertanian Vol. 5 No. 1, Mei 2010. http://www.stpp-
bogor.ac.id/userfiles/file/03-Amelia%20edited.pdf diakses tanggal 3 Januari 2012.
Singer, Thomas.2010. The Transcendent Function and Cultural Complexes: a Working
Hypothesis.Journal of Analytical PsychologyVolume 55, Issue 2, Article first
published online: 12 APR 2010.http://onlinelibrary.wiley.com/doi/10.1111/j.1468-
5922.2010.01838_2.x/pdfdiakses tanggal 7 Januari 2012.
Suyono, Agus. 2001. Budaya Birokrasi Pelayanan Publik. Jurnal Ilmiah Administrasi
Publik. Vol I.No.2. Maret Agustus. Universitas Brawijaya. Malang.
__________. 2006. Kepemimpinan Birokrasi Cenderung Bernuansa Kekuasaan. Disertasi
Doktor. Pascasarjana Fakultas Ilmu Administrasi. Universitas Brawijaya.
Svensson, Goran and Greg Wood. 2003. The Dynamics of Business Ethics : a Function of
Time and Cuktures Cases and Model. Journal Management Decision. The Emerald
Research Journal. 41/4 (2003); 350-
361.http://www.kantakji.com/fiqh/Files/Companies/w132.pdf diakses tanggal 15 Mei
2008.
Terry, R.George. 1990. Prinsip-Prinsip Manajemen.Terjemahan Winardi. Bumi Aksara. Jakarta.
Undri. 2009. Migrasi, Perebutan Akses Tanah dan Penguatan Lembaga Adat : Resolusi
Konflik Tanah Rantau Minangkabau. Jurnal Masyarakat & Budaya. Volume 11 No. 2
Tahun 2009.
Warnaen, Suwarsih. 2002. Streotipe Etnis dalam Masyarakat Multietnis. Mata Bangsa.
Yogjakarta.
Weber, Anke. 2010.Communication, Decision Making, and theOptimal Degree of
Transparency of MonetaryPolicy Committees. International Journal of Central
Banking September 2010. http://www.ijcb.org/journal/ijcb10q3a1.pdf diakses tanggal
5 November 2011
Researchers short biographies

Aldri Frinaldi, born in Jakarta / February 12, 1970, compled UNAND S1 in the Faculty of
Law, graduated in 1995, and S2 at the University of Hasannuddin, graduated in 2000.

Lecturer in Public Administration at the Faculty of Social Sciences, University State of
Padang. Start a Lecturer from 1998 to present. He had been Chairman of the Coordinating
Body of Islamic Students Association (HMI Badko) West Sumatra and Riau from 1995 to
1997. Besides being Secretary for Human Rights Studies Center, State University ofPadang
(UNP PUSHAM), 1999 - until now, he is also active as Chairman of the Institute for Human
Resource Development (Lakpesdam) at NU stewardship of the West Sumatra region, 2010 -
2015.
Muhamad Ali bin Embi, born in Gelugor River, Penang, Malaysia in July 1968. Completed
the Undergraduate (S1) and obtained his CPA at Universiti Utara Malaysia UUM in1992.
Finished his Master Degree (MPA) at the University of Southern California,USA in 1995.
He obtained a Ph.D at the University of Science Malaya in 2004. Currently the field is
Associate Professor at the College of Law, Government and International Studies, Universiti
Utara Malaysia, Kedah Darul Aman Sintok, Malaysia.

Institutional Perspective on Implementation of Public Service
Network in Indonesia
Alwi
Teaching Staff of Department of Administrative Science of Hasanuddin University,
Makassar
Email: alwiazis_63@yahoo.com
Muh.Akmal Ibrahim
Teaching Staff of Department of Administrative Science of Hasanuddin University,
Makassar
Email: stitek.bd@gmail.com
Abstract: In thecompetition era implementation of public serviceseffectively andefficientlyis a

necessityifthe countryas apublic serviceproviderdoes not want tolag behindother countries. Public
service as such is no longeran optionbut itis apublic demandthatmust be addressed and become a
major focus forimplementerstocarry it out. Demandsandscope ofpublic services to make public
servicesisa complex process. Therefore, providers need to have a system that capable of implementing
public services effectively and efficiently. The system is called apublic servicenetwork. This system
integrates of all the potential resources (resources sharing) of stakeholders (individuals and
organizations) of public services providers. The system has been widely carried out by public
organizations in Indonesia, but its implementation has not been carried out effectively. This is caused
by the values, norms, and culture of network-based organization has not demonstrated a system
of public service network.
Keywords: Institutional Perspective, Public Service Network
Background
Public service is still a serious problem in Indonesia since the implementation of public
service decentralization (local autonomy) to the present. Based on KAU (Sagaroa, 2010),
when the declaration of the MDGs was launched in 2000, the number of poor in Indonesia
reached 37.3 million, or about 19 percent. While in 2004, the number of poor fell to 36.1
million, or about 16.6 percent. While in 2006, the number of poor in Indonesia with incomes
less than U.S. $ 2 per day reached 114.8 million or 53.4 percent. Likewise it is with health
and sanitation, by 2015, targeted 69 percent of Indonesia's population already has access to
drinking water or piping systems and 72.5 percent of the population must have been
receiving adequate sanitation services. In fact, up to half way to achieving the MDGs

deadline, only 18 percent of Indonesia's populations have access to drinking water sources,
and only 45 percent of the population who have access to adequate sanitation facilities.
The foregoing shows that public service addressed to the poor, especially health
care, sanitation and clean water is still a serious problem, despite the decentralization of
public service since 1999. Whereas the essence of decentralization is to improves the quality
of public services.
In addition to this, the issue of public services is a very complex (wicked problems),
because both the determination of the problem and its solution is often a debate over its
stakeholders (Robert, 2000; Alwi & La Tamba, 2011). Problems like this need to be
addressed by the approach of public service networks.
Public Service Problem as Wicked Problem
Based on the description in the introduction above, demonstrates the complexity of the
problem of public service in Indonesia. The complex can be viewed in terms of the many
stakeholders involved in the public service. On the one hand, it can also be seen from the
many interests that play on the public services where such interests are often competing and
even the opposite of each other.
The complexities of the problem giving rise to various uncertainties. These
uncertainties arise not only from a lack of understanding/knowledge but also of strategic and
institutional factors. Uncertainty arising from lack of knowledge is called cognitive
uncertainty (van Bueren, et.al, 2003). An understanding of public problems in the public
service is a Meta problem, namely the problem whose scope is broad and involves many
stakeholders. Public problems in public services are understood differently from different
perspectives of public administration. This occurs because public understanding itself is
different from a different perspective of public administration. In this case, classical public
administration perspective different concepts with new public management perspective about
the public, as well as new public service perspective.
Uncertainty resulting from the strategy factor exists because many stakeholders are
involved. Their strategies to address the problem based on their perceptions of the problem
and its solution, which may differ from the views of others. Poverty as a public problem has
different characteristics from a variety of different scientists, because they have a different
perspective in viewing the problem.
In addition to uncertainties generated by the two factors above, institutional
uncertainty is the uncertainty generated by a decision taken from different places. Many
policies taken by governments to address public issues that do not fit applied in various
regions in Indonesia. Overcoming poverty through central government policy as an example,
it poses problems in its implementation in the Region.
Uncertainties that arise in dealing with wicked problems require a network approach
to overcome (van Bueren et.al, 2003; Roberts, 2000; Harmon & Mayer, 1986). Wicked
problems, according to Harmon & Mayer (1986), ...the notion of wicked problem serve as a
metaphorical reminder of our limitations in controlling the social world. In a sense, most of
the problems that government deals with are, in at least some aspects, wicked. This shows
that many of the problems that faced by the Government are difficult problems to overcome

(defy solution) although they use sophisticated analysis tools. Wicked problems have the
following characteristics (Conklin and Weil by dikutif Roberts, 2000):
1. There is no definitive statement of the problem; in fact, there is broad disagreement on
what the problem is.
2. Without definitive statement of the problem, the search for solutions is open ended.
Stakeholders those who have a stake in the problem and its solution champion
alternative solutions and compete with one another to frame the problem in a way that
directly connects their preferred solution and their preferred problem definition.
3. The problem solving process is complex because constraints, such as resources and
political ramifications, are constantly changing.
4. Constraints also change because they are generated by numerous interested parties who
come and go, change their minds, fail to communicate, or otherwise change the rules by
which the problem must be solved.
Furthermore, Roberts (2000) offers some solutions strategy in tackling wicked
problems, namely the authoritative, competitive, and collaborative. These strategies are
based on the level of conflict that exist in the process of problem solving, distribution of
power among the stakeholders, and the level of contention strength/power.
Authoritative solution strategies to be used resolve wicked problems when power is
concentrated in a small number of stakeholders. If the power dispersed (not concentrated on
a number of stakeholders) and contrasted, the strategy used is a competitive solution
strategies. If the power is spread to its stakeholders, but not contrary, it is more appropriate
strategy is collaborative strategies.
A. Implementation Of Public Service Network: Instituitonal Perspective
(Case in the City Transport Services in Makassar City)
Public service network is a public service based on the cooperation between organizations or
between actors. Public services based on network carried out by the network-based
organizations. Network-based organization has characteristics (Hill, 2002), as follows:
1. Oriented to higher purpose/common vision
2. Activity affects the whole system (assumption)
3. Horizontal organization
4. Voluntary participation
5. Decentralized
6. Member-controlled
7. Self-regulating
8. Collaborative
9. Cognitive
10. Deliberative
11. Autonomous members
12. Involves a division of labor
In the network approach, network-based organization is a membership organization
comprised of various stakeholders for the implementation of public services effectively and
efficiently. Such organizations utilize critical resources together (sharing resources) for the

provision of public services effectively and efficiently. In this case, the public service will be
effective and efficient if done collectively rather than individually.
In the network approach there are several theories explaining the phenomenon of
network, such as resource dependency theory, systems theory, transaction cost theory,
contingency theory, network theory, exchange theory, the theory of network exchange, and
institutional theory. Each of the theories explaining the phenomenon of network with a
specific emphasis, such as resource dependency theory viewed network as a strategy to
reduce dependence on critical resources in the environment. Then, the transaction cost theory
to explain the costs that will be used when working with organizations that control resources.
Institutional theory is the theoretical basis of this paper which the theory describes
the phenomenon of network in terms of the legitimate of the stakeholders. A network-based
organization that runs of public services will be reliable in the eyes of its stakeholders, if the
organization has a mechanism to ensure efficiency and effectiveness of public services
delivery.
Institutional theory places organization in the same category as other social
institution such as the family and the political system. This theoretical treatment of
organization becomes significant when this conceptualization is contracted with the
economic or bureaucratic model that views organization as uniquely and formally rational
instruments for the realization of clearly defined objectives. An organization is viewed as an
institution; it takes on the sociological baggage that renders it less rational, less formal, and
less single-mindedly goal directed. Calling organization institution means that they are not
simply black boxes that produce goods and services but human organizations driven by
emotion and tradition (Jaffee, 2001).
Institutional theory is a theory that explains how organizations can improve their
ability to grow and survive in a competitive environment and to be trusted (legitimate) in the
eyes of the stakeholders (Jones, 2004). Of course, the normative values of the organization,
such as efficiency, effectiveness, and economy as a cornerstone in achievement the
organization's goals must be a concern to improve the ability to compete in the globalization
era.
Institution, according to Scott (2001) is institutions consist of cognitive, normative,
and regulative structures and activities that provide stability and meaning to social
behavior. Institutions are transported by various carriers cultures, structures, and routines
and they operate at multiple levels of jurisdiction.
Based on the definition of the institution above, there are three institutional pillars
which relied upon the formation of the legitimacy of the legitimacy of an institution, namely
cognitive, normative and regulative pillars. Cognitive pillar includes the symbols, beliefs,
and social identities. Normative pillar covers the obligations, norms, and social values.
Regulative pillar covers rules, laws, and sanctions (Powers, 2001).
An institution to be trusted stakeholders, according to Meyer and Rowan (Jaffee,
2001) required institutional isomorphism. Isomorphism is a single form that focuses on the
mechanisms that explain similarity among organization within the same field or population.
They referred to these mechanisms as mimetic, normative, and coercive.

Mimetic mechanisms refer to the tendency for organizations to imitate the
procedures and structures of those organizations that are exemplary models, carry high
prestige, or have successfully adapted to the environment.
Normative mechanisms operate to channel organizational behavior and procedures
in appropriate, expected, and legitimate directions.
Coercive mechanisms imply some formal consequences for failure to conform with
particular operating procedures and structures.
Based on the results of research on the implementation of public service networks in
the field of transportation in the city of Makassar (Alwi and Suratman, 2011) showed that the
Forum of Traffic and Transportation Roads was based on the order of Law. 22 of 2009 about
Road Traffic and Transportation and as a network-based organization has not carried out
effectively. This is due to the network concept is not well understood. This forum is designed
like a bureaucratic organization because its membership was dominated by bureaucratic
officials of the Government of Makassar City.
Based on institutional perspective, the Forum is not designed based on network-
based organization reference in the field of transport that has been successful (mimetic
mechanism). Consequently the organizational structure and procedures as well as the
implementation of tasks of the Forum is not running as a network-based organization.
Besides this, the Forum also did not design the systems, procedures, and other norms
(normative mechanism) as a network-based organization that can guide the behavior of its
members to work efficiently and effectively. Mechanisms are built in the Forum is a
mechanism of the programs implementation that are not integrated. It is shown that the
coaching program and regulating traffic is the Police Department. Then its responsible for
management and engineering of traffic is the Transport Department of Makassar City.
Furthermore, the Forum also has not designed the mechanism of the ethical
consequences if it does not comply with formal rules agreed upon (coercive mechanism).
Although the network-based organization does not become the emphasis of sanctions for
violations of rules agreed upon.
B. Conclusion
Since the establishment of decentralized public services through local autonomy ACT in
1999, public services still showed serious problems in Indonesia. The problem exists because
of the many stakeholders involved in public service in which their interests are not always
unidirectional and even frequent conflict.
Public service problems are very complex accompanied by a variety of public
interest led to the frequent occurrence of conflicts in the determination of the problem and its
solution. Therefore, problem as such needs to use a network approach in the determination of
the solution.

References
Alwi and La Tamba, 2011. Wicked Problem and Network Approaches in Poverty Reduction
in Indonesia. Paper presented at the National Seminar on "Strengthening the Public
Administration for Welfare Citizen: Policy and Management Public Perspectives" in
Makassar, July 7-8, 2011.
Alwi and Suratman. 2011. Analysis of Inter-Organizational Network in Democratic the
Public Service Delivery (Case Study on City Transport Service in the Makassar City).
Research Report (2009-2011). LP2M Hasanuddin University, Makassar.
Bardach, Eugene. 1994. Can Network Theory Illuminate Interagency Collaboration ?
Melalui <http://www.hsg.harvard.edu/chg/dgworkshop/bardach.pdf> [3/30/2004]
Becerra, Raquel L.1999. Interorganizational Service Delivery Systems : Studying a Different
Kind of Arrangement. Dalam Proceeding Twelfth Annual International conference of
Public Administration Theory Network.
Gulati, Ranjay; Gargiulo, Martin. 1998. Where Do Interorganizational Networks Come
Frome ? Melalui <http://www.ranjaygulati.com/new/research/interorg.pdf>
[3/30/2004]
Harmon, Michael M. & Mayer, Richard T. 1986. Organization Theory for Public
Administration. USA : Little, Brown and Company.
Hill, Carey. 2002. Network Literature Review: Conceptualizing and Evaluating Networks.
Melalui <http://www.sacyhn.media/pdf/literatureReview.pdf> [3/30/2004]
Jaffee, David. 2001. Organization Theory : Tension and Change. New York : McGraw-Hill
Companies, Inc.
Jones, Gareth R. 2004. Organizational Theory, Design, and Change : Text and Cases. USA :
Pearson Education, Inc., Upper Saddle River, New Jersey.
Powers, Jennifer Goodall. (2001). The Formation of Interorganizational Relationships and
the Development of Trust, (Dissertation) Melalui
<http://www.pogodesigns.com/jp/jpowers.pdf>[3/30/2004]
Roberts, Nancy. 2000. Wicked Problems and Network Approaches to Resolution. Dalam
International Public Management Review. Vol. 1, Issue 1. Electronic Journal
<http://www.ipmr.net> [10/18/2003]
Sagaroa, Yani, Criticism on Implementation of the Millennium Development Goals (MDGs)
in 2015 in Indonesia, on Friday, 19 March 2010
Scott, W. Richard. 2001. Institution and Organizations (2nd). USA: Sage Publications Inc.
van Bueren, Ellen M. Klijn, Erik-Hans. Koppenjan, Joop F. M. 2003. Dealing With Wicked
Problems in Network : Analyzing an Environmental Debate from a Network
Perspective. Journal of Public Administration Research and Theory. Vol. 13. No.2 :
193 212.

Restructurization of Organizational Structure and Governance
System in the Fulfilling of the Public Service Needs
Andin Niantima Primasari

Doctoral Program of Public Administration, University of Brawijaya
Email:an_dh13n@yahoo.com
Abstract: Republic of Indonesia has passed several big changing after the end of the Orde Baru
government. A new hope occurred due to reformation action during last decades and the practicing of
local autonomy policy. The authorities that were given to the local government by the autonomy
policy, indirectly, give wider access the local government to arrange, to manage, and running their
public services by local needs basis. The regional autonomy also gives opportunities to the regional
government to increase the qualities of services to the society. Because the control range become
smaller, so that the services should be felt by the region society maximally. All those government
activities will never be apart from a good institutional arrangement. Because principally the existence
of the Struktur Organisasi dan Tata Kerja (SOTK) or Region Organizational Structure is an arm of
the local government to provide services to the community in order to improve the local communities
welfare. Based on Government Regulation Number 41 in 2007 could be concluded that the local
government has their freedom to develop their organizational structure that adjusted to the need of
each region so that they can provide maximum services to the community.
If the supporting organizational structure is arranged proportionally between the working
division and the specialization that fit on the need, can be mutually support one another, clear
assignment authority and the responsibility, do not overlap, the distribution and level in the
organization allows for implementation of effective monitoring. By that, it will give positive impact to
the achievement of service quality and conversely. While the vague of vision and mission will make
opportunities for intervention of other interests from outside of the organization and also threat the
neutrality and hinder the achievement of an egalitarian bureaucracy that favor the interests of people.
That is why this paper is going to try to disclose the Organizational Structure and Governance
System (Struktur Organisasi dan Tata Kerja/SOTK) reconstruction policy in the relation of providing
the public service to the society. This paper also analyzes restructurization of local government to be
effective organization and local government management as effort to fulfilling of the public service
needs.
Key Words: Organization Reconstruction, Management and Public Service
Introduction
Implementation of local government autonomy as a form of decentralization in governance is
rotated by the government in response to the demands of society. Through a decentralized
government that will open democratic forum for people to participate in determining the fate
and oriented to the interests of the people through local government a credible, open, honest,
and be no escape from responsibility, as a prerequisite for the realization of government

accountable and capable of meeting the principles propriety in government. This makes it a
must for the region to transform and restructure the system of local government
management. Components of government must be changed and adapted to the environment.
The essential of Law. 32 of 2004 on Local Government is in the implementation of
regional autonomy. Implementation of regional autonomy is the empowerment of the
community, foster initiative and creativity, increase community participation and develop the
role and functions of Parliament. Hence this law puts the full autonomy to the local district
and city areas. This area has the authority and discretion to establish and implement policies
and initiatives according to the aspirations of the community. Law No. 32 of 2004 is the
legislation governingy the Local autonomy. The birth of the concept of regional autonomy as
the issuance of laws that govern the implementation of a new gap is seen as a response to
changes and demands for reform when it all run according to what is contained in the spirit
of the legislation itself. For that there are three requirements that must be satisfied that:
1. Human resources that support the enactment of legislation either as implementers of
government and society as objects and objectives of the regional autonomy.
2. Organization and management that is able to accommodate construction activities due to
the government and autonomy.
3. Strength development stakeholders play a role in achieving prosperity through
development.
Governmental duties as a public service requires government institutions to
professionally prepared in accordance with local needs in order to realize the welfare of the
society itself. The principle of government affairs division between the central government,
provincial governments and local government districts / cities have been set in PP. 38 of
2007 and was also attended by PP. 41 in 2007 to regulate the organization of the region. On
this basis there is freedom for the captured area to develop the organizational structure of its
own government in order to suit the needs of society so that public service can be performed
optimally.
Kausar Perrow in the U.S. (2009:7) states that the ideal form of bureaucracy can
never be realized because:
1. Inability to choose between personal or group interests and the interests of the
organization;
2. Bureaucratic inflexibility to adapt to environmental change is rapid and continuous.
In line with the view of the above, Agus Dwiyanto (2006:224) explains that "the
establishment of performance expectations on customer-oriented bureaucracy as
bureaucracies in developed countries is still difficult to achieve." In principle, the
bureaucracy is a front line service to the community. To improve the performance of public
services requires the bureaucracy to formulate a clear mission. It is well also to reorganize
the structure of government and bureaucracy. Also according to Agus:
Government and bureaucratic structures are complex and unclear, because
the mission and task structure and function is never clearly defined. As a result
of overlap and conflict of missions, tasks and functions between departments,
non-departmental agencies, and the office of minister of state at the center,
between agencies, offices and agencies at provincial and district into a

spectacle that can easily be found in the administration of government and
public service activities (2006:266).
Development of mission-oriented bureaucracy is likely to impact optimal in
improving public services if it is followed by the restructuring of the bureaucracy. Bromley
in Hariyoso (2006:215) considers that:
Bureaucracy in its work during the working process is still not able to carry
out an appropriate work processes and inadequate, especially to maximize the
results of his work because of constraints caused by exogenous (exogeneous
constraints). For this reason it is necessary to fill the normative content of this
institution (the normative content of the institution) to work on the bureaucracy
have enabled the external factors that are not entirely relevant to the indeces
analysis of Macro-Assuming "Pareto Optimum" which reduces the risk of loss
of non-economic factors through the innovation of practical decision as core
selection hypothesis that states that if the action changes the concept of
government institutions/bureaucracies do (the arrangement governing changes
in the institution), the fundamental purpose of government that can be achieved
and in the present atmosphere (contemporary relevance).
According Sedarmayanti (2010: 324) "found facts about the tendency of regional
government is too big and not based on real needs in areas that have implications for the
swelling of the organization significantly." This clearly had an impact to the inefficiency of
the available budget allocation in each area. Sedarmayanti further writes:
In addition to causing the efficiency of resource use, causing swelling of the
organization has widened the range of control and lack of integrated
management / control as a function that should be handled in a unified unit
should be divided into several units of the organization that led to ballooning
bureaucracy. (2010:325)
Agung Kurniawan (2009:75) explains that some cases in the area of the
establishment of new institutions or swelling of public organizations that are often done as
institutional regulations (nomenclature) are subject to change, it is often assumed as the
distribution of seats or echelon, even considered robbing public money for office and
operational benefits. Wylie in the Great also revealed that:
During this time there are still weaknesses in the bureaucracy, among others,
levels of the organization that is too long, the possibility of twinning the
function of an organization, organizational units of the different objectives are
placed in one group, removal or use of an employee who is wrong and too many
officials who report to a leader. (2009:78)
In addition, the important reason for the background for this restructuring is in the
context of the efficiency of the household budget. Indirectly by this restructuring, the budget
for the operational process of diminishing government, because there are several agencies
that melted and combined. During this nearly 70% more or less sucked the budget for the
operational activities of the government alone, and for financing the construction of only
30%. This discourse also be restructured in order to improve public service corresponding
duties and authority of each agency, reducing SOTK will be able to increase the quality of
public service indirectly.

Towards Local Government Restructuring Organizational Effectiveness.
Organization is an important element in a government. The stronger the organization of
government will cause the maximum of the main tasks and functions carried out, and this
will also provide maximum service to the community and development. By Louis A. Allen
"the organization as a process of defining and grouping the work to be done, assign and
delegate authority and responsibility with a view to enabling people to work together
effectively in achieving its objectives." (Hasibuan 2007:24).
Hasibuan (2007:26) explains that" The organization is a structure of division of labor
and the working relationship between the structure of a group of people holding positions in
a certain working together to achieve certain goals. Further Hasibuan (2007:26) asserts that:
"The organizational structure has the following characteristics:
1. The existence of specific objectives to be achieved
2. The existence of a structured system of cooperation of a group of people
3. The division of labor and the working relationship between fellow employees
4. The existence of the determination and classification of integrated work
5. The existence of a formal engagement and order must be obeyed
6. The existence of the delegation of authority and coordination tasks.
7. The existence of the elements and organization tools
8. The existence of the placement of the people who will do the job. "
However, the question now is how an organization can achieve its goals? What
affects the success of an organization? Weisbord in Thoha (2000:98) provide a model to
diagnose organizations that are often known by the Weisbord six-box consisting of
objectives, structure, reward systems, work procedures mechanisms, governance and
leadership relationships. It is not directly mention that the success of the organization is
affected by the six elements above. The elements of an organization described by Hasibuan
(2007:27) is as follows Humans (human factor), The locus, Purpose, Employment,
Structure and Environment (Environment external social system). The success of the
organization can also be measured through the effectiveness of the organization. The concept
of effectiveness has a different meaning by the experts. Steers said (2010:123) that the best
in researching the effectiveness of the attention to three related concepts, namely: the
optimization of the objectives, a systems perspective and emphasis on human behavior in
terms of organizational structure.
Steers also said there are four groups of variables that influence the effectiveness of
the organization, namely:
1. Organizational characteristics, including the structure and technology.
2. Environmental characteristics, including external environment and internal environment.
3. Characteristics of employees, which includes the attachment to the organization and work
performance.
4. Policy management practices.
Edy Sutrisno have a simpler idea of organizational effectiveness indicators. The
indicator of the effectiveness of the organization described by Edy Sutrisno (2010:149) as
follows:

1. Production (production).Describes the production of goods or services the organization's
ability to produce goods or services in accordance with the demand environment.
2. Efficiency (efficiency).In order for organizations to survival needs to pay attention to
efficiency.
3. Satisfaction (satisfaction). Many managers oriented attitude to be able to demonstrate to
what extent the organization can meet the needs of their employees, so they feel
satisfaction in the works.
4. Adaptation (adaptiveness). Adaptability is how far the organization is able to translate
internal changes and external existing, will then be taken by the organizations concerned.
5. Development (development). The development is a viability phase after continue
(survive) in the long run.
According Sedarmayanti (2010:82) dimensions to measure the effectiveness of an
organization can be seen from:
1. Environment utilizing the organization's ability to obtain various types of rare and
valuable resource.
2. Ability of decision makers within the organization to properly interprete the nature of the
environment.
3. Organization's ability to produce a specific output sources are obtained.
4. Organization's ability to maintain the daily operational activities.
To assess whether the organization is effective or not, many opinions that say that an
organization is effective or not, as a whole is determined by whether the organization's goals
are achieved or otherwise. Adam Indrawijaya (2000:227) explained that "basically it is very
difficult to see or to equate the effectiveness of the organization with the level of success in
achieving goals. This is due to adjustments other than because there always be some targets
to be achieved, also in the process of achievement often there is pressure from the
surrounding circumstances. The fact is that rarely turn causes the target can be achieved as a
whole. "
Not much different from Indrawijaya, Dydiet Hardjito in his book Theory and
Techniques Organizing (1997:65) argues that "the success of the organization achieve its
goals is influenced by organizational components include the structure, purpose, people,
laws, applicable operating procedures (Standard Operating Procedure), technology,
environment, complexity, specialization, division of powers and duties. " In the matter
Rakornis Institutional District / City of West Sumatra made by the Bureau of Apparatus
(2008:37) explained that:
"Institutional arrangements, the organization is based on the vision, mission and
strategy are clear. With a clear vision and mission, the organization will be prepared strictly
in accordance with particular needs are able to balance the demands of inter-organizational
resource capabilities with the real needs of society and operational set out in the strategic
plan, namely:
1. Establishment of an organization should be based on clear authority.
2. Organizations are networking (networking) and coordination, in order to take
advantage of comparative advantage / competitive advantages of each region.

3. Organization to implement the strategy of "learning organization" organization
must be able to adapt and transform itself to respond to changes and challenges
arising from these changes.
4. In conducting the affairs of government authority, local governments run the
autonomy to organize themselves and take care of their own affairs based on the
principle of autonomy and assistance task. Implementation of government affairs is
divided based on the criteria of externality, accountability, efficiency with respect
to the harmony of the relationship between the composition of government.
5. Occupation of pattern which, in the hopes the organization can set the device in
accordance with the principles of organization that are tailored to the needs,
abilities and potential of the region.
Basically there are some principles of the regional institutional arrangements, among
other things: First, the establishment of the area should be based on business under the
authority of each region, both obligatory and business options. Second, organizations are
dynamic because the rule is quite simple. Third, the organization are managing the area in
accordance with the principles of organizations, institutions, which are strictly between staff
functions, line functions, support functions, regulatory functions and the functions of
planning and administrative services functions so that no power of attraction.
Fourth, The amount of the organization in accordance with established criteria, in
addition to the needs and abilities and characteristics and potential of each area adhered to
the principle of efficiency, effectiveness, rational, and proportional, including the
organizational structure should be based on workload analysis to be carried out in
accordance with the affairs the authority. Fifth, Directives for standardization and uniformity
in case nomenclature merging some government affairs. And sixth, functional development
can be realized in order to support the functional departments of Trustees officials with
policy-making and delegation of authority impass coaching and development of functional
positions in the center of the coach to coach in the area of employment.
The importance of the organizational structure proposed by Ancok in the Journal of
Civil Service (2008:78) that "the competitive advantage of organizations, among others,
determined by the structure of a lean" lean and mean "or in another language called poor-rich
structure function." This is in line with the perspective of Osborne and Geabler ie with a shift
in the role of government from "rowing" rowed up "steering" directs the organization of
government bureaucracy should also be able to adopt it, therefore the restructuring of the
bureaucracy must be capable of producing a structure that is slim, flexible, responsive and
efficient.
Husen in the Journal of Civil Service (2008:78) explains that "the success of the
organization depends on the arrangement of 2 (two) things, namely the determination of
future policy changes in the structure, and participation of all members of the organization,
the ability to change their behavior, skills and attitudes." Therefore, the organizational
structure is essential for an organization mechanism of action in order to run properly. By
Siagian (2004:62):
The preparation of the organizational structure must consider:

a.The organizational structure must comply with the duty to remove the impression
that the organization is too large and cumbersome.
b. Reduction of power distance. Reduce the power distance means the creation of a
flat organization, increased intensity and frequency of direct communication
between superiors and subordinates, empowering subordinates, especially in the
opportunity to engage actively in the decision making process, supervision of
sympathetic and subordinate performance appraisal system that objective.
c. Possible use of other types of organizations. As is known, various types of
organizations that can be used is the functional organizations, matrix organizations
and committees or adhocracy.
d. Decentralization in decision making. One of the principles of organization that
must be understood and applied is the balance between authority and responsibility.
Ideally, the arrangement of the regional organization should be able to produce
devices capable of promoting local community needs with the structure and function
effectively, efficiently and rationally in accordance with the capabilities of each region as
well as the coordination, integration and synchronization, simplification and communication
between central and local institutions. As explained by the above Siagiaan and Amri Yousa
that organizational management should not be separated from the lean organizational
structure, power distance is relatively shorter than before, the balance between rights and
obligations and individual responsibilities of the bureaucracy as well as service-oriented
organization to the community. These goals are to create a good organization in order to
improve organizational effectiveness in carrying out duties and functions in order to achieve
organizational goals.
Governments in Achieving Organizational Management of Public Service
To manage and control an organization needed a reliable management. Management is
basically derived from the word "to manage", which means the set. G. Terry in the SP R
Proto Hasibuan (2007:3) has a different concept of understanding the term of management:
"a process that typically consists of the actions of planning, organizing, directing and
controlling performed to determine and achieve goals that have been determined through
utilization of human resources and other sources. Harold Koonts and Cyril O'Donnell
(2007:3) to define management as "the attempt to achieve a specific goal through the
activities of others." From these definitions it can be concluded as follows:
1. That management has the goal that you want to accomplish
2. Management is a blend of science and art
3. Management is a systematic, coordinated, cooperative, and integrated in the use of its
elements
4. There are two or more people who cooperate in an organization
5. Should be based on the division of labor, duties and responsibilities
6. Consists of several functions
7. Management is only a means to an end
The function of management can be described as follow:

Planning Organizing Directing Coordinating Controlling
By : Raharjo Adisasmita 2011
Raharjo Adisasmita (2011:164) explains that the planning is one of the main
function of management and that is indispensable for the implementation of good
management, the organization is the second most important in management function because
if the plan that is arranged would be implemented immediately without a well-organized,
then the plan will not be able to achieve the target determined, planning and organizing also
do not mean no good implementation that is able to mobilize people to achieve the goals,
capabilities and actions of a manager in an effort to harmonize the work of (coordination) of
a work of a section with other sections, but also they are very important to realize
organizational effectiveness and controlling of the undertakings to prevent possible
deviations of a predetermined plan.
Management implementation of good governance is an effort to create the maximum
public service to the community. Therefore, it can be interpreted as a public service delivery
(service) needs of people or communities who have interests in the organization in
accordance with basic rules and procedures that have been specified.According to Tjiptono
(1996:58), there are four main elements contained in the superior service (service
excellence), that is, the speed, accuracy, friendliness and comfort. Professional public
service, which means that public services are characterized by a lack of accountability and
responsibility of service providers (government officials). With the following characteristics
effective, simple, clarity and certainty (transparent), openness, efficiency, timeliness,
responsive and adaptive, quickly adjust to what the demands, desires and aspirations of the
people being served that are constantly experiencing with growth and development
Furthermore Djaenuri (2001:15) explains that "service is a process of meeting the
needs of other people, both rights and obligations because of government regulations, his
form of business or services".Pamudji (1994:21-22) defines public service as activities that
have aim to meet local needs for goods and services. Theoretically, at least three major
functions to be executed by the government regardless of its level, in example ; the functions
of public servants (public service function), the function of development (development
function) and the function of protection (protection function).
The most important thing then is to what extent the government can manage these
functions in order to produce goods and services (services) that are economical, effective,
efficient, accountable and equity to the people who need them. According to Stephen. P
Osborn and Kerry Brown (2005:52) that there are some needs to be done by a framework of
government to provide services to the community. This framework seeks to locate and
explain the various elements comprising the system of government in order to develop a
better understanding of how the administration and implementation of reformation measures
in the global or international scale can influence the orientation of the national public service
organizations. It also shows how widespread the changes mayaffect the operation and
management of public service organizations. Here's a level of governance according to
Stephen. P Osborn and Kerry Brown:

Global/National/Cultural Level 1
Environment
Institutional (Public Choice) Level 2
Level
Managerial Level Level 3
Technical (Primary Work) Level 4
Level
Political Assessment Level 5
Conclusion
Structuring of regional government carried out in order to improve the performance of local
government in delivering public services to community. Giving the organizational structure
and efficient properly described above, the expected functions of the public service can run
optimally. But conditions are not always in line with expectations, it is seen on the ground
that public service remains a public complaint, despite of various efforts in terms of
structuring the organization has done. It can be concluded that so far the restructuring needs
to be done in order to review and see more about the existence of an organization, just not be
the main agenda of local governments to increase public servants to the community, because
the results are still not optimal. For that reason, we need to take another alternative, such as
human resource fix spearhead the implementation of public service, this improvement can be
done through training of government officials to public service and an evaluation of the
optimal performances of government organizations in order to do the streamline of the
execution of duties and functions.
References
Adisasmita, Rahardjo, 2011, Manajemen Pemerintahan Daerah, Yogyakarta: Graha Ilmu
Azhari. 2011. Mereformasi Birokrasi Publik Indonesia. Yogyakarta: Pustaka Pelajar Offset.
Djainuri.2001. Manajemen Pelayanan Umum. Jakarta: Institut Ilmu Pemerintahan Press.
Dwiyanto, Agus dkk. 2006. Reformasi Birokrasi Publik di Indonesia. Yogyakarta: Gadjah
Mada University Press.
Hardjito, Dydiet. 1997. Teori Organisasi dan Teknik Pengorganisasian. Jakarta: Raja
Grafindo Persada
Hariyoso.S. 2006. Pembaruan Birokrasi dan Kebijaksanaan Publik. Bandung: Peradaban
Indrawijaya, Adam I. 2000. Perilaku Organisasi. Bandung: Sinar Baru Algesindo.
Irawan , Prasetya . 2000 . Logika dan Prosedur Penelitian. Jakarta : Infomedika/ STIA
LAN Press
Kausar. AS.2009. Sistem Birokrasi Pemerintahan di Daerah dalam Bayang- Bayang Budaya
Patron-Klien. Bandung: PT. Alumni.
Kurniawan, Agung 2009. Transformasi Birokrasi. Yogyakarta: Universitas Atmajaya.
Osborn, Stephen. P dan Kerry Brown. 2005. Managing Change and Innovation in Public
Service Organizations. New York: Routledge.
Pamudji. 1994. Profesionalisme Aparatur Negara Dalam Meningkatkan Pelayanan Puplik.
Dalam Jurnal Widya Praja No.19 IIP. Jakarta:

Sedarmayanti. 2010. Reformasi Administrasi Publik, Reformasi Birokrasi, dan
Kepemimpinan Masa Depan. Bandung: Refika Aditama
Siagian, Sondang P. 2004. Manajemen Abad 21. Jakarta: Bumi Aksara
S.P hasibuan, Malayu. 2007. Organisasi dan Motivasi. Jakarta : Bumi aksara.
Sutrisno, Edi. 2010. Budaya Organisasi. Jakarta: Kencana Prenada Media Group
Tjiptono, Fandi.1996. Manajemen Biasa. Yogyakarta:
Thoha, Miftah. 2000. Perilaku Organisasi Konsep Dasar dan Aplikasinya. Jakarta: Rajawali
Grafindo Persada.
Biro Aparatur Sekretariat Daerah Provinsi Sumatera Barat. 2008. Implementasi PP No. 38
Tahun 2007 dan PP No. 41 Tahun 2007. Padang: Sekretariat Daerah Kabupaten
Pesisir Selatan.
Yousa, Amri. 2008. Penataan Organisasi Perangkat Daerah (Kajian Penataan Organisasi
Kabupaten Bungo). Jurnal Pamong Praja, 11(6) : 75-86.

The Transformation and Implementation of the Government
Organizational Culturein the Excellent Public Service
Ani Yuningsih
Head of Public Relations Department
Communication Science Faculty
Bandung Islamic University
Abstract: A government as an organization has a specific and unique organizational culture

becoming the basic philosophy and guidance for the government officials in carrying out the roles
which includes in building the public service performance.The paradigm of public service is also
based upon the organizational culture used and manifested by the government officials in the forms of
conceptual thinking, planning, behavior and visual manifestation formed as service facility, service
media and the message impression of public service.
The demand of paradigm change on the public service of the government officials which was
initially be served becomes to serve the public, will not happen all of a sudden without any
changes of the organizational cultures.The organizational culture is as set of beliefs, values, and
thoughts manifested in the forms of ritual work behavior, standard operational procedures, job
description, regulations, reward and punishment, official ceremony, social and psychological support,
job training pattern, and work relation pattern among the employees. Therefore, the performance
transformation of excellent public service should begin with the transformation of organizational
culture which will them be implemented into the public service behaviors of the government officials.
On the other part, it is clearly needed a pattern and strategy of the well planned and
sustainable organizational communication to construct and conduct the change of organizational
culture. The message content and impression can be taken either from the credible government
officials or from public aspiration which become easier to be expressed through the public spheres
mediated by the social convergent media which are interactive and dynamics.
Keywords: Transformation, organizational culture, organizational communication strategy.
Preliminary
Background of Research
The demand toward the paradigm of public service, which formerly the government officials
are served turning to be to serve public, will not immediately happen without any
changes of organizational culture. The good governance concept has been already sounded
lately to be implemented by various public institutions, including the government institution.
The good governance is likely more connected to the basic ethics of an organization
management, which demands some evaluations through various normative references,

realizing that there is a different point of view between the stakeholders and the government
officers themselves, Good governance as a concept is generally acted and can be adapted
into government organization, knowing that government is an organization with the main
product a public service or a service.
A good organization has 8 characteristics that influence to one another directed to
the public interest, which among others are: participation, consensus, accountable.
Transparent, responsive, effective and efficient, fair and holistic , committed to laws and
regulations. When the good governance concept is completely agreed to be implemented in a
government institution, it needs to be questioned whether all of the characteristics have
already been existed in a government institutions nowadays? If not, it is truly needs an effort
to make transformation of organizational culture as a philosophical, conceptual, and art
factual guidance to establish the behavioral pattern of excellent service to all of officers as
the members of government organizations.
An organizational culture is a set of beliefs, values, and thoughts manifested in the
form of behaviors such as work habit (ritual), standard operational procedure, regulation,
mechanism, punishment and reward, formal ceremony, psychological and social support,
work training pattern, and work relation pattern among the employees. This culture has
extraordinary power becoming an activator to grow identity sentiment, to enhance the
organization commitment, the tool of member organizing, to strengthen the values in an
organization, and as the mechanism control of behavior. Therefore, the work transformation
of excellent public service needs to start with the transformation of organizational culture
which will be implemented in the forms of public service behaviors by the government
officers.
However, it should be realized that the process of constructing and transforming the
organizational culture is not easy. It takes time and strong willingness. The leader together
with the members need to crate synergy though the consistent pattern of organizational
communication toward the determined changes.
Statement of Problem
How is the transformation and implementation process of government organizational
culture in the effort of establishing the excellent public service?
Problem Identifications
1) How is the paradigm transformation of public service in government organization?
2) How is the organizational communication strategy in transforming the government
organizational culture?
3) How is the implementation of government organizational culture in establishing thw
excellent public service
Frame of Thinking
Bureaucracy and Participative Development in a Government
A government as a bureaucracy organization has determined some bureaucracy principles
recently, among others are: the centralized decision making, obedience to the authority;
narrow job division; the influence based on power; clear position hierarchy; functional

position is clearly determined; and the position is elected by contract ( not life long position);
the high-rank officers must be obliged to discipline system and homogenous monitoring.
However, as known, in some cases of government organizations in Indonesia, there are a few
characteristics of ideal bureaucracy (Max Weber) are not possessed such as : the facility for
job description is neutral; the staff members only work for the official/impersonal function;
the position is selected based on the professional, not based on nepotism and pre-modialism.
Now, by conducting the decentralized system, it also needs to conduct the
participative development mechanism, not centralistic. In the participative development,
there is an endeavor to help people be able to explore their potentials and the problem of
their housing area, and able to find out the solutions. It also helps people to be able to set up
the action plan in their community which can consistently be used as the reference to
increase their life level. Through the participative development, the government provides the
executor in the city or district with the guidance in realizing the community action plan
arranged in a participative way.
Participation in a good governance is meant as the active connection of both parties.
The participation can be done directly through institution legitimating or representative. This
is very important to clarify that the representation of democracy is not meaningful if a lot of
people in a community do not support the decision making. Participation needs organized
information which means that there is a freedom of expression and socialization on one side
and community organization of civil government on the other side.
The involvement of all parties is necessary for good governance, not merely the
involvement from the government community or the political elite. The development
program is not merely owned by the powerful group where people only give their support,
yet the program must be created based on the people needs. Participation refers to the
involvement of citizens in development process. The advantages and effects from a group
activity because of a project basically requires the participation, therefore the government
can make choices of their needs and interest, and every social group can protect their rights.
The communication strategy in the participative development uses some messages
specifically designed for specific public, for some goals :
1. Activating the participation agent (cadres) coming from the community itself as the
officers of development institution who operate in their own area.
2. Creating and guiding the participation mechanisms for public involvement as the
development actors in the development process, from the planning step to the evaluation
step.
Definition and Process of Organizational Culture Transformation
Organizational culture is a set of beliefs, values, and thoughts manifested in the forms of
behaviors such as work habits (rituals), standard operational procedures, regulation, standard
operational procedure, regulation, mechanism, punishment and reward, formal ceremony,
psychological and social support, work training pattern, and work relation pattern among the
employees.
According to Douglas, cultures have extraordinary strength. Culture is a set of basic
assumption explaining us what needs to be concerned, what something means, how to

emotionally react in facing an event, and how to act in encountering certain situations. When
an organization has developed and combined sets of assumptions, called as a thought
world or mental map, the members will feel comfortable with other members and the
others having the similar assumption set, and fell uncomfortable and inconvenient in a
different assumption situation, since no one will understand or predict what will happen, or
the worst is that there will be misperception and misinterpretation toward other people
behavior (Douglas,1986). Following are the definitions of organizational culture from some
experts:
An organizational culture is a set of beliefs, values, and mechanism (way) that can be
learned to solve and to live in an organization. The organizational culture tends to be
realized by the organization members (Brown,1998:34)
According to Wood, Walace ,Zeffane, Scermerhorn, Hunt,Orborn (2001:391),
organizational culture is the believed system and values developed by an organization
which demands the behavior form the members of that organization,
According to Tosi,Rizco,Caroll as cited by Munandar (2001:263), organizational culture
is the way of thinking, feeling, and reacting based upon the specific pattern in that
organization or within the parts of the organization
According to Robbins (1996:289), organizational culture is the accumulated perception
believed by the members of that organization
According to Schein (1992:12) organizational culture is the basic pattern accepted by the
organization to act and solve the problem, produce the employees able to adapt to the
environment and unite the organization members.
According to Edgar Schein (1985), organizational culture is based on the
construction concepts for three levels, those are: Basic assumption, Value level, and artifact
level that is something visualized. The three levels are:
a) Level 1. Artifact. This level is the most visible dimension from the organizational culture.
It is the physical environment of the social organization. In this level, a person getting
into an organization can see clearly the construction, output (product and service),
technology, oral and written language, art product, and the behavior of organization
members. Organization members seem unrealized with the artifact, their organization
culture, yet the people outside the organization can clearly observe it. Every group life
phase produces artifact that make it hard to classify.
b) Level 2. Values. All the organization learning reflect the values of organization members,
feeling of what should be different from what is existed. If the members of an
organization face problem or new task, the solution is the value. The organization founder
faces something to be done or overcomed, he or she proposes the way to solve it and
succeeds to work it out. This way is then socialized to the members of other
organizations, If one solution toward the problem is considered successful and the
organization members share the values: gradually the values start to get the cognitive
transformation process.
c) Level 3. Basic Assumption. If the solution proposed by the company leader is successful
continuously, the solution has already taken for granted. Initially it is a hypothesis
supported by the values, then it will be considered reality and truth if it worked well.
Basic assumption is the most believable solution, equal to science theory implemented to
the problem faced by the organization.

Organizational culture can be built and transformed, the transformation process is
called the organizational culture transformation. Transformation is a must in organization
life. According to Bennis (1964) if a transformation in a value system is sustainable,
every organization must strive to learn more responsively. Both to the environment and the
member demands/ Rhenaldi Kasai says, An organization will keep qualified in the
competitive business world if the organization is adaptive to the transformation. Peter F.
Drucker extremely states about the importance of transformation process or the
transformation of organizational culture. . The big danger in a turbulence is not the
turbulence itself, yet the past way of thinking used to solve the present problem.
Theoretically, the transformation of organizational culture is meant to change the
mind set, policy, practice, process, system, and all the components of other organizations
simultaneously in every function, unit and level of that organization. To reach the success in
this transformation, an organization must have competitiveness, such as : excellent service.
As to reach the competitiveness, am organization must be ready to change, and to experience
the change, the organization must have agent of change.
There are three strategic steps to conduct the organization transformation according
to Kurt Lewin:
1. Unfreezing. The efforts to overcome the pressure from the group opponent and the
transformation supporters. The quo status is melted, commonly the present condition is
shaken so that people feel uncomfortable.
2. Movement. Gradually but sure, changes are done. The sum of the opponents gradually
decrease and the supporters increase. To achieve that, the changers should be
immediately applied.
3. Refreezing. If the condition expected has been achieved, it should be stabilized by new
regulations, new compensation system, and other new organization management. If this is
successful the opponents will decrease a lot. And the supporters will increase more.
The Excellent Public Service and Public Service Quality
Public service is all the service activities conducted by the executor of the public service to
fulfill the demand of service users. The executor of the public service is the government
institutions: ministries, departments, the secretary of higher government institutions, regional
government institutions, State Owned Institutions, BHMN and BUMD. The essence of
public service is giving the excellent service to the public. Whereas the principles of public
service are among others: transparency (openness, accessible, available, and understandable),
accountability, conditional (suitable with the executors competence and the service
acceptors), participative (encouraging, role of public in service) equal rights,
indiscriminative service, and the balance of task and right (the executor and the acceptor get
the equal task and right).
The excellent service in a government organization is evaluated through the
assessment or Abdisatyabhakti recognition. The recognition criteria of Abdisatyabhakti
refers to the Decree of Ministry of Government Apparatus No. 81/1993 (The guidance of
Public Service Mechanism), those are: simplicity, clarity and certainty, security, openness,
efficiency, economical, fairness, and punctuality.

The concepts of Basic management of public service in order that the execution is
the same as expected, that is the management of critical service moment. The critical service
moment is the contact occurred between the service users (customers) and the aspects of
organization that can make customers opinion about the service qualitygiven by that
organization (Albrect and Bradford, The Service Advantage: How to identity and Fulfill
Customer Needs,1990)
The excellent public service requires the best quality to the service given by the
government apparatus. It is not easy to define the quality, however quality is the dynamic
condition connected to the product service, human, process and environment fulfilling the
expectation. (Goetik and Davis). Quality can have various meaning depending on what
perspective used. There are five perspectives of quality :
1. Transcendental approach (measured by the desire or ideal aspects expected)
2. Product-based approach (measured by the satisfaction of the result quality)
3. User-based approach )measured by users)
4. Manufacturing-based approach (measured by process)
5. Value-based approach (customer value)
(Garin in Lovelock, Product Plus,1994)
Analysis
Paradigm Movement of Public Service in Government Organization
The public service paradigm in government organization nowadays tends to move, from
centralistic becomes participative. The involvement of all parties is very necessary for
implementing a good governance. In this case the participation concept must refer to the side
taking of the citizens in the development process. The advantages and the effects from the
activities of a group because the existence of a project and development program, basically
needs participation, so the government cam make some alternatives of the interest and needs
demanded by them, and each of the social group can protect their own rights.
The government needs to increase the relationship with the stakeholders that as a
matter of fact socially and economically are mutual relation. Hence, the government or the
elite realize that they are not the subjects dominating all programs, and they are aware that
the relationship with public and stakeholders is horizontal or at the same level. The
government is basically the facilitator for the two social sides those are: public and other
private stakeholders.
In line with the movement of the public service in a government organization, the
quality of public service is now centralized on the effort or the process to fulfill the needs
and wants of the public as well as the delivery punctuality to harmonize the public
expectation. So the service quality demanded from the government today is at the quality
level expected and monitoring on the quality level is to fulfill the public wants (Wyckof in
Lovelock, Managing Service,1988).
The Strategy of Organizational Communication in The Transformation
Effort of Government Organizational Culture
Today the management of government organizational communication needs transparency.
Transparency means that the decision taken and done is through the rules accurately applied

and opened to the transparent things. This definition also means that the information which is
very direct and free can be accessed by all community members. The information is
addressed to those who will be influenced by the existing decision and pressure.
The definition of openness also means that the information is adequately provided by
the authority and that the information is easily gained with the simple rules and easily
understood by the society. Accordingly, the process of information and the media used
between one area and another will be different depend so much on the habit model and the
life pattern. Transparency refers to the availability of information for the public and
explanation about the government rules, regulation and decision. Some various media are
ready to mediate a communication between government and the society, including the online
media, therefore there is a movement of communication pattern form closed to be transparent
with more opportunities.
The effort to internally transform the organizational culture in a government
organization requires various patterned organizational communication practices led by the
agent of change. This agent of change can be either the direct leader or intentionally formed
as a team of change agent, knowing that organizational culture relates to amind set which
will effect to the service action or behavior. It needs to be aware that a human mind basically
needs cognitive stability, therefore some effort to change or question the basic assumption
will create awkwardness and self defense. In this case, the basic assumption substituted with
to be the foundation of an organization cultural construction can be viewed as the mechanism
of psychological cognitive defense (either in a individual or group level)which will influence
the way the team works. Based on this explanation, it will be very essential for anybody who
wants to change the aspects of organizational culture, that is not easier compared to change
the individual pattern with the defensive mechanism.
For Pacanowsky and ODonnel-Trujillo as explained by Pace and Faules that in time
that the members get involved to realize relevant constructs, practices, rituals and the so fort;
the constructs, practices, and rituals are called as mini-accomplishment. The mini-
accomplishment is included in achieving the bigger one, that is in the organizational culture.
The key word is accomplishment (small). The words accomplishment shows action; and the
action is continuously repeated. The accomplishment action is an indicator and model of a
culture which Danrige, &Joyce (`1980) put it into the broader rubric called as organizational
symbolism. So the important thing in the transformation effort of organizational culture is
building the new habits starting from the new things, which in turn will build a certain
meaning and new basic assumption for an organization. Hence, the organization members
led by the agent of change gradually will construct the reality of their own organizational
culture.
Implementation of Government Organizational Culture in Building
Excellent Public Service.
The interpretive approach focuses on the importance of observation on an organization
phenomenon as the subjective experience of the members. So, to implement the new
organizational culture to the action of excellent public service, it needs to explore some
patterns possible to create the new organized service. So, the interpretive approach
emphasizes on the effort to learn the communication pattern in a organization and to find out
the meaning contained, and those patterns for the organization members. Hence, when the

new communication pattern will be applied as the basic of new public service, the agent of
change has firstly explore and develop the new symbols and meanings to the organization
members.
In general, in government organization there is a political performance as the
realization of the organization culture implementation, that is all the communication
performance which gradually and repeatedly happened. Rituals consist of four kinds :
personal, task, social and organization, In such a form of organizational culture, commonly
there is a political leader conducting the authority or control. Therefore, since the
government organization is hierarchical, there must be someone powerful to achieve the
goals and adequate control to maintain the basic process and organizational communication
pattern to implement the new organizational culture as a result of transformation of the
previous stage.
According to Stephen P. Robbins in Organization Behaviour (2001255-259), there
are three stages to maintain and develop organizational culture to keep alive and sustainable
dynamically fulfilling the public needs, those are:
1. Selection. The goals of the selection process is to find put and employ the individuals
having knowledge, skill, and competence to show work achievement successfully in an
organization, If there are two or more employee candidates who met the formal
requirement, and tightly compete, or it is very difficult to decide the one to be chosen, so
the organization will decide the final result by selecting the employee candidate
possessing value, belief and assumption go with the organization possessed.
2. Peak Management, the act of the organization leaders influences so much on the success
to base the organizational culture, because every behavior and action will be used as the
description and guidance for the lower employee.
3. Socialization. No matter how good the recruitment process or selection conducted, it will
not directly indoctrinate the new employee about the organizational culture, It still needs
further step in the form of mass orientation and training, The core is enabling the new
employees understand and own the values contained in organizational culture where they
work.
It is clearly described that it needs the well-planned and sustainable organizational

communication pattern and strategy to build and conduct the organizational culture
transformation. The content or package of messages from the credible source of government
apparatus or from public aspiration which now is easily textualized through the public sphere
mediated by convergent social media which are interactive and dynamic.
Conclusion
1. The paradigm f public service in a government organization tend to move nowadays,
from centralistic in the beginning becomes participative at present. In line with the
movement of public service paradigm in a government organization, the quality of service
is now centralized in the effort or process to fulfill the public needs and wants as well as
the punctuality of its delivery to meet the public expectation.
2. The management of government organizational communication needs the transparency.
Transparency means that the information is adequately provided by the authority and that
the information is easily obtained by the simple rules and easily understood by all society.

The transformation effort of internal organizational culture in a government organization
needs some various well-patterned organizational communication practices conducted by
the agents of change.
3. To implement the new organizational culture into the excellent public service action, it
needs to explore the patterns possible to create new organized service action. Besides,
since the government organization is hierarchical there must be someone with the
political power to reach anything having adequate control to sustain the basic process and
organizational communication pattern to implement the new organizational culture as the
result of transformation in the previous stage.
References
Albrecht and Bradford. 1990. The Service Advantage : How to Identity and Fulfill Costumer
Needs.
Robbins, Stephen P. 2001. PerilakuOrganisasi, Jilid 2 (terj). Edisi 9.Jakarta :Indeks PT-Gramedia.
Robbins, Stephen P. 1996. TeoriOrganisasi, Struktur, Desain&Aplikasi.Edisi 3. Terjemahan
Jusuf Udaya. Jakarta :Arcan.
Rudito, Bambang dan Melia Famiola. 2001. Etika Bisnis. Jakarta: Salemba.
Schein, Edgar H. 1985. Organozational Culture and Leadership. 2nd Edition, New York :
Maxwell Macmillan International Publishing Group.
Wirawan. 2007. BudayadanIklimOrganisasi, TeoriAplikasidanPenelitian. Jakarta
:SalembaEmpat.

Optimization of Public Service Commitment of the Agricultural
Extension Officer in order to Maintain and Enhance Food Self-
Sufficiency in Cianjur
Candradewini
Department of State Administration, Faculty of Social and Political Sciences,
Padjadjaran University
Email:shin_rashin@yahoo.co.id
Abstract: The purpose of this research is to know how deep the public service commitment of
agriculture extension at Cianjur. Location of this research is at the Department of Agriculture, Food
Crops andHorticulture in Cianjur.
The method used in this research is descriptive methods. The population on this research isthe
counselors agriculture who joined in the functional position at the Department of Agriculture, Food
Crops andHorticulture in Cianjur. Sample sizes are 11 agriculture counselors. This research is
population research.
Based on the research, it was obtained information that the public service commitment of
agriculture extension at the Department of Agriculture, Food Crops and Horticulture in Cianjur is on
good category.
Introduction
The total area of Cianjur is around 350.148 hectares with the number of inhabitants in 2006
as many as 2.125.023. The main jobs of the population are in the agricultural sector, which is
about 62,99%. Other sectors that absorb quite a lot of labor are the trade sector, which is
about 14,60%. The agricultural sector is the largest contributor to the Regional Gross
Domestic Income of Cianjur, which is about 42,80%, and this was followed by the trade
sector around 24,62%.
Data showed that 62,99 % of the labor force in Cianjur absorbed by the agricultural
sector. Thus, optimal training was needed to improve the capabilities of the farmers in
managing their land and its vegetation.
The commodity of paddy, rice fields, is the base of economic activities on most sub-
districts in Cianjur. It is shown on several sub-districts which having typicality and product
resulted, among them is Warungkondang sub-district, which has also supported by
production facilities of agricultural produce which has a relatively adequate. In addition to
the rice fields, coconuts and cloves are superior to another commodity. Moreover, animal
husbandry and fisheries that became the pre-eminent in Cianjur are beef cattle, lamb,

chicken, fish, goldfish, tilapia, catfish, lobsters, and tunas. This is reflected in the ability of
commodities become the bases in some district.
Department of Agriculture, Food Crops and Horticulture in Cianjur has successfully
guided the farmer groups in conducting agricultural extension. It can be seen from a bunch of
awards in the field of agriculture who won by farmer groups from Cianjur. One of them is
the award from the President of Indonesia, Susilo Bambang Yudhoyono, in the agricultural
sector as a first winner of a group of grain farmers.
Cianjur area does have a high potential to increase agricultural productivity and
human resources development. The life of Cianjur's residents over 60% is based on the
agricultural sector. This condition can be seen from the total of the Regional Gross Domestic
Income in 2003 amounted to 46,76%, which is a contribution in the field of agriculture. As
for the details, food crop subsector is around 38,68%, plantation is 3,59 %, livestock is
2,33%, fishery is 1,77%, and forestry is around 0.39 %. The large of agricultural acreage and
good human resources will be beneficial if followed by the effective agricultural extension
movement. Therefore, the Government of Cianjur gives a mandate to the agricultural
extension activities, such human resource development and technology transfer of urban
based. It has a strategic position if associated with Cianjur vision of development that is
oriented to the agribusiness and agro-tourism.
Agricultural extension system in Cianjur leads to the improvement of human
resources through the improvement of knowledge, attitudes and skills in relation to the
business. Since the implementation of the law on regional autonomy agricultural extension
activities is one of authority bestowed upon the local government, so the agricultural
extension, management, and ordinances are the responsibility of local governments, in the
hope that the extension can be performed optimally. The Government of Cianjur, in order to
enhance the ability to run errands, the functions and its role as the agricultural extension
officer has tried to improve the human resource capacity, with minimal formal education
equivalent Diploma III, so that the quality of the officers are reliable.
Moreover, in implementing and disseminating agricultural programs, the
Government of Cianjur always performs some approaches. First, job training approaches and
visits. This approach relies on the visit of the agricultural extension officer to the farmers.
Second, is the effort to increase the leading commodity in Cianjur. Third, is testing various
methods that are effective and efficient. Fourth, approach to development of integrated
enterprises. This approach is collaborative activities between the officer and the farmers in
finding and determining appropriate technology. Fifth, is a participatory approach. The
officers will be able to interact with the farmers to ensure effectiveness as well as on active
role of farmers through planning, implementation, guidance, and performance evaluation.
Nowadays, in Cianjur, there are as many as 157 agricultural extension officers, the
fisheries and livestock extension officers are 24 officers, and there are around 64 for forestry
extension officers, so the total numbers of all three subsectors are 245 extension officers. The
active role of the agricultural extension officer in Cianjur, highly expected for the
development of agriculture in the region. The commitment to the extension officer was the
main asset for the success in Cianjur so far.

Based on the background, the writer is interested in researching further regarding the
public service commitments for the agricultural extension officer and wrote a title
Optimization of Public Service Commitment of the Agricultural Extension Officer In Order
To Maintain and Enhance Food Self-Sufficiency in Cianjur.
Formulation of the Problem
Based on the background study that has been described above, the writer formulates a
problem as follows: The commitment of public service of the agricultural extension officer
in Cianjur is not optimal. Later, the writer makes the research question as follows, How far
is the optimization of public service commitment to the agricultural extension officer in
Cianjur.
Research Purposes
The purpose of research that the writer did was to find out how far is the optimization of
public service commitment to the agricultural extension officer in order to maintain and
improve food self-sufficient in the district of Cianjur.
The Benefits of Research
The benefits of research are in order to increase food security through the optimization of the
extension officer as strategic human resources of agriculture, which have more information
as follows:
1) As an input in order to improve the public service commitment to the agricultural
extension officer.
2) As a reference in order to increase food security particularly in Cianjur, and generally to
national level through an increase in the commitment to the service of the agricultural
extension officer.
Literature Review
Definition of commitment consists of several aspects. In Jarvis research (1999), was
analyzed more in depth about the concept and approach in four aspects, namely: (1) Objects,
because they are the essential part in the shadow of the target. (2) Typology that helped to
understand the kinds of different in commitment, and provides instruments for analyzing of
what type of commitment happened. (3) Terms, because it deals with the planning of an
individual, the impression their actions, for the determination of targets, as well as important
in employment orientation and the decision making process. (4) Process and the commitment
to development that will give dynamic aspect from the development of this study.
In 1984, at first, Meyer and Allen distinguishes between two types of commitments,
those are affective commitment and continuance commitment. Affective commitment is
showing a sense of deep emotion and the concern for the organization, meanwhile
continuance commitment is emphasizing the perceived cost if leaving the organization.
In 1990, Allen and Meyer introduced the third component of the commitment that
was normative commitment, which was indicating a perceived obligation to remain in the
organization. Then in 1993, Meyer, Allen and Smith revised the scale of the normative
commitment to explain the differences in affective and normative commitment.

Some of the employees show an act of faith and strong acceptance against targets
and the values of a new organization. Employee groups also urged efforts to new
organization, and showed a strong desire to maintain membership. Meyer and Allen (1997)
called this commitment as the organizational affective commitment. The second group of
employees showing behavior that is characteristic of the normative commitment (Wiener,
1982, in Ozag and Duguma, 2004). Then referring to the wiener, which is a group of
employees that do not develop a strong sense of emotional affection to the organization.
However, employees who have high levels of this commitment form, continue to work
productively because of ethical culture, family, and organizations that drive their behavior.
The third form of the employees that who remain in the organizations, which is not
because of the loyalty of congenital or belief. This group survived because they have no
alternative job, or too many investing in the organization. Referring to Meyer and Allen, an
investment referred to the period of work, resignation, status, and certain benefits. The third
form of this organizations commitment, was first introduced by Becker (1960, in Ozag and
Duguma, 2004), who named it as a continuance commitment. Below is presented the
influential literatures with the processes that produced three different forms of organizational
commitment.
The Commitment of Service
The concept of customer service commitment is defined as the tendency for an individual
connection to provide continuous improvement and trying earnestly to the benefit of
customers (Peccei and Rosenthal, 1997). The concept is a concept that began to develop and
trying to provide a service to customers, which based on flexibility, initiatives, and attention
to individual employees. The concept has no longer based on standardization that is achieved
through the supervision approach and the standard regulations in the provision of services,
but prioritizing the empowerment and active participation the members of the company,
especially the front line staff. The participation of employees in delivering a quality service
and always trying to improve services provided are the core of customer service
commitment. With a commitment to high customer service, the workers will receive
organization as a place that has strong values in the quality of service and customer
satisfaction. It makes the workers, especially the front line staff, to strive earnestly in
providing the best quality of service for customers. Employees are doing their job as part of
the obligations, which are the consequence of its membership in the organization, for the
sake of interest and the achievement of company aims.
A commitment to the vision of an organization closely associated with the trust of
subordinates to superiors. Confidence depends on the consistency of the act of a superior on
statements. Rotter (1967) defines the interpersonal trust as an expectation of a person or a
group that the words, promises and statements oral as well as written from a person or
another group can be trusted.
In a holistic employment relationship, based on mutual trust where workers are
treated as a whole person, then the human aspect is considered as a commendable personal,
the internal motivation can be grown. Pent-up potential, which belongs to the workers, could
emerge. In this approach, the commitment was developed to foster genuine compliance,
discipline, dedication, and high loyalty on one side, as well as growing power of innovation
and creativity of workers on the other side.

The commitment of service is a guideline to achieve success in introducing the
initiative service (Sutopo and Suryanto, 2003:20). As for the sub variable, as follows:
1) Clarity. Services that provided to the customer needs to be clarity on all of the things
relating to the system and procedures according to the relevant law in the organization
(Central, provincial, district and town, and other government agencies), so the public
(customers) can understand the rights and obligations to get excellent service of
bureaucracy apparatus.
2) Consistency. Bureaucratic apparatus in providing services to the public are required to be
consistent in applying or implementing rules (service), so the impression that has been
growing in the society that bureaucracy is identical to indirectness, expensive, and time-
consuming can be pushed over, so that in turn will snatch people 's hearts. Therefore, do
not show or introduce the inconsistent attitude between the systems and procedures that
applies to the fact and the views of the public (customers).
3) Communication. Tell all the people (customers) that the system and procedures that I
mentioned refer to regulations, so that the people (customers) no need to have a negative
perception on the bureaucratic apparatus that providing services. Consider and understand
the psychological aspect that is experienced by a customer, so it created a harmonious
atmosphere between the customer and the servant.
4) Commitment. The implementation of the excellent services to the communitys strong
commitment are needed, starting from taking a decision until the implementation of the
decision, so excellent services to the public can be seen as in an orchestra symphony. In
the orchestra symphony, all players have strong commitment starting from the players to
the tone and the rhythm, so the results shown can please everyone.
Research Methods
The method used in this study is descriptive methods. According to Umar (2002:22),
descriptive method is a method in researching a group of humans, an object, a set of
conditions, a system of thought or a class of events at present. The purpose of the descriptive
research is to make the description or drawings systematically, actual and accurate regarding
the facts, properties as well as the relationships between the phenomenal investigated.
Variable Run Operations Research
The commitment of service is the relationship of the individual inclination to provide
continuous improvement and strive earnestly to benefit customers (Peccei and Rosenthal,
1997). According to Sutopo and Suryanto (2003), the commitment of service is the
guidelines for reaching success in introducing the initiative service.
Table 1.Variable Run Operations
Variable Dimension Indicator Scale
Commitment To 1. Clarity 1. Understand clearly the ordinal
Service (Y) procedure service
The commitment of 2. Attempting to perform
service is the services in accordance
guidelines for with the regulatory
reaching success in 3. Attempt to provide
introducing the clarity concerning the
initiative service. rights and obligations

Variable Dimension Indicator Scale
Sutopo and which are served
Suryanto (2003)
2. Consistency 1. Be consistent in ordinal
applying the regulation
of service
2. Be consistent in
applying the procedures
of service
3. Always try to give the
best service
3. Communication 1. To convince the public ordinal

that the service is
provided in accordance
with the procedure
2. Willing to understand
the complaints against
the service being
performed
4. Commitment 1. Try serving with fast ordinal

2. Always try to improve
how it works/behavior
to improve service
quality
3. Serious attention to the
needs of the services
provided
4. Trying to help resolve
the dificulties that are
served
Data and Data Collection Techniques

The data used in this research is the primary data and secondary data. Primary data obtained
with the poll, observations and interviews. The population is the agricultural extension
officers who have charge of the Department of Agriculture, Food Crops and Horticulture in
Cianjur. The sample is all members of the population, which consisted of 11 people
extension officers.
While secondary data obtained by means of the following:
1. Library research
2. Documentary, which is secondary data collection technique that available at the
organization concerned by looking at its relationship with research topics. This data
includes the history of the organization, the annual report and other data relating to the
object of research.

Discussion
This section will discuss the existing condition of public service commitment and efforts
undertaken, in order to optimize the public service commitment of the agricultural extension
officer in Cianjur. As for the dimensions of public service commitment are Clarity,
Consistency, Communication, and Commitment.
Clarity
The agricultural extension officer at the Department, stating that they do understand clearly
for the rules that applied in order to provide service to the public. As for the regulations that
they understand are the applicable rules on both the role of local (local government) as well
as vertical (technical ministries).
Job description that owned by its agricultural counselors are very helpful in
providing services to the farmers community. In addition, there are procedures services that
they understand quite well (85,45%).
In terms of provide explanation to farmers on the rights of the farmers can be said
quite well (72,72%). Nevertheless, there are still approximately 27,28% feel that the
extension officer has not yet been giving a description to the farmers about their rights in
terms of service.
The data shows that 69,09% counselors give the information to farmers concerning
the obligations when they served. However, this number is not optimal yet. Due to the still
large enough extension officer who do not explain the obligations of the farmers when
served (30,91%). Other data showed figures of 79,54% in the clarity of the rules and
procedures. It means that the agricultural extension officer in Cianjur has been quite clear
about the rules and procedures they must be taken in performing the service.
Consistency
The Department imposed various regulations in terms of service to farmers in Cianjur. Based
on the results of the poll, obtained the result that in general the counselors agriculture always
obey regulations (78,18%). According to one of the agricultural extension officer, the
department makes regulations in order to enforce the discipline for the extension officer.
Expected in this way, the counselors can devoted himself to the people, especially farmers,
optimally.
Procedures are the main standards that are to be run by the agricultural extension
officer. The results showed that the extension officer fairly consistent in adhering to the
service of the procedure (76,36%). Nevertheless, there are still about 24,64% still less
consistent in adhering to follow procedures.
In terms of providing the best service, retrieved data of 83,63%. It showed that the
consistency of the counselors in terms of providing the best services is in the category of
good. According to one of the extension officer, Cianjur has superiority in terms of
agriculture. It is one form of counselors in giving the best services to farmers.
In general, consistency the agricultural extension officer in terms of public services
is on good category. The excellences in agricultural commodities in Cianjur become a proof
of the consistency of the extension officer in terms of public service.

Communication
The agricultural extension officer in Cianjur considered that they have been assured farmers
that services provided in accordance with existing procedures. They convinced the farmers
through two-way communication with the farmers. According to one of the extension
officer, usually after giving explanations, the farmers are given the time or opportunity to ask
about various things related to agricultural information.
The extension officers were willing to listen to complaints for providing extension
services to farmers. Even according to them, all the sighing and groan concerning crop often
poured out to the extension officer.
In addition, the farmers often convey the needs of the process about the process of
planting; fertilizer and agricultural tools to the extension officer. Things that complained
about the farmers were accommodated by extension officer to be conveyed to the concerned
parties.
Based on the data, obtained the result that commitment the extension officer in terms
of communication is good (85,55%). This shows positive indications for counseling services,
although expected still could be increased further.
Commitment
About level commitment in terms of service quickly shown in the results of 72,72%. The
figure showed that the commitment to the extension officer is good enough. Nevertheless,
still need to be improved in order to make the service provided can be faster.
Improvements manner of work in order to serve has been done by the agricultural
extension officer (81,81 %). Seriousness in repairing manner of work is the proof of the
commitment of the agricultural extension officer in providing a public service.
Improvements to the manner of work to be done through a discussion and training obtained.
It also conducted an evaluation of the extension that has been carried out.
In providing information to the farmer, the extension officers behavior concerned.
The message will be strongly influenced by the behavior of extension officer.
In terms of behavior when giving counseling, the extension officer is always trying
to fix it (80%). This is done by conducting introspection, about behaviors that must be made
up when the service of farmers.
The farmers have various constraints in doing the work as in dealing with
agricultural land, planting, tending and reap the harvest. Various requirements needed either
in the form of fertilizer, tools and seeds are often presented when the extension takes place.
In response, the extension officer always provides opportunities to farmers in conveying
various needs of his farmland. Nevertheless, the number still amounted to 70.9%. It means
the counselors expected to continue to increase its commitment in terms of always willing to
listen and noted as well as convey the needs of the farmers.
Besides, the agricultural extension officer also provides space and time to farmers to
pour out the difficulties encountered. As many as 76,36 % show that commitment to hear the
difficult problem for farmers big enough.

From the standpoint of the agricultural extension officer, obtained information that if
the counselors get lumps or a problem in terms of service, they discuss it with superior
(72,72%), and with colleague (87,27%).
Thus, it can be said that the commitments was in the category of good enough.
Nevertheless, some indicators still show the conditions have not been optimal.
The Commitment to Public Service
The results of the research have shown that the commitment of the public service are in
setting the 79,22 %. It showed that this condition is good enough; it means the agricultural
extension officer already has a commitment that is large enough to provide public service in
the form of agricultural extension. This kind of considerable commitment it still could be
improved. According to the writer, various efforts may be made in order to increase the
commitment public service as by increase the ability for agricultural extension officer and
revamping governance in department.
Conclusions and Recommendations
Research results encourage writers to compose some conclusions as follows:
1. The commitment for agriculture by 79,2 % suggests that the agricultural extension officer
in Cianjur is big enough.
2. Based on the various dimensions that are researched, communication dimension indicates
the most significant. It means, their commitment to maintain and improve the quality of
the communication with farmers is enormous. Otherwise, the least is the dimension of
clarity. It indicates that clarity of the rules and procedures has not been optimal.
The writer proposes some suggestions in terms of commitment to public service as
follows:
1. The extension officer should always do for introspection and evaluation routinely for the
programs conducted. It is intended to improve the working methods and techniques for
better counseling.
2. The department is expected to give full attention to the extension officer both from the
aspect of improving skills through education and training, career development and
refinement, as well as the fulfillment of the needs of the agricultural extension officer. It
is intended that the agricultural extension officer can increase its commitment in order to
improve the public services to farmers.
References
Brown, BB. 2003. Employee Organizational Commitment and the Perception of Supervisor,
Relation Oriented and Task Oriented Leadership Behaviors. Virginia: Unpublished
Doctoral Disertation The Virginia Polytechnic Institute and State University.
Goffin, Richard D, & Gellatly, Ian R. 2001. A Multi-rater Assesment of Organizational
Commitment: are Self report Measure Based. Journal of Organizational Behavior. 22,
437-451
Harun Al Rasyid. 1994. Teknik Penarikan Sampel dan Penyusunan Skala. Bandung.

Husein Umar. 2000. Riset Sumber Daya Manusia Dalam Organisasi. Jakarta: Gramedia
Pustaka Utama.
Luthans, F. 2002. Organizational Behavior, 9th Edition, New York: McGraw-Hill.
Moh. Nazir. 1988. Metode Penelitian. Jakarta: Ghalia Indonesia.
Peccei & Rosenthal. 1997. The Antecedent of Employee Commitment to Customer Service,
International Journal of Human Resources Management.
Redi Panuju. 1995. Komunikasi Bisnis. Jakarta: PT Gramedia Pustaka Utama.
Sutopo dan Adi Suryanto. 2003. Pelayanan Prima. Jakarta: LAN RI.

The Level of the Community Satisfaction Towards the Quality of
the Online Identity Card Service (A Study at Gondangwetan
Subdistrict in Pasuruan)
Eva Hany Fanida

State University of Surabaya
Email: efanida@yahoo.com
Laksmi Ayu Widyarini

Email: -
Abstract: The Online Identity Card is a service of making the official citizen identity inIndonesia. It is
made through a computerized system that is already online and can be accessed through computer
networks which is connected to theinternet. One of the districts in Pasuruan that has implemented the
online identity card service is Gondangwetan subdistrict. This study aims to determine the level of
community satisfaction towards the quality ofthe online identity card service at Gondangwetan
subdistrict and determine the supporting and inhibiting factors. This type of research his descriptive
research with quantitative approach. The data inthis study was obtained from the questionnaires,
interviews and observations that were carried out to the online ID card applicantsat Gondangwetan
subdistrict. The data analysis refers to the decreeof the Ministerfor Administrative Reform No.25 of
2004.The study revealed that the online identity card service which was provided by the officers at
Gondangwetan District was in a good category, with a total conversion of community satisfaction
indexof 65.26. This means that the people were satisfied withthe online ID card service provided by
theo fficers of Gondangwetan District.As for the supporting factors of the service quality of the online
identity card at Gondangwetan subdistrict were politeness and friendliness of staff, availability of the
demographic database, and the delivery of the data with the online system. Whereas the inhibiting
factors were the assurance of the service cost, the shortage of human resources, the lack of available
facilities, the error system and the unstable signal could hinder the completion of the online identity
card service.
Keywords: online identity card, service quality, community satisfaction
Preliminary
The progress and the development of information and communication technology (ICT) have
changed the order of organizations and social relations. ICT developments have moved
forward since the invention of the internet (Supriyanto, 2006). In the era of globalization,
such as the internet has enabled everyone to be able to access and obtain information in
various fields. The existence of the internet has been a staple of modern humankindin facing

various global development challenges. The use of ICT and the internet has infiltrated every
aspect of human life, including in government organizations. The use of ICT and internet in
the government organizations, particularlythat was intended to support public service,
referred to as Electronic Government (E-Government). E-government is the use of
information technology to carry out the affairs of government and provision of better public
services and also service-oriented society, such as: Wide Area Network, Internet and Mobile
Computing, which allows the government to transform the relationship with the community,
businesses and interested parties. E-Government itself aims to provide services without the
intervention of officials of public institutions and without the existence of a long queue
system to get a simple service (Indrajit, 2002). E-Government implementation in Indonesia
was marked by the issuance of Presidential Instruction No. 3 of 2003 on National Policy and
Strategy Development of E-Government, which instructed the governors and the Regencys
or the mayors throughout Indonesia to take the necessary steps in accordance duties,
functions and authority of each individual to the development of E-Government
implementation. Based on the results of research conducted by Sufianti (2007), entitled E-
Government Applications in Improving Public Services toSeveral Local Government
Cities/Counties in Indonesia, it was known that all of the local governmentsin this research
have developed their own official site. The site includes information about their respective
area, namely history, profile, up to the available program. At this moment, among 33
provinces and 443 districts/cities in Indonesia, 402 of them already have a website or by
84% with different levels of accessibility. Furthermore, based on this research note that the
use of E-Government applications in local government has been able to improve the quality
of service to the community, accelerate service, reduce costs, and facilitate public access to
services.
The strategy of public services through the implementation of E-Government will
gradually have an impact on improving the quality of service and of course will have an
effect on customer satisfaction that is a community satisfaction as the party who should get
services from the state through an arm of the government apparatus. Supranto (2001) stated
that the customer or buyer must be satisfied. If the customer or the buyer is not satisfied then
they tend to leave the company and to become the customer of the competitor's side.
Customers will be very satisfied if the experience is better than what was expected and
would be disappointed if this happens the reverse way around. Customer satisfaction has
become a major focus on each business service, not least in the process of government and
public services. One step the implementation of E-Government services then triggered an
electronic identity card (or better known by his online ID card). The Online ID card is the
official identity of the population as evidence of self-regulation in Indonesia are made
through a computerized system that is already online and can be accessed through computer
networks connected to the internet (Helim, 2008). The service of the online ID card is an
effort to minimize population-related issues and helps streamline administration and
streamline services provided by government. So that the working arrangements to achieve
theorderly administration could be done, avoid the dual identity of ownership, and avoid
uncertainty or the clutter of identity which tends to mess up inauthentication of the identity
such as the case of the ID card in the manualsystem.
The manual service is still a culture that is difficult to be released in most of the
bureaucracy in Indonesia. This precisely resulted in a condition for the service that

increasingly took up time, ineffective, as well as inefficient. The problems of demography
administration also happened in Pasuruan Regency. It is marked by numerous public
complaints when dealing with bureaucrats who handled the demographic services (especially
the ID card). According JauharulLutfi, the Chairman of the Community Care Service
Delivery in Pasuruan, rampant of illegal levies (extortion) which occurs in the making of
identity card, particularly in Pasuruan, varied from 10,000 IDR to 50,000 IDRin the village
level, and IDR 10,000 at the district level. This is very troubling and of concern to many
citizens of the community.
As efforts to minimize the problems related to the demography administration (ID
card), as wellF as one of the implementation of E-Government, in 2009 the Department of
Demography and Civil Record Service in Pasuruan Regency triggeredthe electronic ID card
service (or better known by the online ID card). This system is a central government program
which was introduced in 2004 through Presidential Decree No. 8 of 2004, aims to build
demography information system from the district level to the central government. As a
consequence of these regulations, all ID services available at the district level of Pasuruan
area required to implement an online ID card service system.
The existence of an online ID card has a big enough role that needs to be supported
fully by the government and people of Indonesia. ID-based online technology made the
government services more effective, thus the work arrangement to achieve the orderly
administration could be done, avoid the dual identity of ownership, and avoid uncertainty or
the clutter of identity which tends to mess up inauthentication of the identity such as the case
of the ID card in the manualsystem. The online ID card service system is also conducted in
response to various problems of administration that often happens. Through this service
system, the ID cardis made only in a single identity and it computerized with national system
of the demographic data, so that people who lived in one area will not get the ID card in
other areas.
The implementation of the online ID card service in Pasuruan was based on the
regulation of the Pasuruan Regency No. 16 of 2010 about the Implementation of Regional
Regulation No. 13 of 2009 concerning the Implementation of the Administrative Service of
Demography in the Pasuruan Regency. These services are carried out in stages across 24
subdistricts in Pasuruan. The early stages of implementation of this service is implemented
in five districts, one of them is Gondangwetan subdistrict which serve as a pilot project in the
implementation of the online ID card service in Pasuruan. In 2009, Gondangwetan
subdistrict was selected as the representative of Pasuruan Regency in the Economic News E-
Government Award 2009. This event seeks to find areas in Indonesia which has
implemented the practice of e-Government in developing a better public service through the
use of ICT. By choosing Gondangwetan as the representative district in the event, it was
expected to create an orderly administration of demography in the district level to the central
government level. So that,Gondangwetan subdistrict could provide excellent services to the
community, in particular the online ID card service.
Based on the descriptions above, this study attempted to determine the Level of
Community Satisfaction towards the Quality of the Online Identity Card Service (A Study at
Gondangwetan Subdistrict in Pasuruan).

Research Methods
1. Types & Location Research
This type of study was a descriptive study with quantitative approach. The research
site was Gondangwetan subdistrict, which addressed the Road Gondangwetan No. 24
Pasuruan. Whereas the variable in this research only involved one variable that is the
community satisfaction. The data collection was carried out by the observation
method, the spreading of the questionnaire, the interview, and the documentation.
2. Population and Sample
This study took the population of all members of society who are required to have
identity card at Gondangwetan subdistrict many as 38,016 people. The sampling
technique was simple random sampling. This was done to maintain the
representativeness of entire population community who were applying for identity
cardat Gondangwetan subdistrict. The number of samples in this study amounted to
150 respondents. It was based on the Decree of The Ministry of Administrative
Reform No. 25 of 2004 which appointed that the number of respondents was chosen at
least 150 respondents from the number of populations of the service recipient. It was
done to fill the accuracy produced by the compilation of the Community Satisfaction
Index (CSI).
3. Data Analysis
The measurement of community satisfaction towardsthe online ID card service in this
study referred to the standard of the Community Satisfaction Index (CSI) as outlined
in the Decree of the Minister for Administrative Reform No. 25 of 2004 which has set
fourteen elements or minimum criteria that must exist as a baseline of the CSI
measurement, in order the results are more relevant, valid and reliable. The fourteen
elements or criteria of the CSI assessment include :
a.Service procedures
These are the ease of service procedure and simplicity of the service flow provided
by the service unit to the community.
b. Service requirements
These are regarding the technical and administrative services that were needed to get
the service that in accordance with their type of service. This includes the
appropriateness and clarity of the requirements of the service unit.
c.Clarity of service officer
It is the presence and staff who provide assurance services (name, position, and
authorityand responsibilities). In another word, it was about the existence of clarity,
predictability, and responsiveness of the officers in providing services.
d. Disciplinary of service officer
It is the seriousness of officers in giving the service especially the consistency of
working hours in accordance with the rules and regulations.
e.Responsibility of service officer
It is about the clarity of authority and responsibility of officers in the administration
and the settlement services.

f. Capacity of service officer
It is the level of expertise and skill possessed by the officer in providing complete
services to the community.
g. Speed of service
It includes the target date of service that can be completed within the time
determined by the unit of service providers. It is also associated with the speed and
the accuracy of the service time schedule of service completion.
h. Justice in the service
The service implementation does not distinguish boththe classes of service and the
statusto the community it serves.
i. Politeness and friendliness of officer
These include the attitudes and behavior of officers in providing services to the
community politely and in friendly manner as well as respecting and honoring each
other.
j. Reasonableness of service charges
It consist the reasonability of cost and the affordability of the community about the
cost which was set to obtain service.
k. Certainty of service cost
It includes the assurance of cost and the compatibility between the cost that was paid
and the cost of that was determined.
l. Certainty of service schedule
The stipulation of the service provisions and the assurance of the service completion
in accordance with the provision that was determined.
m. Environmental comfort
It is the conditions of service infrastructure that is clean, neat and orderly so as to
provide comfort to the service recipients.
n. Security in the services
The steps in analyzing the CSI (Community Satisfaction Index) are as follows:
1. Data processing results of the questionnaire
a. Arrangement of the CSI, it used questionnaires as a data collection tool of the
community satisfaction. Form of answers to questions of each element or service
criteria generally reflect the level of service quality. The categories of the perception
values as follow:
1) A bad perception was given the value 1
2) Less well perception was given the value 2
3) Good perception was given the value 3
4) Very good perception was given the value 4
b. The CSI value was countedby using the weighted average value" of each service
element. The calculation in determining the CSIvalue was based on 14 elements of
services, which each element has the same weight that is 0.071, with the formula as
follow:

Information:
1) The weight of average value weighted = the weighted of average value of
every element or criteria.
2) Total weight = the total weight of the total number of elements should
beworth 1.
3) The number of elements = the number of elements or criteria that were
examined to determine the Community Satisfaction Index (CSI) unit of
service.
c. As for the method of measuringthe average value per element of the service and the
value of the service unitindex, was as follows:
1) Measured the average value per element of service
The value of each services element was added up in accordance with the number of
questionnaires filled out by the respondents. Afterwards, the average value per element of
service wasobtained by summing up the value of respondent answers per service element
that was divided by the number of respondents who filled out the questionnaires.
2) Measured the value of Community Satisfaction Index (CSI) of the service unit
After obtaining the average value per element of service, this number was multiplied
by the same weight value, namely 0.071. The value of CSI of the service unitwas obtained
by summing the 14 elements of the average value weighted.
Information:
a) Community Satisfaction Index (CSI) = the data and information about the level
of community satisfaction obtained from the measurement of public opinion in
obtaining services from the public officers with compared between their
expectations and needs.
b) Total value of perception per element = the total respondentsanswer of each
element or measured criteria (14 criteria of SCI).
c) Total element filled = number of the respondents who filled out the elements or
measured criteria (14 criteria of SCI).
d) Value of the weight = the result of the weight of average value weighted of 14
elements that is 0.071.

d. Furthermore, to facilitate interpretation of the assessment of the SCI of service unit,
thedecreeof the Ministerfor Administrative ReformNo.25 of 2004determined the value
of the SCI conversion interval between 25-100. Then the results of the assessment
mentioned above, was converted to the base 25, with the following formula:
The SCI of the service unit x 25
e. Table 5 below mentions the perception value, the interval of SCI, the SCI conversion
interval, the quality of service and the performance of the service unit.
Table 1. The Perception Value, the Interval of SCI, the SCI Conversion Interval,
The Quality of Service, and the Performance of the Service Unit
The The Interval The SCI The The Performance

Perception of SCI Conversion Quality of the Service Unit
Value Interval of
Service
1 1,00 1,75 25 43,75 D Not Good
2 1,76 2,50 43,76 62,50 C Less Good
3 2,51 3,25 62,51 81,25 B Good
4 3,26 4,00 81,26 100,00 A Very Good
Source: TheDecreeof the Ministerfor Administrative ReformNo.25 of 2004
2. Tests of data quality

Response data or community perception in each questionnaire was arranged by
compiling the respondent data. It was collected by age group, gender, last education, and
major work. This information can be used to determine the profile of respondents and the
tendency of the answers given, as the material objectivity of analysis.
3. Preparation of Report Preparation CSI
The final results of the SCI arrangement activities of each public service unit were
given priority to the lowest value, whereas the elements that have a high value had to be
maintained.
4. Conducted a descriptive analysis of the supporting and inhibiting factors to the online ID
card service quality at Gondangwetan District, Pasuruan.
5. Made conclusions based on the results of analyzes conducted on the level of community
satisfaction with the quality of online ID card service at Gondangwetan subdistrict.
C. Results of the Research

1. Community Satisfaction Towards Online Identity Card Service Quality
at Gondangwetan Subdistrict, Pasuruan
These results indicated that the average yield and quality of the ID card service at
Gondangwetan District, Pasuruan as follows :

Table 2. The Average Yield and Quality of the Identity Card Service At Gondangwetan
District, Pasuruan
No Service Elements Value of Percentage Service

Service Quality
Elements
1. Service procedures 2,67 7,24% B
2. Service requirements 2,73 7,40% B
3. Clarity of service officer 2,70 7,32% B
4. Disciplinary of service officer 2,59 7,02% B
5. Responsibility of service officer 2,76 7,49% B
6. Capacity of service officer 2,75 7,46% B
7. Speed of service 2,39 6,48% C
8. Justice in the service 2,59 7,02% B
9. Politeness and friendliness of the officer 2,82 7,65% B
10. Reasonableness of service charges 2,68 7,27% B
11. Certainty of service cost 2,38 6,64% C
12. Certainty of service schedule 2,39 6,48% C
13. Environmental comfort 2,63 7,13% B
14. Security in the services 2,79 7,57% B
Total 36,87 100%
The table above revealed that the eleven elements of the service obtained good
results. These elements were service procedures (7.24%), service requirements(7.40%),
clarity of service officer (7.32%), disciplinary of service officer(7.02%), responsibility
service officer (7.49% ), capacity of service officer (7.46%), justice in service (7.02%),
politeness and friendliness of the officer (7.65%), reasonableness of service charges (7.27%),
environmental comfort (7.13%), and security in the services (7.57%). The others three
elements, nonetheless, was considered less good. These elementsincludedcertainty of service
cost (6.46%), certainty of service schedule(6.48%), and speed of service (6.48%). These
assessments were caused by:
a. Certainty of service cost
Based on the regulation of the Pasuruan Regency No. 16 of 2010 article 15 and 16
stated that the ID card service in Pasuruan was not charged or free. However, based on the
reality, the officers of Gondangwetan subdistrict were still charged a fee for making ID
cards. This was caused by the publics ignorance towards the regulation of the Pasuruan
Regency No. 16 of 2010 that stated the free charge for making an ID card. It was due to the
nonexistence of the socialization andthe board information about the free cost for making an
ID card at the Department of Demography and Civil Record Service in Pasuruan Regency.
b. Certainty of service schedule
There was no schedule of opening and closing hours in making of the ID card
servicesin the office of Gondangwetan subdistrict. The schedule of ID card services was
officially conducted from 8:00 am to 2:00 pm, whereas it was not always appropriate. Thus,

the schedule was adapted to the presence of officers in the office of Gondangwetan
subdistrict.
c. Speed of service
ID card online services speed at Gondangwetan subdistrict was less consistent with
the target given by the Department of Demography and Civil Record Service in Pasuruan.
The process of making online ID card online took a few minutes alone and it could be
printed directly. The printed ID card, however, could not be given to the ID card applicants
directly. This was due to the ID card had to be carried to the Department of Demography and
Civil Record Service in Pasuruan Regency in order to get wet stamp or the original stamp of
the Department of Demography and Civil Record Service, Pasuruan. Therefore, this process
caused the delay in issuance of the ID card.
The improvement effort of the public services quality had to be balanced with a good
performance of the government apparatus, therefore there was a measure dimensions of
service quality, namely:
Tangibles
Physical facilities, equipment, personnel, and communication.
a. Reliability
The ability of the service unit to creates the promised service accurately.
b. Responsiveness
The willingness of the service unit to help consumer and responsible to the quality of
service provided.
c. Competence
The apparatus must have the knowledge and skills in giving good services.
d. Courtesy
The apparatus must have kindly attitude/behavior, friendly, responsive to the
customer needs, and willingnessto make personal contact.
e. Credibility
Honest attitude of the apparatus in all efforts to attract the public trustworthiness.
f. Security
Services provided should be guaranteed free from all dangers and risks.
g. Access
Accessibility to conduct contact and approach.
h. Communications
The willingness of service provider to listen to the voices, desires or aspirations of
customers, as well as a willingness to always convey new information to the public.
i. Understanding the customer
Made an effort to determine customer needs (Zeithaml in Sedarmayanti, 2009).
Based on the dimensions of service quality benchmarks above, the improvement of
the ID card services quality at Gondangwetan subdistrict could be done by providing the
certainty fee of the ID card service. This was done according to the considerations that the
Department of Demography and Civil Record Service in Pasuruan has eliminated the cost of

ID cards service, but the fact stated that people was still charged. On the other hand, the
communitys assessment about the provision of the fast and appropriate services at
Gondangwetan subdistrict also showed lest good results. This fact was provided by one of
the respondents who said that the service officers in giving the service not in accordance
with the time schedule determined. However, the capacity, the politeness and the friendliness
of the officers in providing online ID card service at Gondangwetan subdistrict showed good
results. It meant that the officers had shown hospitality to the applicants of online ID card. In
addition, the capability and the reliability of the officers in providing and completingthe
online ID card services in Gondangwetan subdistrict have good. It could enhance the public
trustworthyto the services provided by the officers at Gondangwetan subdistrict.
The better of the services quality provided by government officials, the higher of the
public trust worthy. Public trust worthy will arise when people feel that the quality of
services provided by officers at Gondangwetan subdsitrict can satisfy the
customer/community. The officials of Gondangwetan subdsitrict in performing their duties
have demonstrated polite and friendly behavior to the applicants of the online ID card.
Furthermore, they also felt that the environment of Gondangwetan subdistrict have been safe
and comfortable, so that the applicants did not need to worry and anxiety. The requirements
of the online ID card services at Gondangwetan subdistrict also felt by the public quite easy.
Customer satisfaction is a powerful tool for the life of the organization, so customers
should be given the best service and optimal as possible. Satisfying customers is the
responsibility of all parties in the organization and professional work that requires optimal
effort (SPAMEN, LAN in Sedarmayanti, 2008). The community satisfaction can be achieved
when government officials are involved either directly or indirectly in the service, can
understand, appreciate and have goodwill to carry out the excellent service. It means that this
implementation must be supported by surroundings and systems that can provide motivation
to the service officers to be able to provide excellent service to the customers. Besides that, it
must be supported by human resources, funds and appropriate technology.
Nowadays, Gondangwetan District, Pasuruan seeks to provide excellent service to its
community. The implementation of online ID card service at Gondangwetan subdistrict
needs to be supported by the availability of human resources who are competent and reliable
in its field. In addition, it also needs the availability of computer facilities, printer, the
population database, and the use of ICT (Information and Communication Technology) in
the process of the ID card services. This is done in order to provide the excellent service to
the community, thus it can increase public satisfaction.
The use of ICT and internet in the government agency called the E-Government is
intended to support public services. E-government is the use of information technology to
carry out government affairs and provision of better public services and service-oriented
society. According to Indrajit (2002), E-Government aims to provide services without
intervention of the public institutions officers and a long queues system to get a simple
service. E-Government is an attempt to utilize information and communications technology
intended to improve the efficiency, effectiveness, transparency and accountability of
government and public services. Utilization of information technology involves two related
activities include:

a. Data and information processing, management systems and work processes
electronically.
b. Utilization of advances in information technology so that public services can be accessed
easily and cheaply by communities across the country (Chandra, 2008).
Through the use of technology is expected to shift the paradigm of public service
from bureaucratic paradigms into E-Government paradigm that emphasizes efficiency,
transparency, and flexibility, which ultimately lead to the satisfaction of the public
servicesusers.
Therefore, to improve the performance efficiency as expected by the society, the
reform of the service method must be performed, for example by adopting ICT functions into
public service agencies. Increasing number of supporting tools and internet technology,
today, allows the government officials or interested parties to abandon the old procedure that
seemed stiff, slow, complicated procedures, and there is no certainty. These have been
overcomethrough the application of E-Government. The service of the online ID card has
provided tangible evidence in making an effective and efficient service, minimize the
presence of double ownership of ID cards, and response various problems of administration
that often occur. So that the work arrangement to achieve the orderly administration can be
done, an excellent service can be created, and community satisfaction can be achieved.
In the table 2 above shows that the elements or criteria about the certainty of service
cost is the lowest value, namely 2.38 so that the quality of service in the category C (less
good). Nonetheless, the criteria of politeness and friendliness of the officer obtain the highest
value that is 2.82, thus the quality of service classified B (good). Based on the calculation of
the average perservice element of the CSI, there are fourteen elements or criteria of services
examined. Each element has the same weight which is 0.071. Therefor to find out the value
of the index service unit is calculated by the following formula:
= (2.67 x 0.071) + (2.73 x 0.071) + (2.70 x 0.071) + (2.59 x 0.071) + (2.76 x 0.071) + (2.75 x
0.071) + (2.39 x 0.071) + (2.59 x 0.071) + (2.82 x 0.071) + (2.68 x 0.071) + (2.38 x 0.071)
+ (2.39 x 0.071) + (2.63 x 0.071) + (2.79 x 0.071)
= 0.188 + 0.193 + 0.191 + 0.183 + 0.196 + 0.195 + 0.169 + 0.184 + 0.200 + 0.190 + 0.168 +
0.170 + 0.186 + 0.198
= 2.61 (CSI value is 2.61)
In order to facilitate the interpretation of the CSI assessments, the decree of the
Minister for Administrative Reform No.25 of 2004 has set the value of the CSI conversion
interval between 25-100. Then the results of the assessment mentioned above, is converted to
the value 25, with the following formula:
The SCI of the service unit x 25
Thus, CSI value after conversion= 2.61 x 2 = 65.26

Conversion CSI value is a reflection of the performance of the service unit. The
survey results of the community satisfaction to the online ID card service at Gondangwetan
subdistrict shows that the conversion of the SCI of the service unitare in the interval from
62.51 to 81.25. In accordance with the categorization based on thedecreeof the Minister for
Administrative ReformNo.25 of 2004, these include in the B category. It means that the
services quality provided by Gondangwetan District, Pasuruan shows a good the
performance.
2. Supporting and Inhibiting Factors of the Online Identity Card Service
Quality at Gondangwetan Subdistrict.
Based on the research, it was known that the factors supporting quality of the online ID card
service at Gondangwetan subdistrict were as follows:
a. Politeness and friendliness of the officers
Attitudes and behavior of Gondangwetan subdistrict officers in providing services to
the community was very polite and friendly. They always had a friendly attitude to the ID
applicants without distinguishing the social status, class or religion.
b. Availability of demography database
Since the Department of Demography and Civil Record Service in Pasuruan applied
the online ID card service system, then the demographic data has been programed through
the database all over districts in Pasuruan Regency.Through this program, the service
officers donot need to type the dataof ID card applicants because the demographic data have
been programmed previously. The officers only need to open the data and customize the
applicant identity in case of errors.
c. Online data transmission
One type of E-Government implementation at the Department of Demography and
Civil Record Service in Pasuruanis the online ID card service in all subdistricts in Pasuruan,
with no exception to Gondangwetan subdstrict. Through the online system, the delivery of
demographic data on the ID card applicants from districts to the Department of Demography
and Civil Record Service Pasuruan can be done via the internet, so it can efficiently time.
While the inhibiting factors in the quality of online ID card service at Gondangwetan
subdistrict are as follow:
a. Certainty of service cost
In 2009 the Pasuruan Government has set a free ID card application fee, in fact the
ID card applicants charged by the voluntary cost as big as IDR 5,000 per the person.
Moreover in the neighborhood level, there are applicants who charged by some money in
obtaining a letter of introduction.
b. Shortage of human resources
Human resources in this case are regard to the district officerswho organize
administration services at Gondangwetan subdistrict. These include services to move on or
come in, family membership card, and ID cards that are merely done by two people. This
condition makes the service provided to the public less than optimal.

c. Lack of availability of service facilities
Gondangwetan District, Pasuruan only has two computers and one printer to
complete the demographic paperwork. When the printer broken, then the officer could not
print the applicant's identity.It can be detrimental to the applicant and require a longer time
in completing the ID card application.
d. Stability of provider signal and handling an error systems
If demographic data that have been programmed and computerized get error
(because there is a virus or a program is not perfect, thus creating crash), then it could not be
started and should be repairedmore. Similarly, if the provider signal is not stable or trouble
due to weather or overload occurs, the district officersof Gondangwetan could not submit the
applicant data to Department of Demography and Civil Record Service in Pasuruan.
D. Conclusion
Based on the reserch results on the level of community satisfaction with the service quality
of the online ID card at Gondangwetan subdistrict, it can be concluded that the online ID
card services at Gondangwetan subdistrict are in good category. It also known that the
performance given by the district officer of Gondangwetan subdistrictis in good category,
with total conversion rate of CSI is 65.26. It means that the people were satisfied with the
services provided by the officers of Gondangwetan subdistrict. Eleven criteria of the fourteen
elements are considered by the public as good services. These criteria include service
procedures, service requirements, clarity of services officer, disciplinary of service officer,
responsibility of service officer, capacity of service officer, justice in the service,
reasonableness of service charges, politeness and friendliness of the officer, environmental
comfort, and security in the services. Besides that, there are three criteria considered as less
good services, namely speed of service, certainty of service cost, and certainty of service
schedule. Furthermore, the highest value lies in the element of politeness and friendliness of
the officer with the value 2.82. Nonetheless, the lowest value is certainty of service costwith
the value 2.38. These results can be used as a reference to improve services at
Gondangwetan District, Pasuruan, especially in an online ID card service.
The supporting factors of the quality of the online ID card service at Gondangwetan
subdistrict are politeness and friendliness of the officers, availability of demography
database, and the online data transmission. While the limiting factors are certainty of service
cost, shortage of human resources, lack of availability of service facilities, stability of
provider signal and handling an error systems.
E. Suggestion
Based on this researchresults,there are some suggestions, among others:
1. CSI results show there are three criteria with the less good score. Therefore,
Gondangwetan subdistrict have to improve services considered in less good criteria
in order to improve people's satisfaction, particularly the quality of the online ID
card services at Gondangwetan subdistrict.
2. The official of Gondangwetan subdistrict needs to add human resources at
thedivision of the demographic services, improve supporting facilities and
infrastructures, and improve the officers performance of Gondangwetan subdistrict.

3. Under based on the regulation of the Pasuruan Regency No. 16 of 2010 Article 15
and Article 16, the service ID cards are not charged or free. Therefore, the officials
of Gondangwetan subdistrict has to inform to the public about the certainty of the
cost of ID card services.
References
Chandra. 2008. Electronic Government.
http://chandrax.wordpress.com/2008/05/21/electronic-government-e-government/.
Helim, Abdullah. 2008. Electronic Fiqh: An Online ID Card is an Offer. Himmah Journal,
Volume IX, Number 26. May-August 2008.
Indrajit, RicardusEko. 2002. Electronic Government: Development Strategy and
Development of Public Service System Based on Digital Technology. Yogyakarta:
Andi Publisher.
Presidential Instruction No. 3 of 2003 on National Policy and Strategy Development of E-
Government.
Pasuruan Decree No. 16 of 2010 on the Implementation of Regional Regulation No. 13 of
2009 on the Implementation of Population Administration Services.
Decreeof the Ministerfor Administrative ReformNo.25 of 2004 on General Guidelines
forPreparation of Community Satisfaction Index of Government Services Unit.
Sedarmayanti.2009. Public Administration Reform, Bureaucratic Reform, And Future
Leadership. Bandung: PT Refika Aditama.
Sufianti, Ely. 2007. E-Government Application in Improving the Quality of Public Service
atSome of the Local Governments (City/County) in Indonesia.Journal of Public
Administration, Volume IV, No. 4, Desember 2007.
Supranto, J.2001. Measurement of Customer Satisfaction.Jakarta: Rineka Cipta.
Supriyanto, Ali.2005. Introduction to Information Technology. Jakarta: Salemba Infotek.

Influence of Use and Service for Mobile Banking and User
Satisfaction Loyalty Users
(Study on Mobile Banking Users in East Java)
Lailatul Farida
Student at Doctoral Program Faculty of Administrative Science
University of Brawijaya Indonesia
Ellyfarida.fia @ gmail.com
Abstract: Background of research is the dramatic development of Mobile Banking in Indonesia. It is

so obvious because m-Banking service has provided an unhampered practical financial transaction
through cellular phone such that the user is capable to operate on line baking transaction in any times
and places. Mobile Banking can be used to access whole online banking transaction including ATM
(Automatic Teller Machiine), except the cash withdrawal facility.
Research is focused on the acceptance and the use of information technology in Mobile
Banking, and therefore, the customer of Mobile Banking is categorized as the user. Based on some
researches (Davis et al, 1989; Pikkarainen et al, 2004), system usage becomes a main instrument to
accept the technology. Indeed, this research considers Mobile Banking user as the instrument of
Mobile Banking acceptance. Research attempts to explore the variables affecting the use of Mobile
Banking such as perception of security, perception of new product adoption, perception of IT
knowledge, perception of internet connecting quality, and quality of Mobile Banking service.
Mobile Banking creates satisfaction and loyalty of the user. Therefore, user satisfaction
represents a response and feedback given by the user after using Mobile Banking. The attitude of user
toward Mobile Banking becomes a subjective criterion of how like of the user to the system.
The analysis tool is Structural Equation Modeling (SEM). Based on the direct effect between
variables, it seems that of seven hypotheses proposed, six hypotheses have significant effect and only
one has insignificant effect.
Result of research indicates that Mobile Banking service has insignificant but positive effect on
user loyalty. It shows the facility of Mobile Banking is not ensuring user loyalty to use Mobile
Banking. The progression of telecommunication technology and banking technology is introducing the
user with new application and new facility. However, it is not increasing user loyalty to certain
service because the user is using the service based on the demand.
Keywords:The Use of Mobile Banking, Perception of Security, Perception of New Product Adoption,
Perception of IT Knowledge, Perception of Internet Connection Quality, Mobile Banking Service
Quality, User Satisfaction, User Loyalty
Introduction
In the current era of globalization of information flows and communication running rapidly
without limit. Advances in information technology and telecommunications grow rapidly

coloring all aspects of life especially in business activity. In a fast-paced business arena, to
be able to take advantage of every time and opportunity in business opportunities, then the
business is currently vying to keep up to date and current information, either through the
development of the dollar exchange rate of the rupiah, prices commodities and other business
interests such as banking services.
For users of Mobile Banking, Mobile Banking through a lot of benefits because at
the time the user wants to perform banking transactions quickly users can directly use it
wherever the user is through cell phones without having to visit the bank office or ATM
(Automatic Teller Machine) and the consumer or user transactions even when it is received
directly online to all customers. So by having the user's Mobile Banking customers like
having a personal ATM online for 24 hours.
The development of cellular technology and the mobile nature of society (to move)
is also one of the distribution channels that have the potential to meet our customers' needs.
Teknogi SMS and WAP on mobile phones also seems to be the infrastructure that could
potentially be used in conducting certain transactions. To accomplish this, the transaction
mechanism through mobile phones is now becoming a reality is through Mobile Banking.
One application of the system of banking online is Mobile Banking. Mobile Banking
is a blend of sophistication of information technology, telecommunications and banking
system, thus forming a cellular telecommunications-based banking services (Niagara, 2008).
Mobile Banking is the latest solutions in banking transactions via mobile phones,
therefore, cooperation between the banking service providers and network service provider
(network) and the SIM toolkit provider gateway must be able to strive for banking software
systems are available in the hardware that is 32 kilobytes and the card system available in
dual-band mobile phone should be able to walk according to the procedure and has been
considered thoroughly about the security of customer data or the user's Mobile Banking.
Mobile Banking is a new alternative in banking transactions, therefore the users of
both bank customers and the customers mobile operators are still hesitant to try the
electronic banking services via mobile phones. Doubt the reason for through the Mobile
Banking users, due to user error occurs concerned in the transaction because of an error in
the use of (human error), as it also customers of data security reasons. But for some people
who care about the development of technology and the development of new products, users
tend to adopt a new product with a goal-oriented tasks (task-oriented outcomes) in which
information technology to help users achieve the goals and tasks that are interconnected such
as efficiency and effectiveness of the task.
In addition, m-banking services are relatively safe because of using a layered
security system, the provider of cellular telecommunications, and banking systems of the
network in question. So that customers do not need to worry in their use. Those are some
factors that make m-banking services growing so rapidly, rivaling other e-Banking service,
and will become an alternative banking services in the future.
Compared to other e-Banking services, the development of Mobile Banking (m-
Banking) calculated based on the results of a survey of the fastest international financial
research institute. This development is due to the presence of m-banking services respond to

the needs of modern society that greatly emphasizes mobility. With one touch, m-Banking to
create ease of banking services in one hand.
As a result of the adoption of technology by end-user acceptance is based on the
perception of usefulness and ease of use of these technologies result in behavior and
attention to the use of new technologies (Bahmanziari, et.al., 2003). Where concern for the
use (intention of use) is defined as the strength of one's attention to use something (Chan,
2001; Lee, 2001; Herbjorn, 2005; Hapsari and Setiawan, 2007).
Knowledge of Information Technology (IT) is a necessary resource in the process of
acceptance and utilization of IT. Knowledge and skills include the ability of end users will
IT. Abilities and skills acquired from education and training levels have been followed
related to IT.
Mobile Banking transactions in the quality of Internet connections have an important
role in particular the extent of signal range of cellular operators. Quality of Service or QoS is
the ability to guarantee delivery of critical data flow or in other words a collection of various
performance criteria that determine the satisfaction level of use of a service. Quality of
Service (abbreviated QoS) is a mechanism that allows network applications or services can
be operating as expected. (Kamarullah, 2009) The Quality of Mobile Banking Services
related to the quality system is so easy to access, and perform banking transactions on line
and easily learned.
Because the study was conducted on the acceptance and use of information
technology at the Mobile Banking service, the customer or customers categorized as users of
Mobile Banking. Based on several studies (Davis et al, 1989; Pikkarainen, et al, 2004)
system usage is a major instrument in the acceptance of technology. So in this study using
the user's Mobile Banking Mobile Banking or use as an instrument of acceptance of Mobile
Banking.
Mobile Banking is able to create user satisfaction and loyalty so that user
satisfaction (user satisfaction) is the response and feedback that emerged after using Mobile
User BankingSikap users of Mobile Banking is a subjective criterion of how the user likes to
use the system. Mobile Banking Users satisfaction is reflected by the number of complaints
made, gethok Frequency-of-mouth and negative on another customer defection Intensity
(switch to a competitor) who kecil.Sedangkan User Loyalty is a user perception that Mobile
Banking Mobile Banking Services have met the needs of users so that the user's Mobile
Banking remain loyal to the subscription or service.
The survey results reveal the research institute of international finance, 35% of all
online activities performed at each homes around the world will turn to the m-banking
services. Predicted, the value of m-banking transactions will rise twice per year. Next will be
a four-fold increase after 2011 (Almunir, 2010).
In Indonesia, the last five years by the use of Mobile Banking banking customers
increased significantly with an average increase of 135.3% per year. In 2003 a new Mobile
Banking users around 315 thousand people, but four years later (2007) was to 8.2 million
people. And in 2008 was estimated to increase by 50% to about 12.32 million people.
Currently, almost all banks have to apply the m-banking service (Almunir, 2010).

With the increasing popularity of financial transactions / banking via mobile phone
(m-Banking), the government hopes to reduce the use of cash (cash less society) will soon be
realized.
Table 1. Number of National Mobile Subscribers
No. Year Number of Subscribers The increase in%
1 2001 6.200.000 0%
2 2002 11.300.000 5,1%
3 2003 18.400.000 7,1%
4 2004 32.400.000 14%
5 2005 40.000.000 7,6%
6 2006 50.200.000 10,2%
7 2007 72.500.000 22,3%
8 2008 80.300.000 7,8%
9 2009 82.100.000 1,8%
Sources: Almunir, 2010
MARS Indonesia based on research published in the "Market Study & Mobile
Banking Customer Behaviour 2008/2008" of at least three main reasons for customers'
banking needs m-banking services, namely (1) Practical because it does not need to come to
the bank or ATM (46.5 %), (2) Transaction be faster (32.7%), and (3) Simplify to check
balances via HP (17.8%) (Almunir, 2010).
A number of large banks began to offer new convenience in transaction, which does
not need to shift positions if they want to transact. Therefore, the current banking
transactions simply by hand. How, by utilizing technology, one with cellular phone
technology.
Several major banks in Indonesia that offers Mobile Banking shown in Table 2.
below.
Table 2. Bank Mobile Banking Service Provider
No. Name of Bank Provider
1. Bank Central Asia (Bca) Excelcomindo Pratama (XL)
2. Bank Negara Indonesia (BNI 46) Telkomsel
3. Bank Mandiri Indosat
4. Lippobank Mobile 8
5. Bank Danamon Esia
6. Bank Permata Starone
7. Bank Niaga Telkom Flexi
Sources: Almunir, 2010
Based on research conducted by Pikkarainen, et al. (2004) that examined the use of
Mobile Banking is based on several considerations regarding the predictive ability of TAM,
as the addition of perceived enjoyment construct, amount on information, security and
privacy, and quality of internet connection or SMS connection, through the study
kuantitative while Mantel (2000) tested the factor- factors affecting the adoption of Mobile
Banking electronically in which to test the safety variables, the adoption of new products, IT
knowledge, perception of quality by conducting a qualitative study. Further research
conducted by Al-Shaikh Shammot & (2008) examined the ease of use of Mobile Banking

Services via the web or the internet as well as research conducted by Floh and Treiblmaier
(2006); Shuh Lii (2009); Afandi (2004) on customer satisfaction and trust is the customer
perception in assessing the quality of website, company image and social perception has an
important impact on customer loyalty.
These studies underlying the thinking of researchers that want to develop a modified
TAM to examine the use of Java Mobile Banking Mobile Banking Timur.Penggunaan
related to Security, Adoption of New Products, IT Knowledge, Quality of Internet
connection will affect the success of the transaction, speed of access and ease of getting
information so would create a quality Mobile Banking service which is to connect
modification baik.Penelitian TAM through the study of user kuantitative Mobile Banking in
East Java. To find out more about the Mobile Banking service quality of the research relate
to user satisfaction and loyalty, so this study is expected able to enrich the study of
Management Science and Information Systems Marketing Science.
This study examines the use of Mobile Banking in East Java to know the quality of
service and user satisfaction is to create user loyalty in select Mobile Banking.East Java as a
place of research and represented by three cities, namely: Malang, Jember, Surabaya by
reason of the banking business activities more done so as a representative of the study.
Noting the results of research on Mobile Banking, during which only examined the
effect of the use of Mobile Banking, the researcher wants to develop research through the
modification of TAM by linking the study of the Marketing Science wanted to know the
satisfaction and loyalty Mobile Banking users attracted the writer to reveal the phenomenon
of Use and Influence of Mobile Banking Services User satisfaction and user loyalty (Study
on Mobile Banking Users in the Territory of East Java).
Problem Formulations
Based on the above, then the formulation of the problem in this study can be developed as
follows:
1. Is the perception of security in the use of Mobile Banking significant effect on the
Quality of Mobile Banking Services?
2. Is the perception of New Product Adoption in the Use of Mobile Banking significant
effect on the Quality of Mobile Banking Services?
3. Is the perception of IT knowledge in the use of Mobile Banking significant effect on the
Quality of Mobile Banking Services?
4. Is the perception of quality Internet connection in the use of Mobile Banking significant
effect on the Quality of Mobile Banking Services?
5. Is Mobile Banking Service Quality significant effect on user satisfaction Mobile
Banking?
6. Is Mobile Banking Service Quality significant effect on the User Loyalty Mobile
Banking?
7. Is User Experience Mobile Banking Users have a significant effect Loyalty Mobile
Banking?

Research objectives
The objectives of this research are :
1. Examine and explain the influence of the Security Perceptions of the Quality Use of
Mobile Banking Mobile Banking Service.
2. Examine and explain the influence of perception of New Product Adoption in the Usage
of Mobile Banking Mobile Banking Service Quality.
3. Examine and explain the influence of perceptions of IT knowledge in the use of Mobile
Banking Mobile Banking Service Quality.
4. Examine and explain the influence of perception of the quality of Internet connection for
Quality Use of Mobile Banking Mobile Banking Service.
5. Examine and explain the influence of the Quality of Service for User Experience Mobile
Banking Mobile Banking.
6. Examine and explain the effect on Quality of Service Mobile Banking Mobile Banking
User Loyalty.
7. Examine and explain the influence of the User Satisfaction to Loyalty Mobile Banking
Mobile Banking Users.
Benefits of Research
a. Theoretical benefits
Theoretically, the study's findings are expected to be useful for the development of science,
particularly with respect to several variables use Mobile Banking is comprised of:
1. Enriching Science Management Information Systems Technology Acceptance Model to
enrich (TAM) to test the theory of Davis (1989). Geven and Straub (2000). Furthermore
the use of Mobile Banking with test results Pikkarainen, et al. (2004).
2. Safety by testing the theory of Wang (2003). Furthermore the relationship of variables to
use Mobile Banking security is based on research results Pikkarainen, et al. (2004).
3. Adoption of New Products to test the theory Indrajit (2004); Goodhue and Thomshon
(1995); Bahmanziali et al. (2003); Forman and Gron (2006); Ellitan (2002). The next
variable relationship to the adoption of new products based on the research use of Mobile
Banking Mantel (2000).
4. IT knowledge by testing the theory of Compeau and Higgins (1995); Nelson and Cheney
(1987); Huff (1995); Igbaria, et al. (1989). Furthermore the variable relationship of IT
knowledge to use Mobile Banking is based on research results of Mantel (2000).
5. Perceptions of quality by testing the theory of Kotler (1997), Cleland and Bruno (1996).
Furthermore the relationship between the variables of perception of quality internet
connection to use Mobile Banking is based on research results Mantel (2000) and
Pikkarainen, et al. (2006)
6. Theory of Reasoned Action (TRA) in which includes the concept of ease of use or ease of
use with the Fishbein and Ajzen theory test (1975), Maholtra and Galleta (1999). Further
ease of use of a variable relationship to user satisfaction is based on research results
Shammot & Al-Shaikh (2008).
7. Enrich the study of Marketing Science relating to user satisfaction with the theory test
and Fazlollahi Parikh (2002), Kotler (2000). Furthermore the relationship of loyalty User
User Satisfaction based on research results Shuh Li (2009).

8. Enrich the study of Science User Loyalty Marketing relating to test the theory of Buttle
(2007).
b. Practical Benefits
1. As the material world information for providers and corporate banking business in
general as well as provider of Mobile Banking Services in Indonesia, especially in East
Java to realize that the attitude of loyal users need to consider the use of Mobile Banking
is comprised of Security Perceptions, Perceptions of New Product Adoption, Perception
of IT Knowledge, Perceptions The quality of Internet connection and Mobile Banking
Services and User satisfaction and perceptions of loyalty.
2. As a comparative material for other researchers, especially to do with the topic in terms
of the use of Mobile Banking Mobile Banking service users.
3. Can be used by companies and corporate banking provider Mobile Banking service
providers to deliver services that have added value or added value to create customer
satisfaction and user loyalty.
4. Can enrich the study of science in business administration primarily relating to the
behavior of consumers or users in the field of Information Systems Management, and
Marketing Science.
Review References
Basic theory in this study, consisting of a few things that will explain in detail the theories
relating to the title and existing problems. Basic theory in this study starts from theories
about the Mobile Banking service in advance to understand the more detailed and in-depth
definition of the Mobile Banking service banking services transactions conducted through
the medium of cellular telephon with internet technology and facilities for on-line banking
transactions. Further theories about the concept of the use of Mobile Banking and Mobile
Banking service quality variables, user satisfaction and user loyalty is also described in this
study.
Concept Framework And Research Hypotheses
Framework of thinking
This study using TAM to determine the factors that influence the acceptance of Mobile
Banking with TAM models that have been customized by Tero Pikkarainen, et al. (2006).
These results indicate that the addition of perceived enjoyment construct, amount on
information, security and privacy, and quality of internet connection or influence the use of
Mobile SMS Banking.Penelitian connection is also strengthened by the Mantel (2000) who
study kualitative to know factors affecting the adoption of Mobile Banking.Hasil research
shows that adoption of new products, security, IT knowledge, and influence the adoption of
service quality Mobile Banking.
Model Framework Concept
Based on the ideas and concepts of previous studies, the researchers formulate models of the
concept of thinking about the use of Mobile Banking research tailored to the problems in
Indonesia in order to obtain a conceptual model of research as follows:

Figure 1. Model Framework Concept
Model hypothesis
Based on the conceptual model, in this study the authors describe the concept of research
into the study variables are defined in the following research hypothesis.
Hypotheses are provisional estimates of the relationship between variables in a study
needs to be proven true, the hypothesis to be tested in this study are:
1. Perception of security in the use of Mobile Banking (X1) significantly influence the
Quality of Mobile Banking Services (X5)
2. New Product Adoption perception in the use of Mobile Banking (X2) significantly
influence the quality of Mobile Banking Services (X5)
3. Perceptions of IT knowledge in the use of Mobile Banking (X3) have a significant effect
on Quality of Service Mobile Banking (X5).
4. Perceptions of quality of Internet connections in the use of Mobile Banking (X4)
significantly influence the Quality of Mobile Banking Services (X5).
5. Quality of Mobile Banking Services (X5) significantly influence the User Experience
Mobile Banking (Y1)
6. Quality of Mobile Banking Services (X5) significantly influence the Loyalty Mobile
Banking Users (Y2).
7. User satisfaction Mobile Banking (Y1) significantly influence the Loyalty Mobile
Banking Users (Y2).

Figure 2. Research Hypothesis Model
Various studies that support :

1. Mantel (2000) 5. Shammot & Al-Shaikh (2008)
2. Mantel (2000) 6. Shammot & Al-Shaikh (2008); Tam Wa Tsui (2004)
3. Mantel (2000) 7. Afandi (2004)
4. Mantel (2000)
Operational Definition and Measurement of Variables Variable

According to Nazir (1999), the concept is defined as a variable that has a variety of values,
while the measurement is the assessment or the provision of numbers to objects or
phenomena according to certain rules. There are three key words necessary to give definition
to the above measurements. The third keyword is a number, designation and regulations. To
make it easier to know the variables to be used it is necessary to the operational definition
that would give meaning to limit the variables to be measured.
Operational definition of each variable to be studied in detail can be seen in Table 3:
Table 3. Operationalization of Research Variables
Variable The indicator
Security X1.1 Availability of password and PIN
perception MB X1.2 Disturbance transaction network
(X1) X1.3 Availability of record documentation of the transaction
Adoption of X2.1 Understanding how operational Mobile Banking
New Products X2.2 Have a cell phone with the latest facilities that support
Perception MB Internet
(X2) X2.3 Information technology provides ease in carrying out
various activities in modern life

Variable The indicator
Perceptions of X3.1 Introduction of Mobile Banking technologies
IT Knowledge X3.2 The introduction of hardware equipment and software
MB (X3) Mobile Banking
X3.3 Helps to perform online banking transactions
Quality X4.1 The extent of cellular network operator signal
perception of X4.2 Successful Mobile Banking Services transaction
Internet X4.3 Content Mobile Banking service
Connection MB
(X4)
Mobile X5.1 Using Mobile Banking is easy to access to electronic
Banking X5.2 banking.
Services (X5) X5.3 Using Mobile Banking is easy to do online banking
transactions
Using Mobile Banking is easy to learn the information
available
User Y1.1 The number of complaints made
satisfaction Y1.2 Frequency of negative-mouth gethok other customers
(Y1) Y1.3 The intensity of defection (switch to a competitor)
Y1.4 User Experience of Mobile Banking Services
Y1.5 Successful Mobile Banking transactions
Y1.6 Compliance with the Mobile Banking Service user
expectations
User loyalty Y2.1 Subscribe using Mobile Banking transactions
(Y2) Y2.2 Subscribe using specific cellular operators and certain
bank customers
Y2.3 Provide a reference to use Mobile Banking Services
Y2.4 The intensity of the purchase or use of Mobile Banking
Services
Y2.5 Users utilize Mobile Banking Services as needed
Methods
This type of research
In accordance with the purpose of research to be achieved, this study uses the pattern of
explanations (explanatory) is the research that aims to explain the position of the studied
variables and the relationship and influence of one variable with another variable (Sugiyono,
2002). Thus, this study will provide an explanation of the use of Mobile Banking is
comprised of a variable perception of security in the use of Mobile Banking (X1), Perception
of New Product Adoption in the use of Mobile Banking (X2), perception of IT knowledge in
the use of Mobile Banking (X3), Perception The quality of Internet connections in the use of
Mobile Banking (X4), and the variable quality of service Mobile Banking (X5), against the
User Experience Mobile Banking (Y1) and User Loyalty Mobile Banking (Y2).
Research Sites
The study was conducted on the Mobile Banking users who are in the area of East Java
Province. Subjects of this study is the user or users of Mobile Banking application. Mobile
Banking users are corporate customers banking provider and enterprise customers.

Employees and the public could be the subject of study as long as they are the Mobile
Banking service users.
Population and Study Sample
1. The study population
Generalization of the population is composed of: the object / subject that have
certain qualities and characteristics are determined by the researchers to learn and then
drawn the conclusion (Sugiyono, 2002). While Arikunto (2002:108) argues that population is
the entire subject of research. In this study population were all individuals who use the
Mobile Banking transactions in the areas of East Java Province. The population in this study
Mobile Banking users.
Distribution of respondents Mobile Banking service users are as follows:
Table 4. Number of Respondents Mobile Banking Users
No. Name City Total (Persons) Percentage (%)
1. Malang 50 38,46
2. Surabaya 50 38,46
3. Jember 30 23,08
Jumlah 130 100
Sources: Adapted Research, 2010 (Appendix 1)
Based on Table 4 note that the respondents in this study came from the city of
Malang and Surabaya each 50 respondents or 38.46%, while respondents from the City
Jember is 30 people or 23.08%. It can be concluded that users of Mobile Banking in Malang
and Surabaya relatively larger than the Mobile Banking service users in the city of Jember.
2. The study sample

Determination of sample size based on the consideration that the population in this
study is very difficult to know for sure, so that the population is considered infinite /
unknown, so the number of samples to be taken in this study adapted to the opinion Hair et
al., (1995) which said that the appropriate sample size is between 100 to 200 and the
minimum sample size is 5 times the number of indicators. In this study the sample size is
130 respondents (5 times the indicators in this study, 26 X 5 = 130). Methods of data
analysis of this research is Structural Equation Modeling (SEM).
Hypothesis Testing
Based on empirical models proposed in this study can be tested against the hypothesis testing
menlalui path coefficients in structural equation models. Table 5 is testing the hypothesis by
looking at the p value, if the p value less than 0.05 then the relationship between significant
variables. Test results are presented in the following table:
Tabel 5. Hypothesis Testing
HIP Independent Dependent Direct Effect
Variable Variable Standardize p-value Clarity
H1 Testing Security Quality of Mobile
HipotesisPersepsi Banking Services
MB 0.360 0.000 Significance

HIP Independent Dependent Direct Effect
Variable Variable Standardize p-value Clarity
H2 Adoption Quality of Mobile
perception PB Banking Services -0.325 0.000 Significance
MB
H3 Perceptions of IT Quality of Mobile
0.281 0.002 Significance
Knowledge MB Banking Services
H4 Perception Quality of Mobile
Internet Banking Services
KualitasKoneksi
MB
H5 Quality of Mobile User satisfaction
Banking Services
H6 Quality of Mobile User loyalty No
0.138 0.245
Banking Services Significance
H7 User satisfaction User loyalty 0.468 0.000 Significance
Indirect Effect
Independent Intervening Variable Standard Clarity
Variable Variable ize
Security Perception MB Quality of Mobile
Kepuasan 0.184 Significance
Banking Services
Adoption perception PB Quality of Mobile
Kepuasan -0.166 Significance
MB Banking Services
Perceptions of IT Quality of Mobile
Knowledge MB Banking Services
Perceptions of quality of Quality of Mobile
internet connection MB Banking Services
Quality of Mobile User satisfaction
Loyalitas 0.240 Significance
Banking Services
Sources: Appendix 6
Of the overall model significant six-lane, one lane was not significant. The
interpretation of Table 5. can be explained as follows:
a. Security perception using Mobile Banking has a significant positive impact on quality of
service with the Mobile Banking P = 0.000 <0.05 with a coefficient value of 0360, this
coefficient indicates that if the perception of security guarantees that will either make the
user more confident using the Mobile Banking service, this is due because users have no
qualms with the theft of data and find that the mobile banking services of good quality.
b. Adoption of New Products Perception using Mobile Banking have a significant negative
impact on Quality of Service Mobile Banking with P = 0.000 <0.05 with a coefficient
value of -0325, this coefficient suggests that when more and more profider offer the
perception of adoption of new products new products will make use of Mobile Banking
user the harder it is to use Mobile Banking, this is because the user must learn the new
applications offered.
c. Perceptions of IT knowledge to use Mobile Banking has a significant positive effect on
Quality of Mobile Banking Services with P = 0.002 <0.05 with a coefficient value of
0281, this coefficient suggests that the perception of IT knowledge that will either make
the user feel good Mobile Banking service quality and this is because users have become
accustomed uses of IT applications.

d. Perceptions of quality of Internet connection using Mobile Banking has a significant
positive effect on Quality of Mobile Banking service with P = 0.000 <0.05 with a
coefficient value of 0.448, this coefficient suggests that the better perception of the
quality of Internet connection will make the user feel good Mobile Banking service
quality, this is because the user had to do mobile banking transactions as well.
e. Quality of Mobile Banking Services have a significant positive effect on user satisfaction
with P = 0.000 <0.05 with a coefficient value of 0512, this coefficient indicates that the
Quality of Mobile Banking Services are supported by collateral security perception,
perception of IT Knowledge and Perceptions of Quality of Internet connection to make
the user feel both mobile banking service quality and make users more satisfied using the
Mobile Banking Service.
f. Quality of Mobile Banking Services have no significant positive effect on user loyalty
with P = 0245> 0.05 with a coefficient value of 0138, this coefficient indicates that the
Mobile Banking Service Quality does not guarantee loyal user to use Mobile Banking.
g. User satisfaction has a significant positive influence on user loyalty with P = 0.000 <0.05
with a coefficient value of 0468, this coefficient indicates that if users are satisfied using
the user will be loyal to use Mobile Banking.
Table 5. can be seen that there is a significant influence pathways and not
significant. Thus the hypothesis:
H1 : Perceptions of Security using Mobile Banking has an influence on the Quality of
Mobile Banking Services
H2 : Perceptions of Adoption of New Products to use Mobile Banking to have an
influence on the Quality of Mobile Banking Services
H3 : Perceptions of IT knowledge to use Mobile Banking to have an influence on the
Quality of Mobile Banking Services
H4 : Perceptions of Quality of Internet connection using Mobile Banking has an influence
on the Quality of Mobile Banking Services
H5 : Quality of Mobile Banking Services have an influence on user satisfaction.
H7 : User satisfaction has an influence on User Loyalty
Empirical data supported and accepted.
As for the hypothesis :
H6 : Quality of Mobile Banking Services have an influence on loyalty
No empirical data supported and rejected.
Discussion
Discussion of Study Results
In this research study involving seven variables, grouped into four exogenous variables,
namely the use of Mobile Banking Security Perceptions, Perceptions of New Product
Adoption of Mobile Banking usage, Knowledge Perceptions of Information Technology (IT)
use Mobile Banking, Internet Connection Quality Perceptions of the use of Mobile Banking,
while the three variables endogenous the Mobile Banking Service Quality, User Satisfaction,
and Loyalty Users. Furthermore, to interpret / describe the basic interpretation research
variables used in the variable item scores of research as described in Table 6.

Table 6. The basic interpretation Score Indicator Variables Research
No. Value Score Interpretation
1 Between 0 to 1 Is at the very negative
2 Between> 1 to 2 Located on the negative
3 Between> 2 to 3 Being in the middle
4 Between> 3 to 4 Located on the positive
5 Of> 4 to 5 Located on the very positive
Sources: Arikunto (1998)
Measurement model of the causal relationship between the construct or latent
variable use of Mobile Banking Security Perceptions, Perceptions of New Product Adoption
of Mobile Banking usage, Knowledge Perceptions of Information Technology (IT) use
Mobile Banking, Internet Connection Quality Perceptions of the use of Mobile Banking,
Mobile Banking Service Quality, User Satisfaction, and Loyalty Users who filed the initial
model (first step) is seen that goodness of fit Indices have not been received, this indicates
that the data need to be modified again based on the modification Indices.
From the results of further modifications can be interpreted to explain the causal
relationship between the construct or latent variable and its relevance to the empirical facts,
the existing theories, research, previous research including through direct effects and indirect
effects. Of the various explanations may be further raised the theoretical findings of the
study, and concludes with the limitations of the study as a basis for further research.
As described earlier, this study aims to analyze and test the effect of the variable use
of Mobile Banking Security Perceptions, Perceptions of Adoption New use of Mobile
Banking, Knowledge Perceptions of Information Technology (IT) use Mobile Banking,
Internet Connection Quality Perceptions of the use of Mobile Banking, Mobile Banking
Service Quality , user Satisfaction, and Loyalty users with Mobile Banking user studies in
the area of East Java Province.
These results prove that the model proposed in accordance with the data. Thus the
model of relations between constructs or latent variables can be accepted. This discussion
focuses on the decision resulting from hypothesis testing, in an attempt to answer the
formulation of research problems. The analysis of hypothesis testing is described as follows:
1. Influence perceptions in the use of Mobile Banking Security of Mobile
Banking Service Quality
Answering the first formulation of the problem can be partially observed from SEM
analysis results in Table 5. From the table shows that the perception of security has a
significant positive impact on Mobile Banking in 0046 P = <0.05 with a coefficient value of
0280, this coefficient indicates that if the perception of security guarantees that will either
make the user or users believe using the Mobile Banking Mobile Banking, this is because
users have no qualms with the theft of data. Thus, it can be concluded that the perception of
security gives direct role in the user decides to use Mobile Banking. This is consistent with
research Shammot & Al-Shaikh (2008) in the Adoption of Mobile Banking Services in
Jordan. This study focuses on the user's opinion in deciding the use of Mobile Banking (MB)
in Jordan, the results of this study indicate the decision to use Mobile Banking because they
believe that Mobile Banking is safe to do.

2. Effect of New Product Adoption perception in the use of Mobile
Banking to Mobile Banking Service Quality.
analysis results in Table 5. From the table shows New Product Adoption perceptions have a
significant negative impact on Quality of Mobile Banking Services with P = 0.005 <0.05
with a coefficient value of -0267, this coefficient suggests that when more and more users
make adoption of new products will create a user or users are increasingly difficult to use
mobile Banking, this is because the user must learn the new applications offered first. this is
consistent with the research Malate (2008) "Exploring Consumer Adoption of mobile
Payment - a study Qualittaive"
3. Influence Perception Knowledge of Information Technology (IT) in
the use of Mobile Banking Mobile Banking Service Quality.
analysis results in Table 5.From the table shows that the perception of knowledge of
Information Technology (IT) has a significant positive impact on Mobile Banking with P =
0.004 <0.05 with a coefficient value of 0237, this coefficient indicates that the knowledge of
Information Technology (IT) that will either make the user or users of the easy to use Mobile
Banking and users feel confident that these services are of good quality, this is because the
user or users have become accustomed uses the application of Information Technology (IT).
This is supported by research conducted by Hays and Arthur (1999) examined the effects of
employee motivation and vision and organizational learning on the perceived quality of
service results show that the motivation of employees and the vision and organizational
learning in a positive effect on perceived service quality. The study also found that the
employees and the vision of a retreat mediate the relationship between organizational
learning with the perceived quality of service. So this study proves that both a valuable
resource (employee motivation and vision) as well as a superior capacity (organizational
learning) can positively affect the competence of a particular (service quality) and that
resources can be a mediator of the relationship between the capabilities of competence. Can
be concluded that by having knowledge Perceptions of Information Technology (IT) is good
through this valuable resource as well as superior or learning capacity in organizations and
special competence in services will facilitate the use of Mobile Banking.
4. Influence the perception of quality of Internet connection to use
Mobile Banking Mobile Banking Service Quality.
analysis results in Table 5.22. From the table shows that the perception of quality of Internet
connection have a significant positive impact on Mobile Banking with P = 0.000 <0.05 with
a coefficient value of 0.758, this coefficient suggests that the better perception of quality of
Internet connection will make the user more easy to use Mobile Banking and trust, it This is
because the user or the user does not feel free to use Mobile Banking as a guarantee of good
quality internet connection.
5. Effect of Quality of Service User Satisfaction Against Mobile Banking

Mobile Banking
analysis results in Table 5. From the table shows that the Mobile Banking has a significant
positive effect on user satisfaction with P = 0.000 <0.05 with a coefficient value of 0880, this

coefficient indicates that the Mobile Banking is supported by collateral Security Perception,
Perception Knowledge of Information Technology (IT) and Perceptions of Quality Internet
connection to make the user more content using Mobile Banking. This is consistent with
research Punjawan (1997) on "Analysis of Factors Affecting the Quality of Service User
Satisfaction Bank"
6. Effect of Quality of Service for Mobile Banking Mobile Banking User
Loyalty
analysis results in Table 5. From the table shows that the Quality of Mobile Banking
Services have no significant positive influence on user loyalty with P = 0326> 0.05 with a
coefficient value of 0199, this coefficient indicates that the Quality of Mobile Banking
Mobile Banking Service does not guarantee loyal user to use Mobile Banking. This is
contrary to research conducted by Tsui Wa Tam (2004) on "An online Customer Loyality
Model Integration".
7. Effect of User Satisfaction to Loyalty Mobile Banking Mobile Banking
Users
analysis results in Table 5. From the table shows that user satisfaction has a significant
positive influence on user loyalty with P = 0.000 <0.05 with a coefficient value of 0740, this
coefficient indicates that if users are satisfied using the user will be loyal to use Mobile
Banking. This is consistent with research (Shuh Lii, 2009) in "A Model of Customer Loyalty
in e-The Online Banking".
Findings
1. Originality of this study is enriched TAM models with variable use of Mobile Banking
merger in which the test variables Security Perceptions, Perceptions of New Product
Adoption, Perception Knowledge of Information Technology (IT), Internet Connection
Quality Perceptions of the Quality of Mobile Banking Services to study for Marketing
Science the connection of User Experience and User Loyalty. In this study merged
research model to study the subject is Mobile Banking users.
2. The results of this study found that the Mobile Banking Service Quality has a positive
effect is not significant to the user loyalty it shows that the Quality of Mobile Banking
Services does not guarantee the quality loyal user to use Mobile Banking. Based on the
results of research that the development of telecommunications technology and banking
technologies are increasingly pamper users with new applications, as well as new
facilities that would allow users but this did not make loyal users of certain services,
because users are more likely to use all the services will meet their needs.
3. The findings of this study indicate that there is an indirect effect between the Perception
of Mobile Banking Security using (X1) of the User Satisfaction (Y2) via the Mobile
Banking Service Quality (Y1) is the indirect effect is significant. Because the coefficient
is positive indirect effect influences both the direction indicated. This means that the
better the perception of the use of Mobile Banking Security (X1) will result in higher
Quality of Service Mobile Banking (Y1) is also resulting in higher user satisfaction (Y2).

Contribution Study
Based on these results it can be outlined that the results of this study can reveal the influence
of the more comprehensive than previous studies the effect of the use of Mobile Banking
Users to satisfaction and loyalty. The findings in this study can contribute in developing the
theoretical realm of science Perceptions of Knowledge and practical contribution, especially
for users of Mobile Banking.
1. Contribution of Perception Development of Science Knowledge
The contribution of this research in the development of the Knowledge Perception
findings in this study can contribute to testing and clarifying to the theories developed in this
study as well as the consistency of findings generated from previous research. Contribution
to the development of science Perceptions of Knowledge can be described as follows:
1. This study found that in order to give satisfaction to the users which can further increase
loyalty to the Mobile Banking Users must consider the effect of using the Mobile
Banking Security Perceptions, Perceptions of New Product Adoption of Mobile Banking
usage, Knowledge Perceptions of Information Technology (IT) use Mobile Banking,
Internet Connection Quality Perception use of Mobile Banking and Mobile Banking
Service Quality
2. This study found that Mobile Banking is comprised of Mobile Banking Services Quality
indicators related to the Quality System that is easy to access, and perform banking
transactions online and easy to learn and give significance impact not significance
users.Komitmen Loyalty is a new finding in this study. Mobile Banking is offered by the
vendor or provider through the service and the latest facilities that pamper the user does
not make peengguna loyal to one service but rather use all the services offered according
to need.
3. No significant effect was a new finding of this study, so the banks and the providers
need to improve competitiveness in order to become more loyal users.
2. Practical Contributions
The study is expected to contribute practical, especially the data on banks in the
scope of marketing services as well as within the scope of the provider of
telecommunications and technology provider Mobile Banking users. These results prove that
to realize the User Loyalty for Mobile Banking is not just a few significant variables such as
the use of Mobile Banking Security Perceptions, Perceptions of New Product Adoption of
Mobile Banking usage, Knowledge Perceptions of Information Technology (IT) use Mobile
Banking, The perception of quality is the use of Internet Connection Mobile Banking,
Mobile Banking Service Quality (indirect effect) but the provider of Mobile Banking is also
considering other variables that significantly influence the satisfaction and user loyalty.
Under these conditions, the emphasis for the provider of Mobile Banking should provide
socialization on Security Perceptions, Perceptions of New Product Adoption, Perception
Knowledge of Information Technology (IT), Internet Connection Quality Perceptions, and
the Quality of Mobile Banking Services to create the User Satisfaction and Loyalty Mobile
Banking Services.

3. Limitations of Research
A number of findings have been obtained from the results of this study, but there are
also limitations in this study can be used as input for further studies in the future. Limitations
in this study can be stated as follows:
1. This study focused only limited to the user's Mobile Banking users who perform banking
transactions through a cellular telephone while Internet banking, e commerce and
electronic banking are not addressed in this study.
2. The study was limited to the areas of research that is conducted only in areas of East Java
province in the three cities represented in Malang, Surabaya, Jember assuming more
Mobile Banking users there. In addition the number of samples used only 130
respondents.
3. Another limitation of this study is the research that has a cross section of data is the data
obtained in only one period of time that is only when the retrieval of data through a
questionnaire so that developments during the period of the unit of analysis can not be
obtained in this study.
4. Retrieval of data in this study only focused on the retrieval of data by using a
questionnaire filled out by customers, to be processed and analyzed. Limitations on the
results of data collection is difficult to be controlled by researchers as a perfect data.
5. Further research in order to add the variable trust between the variables and variable
statisfaction loyalty, because the important role of trust in the use of Mobile Banking.
Conclusion and Recommendation

Conclusion
Based on study results that are both descriptive and analytical tools to the analysis of
structural equation modeling (SEM). Exogenous constructs in the conceptual framework are
the variables that affect the use of Mobile Banking Security Perceptions, Perceptions of New
Product Adoption, Perception Knowledge of Information Technology (IT), and Perceptions
of Quality Internet Connection. While the endogenous constructs is Mobile Banking Service
Quality, User Satisfaction and Loyalty Mobile Banking Users.
The test results are a direct influence between variables as the problems and set
objectives in this study, we can conclude several things 7 (seven) hypothesis, 6 (six) of them
have a significant and 1 (one) no significant effect.
The sixth hypothesis is the significant variables have an influence on the perception
Security Mobile Banking Service Quality, New Product Adoption perceptions have an
influence on the Mobile Banking Service Quality, Knowledge Perceptions of Information
Technology (IT) have an influence on the Quality of Mobile Banking Services, Internet
Connection Quality Perception have an influence on the Quality of Service Mobile Banking,
Mobile Banking Service Quality while having an influence on user satisfaction. User
satisfaction effect on the meaning of loyalty Users empirical data supported the hypothesis
and accepted. As for the hypothesis that the quality is not significant influence on the Mobile
Banking Service is the meaning of loyalty hypothesis is not supported and rejected empirical
data.

Further to the variable q uality of service Mobile Banking is not significant effect on
the grounds that the User Loyalty Service Quality Mobile Banking does not guarantee the
loyal users of the service. This is due to the increasing number of convenience offered by the
provider and the vendor will cause a lot of options for users so that users tend to choose not
loyal to one vendor but they are used together as needed.
Moreover, in this study showed that most respondents were between 31 to 40 years
is 56 people or 43.08%, next is as much as 44 respondents or 33.85% of people aged
between 20 to 30 years, and respondents aged between 41 years to the age of 50 years as
many as 20 respondents or 15.38%, and the age of 51 years and over as many as 10
respondents or 7.69%. Based on these data it can be concluded that the greatest number of
respondents is the age that is still productive and a Mobile Banking users.
Similarly, most respondents that the job is working as an entrepreneur that is
numbered 50 respondents or 38.46%. Furthermore, respondents who work as civil servants
of 30 respondents or 23.08%, This indicates that the User Mobile Banking in East Java has a
more dominant as a businessman and civil servant jobs, and showed that most respondents
have the highest education level of respondents ie 50 S1 or 38.46%, then the college /
diploma by 30 respondents or 23.08%, then the last-educated respondents S2 by 25
respondents or 19.23%, the high school level by 20 respondents or 15.38%, and S3 by 5
respondents or 3.85%. Based on these data it can be concluded that the greatest number of
respondents is that an educated S1 Mobile Banking Users.
Mobile Banking is a banking facility that can be done through the medium of
Cellular Telephone. The entire banking transactions can be done through Mobile Banking
such as checking balances, cash transfer, account transfer, bill payments, credit purchases
unless cash withdrawal facilities. Distribution of respondents based on the recapitulation of
the results showed that most respondents use the Mobile Banking facility for cash transfer
activities which amounted to 60 respondents or 46.25%, of respondents use the Mobile
Banking service facility for checking the balance of 50 respondents or 38.46%, and the use
of facilities payment of bills amounted to 10 respondents or 7.69%, while for the purchase of
credit facilities and accounts are mutations, each for 5 respondents or 3.85%. Based on these
data it can be concluded that the Mobile Banking facility used by the majority of respondents
to a cash transfer activities and checking balances. Phenomena that occur at this time that
one can be more than one banking customer. Based on the recapitulation of the respondents
indicated that the majority of respondents to the customer more than a banking company, the
respondents stated that in addition to being customer BCA was also a customer of Bank of
East Java, and some respondents who had 5 accounts at different banking companies, based
on the recapitulation of the total 100 persons or 76.93% of respondents who claimed to have
more than one account at a different banking companies, while respondents who claimed not
to have more than one account with a banking company is a total of 30 respondents or
23.08%. This shows that in general the Mobile Banking users have more than one account at
a different banking companies.
Phenomena that occur at this time that a person can become a customer of more than
one provider. Based on the recapitulation of the respondents indicated that the majority of
respondents to the customer more than one provider, the respondent stated that in addition to
provider customers was also a customer of Telkomsel Indosat provider, even respondents

who had 5 sim card of different provider companies, based on the recapitulation of the as
many as 105 people or 80.77% of respondents who claimed to have more than one sim card
on a different provider companies prior to the Cellular Phone dual card technology even
triple card allows users to use two or three sim card in a Cellular Telephone while
respondents who said no more than one sim card to the provider is a company of 25
respondents or 19.23%. This shows that in general the Mobile Banking users have more than
one sim card on a different provider companies.
The findings in this study indicate that the Mobile Banking Service Quality has a
positive influence on user loyalty is not significant it indicates that the ease of use Mobile
Banking does not guarantee loyal user to use Mobile Banking. Based on the results of
research that the development of telecommunications technology and banking technologies
are increasingly pamper users with new applications, as well as new facilities that would
allow users but this did not make loyal users of certain services, because users are more
likely to use all the services will meet their needs.
Suggestions
Suggestions for Further Research
1. Subsequent research focused not only on the user's Mobile Banking users who perform
banking transactions through cellular phone but studied more deeply about Internet
Banking, E-Commerce and electronic banking are not addressed in this study.
2. Future studies are not limited to the area in this research that only a small area of East
Java province in the three cities represented in Malang, Surabaya, Jember Mobile
Banking assuming more users there. Moreover, it can develop a number of samples to be
used not only 130 respondents.
3. In the subsequent studies used data not only the data that is cross section data obtained in
only one period of time that is only when the retrieval of data through questionnaires, but
also using the data time series so that developments during the period of the unit of
analysis can be obtained in order to further enrich and more in-depth study in this study.
4. Retrieval of data in future studies need to be further developed through qualitative
methods to examine more deeply about the use of Mobile Banking on user satisfaction
and loyalty because the retrieval of data other than through questionnaires filled out by
users is also equipped with in-depth interviews to obtain more accurate data in
accordance with the problem.
5. Future studies may examine more deeply about issues that are hot today that the security
of customer data from the acts of irresponsible to be connected with the ethical use of
Mobile Banking and Mobile Banking user behavior.
Suggestions for Good Providers Mobile Banking Vendor or Provider of
Banking
1. Competition in the banking business should be the basis for providing good service to the
facility for faster and easier in the transaction and other facilities so as to materialize the
expectations of users in obtaining satisfaction to create loyalty Mobile Banking Mobile
Banking users.
2. Mobile Banking is a service that has more value or the value added to it need to be
equipped with learning and socialization efforts of customers or customer education to

understand the customer so well that the use of the service members ease and
convenience in transaction through Mobile Banking.
3. Provision and the provision of facilities to service users should be conducted in a
professional manner so as to further solidify position as a leading Mobile Banking,
reliable and modern, especially in the face of competition, especially with other providers
of Mobile Banking.
4. An increasingly rapid technological developments in the banking sector requires
socialization and learning to users to utilize the facilities provided by the regular and
continuous as the use and develop services to conduct electronic transactions such as cash
withdrawal transactions, transfers between accounts, bill payments and other credit card
so, not only through Mobile Banking but the m-Shared ATM, Phone Banking, Mobile
Banking, SMS Banking, Internet Banking and E-Commerce.
5. Mobile Banking is a service that is prone to a crime and irresponsible behavior is
therefore necessary to always develop a sustainable security system because the hackers
can always improve its ability to study the security of the banking system.
References
Adams, D. A. , R. R. Nelson, P. A. Todd. 1992. Perceived Usefulness, Ease of Use and
Usage of Information Technology: A Replication, MIS Quarterly, 16 (2).
Afandi, Y. 2004.Analisa Pengaruh Kualitas Pelayanan Jasa terhadap Kepuasan
Pelanggan.Thesis.Program Pasca Sarjana Universitas Brawijaya Malang.
Agarwal, R. and J. Prasad,1997. The Role of Innovation Characteristics and Perceived
Voluntariness in the Acceptance of Information . Journal of MIS.
Ajzen, Icek. 1988. Attitudes, Personality, and Behavior, Chicago: Dorsey Press.
________. 1991. The Theory of Planned Behaviour, Organizational Behaviour ang Human
Decision Processes, 50.
Ajzen, M. Fishbein. 1980. Understanding Attitudes and Predicting Social Behaviour,
Prentice Hall, Englewood Cliffs. NJ.
Allard, C.R. van Riel, Veronica L. and Petra J., 2001. Exploring consumer evaluations of e-
services: a portal site, International Journal of Service Industry Management, 12(4).
Almilia, Luciana Spica. 2006. Perspektif Nasabah Perbankan Atas Kehadiran SMS Banking
dan WAP Banking sebagai Sistem Informasi Perbankan Yang Bernilai Tambah. STIE
Perbanas Surabaya.
Almunir, H.M. 2010 . Studi Pasar & Perilaku Nasabah Mobile Banking . Jakarta: MARS
Indonesia.
___________. 2010. Pengaruh Pengembangan Jumlah kartu Halo melalui Program Halo
Bebas terhadap Tingkat Pemakaian Pulsa Rata-rta Pelanggan Kartu Halo (Studi Kasus
di Telkomsel Grapari Jakarta Barat). Tesis.
Anderson and Sullivan. M.W. 1993, The antecedents and consequences of customer
satisfaction for firms, Marketing Science, 12(2).
Anderson, E.W. and Mittal.V. 2000, Strengthening the satisfaction-profit chain, Journal of
Service Research, 3(2).
Aragon, Lawrence. 1997, Banking on IT, PC Week, 14.

Arbuckle, J.L. and W. Worthke. 1999. Amos 4.0 Users Guide. SmallWaters Corporation.
USA
Arief, 2007, Pemasaran Jasa dan Kualitas Pelayanan, Banyumedia, Malang.
Arikunto, Suharsimi, 2002. Prosedur Penelitian, Suatu Pendekatan Praktek. Jakarta: PT.
Rineka Cipta
Aristanto, Eko. 2003. Peningkatan Layanan Pribadi bagi Nasabah Melalui Penciptaan Nilai
Jasa Perbankan Berbasis Teknologi Informasi. Jurnal Teknologi dan Manajemen
Informasi. Volume 1. No. 1. April.
Assael, Henry. 1992. Consumer Behavior and Marketing Action. Fourth Edition. PWS Kent
Publishing Compagnie. Boston.
Augusty Ferdinan(2002). SEM dalam Penelitian Manajemen Semarang: BP-Undip.
Augusty,F. 2002 Structural Equation Modeling dalam Penelitian Manajemen. Badan
Penerbit Universitas Diponegoro. Semarang.
Ayadi, Achraf. (2005), Value Creation in MobileBanking, Jurnal Manajemen. Pemasaran.
GET/Institut National desTelecommunications.
Bagozzi, R.P. and Yi, Y. 1988, On the evaluation structural equation models, Academic of
Marketing Science.
Bahmanziari,T,J,Michael Pearson and Leon Crosby. 2003. its Trust Important in
Technology Adoption ? A Policy Capturing ApproachJournal of Computer
Information System 43(4).
Barnes, S.J. and Vidgen, Richard, 2000. Information and interaction quality: Evaluating
Internet Bookshop Web sites with SERVQUAL, Proceedings of the Proceedings of
the 13th International E -Commerce Conference, BLED.
Begonha. D. B. Hoffman. A. and Melin. 2002. M-Payment; hang up, try again, Credit Card
Management. Journal of Management Information System. 15(10).
Benassi,P. 1999, TRUSTe: An Online Privacy Seal Program, Communications of The ACM,
42 (2).
Berry, Leonard L. and Parasuraman.A. 1992, Marketing Services: Competing Through
Quality, Journal of Marketing, 56(2).
Bhattacherjee, A. 2006. An empirical analysis of the antecedents of electronic commerce
service continuance, Decision Support Systems, 32(2).
Blattberg, Robert C. and Deighton.J. 1996. Managing Marketing by the Customer Equity
Test, Harvard Business Review, (August).
Breitenbach, Craig S. And Doris C. Van Doren. 1998. Value Added Marketing in The
Digital Domain: Enhancing the Utility of The Internet. Journal of Consumer
Marketing. Volume 15, Number 6.
Burke, Raymond R, 1997. Do you see what I see? The future of virtual shopping, Journal
of the Academy of Marketing Science, 1997, 25(4).
Buse, S., Tiwari, R. and Herstatt, C. 2006: "Innovation via Global Route Barriers to
Innovation in SMEs. Journal of MIS. Voll. 2
Buttle, Berger, 2007. Protecting Enterprise Data On Mobile Systems With Trusted
Computing Security. Journal of Management Information System. 44(3)p70-74
Calantone R. J. David. A. Griffith. and Goksel Yalcinkaya. 2006. An Empirical
Examination of a Tehnology Adoption for the context of ChinaJournal of
International Marketing. 14 (4).
Carow dan Staten. 1999. Debit,Credit or Cash: Survey Evidence on Gasoline Purchases.
Journal of Economic and Bussines. Vol 21.

Carroll, J.M. and Thomas, J.C., 1988, Fun, SIGCHI Bulletin, Vol. 19.
Chan, Syafruddin, 2003. Relationship Marketing, Jakarta: PT Gramedia Pustaka Utama.
Chau, P. Y. K. dan Vincent S. K. Lai. 2003. An Empirical Investigation of The
Determinants of User Acceptance of Internet Banking, Journal of Organizational
Computing and Electronic Commerce, 13 (2).
Chin dan Todd. 1995. Development of A Tool Measuring User Satisfaction of the Human
Computer Interface. Journal of Management Information System.Vol.2
Cleland Aland S.and Bruno Albert .V.1996. Strategic planning; Marketing; Consumer
satisfaction; Corporations; Valuation 1st edition .Jossey-Bass Publisher .San
Francisco.
Compeau, D. R. , &Higgins, C. A. 1995. Application of social cognitive theory to training for
computer skills. MIS Quarterly . 23 (2).
Cooper, C. R. and C. W. Emory. 1996. Business Research Methods. 5th Edition . Richard D.
Irwin, Inc. USA.
CraggandZinatelli 1995. End user Computing Sophistication in a Large Health Services .
Journal of MIS. Vol. 2
Culnan, M.J. and Armstrong, P.K. 1999, Information Privacy Concerns, Procedural Fairness,
and Impersonal Trust: An Empirical
Dabholkar, P. A. Thrope, D. I. and Rentz J. O. 1996. A Measure of Service Quality for
Retail Stories; Scale Development and Validation. Journal of the Academy of
Marketing Science. Vol 24. No. 1.
Dabholkar, Pratibha, A. 1996. Customer Evaluations of New Technology-based Self-
service Options: An Investigation of Alternative Models of Service Quality,
International Journal of Research in Marketing, 13,.
Davey ,Rod dan Jacks A. 2000. How to be at Marketing. Gramedia. Jakarta.
David,Szymanski, M. and Richard T. Hise.2000., "e-Satisfaction: An Initial Examination,
JAI Press, Journal of Advertising Research, (January/April), 29-34
Davis, F. D. 1986. A Technology Acceptance Model for Empirically Testing New End User
Information System: Theory and Results. In MIT Sloan School of Management.
________. 1989, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of
Information Technology, MIS Quarterly, 13(3).
________, Bagozzi, R.P. and Warshaw, 1992. P.R. Extrinsic and Intrinsic motivation to use
computers in the workplace, Journal of Applied Social Psychology, 22.
Day, George S. 1971, A two-dimensional concept of brand loyalty, Journal of Marketing
Research, 1969, 9 (September), 29-36. Brand loyalty: a conceptual definition, In
Proceedings of the American Psychological Association, Washington, DC: American
Psychological Association. 6.
Deci, E.L. 1971, Effects of externally mediated rewards on intrinsic motivation, Journal of
Personality and Social Psychology, 18.
Dedy R.Riyanto.2004.Pengaruh Persepsi Manfaat Dirasakan,Mudah Penggunaan,Terhadap
Sikap Menggunakan Teknologi Informasi serta Pengaruhnya Terhadap Penerimaan
Teknologi Informasi.Desertasi Pasca Sarjana Universitas Brawijaya Malang.
Deighton, John. 1996, The Future of Interactive Marketing, Harvard Business Review,
(November-December).
Dick, A. S. and Basu K. 1994. Customer Loyalty: Toward and Integrated Conceptual
Framework. Journal of the Acacemy of Marketing Science. Vol 22. No. 2..
Doll, William J. and Gholamreza, Torkzadeh. 1988. The Measurement of End User
Computing Satisfaction. MIS Quarterly. Vol.12.

Ellitan, Lena. 2002. Technology Adoption, Technology Management and its impact on
Operationail Performance: A Case From Indonesia, Jurnal Bisnis dan Akuntansi,
Vol. 1, No. 1.
Engle, James F. and Roger D. Blackwell. 1982.Consumer Behavior. New York: The Dryden
Press.
________. 1994. Perilaku Konsumen. Terjemahan F. X. Budiyanto. Cetakan Pertama.
Binapura Aksara. Jakarta.
Federal Reserve Bank di St. Louis. 1998. Faktor-faktor yang Mempengaruhi Konsumen
dalam Sistem Penyebaran dan Pengadopsian Produk Baru. Journal of Management
Information System.Vol.2.
Festus Olorunniwo, Maxwell K. Hsu, Godwin J. Udo, 2006. Service Quality, Customer
Satisfaction, and Behavioral Intentions in The Service Factory. Journal of Marketing
Research.
Fishbein, M. and Ajzen, I. 1975. Belief, Attitude, Intention, and Behavior: An Introduction to
Theory and Research. Reading, MA: Addition-Wesley.
Floh,A.,and Treiblmaier,H.2006.What Keeps The e-Banking Customer Loyal ?A Multigroup
Analisis Of The Moderating Role Of Consumer Characteristic On e-Loyalty in The
Financial Service Industry .Journal of Electronic Commerce Research,7(2) .
Forman C and Anne Gron. 2006. Vertical Integration ,Transaction Cost,And Technology
Adoption In The Insurance Industry Journal of International Marketing..
Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha and Barbara Everitt Bryant.
1996. The American Customer Satisfaction Index. Journal of Marketing. Vol. 60 No.
4,.
Franklin Warren McFarlan, James L. McKenney. 1996. Corporate Information System.
Edition, 2. Publisher, Dow Jones-Irwin. Original from, the University of Michigan
Gan, C. , Clemes, M. , Limsombunchai, V. , Weng, A. (2006). A logic analysis of electronic
banking in New Zealand. International Journal of Banking System.
Gefen&Straub, 2000: "The Relative Importance of Perceived Ease-of-Use in IS Adoption: A
Study of e-Commerce Adoption," Journal of AIS (1: 8, October),
Goodhue,D. L. and Thomson. R. L. 1995. Task-Technology Fit and Individual
Performance, MIS Quarterly 19(2).
Gronroos, C. 1990. A Service Relationship Approach to Marketing in Service Contact: The
Marketing and Organizational Behavior Interface. Journal of Business Research. Vol
20. No. 3.
Gronroos.C., Heinonen, F., Isoniemi, K. and Lindholm, M. 2000, The Netoffer model: a
case example from the virtual marketplace, Management Decision, 8, 4.
Hair, Jr., J.F., R.E Anderson, R.L. Tatham and W.C. Black. 1995. Multivariate Data
Analysis with Reading. Macmillan Pub. Company. New York.
Hart, Christopher W. 1999, Technology is Making it Feasible to Reach that Market of One.
Make Sure Youre the First Mover, Marketing Management, 5(3), (Summer).
Hays, Julie M. and ArthurV. Hill (1999). Gaining Competitive Service Value through
Performance. Motivation, Journal of Strategic Vol.2.
Howard, J. and J. Sheth, 1969. The Theory of Buyer Behavior, New York: John Eiley &
Sons,
Howcroft, B.,Robert H. And Paul H. 2002. Consumer Attitude and The Usage and Adoption
of Home-Based Banking in The United Kingdom. The International Journal of Bank
Marketing, Volume 20, Number 3.

Humphrey, David, Moshe Kim, and Bent Vale. 1998. Realizing the Gains from Electronic
Payments: Costs, Pricing, and Payment Choice, Proceedings from the Federal
Reserve Bank of Chicagos 34th Annual Conference on Bank Structure and
Regulation, Federal Reserve Bank of Chicago, Chicago, IL.
Hunt, Shelby D. andRobert M. Morgan, 1994. Marketing and comparative Advantage
Theory of Competition, Journal of Marketing, 59 (2).
Igbaria M., Parasuraman Saroj, and Baroudi. Jack J. 1996. A motivational model of
microcomputer usage, Journal of Management Information Systems; Armonk;
Summer.
Igbaria, M . 1989. The Impact of User Attitudes Toward Microcomputer Usage on System
Usage and User Satisfaction. SIGCPR. Comput . Pers. 12(2).
Indrajit, Richardus. 2004. Konsep dan Aplikasi e-Business. Andi. Yogyakarta.
Investigation Of Customers Behaviour for online Banking in New Zealand (online).
Agustust 5, 2005.
Ives, B.,M.,Olson., and S.Baroudi.1983.The Measurement of User Information
SatisfactionCommunication of the ACM October.
Jacoby, Jacob. 1971, Brand loyalty: a conceptual definition, In Proceedings of the
American Psychological Association, Washington, DC: American Psychological
Association.
___________ and Chestnut, R.W. 1978. Brand Loyalty and Management, John Wiley &
Sons, Chichester. New York: Wiley.
Jogiyanto, 2003. Analisis dan Desain Sistem Informasi: Pendekatan Terstruktur Teori dan
Praktek Aplikasi Bisnis. Penerbit Andi Offset. Yogyakarta.
Jones, J.M. & Vijayasarathy, L.R. 1998. Internet consumer catalog shopping: findings from
an exploratory study and directions for future research. Internet Research, 8 (4)
Juran J. M. 1992. Quality by Design: The New Steps for Planning Quality into Goods and
Services. The Free Press. . New York
Kamarullah.H.A.2009.Penerapan Metode Quality Of Service (QOS) Pada Jaringan Traffic
yang Padat. Pada Jurusan Teknik Informatika Fakultas Ilmu Komputer.Universitas
Sriwijaya.Palembang.
Keller, Kevin Lane. 1993,Conceptualizing, measuring, & managing customer-based brand
equity, Journal of Marketing, 57 (January).
Kennickell, Arthur and Myron Kwast. 1997. Who Uses Electronic Banking? Results from
the 1995 Survey of Consumer Finances, Proceedings from Federal Reserve Bank of
Chicagos Annual Conference on Bank Structure and Competition, Federal Reserve
Bank of Chicago, Chicago, IL.
Kerlinger, Fred N, Foundation of Behaviour Research, Secon Edition, New York University
Kotler, Philip. 1997. Marketing Management, 9th Edition. New Jersey. Prentice Hall.
Kotler, Philip. 2000. Prinsip-prinsip Pemasaran. Edisi Kedelapan. Jilid 1. Penerbit Erlangga
Jakarta.
Kusnendi. (2008). Model-Model Persamaan Struktural. Bandung: Alfabeta.
Kusuma . S. 2007. Receives The Banking Service Exellence Award From Info Bank.
Wikipedia. The Free Encyclopedia.
Lee, Moonkyu and Lawrence F. Cunningham, 2001. A Cost/benefit approach to
understanding Service Quality. Journal of Service Marketing, vol. 15 No.2.
Liao, Z. and Cheung, M.T. (2002). Internet-based E-Banking and Consumer Attitudes: An
Empirical Study. Information and Management, Vol. 39.

Lidsky, David. 1999, Getting Better all the Time: Electronic Commerce Sites, PC
Magazine, October, 98.
Lovelock, Christoper. 1994. Pemasaran Jasa& Kualitas Pelayanan. :Bayumedia. Publishing.
Malang.
Luarn Pin.2003. Customer Loyalty Model for E-Service Context. Journal of Marketing
Research.
Lupiyoadi, Rambat, 2001, Manajemen Pemasaran Jasa, Salemba Empat, Jakarta.
Maharsi, Sri. 2006. Analisa Faktor-Faktor yang Mempengaruhi Kepercayaan dan Pengaruh
Kepercayaan Terhadap Loyalitas Pengguna Internet Banking di Surabaya. Jurnal
Akuntansi dan Keu Vol. 8 No. 1.
Malat, Nina. 2008. Exploring Consumer Adoption of Mobile Payment A qualitative Study.
Helsinki School of Economic.
Malone, T.W. 1981, Toward a theory of intrinsically motivating instructions, Cognitive
Science.
Mantel, Brian 2000. Why Dont Consumers Use Electronic Banking Product Towards a
Theory of Obstacles, Incentives, and Opportunities. Federal Reserve Bank of Chicago.
Mathieson, K. 1991. Predicting User Intentions: Comparing the Technology Acceptance
Model with the Theory of Planned Behavior. Journal of Information Systems
Research. 2.
Moon, Ji-Won and Kim. Young-Gul, 2001, Extending the TAM for a World-Wide Web
context, Information & Management, 38.
Moore . G. C. and I . Benbasat. 1991. Development of an Instrument Measure the
Perceptions of Adopting an Information technology innovation . Journal of
Information System Research Vol. 2 No. 3.
Morgan, Robert M. and Shelby D. Hunt, 1994. The Commitment-Trust Theory of
Relationship Marketing,Journal of Marketing, Vol. 58 No. 3.
Mowen, John C. 1995. Consumer Behavior. Fourth Edition. Prentice Hall International. Inc.
Englewood Cliffs: New Jersey.
Mukherjee, A. and Nath, P. 2003. A Model of Trust in Online Relationship Banking. The
International Journal of Bank Marketing Bradford, 21 (1), 5. March 10, 2005.
Nasution Fahmi Nugraha . 2006. Penggunaan Teknologi Informasi Berdasarkan Aspek
Perilaku (Behavioral Aspect),USU Digital Lybrary..
Nazir Mohd, 1998, Metode Penelitian, Ghalia Indonesia.
Ndubisi, N.O. and Sinti, Q. 2006. Consumer attitudes, systems characteristics and internet
banking adoption in Malaysia. Management Research News, Vol.29 No.1/2, pp.16-27.
Nelson and. Cheney. 1987. End-User Computer Training in Hong Kong: An Analysis.
Journal of Management Information System. Vol. 2
Niagara, H. 2008. Analisis Pengaruh Kepercayaan Pelanggan terhadap Adopsi Teknologi:
Studi Empiris Jasa Mobile Banking di daerah Istimewa Yogyakarta, Skripsi Sarjana,
Fakultas Ekonomi, Universitas Islam Indonesia.
Novak, T.P., Hoffman, D.L. and Peralta, M. 1999. Building Consumer Trust in Online
Environments: The Case for Information Privacy (online).
Nurniah.2008.Kualitas dan Efektifitas Sistem Layanan Konsumen Mobile Banking (Study
Kasus pada Bank BCA Cabang Malang) Politeknik Negeri Ujung Pandang.
Ofir Turel, Alexander Serenko, 2004. User Satisfaction with Mobile Service in Canada.
Journal of Marketing Research.

Oliver, R. L. and Wayne S. DeSarbo. 1988. Response Determinant in Satisfaction
Judgements. Journal of Consumer Research. Vol. 14. No. 3.
Oliver, Richard L. 1999. Whence Customer Loyalty, Journal of Marketing, 63.
Parasuraman, A. , Zeithaml. V. A. , and Berry, L. L. 1985. Conceptual Model of Service
Quality and Its Implication for Future Research, Journal of Marketing. Vol. 58. No.
1.
Parasuraman, A. , Zeithaml. V. A. , and Berry, L. L. 1988. SERVQUAL A Multi Indicator
Scale for Measuring Consumer Perception of Service Quality, Journal of Retailing.
Vol. 64. No. 1.
Parikh, MihirandFazlollahi, Bijan,2002. "An Empirical Examination Of The User
Satisfaction System Effectiveness Interrelation.Americas Conference on Information
System(AMCIS) proceedings.
Pauline Ratnasingham. 1998. Trust in Web-Based Electronic Commerce Security.
Information Management & Computer Security. Volume 6 Number 4.
Penelitian Efektivitas Branding Melalui Internet : Tinjauan kasus Terhadap Internet
Banking, Januari 2002.
Perry, C. 1994. A Structured Approach to presenting PhD Thesis: Notes for Candidates and
their Supervisors, Paper presented to the ANZ Doctoral Consortium, University of
Sydney, April.
Peterson, Robert A.,1997. Relationship Marketing and the Consumer, Journal of the
Academy of Marketing Science, 23.
Pikkarainen T. Karl, Heikki Karjaluanto. Seppo Pahnila. 2004. Consumer Acceptance of
Online Banking:An Extention of the Technology Acceptance Model ,Internet
Research.
_________. 2006. Consumer Acceptance of Online Banking:An Extention of the
Technology Acceptance Model ,Internet Research.
Poleretzky, Zoltan. 1999, The Call Center & E-commerce Convergence, Call Center
Solutions, 7(17), (January), 76.
Puspasari, Khumaira. 2005. Pengaruh Moderasi Karakteristik Konsumen dan Faktor
Situasional Terhadap Pembentukan Sikap dan Niat Penggunaan Teknologi Swalayan.
Tesis. Program Studi Ilmu Manajemen Pascasarjana Fakultas Ekonomi Universitas
Indonesia. Jakarta.
Rahardjo, B. 2002. Arsitektur Internet Banking yang Terpercaya (online). August 20.
Rayport, J.F. and Sviokla, J.J. 1995, Exploiting the virtual value chain, Harvard Business
Review, 73(6).
Reichheld, F.F. and Schefter, P. 2000, E-loyalty: your secret weapon on the Web, Harvard
Business Review, July-August.
Riel, Allard C.R., Liljander V. and Jurriens, P. 2001, Exploring consumer evaluations of e-
services: a portal site, International Journal of Service Industry Management, 12(4).
Roger . E. M. 1995. Diffution of Innovation 4 th Edition . The Free Press . New York.
Roger, E.M. 1983. Diffusion of Innovation. 3rd Edition, New York: The Free Press.
Rust, Roland T., Oliver, Richard L., 2000. Should we delight the customer? Journal of the
Academy of Marketing Science 28 (1).
Ryan ,Stephen,and Catherine Tucker. 2007. Heterogeneity and the Dynamics of Technology
Adoption . Journal of MIS Vol.2.
S.M. Furnell, T. Karweni. 1999. Security Implications of Electronic Commerce: A Survey
of Consumers and Business. Internet Research, Volume 9 Number 5.

Safeena, 2010. Customer Perspectives on E-Bussiness Value:Case Study on Internet
Banking. Journal of Internet Banking and Commerce. Vol. 15.
Sathye, M. 1999. Adoption of Internet Banking by Australian Consumers: An Empirical
Investigation. The International Journal of Bank Marketing. Volume 17, Number 7.
Schnaars, S. P. 1998. Marketing Strategy: Customers and Competitions. Two Edition. The
Free Press. New York.
Sekaran, Uma. 1992. Research Methods For Business: A Skill Building Approach, Secon
Edition, John Willey & Sons, Inc. New York.
Shammot Marwan M & Mustafa S. Al-Shaikh. 2008. Adoption of Mobile Banking Services
in Jordan ,Scientific Journal of King Faisal University (Humanities and Management
Sciences) Vol 2.
Shergill, G.S. and Li, B. 2005. Internet Banking-An Empirical
Shuh Lii, Yuan. 2009. A Model of Customer E-Loyalty in The Online Banking,Economics
Bulletin . Vol. 29.
Silalahi, Nurain; Budi P. dan Kusnaeni W.2000. Analisis Komunikasi Data Pada Sistem
Mobile Banking. Bandung: Sekolah Tinggi Teknologi Telkom.
Singarimbun, Masri dan Sofian Efendi. 1995. Metode Penelitian Survai. Jakarta: PT Pustaka.
LP3ES. Soetomo. 2006.
Solimun, 2002 Structural Equation Modeling(SEM) Lisrel dan Amos: Aplikasi di
Manajemen, Ekonomi Pembangunan, Psikologi Sosial, Kedokteran dan
Agrokompleks. Edisi I. Penerbit Universitas Negeri Malang.
Spreng. R. A. Mackenzie S. B. Olskavski R. W. 1996. A Re examination Of The
Determinants Of Customer Satisfaction. Journal Of Marketing July.
Stauss Bernd and Neuhaus. Patricia. 1997, The qualitative satisfaction model,
International Journal of Service Industry Management, Bradford; 8(3),236.
Stavins, Joanna . 1999., Checking Accounts: What Do Banks Offer and What Do
Consumers Value?, New England Economic Review.
Stemple,Jr,James David.2004.Job Satisfaction On High School Principal In
Virginia.Disertation Faculty Of Virginia Polytechnic Institute And State
University.Blacksburg,Virginia:Virginia Polytechnic Institute And State University.
Succi MJ and Walter Z D. 1999.Theory of User Acceptance of Information Technology :An
Examination of Health Care ProfessionalsProceedings of the 32Annual Hawai
International Conference on System Sciences.Track 4.
Sugiyono. 2002. Metode Penelitian Administrasi. Bandung : CV Alfabeta.
________. 2004. Metode Penelitian Bisnis. Bandung: Alfabeta.
Sukkar, Ahmad Al.Helen Hasan, 2005. Toward A Model For The Acceptance Of The
Internet Banking in Developing Countries.Vol.11(4).
Sutadi, Heru. 2001. Kejahatan Perbankan Lewat Internet (online).
Swaminathan, V., Lepkowska-White, E. and Rao,B.P. 1999. Browsers or Buyers in
Cyberspace?An Investigation of Factors Influencing Electronic Exchange.
Swanson, E.B. 1982, Measuring User Attitude in MIS Research: A Review, OMEGA,
10(2).
___________ 1987, Information Channel Disposition and Use, Decision Sciences, 18(1).
Swastha, Basu. 1999. Loyalitas Pelanggan: Sebuah Kajian Konseptual sebagai Panduan bagi
Peneliti. Jurnal Ekonomi dan Bisnis Indonesia. Vol 14. No. 3 hal. 73-88. UGM
Yogyakarta.

T. Alsindi., S. Abdurrahman., S. Alatwi., Y. Mahmood dan P.J. Mahyew. 2004, The
Effectiveness Of Wap Technology Services In The Banking Sector In The Kingdom
Of Bahrain, The 2004 International Research Conference on Innovations in
Information Technology.
Tam Tsui Wa, 2004. An Integration On Line Customer Loyalty Model ,Journal of
Marketing. Departement of Business Studies. The Hongkong Polytechnic University.
Taylor, S. and Todd, P.A. 1995. Understanding information technology usage: a test of
competing models, Information Systems Research, Vol. 6 No. 2.
Thong, J.Y.L. 1999. An integrated model of information systems adoption in small
business, Journal of Management Information Systems, 14(4).
Tjiptono, Fandy dan Gregorius Chandra. 2005.Service, Quality & Satisfaction. PT. Raja
Grafindo Persada. Jakarta.
________. 2007. Pemasaran Jasa. Edisi Pertama. Cetakan Ketiga. Desember. Bayumedia
Publishing. Malang Jawa Timur.
Tornatzky, L.G., Klein, K.J. 1982. Innovation characteristics and innovation adoption
implementation: a meta-analysis of findings, IEEE Transaction of Engineering
Management, Vol. 29 No.1.
Tse. David K. and Peter Wilson. 1988. Model of Consumer Satisfaction Formation: An
Extention. Journl of Marketing Research. Vol. 25. No. 22. pp. 12-24.
Urban, G.L. Sultan, F. and Qualls, W.J. 2000. Placing trust at the center of your internet
strategy, Sloan Management Review, 42(1).
Venkatesh, Viswanath and Davis. Fred D. 1996. A model of the antecedents of perceived
ease of use: Development and test, Decision Sciences, 27(3).
W. David Solisbury, Rodney A. Pearson, Allison W. Pearson, David W. Miller. 2001.
Perceiverd Security and World Wide Web Purchase Intention. Industrial
Management & Data System. Volume 101 Number 4.
Wang, C., Tsay, W. and 2000. Service qualityandcustomer satisfaction focus solely on the
external. "Customer satisfactionindex .Journal of Marketing. Vol. 2
Webster, E.J. and Martocchio, J.J. 1992, Microcomputer playfulness: development of a
measure with workplace implications, MIS Quarterly, 6.
Wijaya, Petra Surya M. 2006. Pengaruh Computer Self Efficacy dan Task Technology Fit
Terhadap Penerimaan Penggunaan Internet. Jurnal Riset Akuntansi dan Keuangan.
Vol 2 No. 1.
Zeithaml, V. A. , Parasuraman and A. Maholtra. 2000. A Conceptual Framework for
Understanding E-Service Quality: Implication for Future Research and Managerial
Practice. Report No. 00-115. Marketing Science Institute. Canbridge, MA.
Zeithaml, V. A. and Bitner, M. J. 1996. Services Marketing. Mc Graw Hill Companies.
International Edition New York.
Zeithaml, V. A. and Bitner, M. J. 2003. Services Marketing: Integrating Customer Focus
Across The Firm. Edisi Ketiga. Mc Graw Hill Companies. Boston.
Zhu K. and John Weyant,. 2000. Strategic Decisions of New Tehnology Adoption Under
Asymmetric Information : A Game Theorytic Model.

Public Service Reform:Lesson Learned from Japannese Practice
Meiliyana
Lampung University, Indonesia
Email:-
Rahayu Sulistiowati
Lampung University, Indonesia
Email:rahayu_sulistiowati@yahoo.co.id
Abstract: An excellent public service always refers to private, while a poor service always regards to
services delivering by government institutions. It cannot be denied that it is almost true.
It is also almost everyday we could find complaints from societies regarding public services
they got from government officials. It could be mentioned some of bad services here, for instances;
poor people who is/are going to have such services from hospital or health center. They often treat
badly and being discriminate because they use special insurance for poor people, there is no clear
procedures to get some services from government institutions, like if we want to have an identity card
then we have to sphere longer times even longer days. This such bad situations make people trying to
find a short cut whenever they want to have assistance from government official. A short cut that
could be mentioned here is giving some illegal money to the staff. This somehow preserve corruption
within government institutions.
While the wealth of the nation could be measured by the satisfaction of the citizen to the
government public services. So it is important then for government to improve their services to the
public. We could follow what some developed countries do on giving services to their citizens. In
Japan, for instance, there is a facility for poor people when they are going to have a medical
treatment during pregnancy and when they hospitalized to giving a birth. There is no discrimination
for them. Still at the same country, when people are going to have or renew their identification card
(KTP) at Kuyakusho (Ward Office), we just need to wait about an hour or even less to have it ready.
These kind of practices could be somehow imitated by Indonesian Government.
Introduction
The spirit of reform that swept Indonesia since 1998 across all aspects including the level of
administration. The administration reform includes: staffing system, controlling system and
of course the public service system. Administrative reform is a must to follow the
development of society, but on the other hand, this is also a process that has to be passed
when the political system requires a change to achieve a better condition of society.
One result of the reforms that started in 1998 is the change in the governance system
from previously centralized to be more decentralized. State has changed the pattern of
central-local government relationship from centralized and paternalistic become more like a

partner (partnership) and decentralized. It states in Law No. 22/1999 which has been revised
to Law No. 32/ 2004 about regional autonomy. Through the law, Indonesia changed the
development paradigm from development as a reference work of government into service
and community empowerment paradigm. Since the previous situation has led the
development activity to the situation of exploiting society. The takeover of peoples land for
development forcibly is one illustration how development had resulted on the victims of
development instead of benefits. (Rashid, Gaffar, Syaukani, 2002:171)
In order to restore societys dignity and reconstruct the image of government as a
fair minister, so that the government changed the development paradigm. This does not mean
that the government no longer has a commitment to development, but it puts the task of
development on the service values base. Through this new paradigm, there is no more
development policies that contain injustice values and restrict communitys creativity. Since
such a policy previously was noticeably contrary to the commitment of service and
empowerment. This shifting paradigm regarded as a movement back to the essential
character of the government.
Recently in a globalization era, the government does not only organize and create
procedures, but rather emphasize to the provision of excellent service for the community.
One of the variables to assess the success of the government is the quality of services
provided for public. Services as one function of government, are an integral part in
development strategy. However it is not the only function of government, since there are
three other functions that must be accomplished as the basic functions of government,
namely: policy making, conflict management, and empowerment. The four functions are
minimal and basic functions which should be inherent in all governments activities as well as
a justification of why it exists and present in the field of public life. (Ministry of Home
Affairs, 2007).
Granting broad autonomy to each local government is aimed to accelerate the
realization of people's welfare through service improvement, empowerment and community
participation. Previously, governance, development and public services by government or
local government was based on legality so in the process it always based on a strict
benchmark and pay less attention to the process, did not involve either the bureaucracy or the
community stakeholders concerned.
Law Number 32/2004 on Regional autonomy and Law Number 33/2004 on Fiscal
Balance has been providing real authority, and responsibility to the local government.
However, when it is implemented, can be seen clearly the lack of capacity of local
government, particularly in providing public services, in accordance with the growing
demands of the people. These problems must be eliminated by beginning it from
strengthening a policy framework and an efforts towards regional capacity building. Since
the evaluation on the implementation of regional autonomy that has been running more than
a decade can be said that it has not shown the optimal results yet even though various
developments have been done everywhere and indeed such innovations also have been made
by some local governments in improving the quality of public services, so that the reform is
needed soon. It could mentioned here some local governments that have succeeded in
implementing regional autonomy, namely Kabupaten Sragen, Kabupaten Solok, Kabupaten
Jembrana and Kabupaten Serdang Bedagai which probably.

At the level of politics, decentralization has also led to democracy at the local level.
Direct local elections that have been successfully held in more than 200 autonomous region
since June 2005 is a riel product of regional autonomy for the development of democracy at
the local level. On the other hand, the aggregate of regional autonomy is still facing many
obstacles. The low quality of public services in a number of areas, the emergence of local
regulations that are counterproductive to economic empowerment, rising of unemployment,
and strengthening the local elite patronage networks, coupled with welfare deteriorating. Yet
those issues have strengthened in many areas especially in new regional autonomy (Ministry
of Home Affairs Report, 2006:1).
Despite the fact that public service is essentially designed and organized to meet the
needs of the community, the low quality of public services in Indonesia have long been
became public complaints. The businessmen complained about the complicated and high
prices of services, and people often have difficulty gaining access to public services.
Evaluation through various mass media, call center and the result of internal control state
that generally the weakness of public service is on the procedures and complicated service
mechanism, not transparent, less informative, less accommodative, not consistent, so that it
doesnt guarantee the certainty of law, time and cost. In addition to that sometime we have to
give an illegal money to the individual. Survey held by KPK (Anti Corruption Committee)
also state that National Integrity index on 2011 is decrease compare to previous years (6.5 on
2009 and5.42 on 2010). This also caused by declining of public service quality both in local
and central government (www.kpk.go.id access on April 22nd, 2011). Base on these data, it is
clear that to optimize the public service so improvement is needed.
By developing a better public service, government could build a good relationship
with the community and broaden its legitimacy (Policy Brief, 2001).
According to Hardiyansyah (2008), significant improvement in public service, will
benefit the community and affecting public trust to government. The implementation of good
public service, showing indications of improved performance of government management, in
addition it also shows attitude and behavior improvement of government officials.
Furthermore the improvement quality of public services, is greatly influenced by a
commitment of a leader/top managers and authorized staffs to put into practice a good
governance value. More over a good public service will close any opportunities and/or
narrow the chances of corruption, collusion and nepotism which have spread in all lines of
public service. This also could eliminate the discrimination of services conducted by
government for public.
In the context of regional development and public welfare, the improvement of the
quality of public services are carried out on the track and the right way, has strategic value
and beneficial to the improvement and development of investment and development
activities undertaken by the public (public and private). Paradigm of good governance is
relevant to the public service policies which aim at improving government performance
management, change attitude and behavior of service provider personnel, and foster
awareness and commitment of leaders and organizers in providing services. Implementation
of public service policy which based on the principles of good governance, is determined by
the concern and commitment of local leaders and organization apparatus.

Problems
Basically Local government has two roles: 1) as service providers and 2) as political
institutions. The implementation of the two roles should be integrated. In providing public
services, Local Government must identify and understand the needs and aspirations of the
constituent. Provision of services and the public policy established by the local government
or governments should be matched and never contrary to each other. Based on the above
description, the author interested in writing about the reform of administrative services,
learning from Japanese practice.
Disscussion
One of public administration function is giving a public service. Abdul Wahab (1990) argued
that public administration has a wide scope dimensions and the closest one to the societies is
public service, so that from the beginning we could state that public service is one indicator
to measure government credibility. The feature about Japanese public service start by my
first experience receiving its service. All residents in Japan, including foreigner and children,
should have their identity card that need to be proceed in Ward Office (Kuyakusho). When
we go to the ward office to have identity card (which called as alien registration card for
foreigner), we could see that all staffs there busy with their work. During work hour, we
couldnt see staffs who read a newspaper or talk to each other. They look like ants, always
move to accomplish their work (Indartono; 2006). In addition to this, visitor (people) could
also see the staff even the head of the institution sometime run to give a service. This must
be in the frame of efficient of time.
The layout of the office rooms are incredible since all the officials, from the staffs to
the top manager work and sit at the same room without separator. Everybody could see and
control to each other so could be said that this make controlling is easier. According to the
research did by Indartono (2006), the salary of the government official is standard (not too
high, not too low). Their pride as a civil servant, not the salary, that make them have a high
commitment to accomplish their duties.
In a case foreigner need to fill out a form, such questions just need to be answered by
yes or no without additional letter from the head of neighborhood (Ketua RT) and/or the
head of the village (Lurah). Honesty is the key to the succeed of this system. The succeed of
this system has led to effective and efficient value. For all the procedures to have an identity
card, it take only about an hour to get it ready.
As a foreigner who also a student, I was included as a poor people. As a poor people
in Japan, we got a lot of subsidy from government. Including for the health insurance. By
this insurance, we dont need to be worry to have a medical treatment at the public hospital
or private clinic/hospital. The insurance will cover it and there is no discrimination to the
patient on receiving the medical treatment.
Unforgettable experience, I had when I was hospitalized to delivering a baby. I
needed to have a section caesarian which is expensive. The staff at the hospital suggested to
ask a waiver from Ward office. There is no requirement to pay hospital and all medical
treatment costs before leave the hospital. They will send the bill two weeks even a month
after leave the hospital. Again, trust and honesty are the key for implementing this system.
When managed the procedures to have a waiver, we need to submit tax income report that

we did not bring at the time. We thought that the staff would ask us to get it at home and
bring it to the office. But what we had was surprising us at the time, because they did not ask
us to go home, instead they searched the data from their computer then worked and finished
it at the time. This is a very efficient way without ignoring the detail. This case also show
their high commitment to give an excellent service to the public. Despite of having a term;
if we could make it difficult, why should we make it easier which we could experience
from Indonesian institution, they have slogan the biggest (service) for the small which
mean maximum service and care for unlucky people (Indartono;2006).
As public service is a strategic issue that need to be improved, so Japanese experience
on implementing and giving an excellent public service is somehow could be adapt to
Indonesian system.
References
Hardiyansyah, 2008 Paradigm of Public Services Policy in the Era of Regional Autonomy:
An Analysis, Journal of Scientific Gunadharma,
Policy Brief. Of 2001. Public Service Performance. CPPS-GMU, Yogyakarta.
Indartono, Yuli Setyo.2006. IPTEK NEWS
Meilina, Hesti, 2011, The comfortability of Japanese Public Service, Serambi Indonesia
Sinambela, Lijan Poltak et al. , 2006. Public Service Reform, Bumi Aksara, Jakarta.
Syaukani HR, 2002, Afan Gaffar, Ryas Rashid, Regional autonomy in theframe of
UnitaryState, Pustaka Pelajar
Sulistiowati Rahayu, Meiliyana, 2009, New Model Of Local Capacity Building in
NewAutonomous Region, Lembaga Penelitian Unila

Public Service in the Era of Regional Autonomy (The Study of
Basic Administrative Services at the District Office of Gubeng
Surabaya)
Meirinawati
Email: efanida@yahoo.com
Prasetyo Isbandono
Email: allea2003@yahoo.co.id
Indah Prabawati
Email: -
This research is done as a public demand which is so far being considered as an object that
only followed the bureaucracys will toward the public services which aimed to create a qualified
service which is much better, faster, and cheaper. This research is done to answer the following
questions;
1. How does the implementation of the public service in the basic administration field in the era of
regional autonomy in the sub-district of Gubeng, Surabaya.
2. What are the enabling and inhibiting factors of the implementation of the public service in the
basic administration field in the era of regional autonomy in the sub-district of Gubeng,
Surabaya.
3. What kinds of strategy which is need to be done in the implementation of the public service in the
basic administration field in the era of regional autonomy in the sub-district of Gubeng,
Surabaya.
This research was a descriptive research and it is designed to give a clear description and to
analyze the public service by using the qualitative method. This research was done in Gubeng district
office, Surabaya, and the data were taken from the informant, document, and the event. The data was
collected through an interview, observation, and documentation.
The result of this research is being described as follows;
1. The service being given is fast, punctual, friendly, and polite.
2. The inhibiting factors were the limitations of the number of employees and computers, the
existence of unprofessional employees and the old computers, as well as the presence of
panders who give illegal help to the society. The enabling factors were the employees

commitment to give an optimal service, a quick response in repairing a broken computer, as
well as a clean and tidy building.
3. The strategy which is being done were; The changing of vision and mission; The
implementation of one-day service; 30 minutes service; Night service; Neutral service;
Training for the employees; Adding booths for taking ID pictures in the sub-district and in
the public places (e.g: Royal Plaza); and Adding local wages employees which is being paid
by the local government.
The writer suggested to the policy maker in giving service to the public that there should be
Addition of the employees; Development in the human resources; Enhancement in the cooperation
among the people who supply the computer tools, television, magazines, newspapers, and chairs in the
waiting room; Affirmative action of the leaders to those who violates the rules or commit mistakes
and; Socialization in the community to take care of their own matters and to avoid the use of panders,
the need of a costumer service to accommodate the public needs.
Keywords: Public Service, Regional Autonomy, Basic Administrative
A. Introduction
1. Background
The implementation of clean and effective governance in order to create social welfare is a
constitutional mandate and hope of every citizen. Even though the Indonesian Republic as
the constitutional state has paid less attention and improper admission to social demand, such
as civil rights, politics, economy, social, and culture. Public service is a part of good
governance, in which one of its parameters is delivering good services to the public provided
by the governmental apparatus. Public service is considered as social right that must be
fulfilled by the government. In fact, such good services have not been completely gained by
the public.
The public has strongly demanded quality and transparency in public services along
with the enforcement of Laws Number 32 of 2004 concerning with Local Government,
which is well-known as Local Autonomy that offers greater authority to the local, therefore,
it is expected that local government would be more responsive to what the public demanded
and needed. In accordance with the Laws Number 32 of 2004 above, there are nine general
principles in implementing good governance. They include law assurance, orderliness in
state enforcement, public interest, openness, proportional, professional, accountable,
efficient, and effective. Those principles above must be applied as standard for the state
apparatus in executing their duties, servicing the public interest (Jawa Post, November 28th,
2005).
The new paradigm in providing public services has wider perspective in relation to
all aspects of services provided by the governmental apparatus. However, the initial step of
the public service target has been focused on 7 (seven) services, such as : Identity Card,
Drivers License, Motor Vehicle License, Building Permission, Land Certificate, clean
water, and land transportation.
This research was conducted in institution of Gubeng Subdistrict in Surabaya. This
was due to the Sub District has become the leading sector in providing administrative

services and it has played greater roles in servicing the public. Along with the new paradigm
in public services and the issuance of Local Regulations of East Java Number 11 of 2005,
which was issued on December 6th, 2005, concerning with Public Services, therefore, the
Sub District offices as one of institutions, which provides public services particularly in
handling basic administration, is the governmental administrative order and management as
well as demography, particularly administration that related to the public, for instance,
Identity Card, Family Card, Birth Certificate, Notice of the Residence Change, and other
permits. These are very important due to the governmental bureaucracy must provide public
services and the greatest portion of bureaucracy related to the administrative affairs.
2. Problem Formulation
In order to find out what the public expected and to measure the services quality, the main
problems are formulated as follow :
a. How is the implementation of public services, particularly for basic administration, in
local autonomy era in Gubeng Subdistrict of Surabaya?
b. What are the inhibiting and supporting factors in implementing the public services of
basic administration in local autonomy era in Gubeng Subdistrict of Surabaya ?
c. What strategy should be applied in implementing the public services of basic
administration in local autonomy era in Gubeng Subdistrict of Surabaya ?
3. Objective of the Research
In general, objectives of this research are to obtain information or empirical data that
concerning with :
a. Obtaining detail description about implementation of public service of basic
administration in local autonomy era in Gubeng Subdistrict of Surabaya.
b. Identifying both inhibiting and supporting factors in implementing the public service of
basic administration in local autonomy era in Gubeng Subdistrict of Surabaya.
c. Formulating the required strategy in implementing the public service of basic
administration in local autonomy era in Gubeng Subdistrict of Surabaya.
4. Advantage of the Research
It is expected that this research would bring about more advantages in order to improve the
public services quality in Gubeng Subdistrict of Surabaya. The advantages are as follow :
a. Theoretical Advantage :
Theoretically, this research would be useful as reference in developing good Public
Administration theories, which are related to public services, development, and
empowerment that relating to the public services improvement according to the related
condition.
b. Practical Advantage :
Practically, it is expected that result of the research would bring about more advantages as
follow :
1) For the decision maker in Gubeng Subdistrict of Surabaya, result of the research will
be used as basic reference and consideration in determining the subsequent policy that
relating to public services quality improvement.

2) Also, result of the research will be used as inputs and references for other Departments
as well as Institutions in providing public services that conformed to and based on
condition of the related regions.
B. Literature Reviews
1. Public Services
The term of servicing is derived from the word service, which means merit. Service means
merit, therefore, service has its own characteristic that differs with goods as stated by
Gasperz (1994) in Kurniawan (2005), the intangible output, no standard, and could not be
saved in inventory, but it can be consumed directly during the production process. As stated
by Ivancevich, Lorenzi, Skinner, and Crosby (1997) in Soeprapto (2005) that service was
defined as intangible products that involved human efforts and applied instruments. Detail
definition was defined by Gronroos (in Ratminto and Atik Septi Winarsih (2005) as follow :
Servicing is an intangible activity or a set of intangible activities as a result of
interaction between consumers and employees or other services provided by
service providers in order to solve the consumer/customers problem.
2. Public Service Quality
The term of quality has many definitions, and according to Fandy Tjiptono (in Kurniawan,
2005), the definitions are as follow :
a. Conformity in meaning
b. Conformity in application
c. Continuous improvement
d. Free of damages / defects
e. Fulfilling the customer needs since the beginning and any time
f. Doing everything rightly
g. Something that could please the customers
According to the strategic definition, quality is everything that could fulfill and meet
the needs of customers. Based on the opinion above, quality means totality of characteristics
belongs to a product (goods and/ service) that supports ability in meeting the needs.
Frequently, quality means anything that could please the customers in accordance with
requirements or needs.
In relation to the issuance Decree of Minister of Civil Servant Empowerment No. 63
of 2003 concerning with Guidance in Providing Services, some aspects that must be
considered in order to improve quality of the public services are as follow :
a. Simplicity
Procedures or methods in providing the services are easy, efficient, effective, smooth, and
understandable as well as easy to be done.
b. Clarity
It means that they must be clear in :
1) Relation to technical and administrative requirements in providing public services.

2) The authoritative working unit/officers and responsible for providing services and
solving any complaint/problem/dispute during the implementation of public services.
3) Details of public service expense and the payment.
c. Time Assurance
Implementation of the public services could be completed within the given time.
d. Accuracy
Products of the public services could be accepted correctly, exactly, and legally.
e. Security
Both process and products of public services have provided security and law assurance.
f. Responsibility
The chief of public service provider or the appointed officer is responsible for providing
services and solving complaint/problem in public service implementation.
g. Completeness of Means and Infrastructures
Availability of working means and infrastructures, working instruments, and other
adequate supporting tools include providing information and telecommunication
technology.
h. Accessibility
It provides sufficient service means, places and locations, accessible by the public, and it
could apply the information and telecommunication technology.
i. Discipline, Respectful, and Hospitability
The service providers should be discipline, respectful, and hospitable as well as sincere in
providing good services.
j. Comfortable
The servicing environment should be in good order, well-organized, and it should provide
some comfortable, clean, and tidy waiting room, as well as beautiful and healthy
environment, which is equipped with facilities that support the services, such as parking
lots, toilets, place of worship, and etc.
Each chief of a public institution wants to achieve service excellence, how should
the employees behave in providing satisfactory services to the public as customers.
According to Kottler in Abdul Hakim (2001), there were five determinant factors, which
determine quality of the given services, such as :
a. Reliability is the ability in providing the promised services on time.
b. Responsive is willingness in assisting the customers and providing services quickly.
c. Reliance is ability in increasing self-confidence of the customers by behaving hospitable
and good manners.
d. Empathy is concern or ability in paying personal attention to the customers.
e. Tangible refers to physical facilities, which is considered as ability in providing
equipments, personnel, and communication media required by the customers
3. Local Autonomy
Local autonomy has been recommended by most academicians in scientific forums and it has
been crave by local practitioners and bureaucrats. At last, such local autonomy has been
realized along with the issuance of Laws No. 2 of 2004 that concerning with Local
Government.
The second mission of the Laws is decentralization. Decentralization does not only
mean transferring authority from higher level (central government) to the lower one (local

government), but also transferring authority from government to private sector in the form of
privatization (Mardiasmo, 2004).
In accordance with the description of Laws No. 32 of 2004, which stated that
extended autonomy is a freedom given to local government to govern its own region, which
includes authorities in all governmental aspects, except for politics of foreign affairs, security
and defense, justice, monetary and fiscal, and religious affairs. Extended autonomy covers a
solid and firm authority in governmental enforcement starting from planning,
implementation, monitoring, controlling, and evaluation. Also, a responsible autonomy is a
realization and responsibility as consequence of transferring right and authority to local
government in the form of duties and obligations in order to achieve the goal by improving
service and social welfare.
4. Strategy in Improving Public Service Performance
According to Osborne (2001), there were five strategies to improve public services
performance, such as : core strategy, consequences strategy, customer strategy, control
strategy and culture strategy.
a. Core Strategy
b. Consequences Strategy
c. Customer Strategy
d. Control Strategy
e. Culture Strategy
C. Method Of The Research

1. Kind Of The Research
This research is a qualitative research.
Design of the research is a case study. In which, the researcher collected more
information or a few case, but such case was more detail and deeper in order to study and
describe patterns in life, acts, attitudes, feelings, and words spoken in the social context as a
whole (Islamy, 2000).
2. Focus of the Research
Focuses of the research are described as follow :
a. Providing services in processing Identity Card and Family Card in local autonomy era
that comprises of :
1) Reliability
2) Responsiveness
3) Reliance
4) Empathy
5) Tangible
b. Supporting and inhibiting factors in providing service on Identity Card and Family Card
processing in local autonomy era.
c. The developed strategy in processing Identity Card and Family Card in local autonomy
era.

3. Location of the Research
Location of the research was at the Office of Gubeng Subdistrict in Surabaya.
1. Data Source
Data sources of the research are :
a. Informants
b. Event/Phenomena
c. Document
2. Data Collecting Technique
Data collecting technique in this research are :
a. Depth interview
b. Observation
c. Documentation
3. Instrument of the Research
Instrument of the research was the researcher himself. During data collecting process, the
researcher used assisting instruments, such as : tape recorder, camera, and data
worksheets (records in the field). The application of such instruments was to maintain
accuracy and comprehensiveness of information in the field.
4. Data Analysis
In this case, the researcher referred to a model proposed by Miles and Hubermen in
Tauran et al. (2004) that comprised of three activities, such as : data reduction, data
display, and drawing conclusions/verifying.
5. Data Validity
Data validity in this research used some criteria as follow :
a. Credibility
b. Transferability
c. Dependability
d. Confirmability
D. Result And Discussion
1. Result Of The Research
A. Description Of Gubeng Subdistrict
Gubeng Subdistrict belongs to Surabaya region, which is part of East Surabaya area. It
lies on + 4 meter height above the sea level and Gubeng Subdistrict is one out of 31
subdistricts in Surabaya of East Java Province. Gubeng Subdistrict supervises 6 (six)
districts, such as :
1) Mojo District
2) Airlangga District
3) Kertajaya District
4) Gubeng District
5) Baratajaya District
6) Pucang Sewu District
Based on those 6 (six) districts in Gubeng Subdistrict, each of them is divided into
Administrative Units and Neighborhood Associations. Such division is presented in Table 1
below.

Table 1. Numbers of Administrative Units and Neighborhood Associations in Each
District at Gubeng Subdistrict in 2011
No. District Numbers of Numbers of Neighborhood

Administrative Unit Association
1. Mojo 12 116
2. Airlangga 8 87
3. Kertajaya 13 100
4. Gubeng 11 71
5. Baratajaya 9 74
6. Pucang Sewu 10 83
Source : the Office of Gubeng Subdistrict of Surabaya in 2011

B. Demography
Based on statistical data issued by Gubeng Subdistrict in 2011, it reported 149,898
inhabitants that composed of 74,186 males and 75,712 females.
C. Organizational Structure in Gubeng Subdistrict
The organizational structure in Gubeng Subdistrict are as follow :
a. Subdistrict
b. Secretary of the Subdistrict
c. Governmental Division
d. Security Division
e. Economy Division
f. Physical and Infrastructure Division
g. Social Division and Social Empowerment
h. Group of Specific Functional Position
D. Managerial Structure at Gubeng Subdistrict
According to managerial structure at Gubeng Subdistrict, the Subdistrict Head is
accountable for his/her duties to the District Head, whereas for administrative
accountability, it has to be passed through the Secretary of the District. Meanwhile, the
Secretary of Subdistrict is responsible for his/her duties to the Subdistrict Head.
Secretary of the Subdistrict is in charge over the Chiefs of Civil Service Division and
Financial Division. Each division is led by a Division Head who is accountable for
his/her duties to the Subdistrict Head.
E. Routine Servicing at Gubeng Subdistrict
a. Servicing in processing Identity Card
b. Servicing in making Family Card
c. Public servicing that includes services in making Identification Letters, such as
Identification Letter of Poverty, Identification Letter of Residence, Certificate of Land
Trade, Letter of Recommendation for Permit to Construct Building, for example,
Business Spot, and Recommendation for Business Licensing, and etc.

F. The Keeper of Identity Card
The Identity Card is given in accordance with requirements below :
a. Every citizen who attain the age of 17 years old and or has married.
b. Every citizen who has expired Identity Card (at least 14 days before the expiration
date).
c. The Identity Card is defect or lost. If it is occurred the related citizen should get the
Identification Letter of Losing from the Police Station.
d. For Indonesian citizens, who attain the age of 60 years old and more, they will be
given a lifetime Identity card, except for the expatriate and foreign citizens.
e. The holder of lifetime Identity Card should report and arrange for the new Identity
Card, if he/she moves to other place.
G. Numbers of Citizens Who Should Hold, Already Held, and Have Not
Held Identity Card of Surabaya
The Identity Card is abbreviated into IC as personal identity verification for legitimate
inhabitants, which is issued by local government (regency/municipality level) that
prevails in the entire regions of Indonesian Republic. Numbers of citizen who should
hold, already held, and have not held Identity Card in each district of Gubeng
Subdistrict are presented in Table below.
Table 2.Numbers of Citizens Who Should Hold Identity Card in 2011
Obligation of Having Identity Card

District Indonesian Foreign Citizen Sum
M F M F M+F
1. Mojo 20461 20207 5 2 40675
2. Airlangga 7451 8121 - - 15572
3. Kertajaya 9400 9415 - - 18815
4. Gubeng 7332 7412 - - 14744
5. Baratajaya 7133 7465 2 2 14602
6. Pucang Sewu 5142 5219 1 1 10363
Total 56919 57839 8 1514771

Source : the Office of Gubeng Subdistrict in 2011
Based on the table above, it can be concluded that there were 114,771 citizens
who should hold Identity Cards by August 2011, and Mojo District has more inhabitants
who should hold the Identity Card.
The following table presents number of citizens who hold Identity Card based
on each district in Gubeng Subdistrict.

Table 3. Number of Citizens Who Hold Identity Card
The Holder of Identity Card and Still Prevail

M F M F L+P
1. Mojo 20444 20193 5 2 40644
2. Airlangga 7421 8091 - - 15512
3. Kertajaya 9726 9745 - - 19471
4. Gubeng 7181 7480 - - 14661
5. Baratajaya 6160 6434 - 2 12596
6. Pucang 4971 5142 - - 10113
Sewu
Total 55903 57085 5 4112997
Based on Table 3, Mojo District is the busiest one, which servicing the process
of Identity Card making. In accordance with the table above, it shows that more
inhabitants, 112,997 people, seemed to be more aware of the importance of identity card
during 2011.
Table 4 presents number of citizens who have not held Identity Card.
Table 4.Number of Citizens Who Have Not Held Identity Card
Citizens Who Have Not Hold Identity Card

M F M F M+F
1. Mojo 17 14 - - 31
2. Airlangga 35 35 - 4 74
3. Kertajaya 1900 2820 - - 4720
4. Gubeng 15 15 - - 30
5. Baratajaya 592 511 1 - 1104
6. Pucang Sewu 171 77 1 1 250
Total 2730 3472 2 5 6209

Source: the Office of Gubeng Subdistrict in 2011
Based on Table 4, it can be concluded that more inhabitans, 6,209 people, have not
held Identity Card by August 2011.
Identity Card is an identification of citizen, therefore, every citizen should have and
hold it according to given requirements, such as, they have to attain the age of 17 years old
and more or have been married. The target is citizens who have attained the age of 17 years
old to 60 (sixty) years old. For citizens who have attained the age of 60 years old and more,
they would hold lifetime Identity Card. There are three kinds of Identity Card, such as :
a. New Identity Card
This card is for citizens who have attained the age of 17 years old. They should hold
Identity Card.

b. Extension of Identity Card
This card is for citizens who have already held the Identity Card but they have been
expired, so that they should be extended.
c. Substitution of Identity Card
This card is for citizens who miss their identity card, so that they should be substituted
with the new one.
H. Number of Citizens Who Should Hold, Already Held, and Have Not
Held Family Card
The Family Card is abbreviated into FC is a family identification, which consists of
data about the family members, such as, name, position and relation in the family, as well as
other identity of the family members. The table below presents number of citizens who
should hold, already held and have not held the Family Card in each district of Gubeng
Subdistrict.
Table 5.Number of Citizens Who Should Hold the Family Card
Citizens Who Should Hold Family Card

M F M F M+F
1. Mojo 7523 7345 5 2 14875
2. Airlangga 4410 2414 - 4 6828
3. Kertajaya 600 200 - - 800
4. Gubeng 4454 326 - - 4780
5. Baratajaya 3134 3107 2 8 6251
6. Pucang Sewu - - - - -
Total 20121 13392 7 14 33534

Based on the table above, it can be concluded that by August 2011, they were 33,534
inhabitants who should hold the Family Card in Gubeng Subdistrict.
The table below presents number of citizens who have already held the Family Cards
in each district of Gubeng Subdistrict.

Table 6. Number of Citizens Who Have Already Held the Family Card
Citizens Who Have Already Held Family Card

M F M F M+F
1. Mojo 7521 7343 5 2 14871
2. Airlangga 4410 2414 - 4 6828
3. Kertajaya 3851 4021 - - 7872
4. Gubeng 4401 205 - - 4606
5. Baratajaya 5732 2785 1 5 8523
6. Pucang Sewu 1463 1546 - - 3009
Total 27378 18314 6 11 45709

Based on the Table 6 above, Mojo District is the busiest one, which servicing the
process of Identity Card making. In accordance with the table above, it shows that more
inhabitants, 14,871 people, seemed to be more aware of the importance of Family Card by
August 2011.
Table 7. Number of Citizens Who Have Not Held Family Card
Citizens Who Have Not Held Family Card

M F M F M+F
1. Mojo 2 2 - - 4
2. Airlangga - - - - -
3. Kertajaya 10 20 - - 30
4. Gubeng 13 8 - - 21
5. Baratajaya 408 327 1 3 739
6. Pucang Sewu - - - - -
Total 433 357 1 3 794

Based on Table 7, it can be concluded that there were 794 people who have not held
Family Card by August 2011.
I. Procedures in Servicing Identity Card
Based on Regulation issued by the Mayor of Surabaya No. 26 of 2011, procedures in
servicing Identity Card are as follow :
a. The applicant should :
1) Submit all requirements to the Villages Head
2) Fill out and sign up the application form of Identity Card
3) Submit the application form, which has been signed up by the Villages Head, then
put it forward to the Subdistrict Head. For the Indonesian, he/she should be willing
to be his/her ten fingerprints, and for the foreign citizen, he/she should submit the

application form that has been signed up by the Villages Head to the Chief of
Statistics and Demography Department
4) For the Indonesian, he/she has to take picture and sign up the form at the
Subdistrict Office, while for foreign citizen, he/she should do the same at the
Department of Statistics and Demography.
b. The Subistrict Head should :
1) Offer a reference letter in making the Identity Card for foreign citizen to the
2) Verify and valdate any requirements and record them in BHPPK
3) Accept the expired Identity Card of the Indonesian, who proposes the extension of
his/her Identity Card
4) Record, take picture, ask the Indonesian as the applicant to sign up and take his/her
ten fingerprints
5) Transfer the recorded data of the Indonesian to the Department of Statistics and
Demography via online-service.
The office of Gubeng Subdistrict tries to complete the processing of Identity Card in
a day, even though they expect to complete the processing as quick as possible so that the
citizen, who requires it would be able to use it as soon as posible. There is no charge for
making the Identity Card. (according to Regional Regulation of Surabaya Number 3 in
2011).
J. Procedures in Servicing Family Card
Based on Regulation issued by the Mayor of Surabaya No. 26 of 2011, procedures in
servicing the Family Card are as follow :
a. The applicant should :
1) Submit the requirement forms to the Village Head in order to gain Family Card for
Indonesian, while for the foreign citizens, the forms should be submitted to the
2) Fill out and sign up the forms that contain all data of the Indonesian citizen and the
application forms of Family Card at the District Office or fill out the the forms that
contain all data about the foreign citizen to the Department of Statistics and
Demography.
3) Submit the forms that contain all data of the Indonesian citizen and the application
forms of Family Card, which have been signed up by the Village Head and then put
them forward to the Subdistrict Head or submit the similar forms of the foreign
citizens to the Department of Statistics and Demography.
4) Fill out the forms that contain all data of the citizen for any data change/additional
family members, if any change occurred.
5) Present credentials to fill out the forms for citizen who has severe illness, physical
defect, mental disorder, and for the advanced age.
6) Record the factual data as attached on the Family Card on BIP, for foreign citizen
who keep staying in this country, to the district.
b. The Subdistrict Head should :
1) Verify and valdate the completeness of the application forms for the Indonesian
and record it in BHPPK, as well as revoke the former Family Card.

2) Record the demographic data based on the forms on TPDK of the subdistrict and
keep the archives as well as the requirements of Family Card application for the
Indonesian.
3) Transfer the recorded-demographic data to TPDK of the Statistics and
Demography Department via online-service, for the application of Family Card for
the Indonesian.
4) Print the Indonesian Family Card into 4 (four) copies, using information
technology, the first copy is for the applicant, the second is for the chief of
neighborhood association, the third is for the Village Head, and the fourth is for the
Subdistrict Head.
5) Deliver blank forms of Family Card to the Department of Statistics and
Demography in order to print the Family Card for the foreign citizen and bring it
back to the Subdistrict Office after completing the printing process.
6) Examine the printing result and the data recording result.
7) Sign up with initials on the Family Card, which has already been signed up by the
Head of Administrative Division.
8) Delivering the printed-Family Card belongs to Indonesian citizen to the
Department of Statistics and Demography in order to be stamped officially.
9) Delivering the Family Card, belongs to the foreign citizen, which has been signed
up by the Head of Administrative Division and the Subdistrict Head, to the
Department of Statistics and Demography in order to be signed up and stamped
officially by the Head of Statistics and Demography Department.
10) Get the Family Cards belong to the Indonesian citizen, which has been stamped,
and the foreign citizen, which has been signed up and stamped by the Department
of Statistics and Demography in order to to be delivered to the applicants.
11) Deliver the Family Card, which has been signed up by the Head of Household to
a) The applicant, for the first sheet
b) The Head of Neighborhood Association through the Village Head, for the
second sheet
c) The Village Head, for the third sheet
12) Meet the obligation as stated above, at least within 4 (four) working days.
13) Keep the archieve of the fourth sheet of the Family Card, which has been signed up
by the Head of Household.
The Office of Gubeng Subdistrict in Surabaya has tried to process the Family Card
as soon as possible, at least within 7 (seven) days. There is no charge for making the Family
Card (according to Regional Regulation of Surabaya Number 3 in 2011).
TheOffice of Gubeng Subdistrict in Surabaya has provided services to the public not
only in the working days, but also over time. They offer services till night, at 08.00 p.m.
They do this due to more inhabitants require such services in the subdistrict, particularly
servicing the district, which has dense population, such as in Mojo district. It is expected that
it would facilitate and assist the public in obtaining the services, such as in processing
Identity Card, Family Card, and others, in which they cannot do this in daytime because they
are not permitted to leave their jobs. Therefore, they could arrange it in the afternoon after
work.

B. Discussion
1. Servicing Identity Card and Family Card in Local Autonomy Era at the
Office of Gubeng Subdistrict of Surabaya
A. Reliability
Reliability means ability to provide the promised services on time, and both technical and
administrative requirements are obvious. The public has known that there is no charge for
making Identity and Family Cards.
Based on observation in the field, it showed that even though the Subdistrict of
Gubeng has tried to offer the best services, however few people prefer arranging their
Identity Card via middleman to arranging it by themselves. They prefer to choose the
middleman, the district officer, to arrange their Identity cards. This is due they could not
leave their works. As stated by Mrs. Lina, I know that there is no charge for processing the
Identity Card, but I am used to ask the assistance of the district officer to arrange it for me,
and also I have known them well.
Based on result of the observation, it showed that a few people have also asked the
assistance of middleman to arrange their interests. In general, the middleman is one of their
neighbors or anyone who lives nearby the Subdistrict of Gubeng. The middlemen are used to
offer their assistance to arrange Identity and Family Cards and so on, which relate to the
subdistrict.
The public expect that the governmental apparatus would be able to offer the
services on time. The Identity Card processing is an automatic program, therefore it can be
completed in a day. It is supposed that if the arrangement is conducted in the morning, it
would be completed in the afternoon. Otherwise, if it is conducted in the afternoon or in the
evening, the Identity card would be completed in the next morning. Such punctuality, the
completion in a day, in processing the Identity Card could not be achieved if any technical
disorder occurred, such as computer disorder or the electricity is off. Meanwhile, for the
Family Card processing, it would take 7 (seven) days for its completion.
Based on observation at the Subdistrict of Gubeng, the officers serve the public from
08.00 a.m. to 04.00 p.m. Besides that, Gubeng Subdistrict has provided night-services
starting from 06.00 p.m. to 08.00 p.m.
In local autonomy era, Gubeng Subdistrict has tried to facilitate in taking the
photograph for Identity Card, which is conducted in district office and in public place, such
as Royal Plaza, in order to speed up the Identity Card process. At present, there are 2 (two)
districts that provide facility for taking the photograph, Mojo and Gubeng Districts. These
districts were selected due to Mojo district has the most dense population and largest area
among other districts, while Gubeng district has more business places.
Under local autonomy era nowadays, there is no retribution charge for processing
both Identity Card and Family Card. All of the retribution charge will be imposed to local
government. In relation with disciplinary factor in doing the jobs, few problems are
frequently occurred, such as mistyped. For instance, a mother was born in Nganjuk, but her
place of birth on the Family Card is mistyped into Blitar. Such mistyping takes much time in

completing the Identity Card or the Family Card, because such mistyping should be
corrected.
B. Responsiveness
Responsive in offering services means willingness to assist the public and offer services, as
well as good attitudes of the apparatus or the officers in doing their jobs in the subdistrict
office, show the working pattern that based on the given regulations and procedures as
established by local government, but they are not strict regulations and procedures,
particularly for officers who offer services in the front office or in the counter.
Officers who are positioned in the counter have already acquired some briefing from
their superior just in case some of the requirements are not met, particularly in processing
Identity Card and Family Card. If the requirements for the Identity Card are incomplete, the
officers would still process it, but the applicant should bring the incomplete requirements
later at the same time when the applicant gets the new one, meanwhile for incomplete
requirements of the Family Card, the officers would still process it as long as the applicant
will return and fulfill the incomplete ones.
C. Reliance
Reliance is an ability to arise a feeling of confidence of the customers through polite
and hospitable behavior. Based on the observation, it showed that most of the officers in
Gubeng Subdistrict are polite and hospitable in offering services to the public.
D. Empathy
Empathy means concern or ability to pay attention personally to the customer. In
offering the services, the officers could communicate well and understandable by the public.
In offering the services, they do not differentiate the social status. The officers at Gubeng
Subdistrict will always be perceptive to the old or the handicapped. They would be patient in
servicing by not putting aside services to others.
In this local autonomy era, Gubeng Subdistrict has offered night-services, and the
bureaucracy apparatus in Gubeng Subdistrict show consistent attitudes. Even though they
have to work in shift, they keep working efficiently in offering services at night. They keep
doing their jobs in the evening, at 06.00 to 08.00 p.m., however, sometimes they have to
work over time. Also, they are still consistent in wearing their uniforms even though they
have to work during the night shift.
E. Tangible
Tangible refers to physical facilities, ability in providing equipments, personnel, and
communication media required by the public. Numbers of computers for taking photograph
are adequate, but for the operational, it is considered insufficient. Based on the observation, a
few officers are still using typing machine, which should be replaced by computer. Besides
that, some of the computers in Gubeng Subdistrict are old-fashioned.
The cause why the computers are frequently out of order should be concerned by the
third parties, Jasfindo, which is in charge of software maintenance, and Solusindo, which is
in charge of hardware maintenance.

Based on result of the observation, the computer room to take photograph for the
Identity Card is too narrow, so that it would not be free in offering the services. If the room
was wider enough, it would be useful to place more than one computer. As stated by the
Head of Administrative Division on October 13th, 2011, It is true that the computer room
where the officer takes the photograph of the applicant is too narrow, so that it is impossible
to offer the service as quick as possible.
Besides that, the seats in the waiting room are less comfortable because they are just
benchs that made of wood. The counter room is wider. There are 3 counters in this room.
Counter 1 serves the Identity Card, Counter 2 serves the Family Card, and Counter 3 serves
public services.
Based on the observation, Gubeng Subdistrict has not provided supporting facilities,
such as television or newspaper. Therefore, most people feel bored when they wait in the
waiting room. According to interview result with a number of people in Gubeng Subdistrict,
most of them expect other supporting facilities.
The parking lot for vehicles, particularly cars, is less adequate. Most of the public
are in difficulty in parking their cars because they have to pass the alley to get to the Gubeng
Subdistrict and the parking lot is too narrow.
2. Inhibiting and Supporting Factors in Servicing Identity Card and
Family Card in Local Autonomy Era at Gubeng Subdistrict of Surabaya
A. Inhibiting Factor
The inhibiting factors include limited number of the officers in Gubeng Subdistrict or lack of
qualified officers who support their duties in offering services to the public. Moreover, night-
service system requires more personnel.
Besides that, qualified human resources are limited. A few of the apparatus have not
comprehended modern technology. For instance, some of them could not operate computer,
therefore they still use typing machine.
Also, the computer for taking photograph is old-fashioned. The computer is
frequently out of order, therefore it should be replaced with the new one in order to
smoothen the Identity Card processing. Besides that, there is only 1 (one) computer, which
operates in such a narrow room.
Even though the Gubeng Subdistrict has tried to offer the best services to the public
by improving the service system, but a few people prefer asking the district officers
assistance to arrange their Identity card. Besides that, some of them ask the middleman
assistance. The Subdistrict management permits them to do this as long as they meet the
procedures and it is intended to help the public.
The other inhibiting factor is lack of parking lots for vehicles, particularly cars.
B. Supporting Factor
The strength lies on the officers at Gubeng Subdistrict as the executives in offering services
to the applicant of Identity Card, Family Card and etc. In accordance with commitment of
the Gubeng Subdistrict, it offers services to the public that their Identity card would be

processed and finished in 1 (one) day, and in fact they have to wait for about 30 minutes to
get their Identity Card completed. The officers work efficiently and patiently in offering
services to the public. They are always ready in offering services, even though they have to
serve more applicants.
Moreover, the internal strength in improving quality of services is efficiency and
perceptiveness of the officers in operating computer to take the photograph, particularly
when the computer is out of order. They always try to repair and improve it as quick as
possible in order to give the best services to the public. The supporting facility, for example
the computer, should be concerned particularly for its maintenance in order to avoid any
disorder. Therefore, the management at Gubeng Subdistrict should cooperate and
communicate with the third party who is responsible for the computer maintenance.
Besides that, the building of Gubeng Subdistrict has also supported and it has been
renovated. Each room in the building has been well arranged, tidy and clean.
3. Strategies In Offering Services For Identity Card and Family Card in
Local Autonomy Era in Gubeng Subdistrict of Surabaya
The strategies are as follow :
a. Gubeng Subdistrict change its vision and mission
b. Applying One Day Services, in which the public just have to wait for about 30
minutes.
c. Offering night-services.
d. The public get the same services without any discrimination (neutral).
e. Adding more personnels or officers.
f. Adding more rooms to take photograph for Identity Card.
C. Conclusions And Suggestions
1. Conclusions
A. Services in Identity Card and Family Card Processing in Gubeng
Subdistrict
Public services in Gubeng Subdistrict of Surabaya are well enough. Few years ago, services
in Gubeng Subdistrict did not give priority to the public interest. This was different with the
current condition, in which local government pay more attention on the public interest
through their behavior and the services. The apparatus are patient in taking in any complaint
from the public.
It is different when a problem emerged, for instance, if the applicant presents
incomplete requirements, the counter officers have authority to solve the problem by
themselves. They offer public services efficiently, effectively, and punctual. Besides that,
they show polite and hospitable attitudes.
B. The inhibiting and supporting factors on public services in local
autonomy era
Limited number of officers in Gubeng Subdistrict, few officers have not comprehended the
advanced technology, the computer equipments are frequently out of order, lack of

computers in Gubeng Subdistrict, in which some of them are old-fashioned, therefore, the
offered services are not optimal, also, the existence of district officers who act as middlemen
in assisting the public to arrange their interests, as well as other middleman who offers their
services to the public to arrange the Identity Card and Family Card.
The supporting factors include commitment of the officers in offering their services
to the public. They are always perceptive and ready in offering services, particularly in the
computer division, they will repair the computer as soon as possible when the computer is
out of order. Also, the building of Gubeng Subdistrick has been renovated. Now, it looks
excellent and the room arrangement looks tidy and no more crowd.
C. Strategies in offering services for Identity Card and Family Card
Strategies that should be applied to improve quality of public services are changing both
vision and mission, which give priority to optimal services, applying one day services that
include 30 minutes services, as well as night-services, which means that the Office of
Gubeng Subdistrict will serve anyone who came in the afternoon till the evening. There is no
discrimination in offering such services, they will keep neutral, in which they will offer fair
services to the public and treat them the same. For the progress of Gubeng Subdistrict, an
education and training program is required for the officers in order to improve their skills
and professionalism, so that they would be more capable and skillful in doing their jobs.
Besides that, it should add more officers as local honorary officers and facility to take
photograph for the Identity Card in Mojo and Gubeng districts, as well as public place, such
as Royal Plaza.
2. Suggestions
Based on conclusions according to result of the research, some suggestions and
recommendations are given as inputs in determining the subsequent policy that concerning
with public services. The suggestions and recommendations are as follow :
1) Reconsidering the required additional officers due to the available officers is not
adequate in comparison with the area that must be served.
2) Improving quality of the human resources, which means improving capability and
skills of the officers in order to be able to offer optimal services to the public.
3) Improving cooperation and communication between management at Gubeng
Subdistrict and the third parties relating to the computer equipments availability, in
which Jasindo is responsible for the software maintenance and Solusindo is
responsible for the hardware management.
4) Based on the inhibiting factors, it is suggested to the Office of Gubeng Subdistrict to
add more computers in order to support the operation of daily activities and to take
photograph for the Identity Card.
5) Providing more facilities in the waiting room, such as television, magazines or
newspaper, and adding more seats, so that the public would be comfortable and would
not feel bored when they have to wait their turn.
6) Improving socialization about the Identity Card processing in Gubeng Subdistrict, by
offering efficient, effective, and transparent services in order to attract more people to
be willing to arrange their Identity Card by themselves without asking the
middlemans assistance.

7) Providing specific site for customer service where the public could enter their
complaint and ask for information that relating to any services offered in the
subdistrict.

The e-Government for Providing Public Service: The
Implementation of e-Identity Card (e-KTP) in Indonesia
NieviaAfinaWilujeng
Student of Master Linkage Program of Public Administration, Brawijaya University
nievia_afina@yahoo.com
Abstract: The growth of information technology could improve government activity make the service
delivery swift, precise and accurate. The recent trend shows that various activity being based on
information technology, such as e-government, e-commerce, e-education, e-taxation, and other, that
all them based on electronics means. E-government uses information and communications technology
(ICT) to improve government activity. The governments were among the first users of computers, and
later on the proliferation of using computer and internet combined with the movement of New Public
Management. E-government would make government activities more efficient, responsive, transparent
and legitimate for providing public services.
Implementing e-government for the e-ID (e-KTP) in Surabaya is a recent issue of public
service. This paper would concern about how the government used the e-government to improve the
IDs services and to satisfy the community for taking the service. The e-ID in Surabaya City, for
example, is based on Law number 23 year 2006 concerning Civil Registration, Minister of Home
Affairs Regulation number 6 year 2011 concerning Standards and Specifications of the Hardware,
Software and Paper-Application of Identity Card of the National-Population-Number, and also the
Mayor of Surabaya Regulation number 8 year 2011 concerning Implementation of Mass Data
Recording of e-KTP Program. One of the purposes of the regulations is determining single-identity-
number for the citizen. The number in the e-KTP card will be used as the basis for issuance of other
documents, namely: Passport, Driving License (SIM), Taxpayer Identification Number (NPWP),
insurance, Land-Certificate, etc. The single-number-identity through the implementation of e-KTP, for
example, could reduce the mis-used of ID for detrimental action.
Keywords: e-Government, public service, e-Identity Card (e-KTP)
Background of the Research

A technological advance, especially in the field of information at this time has been
progressing very rapidly. This is due to the increasing importance of information and data
processing in the aspect of human life. In line with the development of public administration,
public organizations are more capable of utilizing the technology information that can
support the effectiveness, productivity, and efficiency. Development of information
technology, in which case the computer can support decision making in modern
organizations that allow the works in the modern organization to be resolved in a proper,
accurate, and efficient way. Development of information technology is now an increasingly
rapid rise of a new revolution, the transition from a conventional working system into the
digital age. On government agencies, the change is marked by the abandonment of

traditional government that is identical to paper based administration towards electronic
government (e-government).
Electronic government, or often referred to as E-government is the use of
information technology that can improve the relationship between government and other
parties (Junaedi, 2005). E-government refers to the use of information and communication
technologies, especially Internet, to provide services and the delivery of government
information. Through e-government, government will manage through a network-based
technology and data for various purposes which aim to provide services to the community.
As for the service in question is a service without the intervention of officials of public
institutions and without long queues just to get a simple service.
Application of information technology (IT) in the government has an important role
in providing convenience to public. The aspects of implementation of IT service activities in
a variety of public services in the government has a strategic value, such as: IT
implementation is considered to solve the difficulty of changing the work culture for the
better; implementation IT is also able to remodel a work order system towards the desired
goal. It is expected that through the utilization of IT the government becomes more
transparent and accountable in providing services, and the government is able to deliver
service-oriented public interest (www.radarbanten.com / January 8, 2008).
With a variety of desired goals, many countries around the world compete for
implementing e-government with strategies tailored to the socio-political and geographical,
respectively, the end goal is expected to improve the quality of government performance,
particularly in the scope of services that citizens can get more benefits. In Indonesia, this
topic becomes popular after being linked with regional autonomy. Various of e-government
that has existed in Indonesia, not all can be applied to help the authorities. Local government
of Surabaya tries to observe the development of e-government in Surabaya City
Government, make use of untapped resources available in technology to the maximum, and
examine communications infrastructure and human resources. Government website is the
simplest measurement in view of e-government. And with the same relative level of ability
combined with good strategy, the application can be much needed for community services. A
good strategy for implementation is required for regional government in building and
developing e-government. For example, the implementation of e-government by cooperating
the Government of Surabaya City and the inhabitants reap the results. As a result, Surabaya
has become a city full of accomplishments both regional and national level. Surabaya City
Government was awarded the E-Government Award in 2009. The award was given because
the government of Surabaya is considered as a pilot in the implementation of e-Government
in 2009 in the first category of the best area with greater resource capacity. E-Government
Award 2009 is an award given to the government institutions that are the best in
implementing information technology (IT) in conducting government activities. One of the
activities of government is providing public services to meet community needs. The
provision of services is on one ID card. ID card becomes the basis for everyday services such
as in banking services, driver's license, health insurance, aviation, and others. ID card is very
closely related to everyday life. It means something very important, not only as a proof of
identity of the population but also as a basis for the establishment of population databases
that can be used for development planning, selection and manpower training, provision of
educational facilities and state security.

The security of a country can be disrupted by an abuse from the identity of its
inhabitants, as an example of that ever happened to the terrorist attacks on the JW Marriott
Hotel on July 17, 2009 performed by actors who use fake IDs. Another case is a bank
account criminal who was arrested by police and found to have five different ID cards on the
date of July 25, 2009. In addition, Police has seized as many as 88 000 fake IDs for several
years up to 2008 in Jakarta. Obviously we do not want the security of the country to be
disrupted because of the possibility to get a fake ID and a double. But at the same time, the
ID remains easily obtained and used legally by the person entitled to the ID cards. With this
basis the Government of Indonesia in this regard Kemendagri or the Ministry of Internal
Affair in Budget (APBN) 2011 needs to formulate the use of e-ID card which will hopefully
bring a high level of effectiveness in the administration of public administration.
Effectiveness is a public demand in receiving public services, this requires the ability of the
leader in a public organization to be able to utilize the information that meets the
organization and make decisions based on such information. According to Nugroho (2003)
the effectiveness of a policy implementation is assessed from the accuracy of the our
policies, the precision of the implementation, accuracy of the target, and precision of the
environment.
E-ID card policy implementation in Indonesia is implied for the birth of Law no. 23
of 2006 on Civil Registration is a very important first step for the country to conduct the
police from publishing the documents on population and population data base development.
In Article 63 paragraph 1 of Law no. 23 years 2006, stated that residents are only allowed to
ID cards. To be able to manage the card issue is singular and realization of population data
bases completely and accurately support the necessary technology to ensure a high degree of
accuracy of identity and uniqueness of a persons identity card which has strong
authentication method and data secure high identity to prevent fraud and duplication. So
based on the exposure of the above authors took the title The e-Government for Providing
Public Service: The Implementation of e-Identity Card (e-KTP) in Indonesia.
Statement of Problems
The researcher will try to combine that question into problem formulation, that are:
1. How does the Implementation of E-Government in Electronic Identity Card in Indonesia
for Providing public services?
2. How does the achievement of implementing Electronic Identity Card (e-KTP)?
Previous Research
The previous studies found that theimplementation of e-government bring benefits, and have
a significant impact in many ways. These benefits include improved efficiency, quality of
public services, transparency, public participation, and economic development(e.g.
SeifertandBonham, 2003;Grnlundetal., 2005;Kumarand Best, 2006). However,to be
effective, the implementation of e-government should consider the local environment.
According to Heeks(2003), keywords in e-government implementation is not adaptation,
butadaptationin which thelocal contextbe considered in the planning and implementation.In
the literature, it was found that the focus ofe-government implementation in developing
countries, includingIndonesia, areon the transparency and the fight againstcorruption
(Grnlund etal., 2005).

According to Donyaprueth Krairit and Poondej Krairit2 on their research, in 2003 the
Thai government has launched its much-fanfare E-government project. One major goal of
the project was to provide Thai citizens with electronic ID cards on which personal
information will be stored. Over the implementation phase in the next few years, the e-ID
cards will finally be mandatory for every Thai. Although the e-ID cards promise to deliver
more convenience to Thai citizens, there are some implicit social impacts that come with its
usage. This study aims to present the assessment on what could be the negative social
impacts and how the government should plan to deal with them.
E-Government
E-government is simply the use of information and communications technology, such as the
Internet, to improve the processes of government. Thus, e-government is in principle nothing
new. Governments were among the first users of computers. But the global proliferation of
the Internet, which effectively integrates information and communications technology on the
basis of open standards, combined with the movement to reform public administration
known as New Public Management, has for good reason generated a new wave of interest in
the topic. E-government promises to make government more efficient, responsive,
transparent and legitimate and is also creating a rapidly growing market of goods and
services, with a variety of new business opportunities.
According to Fahmy Radhy E-Government is the useof information and
communication technologies in governance and public services and the provision of
government information to citizens (G2C) and Business (G2B) and inter-government.
According to the World Bank:
E-Government refers to the use by government agencies of information
technologies (such as Wide Area Networks, the Internet, and mobile computing)
that have the ability to transform relations with citizens, businesses, and other
arms of government. These technologies can serve a variety of different ends:
better delivery of government services to citizens, improved interactions with
business and industry, citizen empowerment through access to information, or
more efficient government management. The resulting benefits can be less
corruption, increased transparency, greater convenience, revenue growth,
and/or cost reductions.
Thus, the stress here is on use of information technologies in improving citizen-
government interactions, cost-cutting and generation of revenue and transparency.
In the concept of government in general, as well as of E-government, we can
distinguish between 3 groups: citizens, businesses and services, and governmental
departments of the country. And use abbreviations such as G2C refer to the relationship
between government and citizen, G2B denote the transaction between the government and
businesses and industrial departments, and G2G indicate the relationship between different
government units. Most of the governments begin to provide information across direct on-
line, but the public needs require quick more services and usually take this form gradually.
E-government is not only or even primarily about reforming the work processes
within and among governmental institutions, but is rather about improving its services to and
collaboration with citizens, the business and professional community, and nonprofit and

nongovernmental organisations such as associations, trade unions, political parties, churches,
and public interest groups.
Using World Wide Web portals to create one-stop shops is one currently popular e-
government approach to improving the delivery of public services to citizens. The basic idea
of these portals is to provide a single, convenient place to take care of all the steps of a
complex administrative process involving multiple government offices, bringing the services
of these offices to the citizen instead of requiring the citizen to run from office to office.
Web portals can deliver government services with various levels of interaction.
Three levels are usually identified: information, communication, and transactions.
Information services deliver government information via static web pages and pages
generated from databases to citizens, tourists, businesses, associations, public administration,
and other government users. Communication services use groupware technology such as e-
mail, discussion forums and chat to facilitate dialogue, participation and feedback in
planning and policy-making procedures.
Communication services is to broaden actual public participation, not just the
technical possibility, and counter political apathy without disenfranchising the poor or poorly
educated.
Public Service
According to Pamudji (1999) definition of Public Service is activities to completely purpose
of public goods.Publicservices by a public bureaucracy is one embodiment of the state
apparatus functions as apublic servant in Besides being a servant state. Public servicesare
intended to welfare of the public (citizens) of a welfare state. Public service by the Institute
of Public Administration (1998) interpreted as any form of public service activities
undertaken by Government agencies in the Central, Regional, and in environment-Owned
Enterprises Country/Regionin the form of goods or services, either with in the framework of
efforts community needs and in implementing the provision laws and regulations.
While Osborne and Gaebler (1993) stated that the ministry the public is a matter of
rowing, whichis more suitable implemented by private and task of government is steering.
To that end, the right solution according to the second. The experts are of public services
need to be submitted to the parties outside the government. However, the public service with
model of privatization in Indonesia has yet to produce something heartening. For example,
government ownership of a company which controls public good sat a glanceisa very ideal,
because the task of government is to ensure a balance between publicand private interests.
Public goods are not believed to be managed entirely by private companies. On his journey,
ineffectiveness government ownership of companies producing goods and public service
seven more strengthened.
Minister of State for Administrative Reform (MENPAN) in its decision No. 81/1995
confirmed that service quality should be appropriate to the joints as follows:
a) Simplicity, in the sense that the procedure or service procedures implemented in easy,
smooth, fast and straightforward and easily understood and implemented.
b) Clarity and certainty, concerning; procedure or procedures for public services, public
service requirements, both technical and administrative work unit or officials who are

responsible for providing public services, details of costs or general service rates and
payment procedures, schedule completion time public services, rights and obligations of
both the giver and receiver of public service based on the evidence receipt of the request
or completeness, as a means to ensure the processing of public services, officials who
received customer complaints (public).
c) Security, in the sense that the process and results of public services can provide security
and comfort and can provide legal certainty.
d) Openness, in the sense that the procedure or procedures, requirements, work unit or
officers in charge of public service providers, turnaround time and details of costs or
tariffs and other matters relating to the public service shall be informed in the open so you
can easily know and understood by the public, whether requested or not requested.
e) Efficient, include; requirements of public services is only limited to matters directly
related to the achievement of service objectives by taking into account the requirements
of the product integration between public services provided, prevent the repeating of the
fulfillment of the requirements of completeness, in terms of the service process requires
compliance with requirements of unit, other relevant government agencies.
f) Economic, in the sense of public service charges should be set appropriately by taking
into account; value of the goods or services of public services by not demanding high fees
beyond reasonable, condition and ability of customers (the public) to pay in general, the
provisions of legislation that apply.
g) Equitable justice in the sense scope or range of public services should be sought as widely
as possible with the equitable distribution of and treated fairly.
h) Timeliness, in the sense of public service delivery can be completed within a period
which has determined. Competition excellent service provided by the apparatus of
government to the public, but can be seen in the minister's decision number 81/1993, the
President also emphasized in the instruction number 1/1995 about improving the quality
of government officials to the public.
Implementation of Policy
The policy process is a unified system that moves from one section to another is continuous
and mutually determine and shape each other. Policy process, as has been stated previously
is an activity that relates to how (a) the problem is formulated, (b) policy agenda that is
determined, (c) the policyis formulated, (d) the policy decisions taken,(e) the policy
implemented,(f) policy evaluated.

Figure 1. Process of Public Policy
AGENDA
KEBIJAKAN PERUMUSAN
MASALAH
PERUMUSAN
KEBIJAKAN PERKIRAAN
PERUMUSAN
REKOMENDASI
KEBIJAKAN
PERUMUSAN
KEBIJAKAN PEMANTAUAN
PERUMUSAN
KEBIJAKAN EVALUASI
Source: Riant Nugroho D (2004:159)

Policy implementation is also known as 2 approaches the Implementation of Top-
Down and Bottom-Up Implementation. Implementation of Rational Systems or frequently
we are familiar with Top-Down Implementation). According to Mazmanian and Sabatier
(1983), defines the implementation as an effort to implement policy decisions, as their
opinion:
"Implementation is the carrying out of basic policy decision, usually
incorporated in a Statute but sandwiches can also take the form of Important
executives orders or court decision. Ideally, that decision identifies the problem
(s) to be pursued, and, in a variety of Airways, 'structures' the implementation
process ".
While the Bottom-Up Implementation of Policy implementation is a model with
bottom-up approach emerged as a critique of the rational model approach (top down).
Parsons (2006), argued that the really important in the implementation is the relationship
between policy makers with policy implementers. Bottom-up model is a model that sees the
process as a negotiation and consensus formation. Model bottom up approach emphasizes
the fact that the implementation on the ground to provide flexibility in applying the policy.
Public policy in the form of the Act or regulation is the kind of policies that require
explanation or public policy is often referred to as the implementing regulations. Public
policy can be directly operational, among others, Presidential, Presidential Directive,
Decision of the Regional Head, Decree of the Head Office and others.
According to Sebastian Schmieg (2009), inthe process of implementingapolicy,
experts have identifiedvariousfactors thatinfluence thesuccessful implementation ofapolicy.
From thecollection ofthesefactorswe can pull theredstringof factors thatinfluence
thesuccessful implementation ofpublic policy. Those factorsare:
1. Content or content policy. Good policy in terms of contentat least have the following
characteristics : clear, notdistorted, the basic theoryis supported by a proven, easily

communicated to the target group, supported by both human and financial resources are
good.
2. Implementers and target groups. Implementation of policy implementation
dependsonthe policy implementing agencies (implementers) and the target group(target
groups). Implementer must have the capability, competence, commitment and
consistency to implementa policy in accordance with the direction of policy-
makers(policy makers), in addition, the target groupof educated and relatively
homogeneous will be more receptive to a policy rather than a closed group, traditional
and heterogeneous. Further, the target group which is a big part of the population will
also be more difficult for the successful implementation of the policy.
3. Environment. Socio-economic, political, culturaland public support for the population
where a policy is implemented will affect the success of public policy. Socio-economic
conditions of an advanced society, a stable political system and democratic, constituents
and good support from the ruling elite and everyday culture of the people that support
will facilitate the implementation of a policy.
2.1E-Identity Card
e-ID (electronic identity card) is a document that contain demographic security systems /
control both from the administration or information technology based on a national database.
Residents are only allowed to have one ID which listed for Population Number
(NIK). According to Article 13 Law no.23 in 2006 on on Civil Registration:
NIK is a single identity of each resident and are for life. NIKs number in the
e-ID will be used as the basic for issuance of Passport, Driving License (SIM),
Taxpayer Identification Number (NPWP), Insurance policy, The Certificate of
Land Right and issuance of identity documents
In addition to the objectives to be achieved, the benefit of e-ID card is expected to be
perceived as follows:
1. The identity of a single identity
2. Cant be forged
3. Cant be duplicated
4. Can be used as a sound card in the elections
Conclusion
Currently, development of Internet technology has reached a very rapid development.
Internet applications are used for developing e-commerce and the use of Internet applications
in an environment of government, known as e-government. e-Government is about using the
tools and systems made possible by Information and Communication Technologies (ICTs) to
provide better public services to citizens and businesses. ICTs are already widely used by
government bodies, just as in enterprises, but e-Government involves much more than just
the tools. Effective e-Government also involves rethinking organizations and processes, and
changing behavior so that public services are delivered more efficiently to the people who
need to use them. Implemented well, e-Government enables all citizens, enterprises and
organization to carry out their business with government more easily, more quickly and at
lower cost for central governments and local Government.

Central Governments and local governments rushed to build e-government
applications. Development of e-government applications require substantial funding to
readiness of the necessary human resources and the readiness of government officials
society. Surveys in several countries show that there is a tendency apparatus government not
to carry out online activities, because they preferred
Traditional methods of service in the form of directly face, correspondence or
telephone. We must learn from the causes of the failure of e-government in some countries
caused by several factors, like as unpreparedness of human resources, facilities and
information technology infrastructure, and lack of attention from the parties involved
directly. E-government is the use of information technology and telecommunications for the
administration efficient and effective governance, as well as providing a transparent and
public satisfactory. All government organizations will be affected by development of e-
government. E-government it can be classified into four levels.
The first level is the government to publish information via the website. The second
level is the interaction between society and government offices via e-mail. The third level is
the user can make transactions with government offices in reciprocity. Last level is the
integration of all government offices, where people can make a deal with all government
offices that have had use of shared data base. Almost all local governments in Indonesia
already has a electronic government, the content of public information such as organizational
structure, vision and mission, addresses officials, tourism information, education etc. And
the popular one issues in Indonesia about using e-government to electronic ID card (e-KTP).
ID card processing online via the Internet is considered necessary in order to
improve the public service. This application is expected to be useful to improve the
efficiency of time, overcome the cumbersome manual procedures, and so forth. The
Population Identification Number (NIK) completed the Department of Home Affairs will
initiate the procurement of Electronic Identity Card. Biometric ID card that has a chip and
outlet. Instead of manual ID card is used, will be replaced with e-ID card or an electronic ID
card. This well has a multifunctional ID card. New ID model has significant differences with
the ID manual. E-ID card is equipped chip, fingerprint and signature of holder. The chip
contains data about the owner of the ID card. While the manual ID cards previously only
consisted of the owner and contain the signature of the owner of the data themselves. For the
same validity period as the previous Identity Card (manual ID) that is over five years. E-ID
card is not just a sign of identity of the population alone. Its use varies, among others to use
government facilities, banks, and data mobility. In addition Electronic ID cards can also be
used to support the electoral agenda. As in Jembrana, Bali, who has chosen electronically by
simply using the ID card. ID card design in the form of electronic ID cards to provide a
specific code that contains the person's data. Practices to combat counterfeiting and identity
cards (KTP), use of e-ID cards shall be placed at the base on local regulation at every district
such as in Surabaya, they are base on Mayor Regulation no. 8 of 2011 on the Implementation
of Population data recording in the framework of the implementation of mass e-ID card
program established in November 2011. Department of Population and Civil (Dukcapil)
Surabaya City has prepared the technical implementation of the population through the
collection of Surabaya. Electronic ID also according to the instructions of the Minister Home
Affairs implied by the Permendagri No. 6 of 2011 on the standards and specifications of the
hardware, software and blank identity cards of population-based national identification

numbers, each region has a number of registers, then it will be known e-ID genuine.
Electronic ID card is used to improve the existing population data. In addition, the
application of this new ID card according to the mandate of Presidential Decree No. 26 at
2009 on Implementation of ID-Based Population Identification Number (NIK). The
regulation was mentioned that the entire region to accelerate the implementation of
electronic ID cards. About the budget, making the stage initial e-ID card by nationals
budget. Details of the cost, total government funding for the implementation of e-ID
programs has reached Rp.6.7 trillion. Home affair plans to complete this project within three
years. In 2010, they disturbed Rp.384 billion for regulating NIK (Population Identification
Number) for 329 regencies/cities. In 2011, allocated budget has Rp. 2.4 trillion to curb NIK
in 168 regencies/cities, and the application of e-ID card in 197 regencies/cities. While, in
2012 the government allocated budget of Rp. 3.8 trillion for implementation e-ID in 300
regencies/cities.
In Malang City, the submission of e-ID card program is already. One of the
readiness of the population according to new data updating of the Population Administration
Information System (SIAK), Malangs Government immediately to consolidate the data
SIAK service. By using this data, population information system of this city laid out in an
integrated manner. At the end of the year 2011 local government was expected to complete
the residence Identification Number (NIK). In the presence of NIK accurate program that
will e-ID can be accomplished. Of existing data, in 2011 the preparation of NIK has to be
completed in 168 districts / cities and enforcement of e-ID card can be done in 197
districts/cities. While at the end of 2012 targeted 300 districts and cities can enact E-ID card.
To realize the e-ID card program in late 2011, then all parties began dispendukcapil,
Information and Communication services as well as districts must often coordinate. All of it
will have responbility of respectively; for example, will connect the service Kominfo
population data from one district to another district. Currently the city of Surabaya residents
amounted to 3,024,321 souls, and only 443.575 people who have implemented e-ID card.
Appropriate law number 23 of 2006 in particular article 83 paragraph 1 is mandated if the
administration of residence needs to be done for the benefit of local government policy. It
was also supported by government regulation 37 of 2007 on the importance of updating the
data. With the coordination meeting was expected to be best utilized by the elements that
participate. In addition, community leaders hoped will also be involved. All officers who
participate are expected to not only examine the data, but also took to the field to check the
truth. To make it happen for Population Identification Number (NIK) will be distributed
nationwide in December 2011. NIK is a division of the early stages of the procurement e-ID.
The number is a National number. There is no longer expected to double and NIK fake. The
existence of e-ID cards that would be very helpful because it can anticipate terrorist
activities, the entry of illegal workers and document abuse. This can be done for every one
citizen will only have a VIN. If there is still a violation, will be sanctioned in accordance
with Law No. 23 of 2006 on the Administration and Demography, "Under the rules of Law
No. 23/2006, Article 89.Residents who do not have ID cards administrative fines as much as
$ 1 million for the citizen and the $ 2 million for the resident foreigners. While if it claims to
have ID cards but do not take it when traveling then fined 50.000 rupiahs. Then, Article 93
reads each resident who intentionally falsify letters or documents to the implementing
agencies to report events in the population and vital events can be sentenced to imprisonment

or a maximum of six years and a maximum fine of Rp 50 million rupiah. The use of NIK in
the national security by the State and improving the quality of democracy in Indonesia.
Therefore, reflecting on the presidential and legislative elections ago, NIK is the culprit
remains chaotic electoral list (DPT). Many double names and people not old enough to have
the right to vote. Therefore, the data will be comprehensive in NIK. Among other,
fingerprint and residence status. One NIK only to one population. Technical and
nontechnical, a lot of benefits or advantages of the public procurement can be e-ID card
itself. Looking at the practice in some other areas that previously tried to implement e-ID
(Depok, Makasar, Tegal, Solo, Yogyakarta, Jembrana and some other areas), are still found
obstacles that are classics, they are:
Not in terms of the Local Government unprepared financially. Require a higher budget
for the procurement of e-ID card. The price of an electronic ID card based on biometric
features and the embedded chip in the card. Thus, can not be denied that the large amount
of this budget has become a bottleneck of achieving program targeted by the central
government have been completed on this 2012.
Socialization, Pemenuhuan resources executing apparatus, and prepared means of
support. The concept of e-ID technology is very solid. While there is currently no early
action of the city government itself. Do not talk to the completeness of his equipment,
there has been no preparation actors .. E-ID card procurement has not been followed with
increasing manpower operations should be prepared to succeed in the procurement of e-
ID card. At least two people who used a computer operator to enter or entry of population
data. It is still coupled together by district office staff. In fact, the issue of power is also
important to be prepared to deliver a citizen's ID card ready.
Power outages and damage to the intranet or internet network. This could disrupt public
services. Moreover, this network is handled by another agency so that if there is damage,
the improvement cant be optimal. This problem is very complex, since many power
outages that occurred in several regions in Indonesia and also some areas that do not
reach the internet.
Lack of infrastructure preparation, we are not ready to infrastructure. Implementation of
e-ID card should be anticipated since the first. Make the preparation of personnel and
facilities.
Technical Constraints. Technical constraints in the field which needs more improvement,
and nationalism. The examples as detection tool, the evidence in the KTP e-ID card
system, will use the bow as always used to swipe a credit card, smart card or other. That
means, all the institutions that require ID cards as proof of residence, must have a stringed
instrument that applies nationally. It became an obstacle, because if there is not the
existence of strings does not mean e-ID card to the max. Other technical constraints are
very critical is the availability of online networking facilities to all institutions for the E-
ID card not only serves as proof of residence or identity, but also stores data that a wider
population; employment, economic status, education, and so forth. Because there are also
unprepared to outside government agencies. So the identity of the electronic modules that
exist in the ID card cant understood outside of government officials. As an example,
Jogjakarta could implement this program. Apparently when not used outside of
government agencies could not. Because the ID is not well known, e-ID card detection
tool is not available enough.

References
Assyaban, Akbar. 2011. Penerapan e-government di Kota Malang: Penerapan Kartu Tanda
Penduduk (KTP) Elektronik Sebagai Implementasi Pelayanan Publik Berbasis Sistem
Informasi. Malang: Public Admnistration Science, Brawijaya University
Almarabe, Tamara and Amer Abu Al. 2011. A General Framework for E-Government:
Definition Maturity Challenges, Opportunities, and Success. Vol.39 No.1 (2010), pp.
29-42. European Journal of Scientific Research
Caluser, Monica and Mariana Salagea. 2007. Good Governance in Multiethnic Communities:
Conditions, instruments, best practices, ways to achieve and measure good
governance at the local level. Ethnocultural Diversity Resource Center and the King
Baudouin Foundation
Denhardt, Janet V. and Denhardt, Robert B. 2003. The New Public Service, Serving, not
Steering. New York. M.E.Sharpe. Inc.
Dwidjowijoto, Riant Nugroho. 2004. Kebijakan Publik: Perumusan, Implementasi, Evaluasi.
Jakarta: Elex Media Komputindo
Grnlund, A., Andersson, A., and Hedstrm, K. 2005. Next Step E-Government in
Developing Countries. Sweden: rebro University
Grnlund, A., Andersson, A., and Hedstrm, K. 2004. Introducing E-Government: History,
Definition, and Issues. Communication of AIS 15: 713-729
Heeks, R. 2001. Understanding E-Governance for Development, in E-Government Working
Paper Series. Manchester: Institute for Development Policy and Management,
University of Manchester
Heeks, R. 2003. Most e-Government for Development Project Fail: How Can Risks be
Reduced? (No. 14). Manchester: Institute for Development Policy and Management
Heeks, R. and S. Bailur. 2007. Analyzing e-Government Research: Perspective,
Philosophies, Theories, Methods, and Practice. Government Information Quarterly
24(2): 243-265
Hykurniawan. 2009. Faktor-faktor yang Mempengaruhi Keberhasilan Implementasi
Kebijakan. Retrieve from http://hykurniawan.wordpress.com
Junaedi. 2005. E-Government Dalam Bingkai Reformasi Administrasi Publik Menuju Good
Governance JKAP Vol. 9 Hal. 55-67. Yogyakarta: MAP UGM
Kumar, R., and Best, M. L. 2006. Impact and Sustainability of E-Government Services in
Developing Countries: Lessons Learned
Markho, Abriliano. 2011. The Enchancement of e-KTP (electronic-national identity card)
usage as voter Identity Card in National e-Voting system. Tangerang, Indonesia
Mazmanian, D. and Sabatier, P.A. 1989. Implementation and Public Policy: With A New
Postcript. University Press of America
Osborne, David and Gaebler, Ted. 1992. Reinventing Government: How the Entrepreneurial
Spirit is Transforming the Public Sector. United States of America: Addison-Wesley
Publishing Company, Inc.
Parson, Wayne. 1997. Public Policy: An Introducing to the theory and Practice of Policy
and Analyzing. Cambridge: Edward Elgar Publishing Inc.
Seifert, J. W., and Bonham, G. M. 2003. The Transformative Potential of E-Government in
Transitional Democracies. Proceedings of The International Conference on Public
Administration in the 21st Century: Concepts, Methods, Technologies. Lomonosov:
School of Public Administration, Moscow State University United Nations. 2009.
Global Issues: Governance. Retrieved from http://www.un.org on March 20, 2012
Wibowanto, G. 2010. Indonesia Electronic ID Program (elektronik KTP). Jakarta, Indonesia

World Bank. 2011. Definition of e-Government. Retrieving from http://web.worldbank.org
on March 20, 2012
Moleong, Lexy J. 2006. Metodologi Penelitian Kualitatif. Bandung: Rosdakarya Nicholson,
W.E. 2002. Analisis Kebijaksanaan:dari Formulasi ke Implementasi Kebijaksanaan
Negara. Jakarta: Sinar Grafika
Sugiyono. 2007. Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung: CV Alfabeta
Karwal,Anita. Effective Public Service Delivery and e-Governance: Who Drives Whom.
Ahmedabad : Secretary, General Administration Department and Director General,
Sardar Patel Institute of Public Administration
Regulation :
Law No. 11 year 2008 concerning Information and Electronic Transaction
Law No. 23 year 2006 concerning Population Administration
Government Regulation No. 37 year 3007 concerning the Implementation of Law No. 23
year 2006 concerning Population Administration
President Regulation No. 25 year 2008 concerning Requirement and Procedures Registration
of Population and Population Administration
President Regulation No. 26 year 2009 concerning Implementation of Identity Card Based
on National Identification Population Number (NIK)
President Regulation No. 35 year 2010 concerning Revision on President Regulation No. 26
year 2009, stated that population biometric ID should be done at 2012
President Decree No. 3 year 2003 concerning National Policy and Strategy for E-
Government
President Directive No. 6 year 2001 concerning Telematics
Minister of Administrative Reform Decision No. 81 year 1995
Mayor of Surabaya Regulation No. 8 year 2011 concerning the Implementation of
Population Data Recording in the Framework of the Implementation of Mass e-ID-
Card Program
Website :
http://www.radarbanten.com
http://www.merdekaonline.com
http://ahok.org/berita
http://paulasinjai.com/node/117
http://meochan11.wordpress.com

The Measurement of Consumer Satisfaction on Tirta Wening
Local Water Company: One of the Efforts in The Assessment of
Company Performance
Nina Karlina
Faculty of Social and Political Sciences, Padjadjaran University
Email:karlina_nina@yahoo.com
Abstract: In the period of nearly 40 years since the establishment of Tirta Wening Water Company in
Bandung, 1974, until now, the number of people who had served clean water in Bandung only
reached around 66% or about 1.4 million people of the total population which nearly of
2.668.163people. It means that there are about 1.254.036 people who still do not have access to clean
water. Therefore, through the measurement of consumer satisfaction is become one of the efforts in
the assessment of the company performance. One of them can be seen from the level of consumer
satisfaction that successfully achieved as a proof of the good performance of the company. It is
expected that the more the consumer satisfaction, the performance of the company are measurable.
Essentially, consumer satisfaction is a process of measurement customer which covering the various
activities to collect customers data. In this data collection, includes the level number of the addition
and the reduction of customers, the speed time of services, social activities, the quality of goods and
services, the level of sales, the advantages for consumers, the level of complaints, and surveys for
customers as reconstruction of the company performance. Thus, the consumer satisfaction is
providing the accurate and factual data that become a reflection of the company performance. The
methodology used in the writing, is using the study of literature, which are adopting the theories -
theory and information based on literature - related literatures.
Keyword: consumer satisfaction, company performance
Introduction
In 2009, The National Conference of Poverty Eradication and the Achievement of
Millennium Development Goals ((MDGs), has generated the general recommendations
concerning the management of clean water in Indonesia. Among them were local water
company and the owners i.e. local governments, determine the target and the right incentives
to expand the scope of their services, in order to be able to meet the growing demand for
clean water and to improve the access of clean water for communities.
One of the causes of the condition is because there are various constraints, which is
owned by the company that also still has not been able to expand the scope of services. The
community level that who have access to clean water in Bandung is only 66 %, with the
level of water leakage reached 41, 47 % (Local Water Companys Report, 2010)

So far, the company still not capable of producing drinking water drinkable
straightly. On the other side, along with an increase in public education and their access to
information, the awareness of them to obtain a better service is also increasing. Based on the
endorsement of the constitution No. 8/1999, concerning the consumer protection, the
community not only demands service in the water supply from the aspect of quantity itself,
but also in terms of quality and timeliness of services, as well as in the determination of
tariffs. The public had already started demanding the right to always involved in determining
the needs of services and fares that need to be paid by them.
Bandung is one of many cities in Indonesia. Bandung is the capital of West Java
province, with total population reached 2.668.163 inhabitants, in an area of 16.729 ha,
currently undergoing clean water crisis at some points in the area of Bandung. One of the
causes of the crisis is the lack of public access to get clean water.
Like the other urban communities, the Bandung communities also rely on the
company to meet their daily needs. Since the days of colonial until the middle of the 1970s,
Local Water Company of Bandung was judged to be able to meet all the needs of its citizens
for clean water. In fact, almost all residents of the town can enjoy the clean water,
continuously for 24 hours. However, it was wonderful memories of the days of living. Along
with the increasingly in high rates of population growth and the rapid expansion of the city,
the Local Water Company of Bandung currently has capable of serving 66% of the total
population, with 60 liters/person/day services of clean water which are needs of its
inhabitants. (Water Workers Group, 2009)
That means there are still 1.254.036 inhabitants in Bandung who had not yet
received the distribution of clean water, so they have to find another source of water. For
example, they made a well near their home or trying to buy it from an itinerant peddler of
water.
The Scope of Public Sector Organizations
The scopes of public sector organizations are different in each country. It is depends on the
historical events and political atmosphere that developed in a country. Including the scope of
public sectors in Indonesia, those are the central government, local government, state-owned
enterprises, local owned enterprises, the organization of the education sector, the
organization of the health sector, and the mass organizations. Public sector organizations are
required to ensure that public services can be provided to the public in a fair and equitable, as
well as to ensure that the public service is carried out in accordance with the needs of the
community.
Mahsun (2006:7) provided insight to the public sector as anything that is associated
with the public interest and the provision of goods or services to the public, which paid by
taxes or the state revenues which is set by law. There are some examples of the public
sectors, which includes several fields as of fresh water, health, education, security, and
transportation.
The Performance Measurement of Public Sector Organizations
Company performance is something which is produced by a company for certain period
based on standards set. Company performance should be a measurable results and describing

the empirical conditions of a company from various measures are approved. To determine its
performance, then we need to carry out an assessment of the performance. Thus,the company
performance assessment is a process or system for the assessment regarding the
implementation of the working ability of a company (organization) based on a certain
standard. (Kaplan and Norton, 1996)
There are various methods used during this evaluation of performance. In
accordance with the objectives of the company that is the search for profit, almost all of the
company measuring its performance withfinancial measures. In this case the companys
management tends only want to satisfy their shareholders and less attention to the
performance indicators that are more extensive, that is in the interests of stakeholders. An
effective performance appraisal system should contain the performance indicators, such as:
(1) pay attention to any activities of the organization and the emphasis on the customer's
perspective; (2) assessing each activity by using the performance measurement tool that
validates the customer; (3) pay attention to all aspects of activity performance
comprehensively that affected customers; and (4) providing information in the form of a
feedback to help the other member of the organization in identifying the problem and
opportunities for improvement. Further, Barker (2000) said that the role of performance
assessment in helping organization members to manage the value chain.
Assessment of company performance can be measured by financial and non
financial measures. Financial measure is to find out the results of the actions that have been
done in past, and the measurement is equipped with non financial measures that is about
customer satisfaction, productivity and cost effectiveness of the internal business process as
well as productivity and commitment of personnel that will determine the financial
performance in the future. Above explains that performance assessment have two types of
measurement, those are financial and non financial measurements. These measurements are
designed to assess how the performance of the activities and the final results are achieved.
Things were also described by Kaplan and Norton (1996), the measurement of non financial
performance is designed to assess how well activity that successfully accomplished and has
focused on three main dimensions namely efficiency, qualities, and time.
Performance measurement is the process of recording and measuring the
achievement of implementation activities toward the achievement of goals which is shown
by means of the results, either in form of products, services, or a process. Most of private
organization use profit as a measure of its performance. But this is not applicable to the
public organizations because profit is not the main purpose. However, the organization is
more focused on improving people's welfare achievement.
The Objective Performance Measurement of Public Sector Organizations
Performance measurement is a tool to assess the success of the organization that in the
context of public sector organizations that will be used to gain support and legitimacy of
public. The community will judge the success of the organization through organizational
capabilities itself, especially in terms of public services, which is relatively inexpensive and
qualified. Therefore, performance measurement is very important to assess the accountability
of the organization and it leadership in generating a better public service. Wilson (2000:127)
said that, according to the traditional view that the performance measurement has three
important goals is as follows: to ensure the achievement of the goals or objectives;

evaluating, controlling and improving procedures and processes; and for comparing and
evaluate performance of organization, the team, as well as in different individuals.
According to Mahmudi (2007:14), the purpose of arranging this kind of performance
measurement of public sector organizations is as follows:
1. Finding out the level of achievement of the organizational goals
2. Providing staff learning
3. Improving the performance of the next period
4. Providing systematic considerations in making decisions on granting of reward and
punishment
5. Motivate employees
6. Creating public accountability
The Importance of Measuring Customer Satisfaction

Nowadays the company's strategic focus is directed at customers (customer drive strategy),
in other words what the customer needs to be met by the company. The product performance
which produced by the companies should at least be equal to what are perceived by the
customer. The lack of quality products led consumers move to other products. High quality
products will lead to a loss of the company due to the high level of loss of potential earning;
and in contrast, the consumers will feel lucky due to obtain the high quality products with
standard price.
In the situation of global competition which keeps developing all the time, makes the
issues of the quality of products, whether goods and services, become a central issue in every
company. The company's ability to provide quality products will become a weapon to win
the competition, because by providing high-quality products, customer satisfaction will be
achieved. D. Wahyu Ariani (2009:178) said that The service quality is a process that
consistently includes the marketing and operations who considers the participation of the
people, internal customers and external customers, and meet the various requirements in the
delivery of services. Other opinions expressed by Freddy Rangkuti (2003:28) as follows:
Quality of service is the delivery of services that will exceed the level of consumer interest.
Clearly emphasized in that definition, which is the provision of services or high quality
services is satisfies enough and even exceed the needs and expectations of the customers.
The customer is the main focus in the discussion concerning satisfaction and quality
services. Therefore, the customer holds quite important in measuring satisfaction towards
products as well as services provided by the company.
Rambat Lupiyoadi (2001:158), said that satisfaction is described as the feelings
when a person claims the results of the comparison upon the performance of products or
services which accepted and expected.
Fandy Tjiptono and Anastasia Diana (2001:198) indicated that customer satisfaction
is consumer response to the perception of an evaluation against the differences between the
initial expectations or certain performance standards and actual performance as perceived
after consumption of the product.
The purpose of the definition is if the performance of the product, either the goods or
services, much lowerthan theexpectations ofcustomers, a buyer can be said to be dissatisfied.

On the contrary, ifthe performancein line with expectationsorevenexceedexpectations, then
customers will feel satisfied or excitement.
That definition shows that consumers will see overall what have they might feel after
purchase and consume a product, whether goods or services. The customer was very critical
of the products that they consumed. They will assess on the basis of what they came there for
and what do they get from their real sacrifices. The level of customer satisfaction itself is
very subjective, where the measurement of one customer satisfaction with another would be
different.
Measurement of customer satisfaction is important for the company. It is useful to
recognize the level of customer satisfaction. The company obtains feedback and inputs for
purposes related to the development and implementation as a next strategy to increase
customer satisfaction.
Challenges in Measuring the Performance of the Public Sector
Organization
The development dimension in performance measurement is also encountered. In the 1980s,
the focus is on 3Es, which stands for Economically-Effective-Efficient. While in the
1990s, attention switched on quality and customer satisfaction. At the end of the 1990s, it
also found the presence of three major tendencies in the measurement of performance in the
OECD countries (Australia MAB-MIAC, 1993 in Kouzmin, 2004:122), as follows:
1. Development of a measurement system that allows the comparison of similar
activities in different areas (benchmarking instruments, such as the citizens
charters and appreciation on the quality)
2. Efforts on consumer satisfaction measurement (citizen surveys, output indicators),
as the number of complaints as well as proxies that is not directly measuring the
direct impact of a program on the target group.
3. A decreased attention to the long-term impact of the program, particularly in the
evaluation of the program.
However, as was stated by Mahsun (2006:22) that there are few obstacles in the
performance of public sector organizations measurement, as follows:
1. The performance of public sector organizations could not be assessed based on
financial ratios, because the destination of organization is not maximizing profit.
2. The outputs as a service usually form of a qualitative researcher, intangible and
indirect, so it might be difficult to measure.
3. Between the input and output do not have relationships directly due to the lack of
setting standards as a yardstick of productivity.
4. Does not operate on the basis of market forces, so there is no independent
comparator and require a replacement instrument in measuring the performance of
market mechanism.
5. Measuring satisfaction of heterogeneous communities for the public sector
organization services which is not easy to do.

Results of the Measurement of Consumer Satisfactiont Tirta Wening Local
Water Company an Bandung
Company performance viewed from the measurement of customer satisfaction which
extracted from the authors research results (2011) for 277 respondents and consisting of 13
item questions, as follows :
Table 1.Descriptive Analysis of Customer Satisfaction
Alternative Response
Score
No Item SS S RR TS STS
f (%) F (%) f (%) f (%) f (%) Total (%)
There is an increased
number of new
1 16 5.8 173 62.5 28 10.1 40 14.4 20 7.2 956 69.0
customers in the
company
Decline of customer
2 that stops and out of 3 1.1 60 21.7 72 26.0 123 44.4 19 6.9 736 53.1
service
Customers who
3 remain faithful is 1 0.4 68 24.5 112 40.4 77 27.8 19 6.9 786 56.8
constant, even grew
The company has
conducted analysis of
4 2 0.7 131 47.3 34 12.3 87 31.4 23 8.3 833 60.1
the speed of time
service
Customer satisfaction
5 is also seen increased 2 0.7 118 42.6 35 12.6 81 29.2 41 14.8 790 57.0
well
Company conducts a
surveys of customer
satisfaction index, and
6 30 10.8 146 52.7 57 20.6 31 11.2 13 4.7 980 70.8
the results showed a
positive thing for the
company
Company with
customers do social
7 activity , and 32 11.6 168 60.6 55 19.9 12 4.3 10 3.6 1031 74.4
contribute well to the
company
The quality of goods
and services which
produced by the
8 13 4.7 149 53.8 27 9.7 52 18.8 36 13.0 882 63.7
company so far is
pretty good, no need
to doubt
The percentage of
sales data indicated a
9 19 6.9 114 41.2 104 37.5 39 14.1 1 0.4 942 68.0
product for consumers
continues to rise
Profits or the
perceived benefits of
10 1 0.4 122 44.0 69 24.9 64 23.1 21 7.6 849 61.3
customers also felt so
much greater
The number of
customer complaints
11 the longer the less, 26 9.4 133 48.0 52 18.8 44 15.9 22 7.9 928 67.0
and the company were
able to overcome it all

Alternative Response
Score
No Item SS S RR TS STS
f (%) F (%) f (%) f (%) f (%) Total (%)
Response times of
complaints is
conducted very fast
by the company,
12 14 5.1 144 52.0 30 10.8 65 23.5 24 8.7 890 64.3
mainly to keep the
trust after the
organizational change
is done
The company
conducted a survey of
Customer Confidence
13 55 19.9 124 44.8 79 28.5 16 5.8 3 1.1 1043 75.3
Index, and the results
indicates a positive
thing for the company
25 180
Total 6.7 46.4 814 21.0 741 19.1 263 6.8 12686 65.4
9 1
Source: Research Results, 2011
The result analysis customer satisfaction in Tirta Wening Water Company is as
follows:
1. There are additions to the number of new customers in the company. When
viewed with a more thorough then the actual number of customers are continue to
grow. Customers who are recorded through April 2010 have reached
146.247.000.
2. Decreasing number of customers who stop and exit from the company, relatively
few. The administrative issues which can disadvantage the customers were one of
the reasons for the termination of service to the company. The company strives to
act decisively on its management to avoid the theft of water that is illegal and
curb the distribution of water. The operation was carried out globally started from
social media such as electronic and print media. In addition, the local government
was also participated as sub-district and head district in Bandung. The cause of
the occurrence of the ex customer is as follows: (1) Clean water distribution was
not up into their house so customers forced to proposed dismissal; (2) Customers
have arrears and not repaid, as the company forced to stop its service. The
purpose of controlling the ex customers are: 1) to ensure the customer's status.
Customers who have non active can be reactivated, by a print out from the
company. If the customer decided not to subscribe, then there was a network
disconnection to saddle clamp; 2) repairing of drains; 3) administrative affairs; 4)
a decrease in the level of water loss.
3. Customers who remained loyal to the company are fluctuations, where most of
the problems caused by arrears accounts. Although the company has freed the
arrears rates for five years back, but there are still person who draws illegal rates
to customers, whereas they did not have to pay it. Cases such as the water do not
drain out and the installation of illegal channels still become a problem of the
company that has not been yet to be resolved.

4. The company has not been in their maximum attention to the aspect of speed the
service time. It happens because the company has not fully observing the
development aspects of services based on the boundaryless organization, where
to enter a competitive business environment and turbulent, the organizational
structure must be built with the limits of vertical, horizontal, external, and a
healthy geographical. Vertical limit is reduced by establishing cross-functional
organizations, thus allowing the entire company's personnel management
focusing on their services to customers. Horizontal limit reduced by empowering
employees and utilizing information technology to information sharing.
Employees are possible to take the decision as soon as possible over a work of
their responsibility, in order to obtain not only a fast service but also a good
quality. External boundaries and geographical reduced through development trust
based relationship by utilizing suppliers and business partners in providing fast
and qualified service to customer. Trust based relationship can leverage
information technology for information sharing among organizations that belongs
to a network organization. With those limits so organizations can relate gratitude
without limits that impede the flow of information which necessary to provide
the services to the customer, so it can be referred to as the boundaryless
organization.
5. Customer satisfaction is also seen increased even though it has not been optimal
yet. Based on the facts, this company, currently only able to meet the needs of
clean water to 66% inhabitants of Bandung. Because of the limited source of
spring water and ground water this became one of the sources of raw water in
addition to surface water. Due to these limitations, the company should distribute
water in turns to the different areas in Bandung. The distribution of water one at a
time, often complained by some people in Bandung.
6. Response of respondents about survey index customer satisfaction shows a
positive thing for the company. The number of a customer who makes complaint
came to an average of 75 customers in a day, with varying types of cases. Most
of the complaint against soaring / bill that is too high. Compared the ratio 75
customers in a day, then compared to the total number of customers who reached
66% of the population of the city of Bandung, certainly makes perception of
respondents said that customer satisfaction shows a positive thing.
7. This Tirta Wening Water Company needs to conduct social activities with
customers, and gives a good contribution for the company. One form of social
activities in accordance with commitment for providing services, the company
held event hospitality between company and residents. This kind of gathering
activities is aimed to provide explanation on drinking water services; certainly
this has to be a positive activity that needs to be propagated again.
8. The quality of goods and services which produced by the Local Water Company
of Bandung, so far is in a good quality, but unfortunately, not too optimal. Thus
the product quality of goods and services that produced has not reached

yettoidealquality. In fact, when referring to the Government Regulation no.
82/2001, concerning the management of water quality and water pollution
control. It was mentioned that the water is one of the natural resources that have
the essential function for human life and its livelihoods, as well as to advance the
public welfare, so as to become authorized capital and the main factor of
development. Water is the main component of the living environment which is
crucial for survival and the life of humans and other creatures. To preserve the
function of water, it is necessary to manage the water quality and to control the
water pollution wisely. Also pay attention to the interests of the current
generation and the upcoming as well as ecological balance. Management of water
quality made to ensure water quality desired according to their function in order
to remain in its natural condition. Water pollution control was made to ensure the
quality of the water to match the raw water quality. In conducting water quality
management, local government is drafting plans for the domestication of water.
In planning the domestication of water shall be obliged to pay close attention to
the functioning of economical and ecological function, as well as the religious
values and customs that live in the local community. The utilization plan includes
thepotential useorwater use. Backups are based on water availability, both of the
quantity and quality, as well as the ecological function. In order to control the
water pollution, the localgovernmentshave the authorityto: Set the load capacity
of pollution, conduct an inventory and identification of sources of pollution, set
requirements for wastewater land application, specify the terms of the disposal of
waste water into water or water sources, monitoring the quality of water at water
sources, and monitor the other factors that cause the water quality changes. In an
attempt to control water pollution, set the load capacity of water pollution in
water sources. Determination of the capacity of the burden pollution conducted at
regular intervals at least 5 (five) year once. The pollution capacity of the
resources should be used to: licensing locations, the management of water
sources and resources, determination of the spatial plan, granting permission to
the disposal of waste water, determination of water quality targets, and the work
program of water pollution control.
9. The percentage of sales data indicated a product for consumers continues to rise.
Furthermore, the sale of products to the customer, local water company has
increase the production of 300-400 liters per second. This was expected to be
able to cope with the addition of a customer complaint at this time, as well as the
addition of 10 thousand customers up to 2012. If the company currently has 140
thousand customers, then the number will be increased reaching 150 thousand in
2012. Therefore, it is necessary to add the water supply, included in response to
cope with customer complaints currently. The addition is for last customer, and
partly to 10 thousand new customers. Although still there are complaints of a
society that is addressed to the company. However, the company is claiming a
service at the moment is better. In fact the source of people mentioned when

compared to the previous years, now, it has started many waters. The company
also claimed that if the water is dirty and smelly, so it was not from the company.
They expect the leakage. Because the company only distributes the clean water
and worth of use.
10. Profit or benefit of customers also felt so much greater. Thus profit or benefit
perceived customers actually not rise again. In constitution no. 7/2004 regarding
to water resources, explained that water resources is the gift of God the Almighty
that gives benefits to manifest prosperity for all the people of Indonesia in all
aspects. That in addressing the imbalance between the decreasing water supply
and the increasing demand for water, water resources must be managed by taking
into account its social function, environmental and economic functions. In line
with the spirit of democratization, decentralization, structure and transparency in
social life, good government and good citizenship, society needs to be given a
role in the management of water resources. In this law, aims of water resources
that have social functions, the environment and the economy are harmoniously
organized and realized. The State guarantees the right of every person in
obtaining water for minimum daily basic needs of his life in order to fulfill a
healthy, clean, and productive. And control of water resources is organized by the
government and / or regional governments by maintaining the customs laws
admit to the local community rights and as similar. The authority of local
governments in water resources related matters as follows: Set of water resources
management policies in the area based on national water resources policies and
provincial water resources management policies by taking into account the
interests of the surrounding areas; Set of water resources management pattern in
the river areas in a regency or city; Sets the plan of water resources management
in the river areas in regency/municipal by taking into account the interests of the
surrounding areas; Set up, define and grant permission provision, allocation, use
and concessions of the groundwater on its territory and water resources in the
region of the river areas; and maintaining of the effectiveness , efficiency ,
quality and discipline of the implementation of water resources management in
the river areas in a regency/municipal. Water resources manager is the institution
that is given the authority to carry out water resources management. Water
resources are managed based on the principles of harmony, balance, public
benefit, integrity and concurrence, justice, autonomy, and transparency and
accountability. Water resources are managed comprehensively and integrated,
and an environmental concept, with the aim of realizing sustainable water
resources benefits for optimal public welfare.
11. The number of customer complaints, the longer the less, but the Bandung water
company has not been fully able to overcome it all. In fact, the company faced an
increasingly long time customer complaints more and more, some of these
complaints are: 1) Distribution of water on a rotating basis and are often not well;
2) Water contamination is always dirty and roily at a certain time, but the trouble

that recurrently back; 3) Local Water Company of Bandung is still not flowing
smoothly. Issues of treatment will be followed in the case that happened. If it
happens great level or force majeure, then handling need a considerable time.
12. Response times of complaints are conducted very quickly by the company
especially to maintain confidence after the change of the organization despite not
optimal. This can be seen from the customers complaints which is actually
always get help from the attendant officers that come at that moment, but the
problem recurs again.
13. The company conducted a survey of Customer Confidence Index, and the results
showed a positive thing for the company. The current scope of the new clean
water services around 65%, the condition of the supply of clean water still
rotating distribution, as well as a fairly rapid population growth (1.72%) that also
have an impact upon the development of the technical service. While the service
coverage of dirty water, which is still low, about 58 %, the capacity of unused
wastewater treatment plant in Bojongsoang as the largest wastewater treatment in
Southeast Asia that just used about 28%. Indeed, when compared to the ratio of
clean water service coverage and the dirty water service coverage, and also
compared with the total population of Bandung, certainly it makes perception of
respondents said that the confidence of customers shows a positive thing.
Conclusion
Measurement result of costumer satisfaction at Tirta Wening local Water Company in
Bandung briefly is as follows: recorded existence of the addition of the number of new
customers in the company. This shows the perspective of consumers, the performance of the
company has increased. But there are also still customers who stops and exit from the
companys services. It indicates that there are still customers who have not been satisfied by
its service.
One of the services to the attention of customers from company is the speed of the
service. The analysis which has been conducted by Local Water Company in Bandung,
speed services have already worked fairly well but had to be improved. Although there have
been efforts to provide faster service, can not be denied that customer satisfaction against the
company which remains to be further improved.
To improve customer satisfaction, the Water Company always strives to improve the
quality of goods and services produced. As far as these products, which produced by the
company, quite quality and its quality considered much better than in the previous year. Any
attempt at improvement of the quality of goods and services, provide a positive impact
against the assessed percentage of company sales. The majority of respondents assess that
the percentage of product sales to the customer indicating the data continue to increase
anyway. Profits or the perceived benefits of customers are also quite increases with the
amount customer complaints relative decline compared to the previous one. In handling
complaints, the Water Company of Bandung is believed to have quite high level of
responsiveness in responding to any complaint raised by customers.

References
Mahsun, Mohamad. 2006. Pengukuran Kinerja sektor Publik. Yogyakarta. BP FE UGM.
Kaplan, Robert. S dan David P. Norton. 1996. The Balanced Score Card : Translating
Strategy into Action. Boston. Harvard Business School Press.
Barker, Robert S. Government Accountability and its Limits, International Information
Programs, Issues of Democracy-Electronic, Journal of the US Dept. of State, Volume
5, Number 2, August 2000, USA
Wilson, Alan. 2000. The Use of Performance Information in the Management of Service
Delivery. Marketing Intelligence & Planning 18/3 [2000] 127-134 MCB University
Press [ISSN 0263-4503].
Mahmudi. 2007. Manajemen Kinerja Sektor Publik. Yogyakarta.UPP STIM YKPN.
Ariani, D, Wahyu. 2009. Manajemen Operasi Jasa. Graha Ilmu. Yogyakarta.
Rangkuti, Freddy, 2003. Measuring Customer Satisfaction : Teknik Mengukur dan Strategi
Meningkatkan Kepuasan Pelanggan. PT. Gramedia Pustaka Utama. Jakarta.
Lupiyoadi, Rambat. 2001. Manajemen Pemasaran Jasa. Salemba Empat. Jakarta.
Tjiptono, F, dan Anastasia Diana. 2001. Total Quality Management. Edisi revisi, Penerbit
Andi. Yogyakarta.
Kouzmin, Alexander, et. al. 2004. Benchmarking and Performance Measurement in Public
Sectors Towards Learning for Agency Effectiveness. The International Journal of
Public Sector Management, Vol. 12 No. 2, pp. 121-144. MCB University Press,
0951-3558
Mardiasmo. 2004. Akuntansi Sektor Publik. Yogyakarta. Penerbit Andi.
Kelompok Kerja Air. 2009. Permasalahan Air Bersih di Kota Bandung, Artikel
Peta Masalah PDAM, Perpamsi, 2010
Realisasi Business Plan PDAM Tirta Wening Kota Bandung 2007 2011

The Study of Water Supply Service in the Project of Bottled
Drinking Water Quality in the Public Water Supply A Case
Study in Bangkok, Thailand
Noppawan Phuengpha
Student at Master Program in Public Administration, University of Brawijaya
Bhurapa University, Thailand
Email: nunop_wan@hotmail.com
Abstract: The governments public services, like electricity, water, food, health and security, have
been discussed for a long time, especially concerning their quality, efficiency, and effectiveness.
Because those services are very essential for society, an improvement was made, and a new
governments method was developed. The writer is interested in the implementation of the method.
This paper focuses on the public water supply with the quality of bottled drinking water, in which it
has been available in Bangkok for over ten years by now. The project itself is responsible for
metropolitan of waterworks authority (WMA) in Thailand. However, Bangkoks society are still not
fully confident with the project, and therefore they still feel reluctant to drink the water from the tap.
From this situation, the writer eventually made a qualitative study to investigate the project by
collecting data from journals, thesis, newspaper, magazines, and government papers. The purpose is
to prove whether the public water quality has the same quality as the bottled drinking water. During
the investigation, the writer found two factors contributing to consumers reluctance. First is the
quality of water, and the other is the quality of the distribution pipe. However, after a random quality
test in Bangkoks water distribution pipe, the result was very good. It has been reported that the
quality of the water distribution pipe is ninety-nine percents, the same as the stand quality from World
Health Organization (WHO).
Keywords: water supply service,Bottled Drinking Water Quality In The Public Water Supply,
Bangkok Thailand
Chapter 1
Introduction
Since 70% of earth is filled with water, without doubt water is considered the most important
element in our life. From the 70% of total water that we have, only 1% is freshwater that we
use and consume. (Provincial Waterworks Authority,2009)
In Thailand, people use water for two main reasons, for drinking, and domestic use.
According to the survey in 2009, Thai people acquired water from four different sources;
bottled drinking water, rains, water supply and springs. From those four, the most common
are drinking water, and rain. There is more than fifty percents of household using water
supply for drinking. The quantity of water supply usage in average is 1.81 cu.m. per capita

per day for the people living in Bangkok, Nonthaburi, and Samupprakarn. Citizen in
provincial use 0.85 cu.m. per capita per day. (national statistical office, 2009)
The Metropolitan Waterworks Authority (MWA), Thailand, is a state enterprise
under the Ministry of Home Affair. The mission of MWA is to provide good quality water
supply to residences, businesses, and industries in Bangkok, Nonthaburi, and Samut Prakan
only. MWA has been improving and developing services focusing on customers'
convenience and fairness. Being aware of the good governance, MWA keeps managing the
transparent process, and winning the Best Practice on Corporate Governance Award Contest
in 2000. The MWA achieve ISO certificate in several processes which can guarantee their
products and services quality such as water treatment process, new connection of tap water
service (within 3 days), pipe repair (within 24 hours), water charge payment (within 3
minutes), and training scheme (MWA, 2011).
The water production of MWA are 1,736.4 million cubic meter, and the number of
customer at the end year 2009 are 1,920,155 people, covering around 2,329.3 km2 of service
area (MWA, 2009).
The MWAs missions as listed in the act of the MWA establishment in 1967, were
namely (MWA, 2010):
To explore the raw water sources.
To produce good quality of water supply, and distribute to Bangkok, Nonthaburi and
Samuntparkarn.
To continue to manage and operate the MWA enterprise for the benefit of the Thai people
and the nation.
Moreover, there are 16 branch offices of MWA, namely: (1) Metropolitan
Waterworks Authority (MWA), (2) Bangbuathong Branch Office, (3) Bangkhen Branch
Office, (4) Bangkoknoi Branch Office, (5) Lad Phrao Branch Office, (6) Mansri Branch
Office, (7) Minburi Branch Office, (8) Nonthaburi Branch Office, (9) Phasicharoen Branch
Office, (10) Phayathai Branch Office, (11) Phrakhanong Branch Office, (12) Prachachuen
Branch Office, (13) Taksin Branch Office, (14) Thungmahamek Branch Office, (15) Samut
Prakan Branch Office, (16) Sukhumvit Branch Office.
1. The Advancement of the Term of Payment
There are three ways of payment of the water-bill. First, the customer could pay by
using agent or counter services, only for on-time bills or bills with no previous balance at the
Metropolitan Electricity Authority branches. They could do it at Just Pay Point (TOT), Pay
at Post, Counter Services (BKK and Metropolis), m-Pay Station, True shop, Counter service
at banks (SCB, Kasikorn Thai, Nakornlaung Thai, Government Saving, TMB, Krung Sri)
and Counter services, and Just Mart Pay Point. The service fee is 10 baht per bill, and 5 baht
per bill at Tesco Bill Payment.
Secondly, at 16 Branch Offices. The third, by Electronics Service (on-line payment).
The customers have to register with the internet banking which will auto-debit from the
customers bank accounts. (Krung Thai, Krung Sri Ayudhaya , UOB, TMB, Nakornlaung
Thai, SCB). Pay by auto-debit from an account balance, customers can submit their
requirements to the bank where they have a bank account or any MWAs branches. There are
the bank where customers can pay cashes such as Bangkok Bank, Thai Credit Bank, Krung
Thai, City Bank (Only Business / 10 Bath per 1 paper), Bank of Ayudhya, UOB, Kasikorn

Bank, Standard Charter, CIMB Bank, Government Saving Bank, SCB, Government Housing
Bank, Nakornlaung Thai, Islamic Bank of Thailand, Thanachart Bank Agricultural co-
corporative, Bank for Agriculture and Land and House Bank, TISCO Bank Public Company
Limited and City Bank (only the companies and the shops that have already submitted the
requirement, and the fee is 10 baht for each item.). Pay by auto-debit of credit card; The bank
where payment can be deducted from credit card such as Kasikorn Bank, City Bank, Diner
Club, HSBC, CSB, SCB and Tesco Visa. Pay by Phone System; Customers are able to pay
via AIS and m-Pay.(MWA,2010)
Background of Tap Ready to Drink Water Supply
MWAs vision is to produce good quality water for citizen. MWA spends much money in
investment either in water manufacturing companies, water transmission system, production
process, and water distribution mechanism, yet they failed to provide water with World
Health Organization (WHO)s quality. As a result, the citizens do not trust in water supply
quality, and they buy drinking bottle that has been processed using water filter and boiler,
and etc. Yet, after being carefully observed, bottled drinking water has less quality compared
with water from natural springs. The problem remaining is how to provide natural springs
water quality into homes, in which the hope is that people can directly consume the water
from their home taps. This idea is proposed by the Ministry of Public Health of Thailand to
see if the idea is possible. This will bring more economical domestic spending as people will
not need to buy drinking water. The Ministry of Public Health of Thailand sets committee to
consider the project in Bangkok,Thailand. For this, there were representatives from various
organizations such as the Ministry of Public Health of Thailand, the National Statistical
Office, Mahidol University, Kasetsart University, Chulalongkorn University and
Metropolitan Waterworks Authority. This project was started from the area where new pipes
had been installed, and the water supply was from BangKen water manufacturing factory.
Then, after for some time, approximately on 6 April 1984, the Ministry of Public Health of
Thailand announced the areas where citizens can directly drink water supply from
taps.(MWA,2010)
The Ministry of Public Health of Thailand would like to provide water with the
quality the same as the one in the developed countries so that it can directly be consumed
from taps. The Ministry of Public Health of Thailand sets committee water supply can be
consumed everywhere. It consists of permanent official of Ministry of Public Health of
Thailand, department of medical sciences, department of Health, the Government Public
Relation Department and Metropolitan Waterworks Authority. The committee formulated
policy, approved plans, announced areas with tap ready to drink water, as well as gave
suggestions to the subcommittee. There are two subcommittees; the first committee is the
academic subcommittee. The duty is to fix method for gathering and sending water supply
sample, method for analysis, method for evaluation and conclusion and report. The second
subcommittee is the public relation. The duty is to fix content, and establish public relation
department for this project.(MWA,2010)
The principal of this project is to guarantee water supplys quality that WMA
produces. The operational unit would have the job of analyzing food division in the
department of medical sciences to fix a plan, areas samples, manual, technique, way and
regulation for gathering, taking care of, sending water sample, making waters sampling

form and preparing bottle for sampling. The environment sanitation division gathers water
sample, keeps and sends to lab of food analysis division. MWA prepares vehicle and
staffs.(MWA,2010)
The regulation of WHO, 1993 says the quality of water will be fixed from the
laboratorys result. There are quality standards to follow and take place for three times
continuously in each area of sampling. And water supply quality surveillance ten percents of
whole sample. If pass all, it is announced. After announcement, the staffs always test water
supplys quality. On April 5, 1997, Phayathai branch was announced as a tab ready to drink
water area. On April 27, 1998. Mansri branch was later announced. And on May 24, 1999,
every area of WMA was announced. (MWA,2010)
The purpose of this project is to make citizens and foreigners confident that the
water Thai government provides is clean, safe, and economical. (MWA,2010).
2. Statement of Problem
As local citizens did not trust the quality of public water supply to be safely
consumed, people tended to buy bottled drinking water. Because of this, the demand of the
bottled water had been rocketing very high, yet a new problem arrived. As the demand went
high, bottled water companies did not give good attention to the manufacturing process; even
some of them did not have good knowledge in water processing system. Also the bottled
drinking water created another problem with its plastic bottle wastes.
As plastic is difficult to dispose, citizens spent more money for buying drinking
water in bottle. Therefore, eventually the MWA wanted to solve the problem and build the
confidence of the citizens, and initiate a new project entitled, tab ready to drink water
supply. (bangkokpost, 2007)
3. Study Questions
For this study, the questions arose are:
a. How is the implementation of water management quality project by MWA for providing
water supply that can directly be drunk?
b. How does the water supply service in project of Bottled Drinking Water Quality In The
Public Water Supply by MWA in the NPS and good government point of view?
Chapter 2
Literature Review
1. Previous Researches
There are three previous researches related to the topic. First is about the
populations satisfaction of Bottled Drinking Water Quality In The Public Water Supply
project, second is the satisfaction and obstacle of water supplys user in terms of quality and
efficiency of Bangkhen branch service and the other is the acceptance of water supplys user
in Bottled Drinking Water Quality In The Public Water Supply project. The third is the
acceptance of the people to the Drinkable Tap Water Project in Service Providing Areas of
Metropolitan Waterworks Authority. The first is the research on attitude of water supply
consumers in Bottled Drinking Water Quality In The Public Water Supply. The main
mission of MWA is to produce water supply with the quality of the same as the one by
WHOs standard. Although WMA set project to make the water supply ready to be

consumed from taps, yet citizens are not confident. They still trusted quality of drinking
water in bottle. So the researcher wanted to study the attitude of water supplys consumers in
Nonthaburi brance, Bangkok ,Thailand. The purpose of this research is to study the
knowledge and attitude of water supplys consumers in Bottled Drinking Water Quality In
The Public Water Supply. And study about factor that has relations with the knowledge and
attitude of water supplys user. The research took place at Nonthaburi branch only citizen
who paid bill. There were 100 samples in questionnaires. The result shows two parts. The
first part is about the knowledge of water supplys user, there are more than sixty percents of
the people having moderate level of knowledge. The influencing factors are age, education,
housing. The second part is the attitude of water supplys user in Bottled Drinking Water
Quality In The Public Water Supply. Water supply consumers have moderate level of
understanding. The influencing factors are color, smell, taste and so on. From this research,
Although MWA has a good operation for producing good water supplys quality but water
supplys consumers dont have confidence in Bottled Drinking Water Quality In The Public
Water Supply project because they havent got enough information about this project. In
order to make them confident, WMA should increase public relation for spreading the
knowledge and information. MWA should make cooperation with private organization and
another state organization and WMA should persuade citizens to join the operation. (JakKrit
Kraykling,2003)
The second is about the satisfaction and obstacle of water supplys consumers in
terms of quality and efficiency of Bangkhen branch service. The national policy makes
policy that all of the state organizations to follow Thailands international public sector
standard management system and outcomes. To increase operation efficiency, Thai
government gives policy to MWA to change to state enterprise. The state enterprise
emphasizes clients. The state enterprise sees clients as an importance part. MWA has a
policy for the branches to improve their operations. MWAs policy emphasizes services for
client by improving staff, operation, plan, service and etc. Policy of MWA is the same as
Thailands national policy. the purpose is to study the satisfaction of water supply user of
Bangkhen branch, comparing level of satisfaction with factors such as gender, age,
education, career, income and kind of water supplys user. The study took place at Bangkhen
branch. The number of sample is 400 persons by using questionnaire. The result shows the
level of water supplys user is in moderate level. It consists of service, quantity and quality,
repair and completed with tool and operation such as officer note number of metre, informs
service charges and payment. From this research, we can see that MWA should improve
some process such as branch office should have call center, training for all staff and should
use new technology for noting number. (Chaviwan Vinitkhetkhumnuan,2005)
The third is about acceptance of water supplys consumers in Bottled Drinking
Water Quality In The Public Water Supply project. This is the case study service area of
MWA. Trend of drinking water of citizen in Bangkok , Nonthaburi, Samutprakarn increases
every year. There are many producers want to produce bottled drinking water. But the
problem is many factories do not have the quality the same as the standards. It may cause
health problems to consumer. Thai government gives policy to MWA to be responsible for
producing good water supply quality . The research wants to know when the Bottled
Drinking Water Quality In The Public Water Supply project is operated, and the result as
well. How many percent of confidences level that finally be found? The purpose of this

research is to study confidences level of water supplys consumer to Bottled Drinking
Water Quality In The Public Water Supply project, and study the relation of individual data,
know about information, news and quality of water supply with Bottled Drinking Water
Quality In The Public Water Supply project. The researcher took place in the service area of
MWA; Bangkok, Nonthaburi and Samutprakarn. There are 400 persons sampled by using
questionnaire. The result is individual data such as gender, status, age, career, education and
income, Getting news and information and understanding about water supplys quality in
with Bottled Drinking Water Quality in the Public Water Supply project have relation with
the confidences level. This research makes acceptance to water supplys consumers. It is
quite difficult. It relates with individual belief and experience too. So MWA should to find
new strategy for public relation, make activity that citizen can join and MWA should to join
in citizens activity too. (Benjawan Prampong, 2005)
The Public Choice and New Public Service
The studies decision is to allocate resources and redistribute income are made through a
political system and investigates how the political process is used to determine the quantity
of goods and services supplied by government (pure public goods or quasi-public
goods)(Hyman, 2002).
There are seven main concepts of the New Public Service (NPS), as following
(Denhardt and Denhardt, 2007, p.42-43) :
- Serve Citizens, Not Customers: The public interest is the result of a dialogue about
shared values rather than the aggregation of individual self-interests. Therefore,
public servants do not merely respond to the demands of customers, but rather
focus on building relationships of trust and collaboration with and among citizens.
- Seek the Public Interest: Public administrators must contribute to build a collective,
shared notion of the public interest. The goal is not to find quick solutions driven by
individual choices. Rather, it is the creation of shared interests and shared
responsibility.
- Value Citizenship over Entrepreneurship: The public interest is better advanced by
public servants and citizens committed to making meaningful contributions to
society rather than by entrepreneurial managers acting as if public money are their
own.
- Think Strategically, Act Democratically: Policies and programs meeting public needs
can be most effectively and responsibly achieved through collective efforts and
collaborative processes.
- Recognize that Accountability is not Simple: Public servants should be attentive to
more than the market; they should also attend to statutory and constitutional law,
community values, political norms, professional standards, and citizen interests.
- Serve Rather than Steer: It is increasingly important for public servants to use
shared, value-based leadership in helping citizens articulate and meet their shared
interests rather than attempting to control or steer society in new directions.
- Value People, Not Just Productivity: Public organizations and the networks in which
they participate are more likely to be successful in the long run if they are operated
through processes of collaboration and shared leadership based on respect for all
people.

1. The New Public Management
The New public management (NPM) is management techniques and practices drawn
mainly from the private sector, and increasingly seen as a global phenomenon. The NPM
reforms shift the emphasis from traditional public administration to public management. Key
elements include various forms of decentralizing management within public services (e.g.,
the creation of autonomous agencies and devolution of budgets and financial control),
increasing use of markets and competition in the provision of public services (e.g.,
contracting out and other market-type mechanisms), and increasing emphasis on
performance, outputs and customer orientation (George A. Larbi, 1999).
2. The Good Governance
The principle of good governance is focused on the organizations purpose and on
outcomes for citizens and service users, performing effectively in clearly-dened functions
and roles, promoting values for the whole organization and demonstrating the values of good
governance through behavior, taking informed, transparent decisions and managing risk,
developing the capacity and capability of the governing body to be effective, engaging
stakeholders and making accountability real (Chartered institute of public finance &
account). There have 8 major characteristics of good governance, namely: participatory,
consensus oriented, accountable, transparent, responsive, effective and efficient, equitable
and inclusive and follows the rule of law. It assures that corruption is minimized, the views
of minorities are taken into account and that the voices of the most vulnerable in society are
heard in decision-making. It is also responsive to the present and future needs of society.
Further explanations are stated below:
- Participation; Participation by both men and women is a key cornerstone of good
governance. Participation could be either direct or through legitimate intermediate
institutions or representatives. It is important to point out that representative
democracy does not necessarily mean that the concerns of the most vulnerable in
society would be taken into consideration in decision making. Participation needs to
be informed and organized. This means freedom of association and expression on
the one hand and an organized civil society on the other hand.
- Rule of law; Good governance requires fair legal frameworks that are enforced
impartially. It also requires full protection of human rights, particularly those of
minorities. Impartial enforcement of laws requires an independent judiciary and an
impartial and incorruptible police force.
- Transparency; Transparency means that decisions taken and their enforcement are
done in a manner that follows rules and regulations. It also means that information is
freely available and directly accessible to those who will be affected by such
decisions and their enforcement. It also means that enough information is provided
and that it is provided in easily understandable forms and media.
- Responsiveness; Good governance requires that institutions and processes try to
serve all stakeholders within a reasonable timeframe.
- Consensus oriented; There are several actors and as many view points in a given
society. Good governance requires mediation of the different interests in society to
reach a broad consensus in society on what is in the best interest of the whole
community and how this can be achieved. It also requires a broad and long-term
perspective on what is needed for sustainable human development and how to

achieve the goals of such development. This can only result from an understanding
of the historical, cultural and social contexts of a given society or community.
- Equity and inclusiveness; A societys well being depends on ensuring that all its
members feel that they have a stake in it and do not feel excluded from the
mainstream of society. This requires all groups, but particularly the most vulnerable,
have opportunities to improve or maintain their well being.
- Effectiveness and efficiency; Good governance means that processes and institutions
produce results that meet the needs of society while making the best use of resources
at their disposal. The concept of efficiency in the context of good governance also
covers the sustainable use of natural resources and the protection of the environment.
- Accountability; Accountability is a key requirement of good governance. Not only
governmental institutions but also the private sector and civil society organizations
must be accountable to the public and to their institutional stakeholders. Who is
accountable to whom varies depending on whether decisions or actions taken are
internal or external to an organization or institution. In general an organization or an
institution is accountable to those who will be affected by its decisions or actions.
Accountability cannot be enforced without transparency and the rule of law.
(UNESCAP, 2012).
Chapter 3
Analysis
Public choice in MWA; principle of public choice is to study about the behavior of public
organization for public service and find the way or structure that is suitable for public
service. To find factors that show citizens of not being satisfied with the public service. The
factor helps administrator find a way or a change in strategy for responding the demand of
citizens. From problem, citizens are not confident to water supply quality of MWA. MWA
tries to find strategy to make the citizens confident to citizen in water supplys quality the
same as the quality of drinking water in bottle. MWA thinks Bottled Drinking Water
Quality In The Public Water Supply project. And focus on separate area to subarea for
opening opportunity to citizen. MWA has sixteen branches, they are all of MWAs service
area. So citizen has more convenience.
NPM in MWA :
Based on enterprise plan volume 3 that Bottled Drinking Water Quality In The Public
Water Supply project occurred during this plan. There are three purposes; to operate
adequate service of water supply in MWAs area, to improve the distribution system; to
reduce loses of water supply value, and to improve the execution by increasing potential in
working, establishing cooperation with private organization and more focus in raw water
sources, raw water resources such as surface water (Jaopraya River, Thajean River and
Maeklong River) and underground water. It shows that MWA wants to improve operation
that has more efficiency. MWA realizes good management is the basic of increasing
efficiency operation and services quality. MWA improves many things in operation such as
using new technology for financial, information management system by connecting to
improve operation and human resource development. MWA makes an enterprise plan. It
fixes service plan that emphasize good management and service oriented organization. For

service quality development, is consists of waters quality development, water pressure
improvement, and satisfaction in Bottled Drinking Water Quality In The Public Water
Supply project and service reliability. There are four parts, as follow :
1. Water quality control of MWA consists of developing quality of water supply in
production factory following ISO and quality control quality of water supply. Moreover
there is an interior control in every water production factory. MWA has central quality
control system to improve the quality of water supply pipes according to the standard.
The way for operating central quality control system gathers water supply sample from
pump station and service area of MWA. And then the water is sent to lab for chemical
character tests.
2. Bottled Drinking Water Quality In The Public Water Supply project; MWA produces
and establishes good water supply service and quality and it is confirmed. The water
supply of MWA can directly be consumed. But there are some water supplys consumers
who experience bad quality. The cause of this is the pipe in each house which is old. So
MWA intends to solve that problem. The officer visits the houses and gives
recommendation for repair or pipe checks. Bottled Drinking Water Quality In The
Public Water Supply project was operated in school, public organization, hospital, health
center, hotel and so on. MWA service is free. When MWA checks in each place if it has
good water supplys quality, MWA will issue certificate.
3. Water pressure improvement; MWA continuously improves by using variety of measures.
There are plans as follow:
3.1. execute plans for each area
3.2. cooperate with other branches
3.3. improve standard of water pressure in each point.
3.4. install new water pump that has more potential and set automatic system for
controlling water pump
3.5. conduct two times a week check for surveillance of low water pressure by each
branch
3.6. protect water pressure with low pressure. MWA solves the problem by cleaning pipe
and checking valves as well as coordinate with send and distribution center.
4. Improve other service such as each branch operates the same as service oriented
organization. It emphasizes convenience, rapid in service and increased service reliability.
MWA operates by emphasizing as follow :
4.1. Convenience and rapid in service.
Improve improves its territory for each branch. It is more modern.
Use one stop service for installation water supply. MWA will operate within 3
days.
Increase hour for receiving payment. It opens at 7.30, and does not stop at lunch.
Increase choice for payment such as bank or representation of MWA. In the
beginning, MWA pays service charge (2002),
make cooperation with Metropolitan Electricity Authority (MEA), if citizen
applies for installing electricity and water supply system too,
Use new system for checking the meter and giving bill. Make cooperation with
public utility organization such as electricity, telecommunication and local office
so citizen can contact everything in one place.

4.2. Increase service reliability. MWA operate as follow :
improve efficiency management distribution system by making data base and
reducing the number of stop distribution that has at least number.
The officer can repair broken pipe in 24 hours and will finish within one day.
Improvement operation of each branch has the same as international standard
Improve five system; guarantee money system, money for payment with
remaining amount. Payment by pay at representation system, payment by
checques and system for receiving complaint.
Use Geographic information system: GIS to create pipe map. It was connected to
water supplys user information. It can reduce process such as time for installing
water supply system can finish within 2.5 day and pipe repair use time less than
five hours.(Chaviwan Vinitkhetkhumnuan,2005)
From above mention, MWAs operation relates with NPM in improving efficiency.
It changes the operation to be more modern. Using strategy from private organization and
emphasizing on good result. The second is the public service orientation. It focuses in the
quality of operation, intention in satisfaction of water supplys user. The third is in the search
of excellence. It emphasizes in cultures organization and values organization.
NPS in MWA
Principle of NPS has seven choices. Serve Citizens, Not Customers, Seek the Public Interest,
Value Citizenship over Entrepreneurship, Think Strategically, Act Democratically,
Recognize that Accountability is not Simple, Serve Rather than Steer and Value People, Not
Just Productivity. The first choice has water supplys quality analysis. It consists of WHO
standard, analysis water supply sample. It is divided into two parts; the first part is water
supplys sample from water production factory and pump station. The second part is water
supply in household. It is checked in lab, if the result shows pass standards that continually
pass three times for every sample, it was announced. MWA use WHO standard which is
international standard. The measure is reliable to citizen and announcement water supply can
directly be consumed. It must be analyzed from lab. Lab checks the number of pH, hardness,
residual chlorine, total dissolved solid, chloride, nitrate, lead, iron, coli form bacteria, E.coli
and pathogenic bacteria. It must continually pass three times and one hundred percent of
sample.(MWA,2010) This operation of MWA can make the citizens confident. And it relates
with the water quality management. The details are as follow;
The Implementation of Water Quality Management
The basic principles of water quality management are, namely:
1. To base on the principle of public water supply that must be clean, safe, good quality, and
drinkable. It is same to the idea of King Rama V, the founder of the public water supply
service organization in Thailand that used word Pra Pa, means clean water.
2. To build the water pipe-line, and the place for water pumping. There has been enough
pressure for transferring public water supply. The quality should be same to the drinking
water produced by factory.
3. Water quality is checked all time.

The MWA uses modern technology for public water supply production. The MWA
can bring activate carbon to use in water production process. The activate carbon is effective
for absorbing the polluted-substance. The MWA develops public water supply distribution
system, and the public water supply drinkable in the service covering area of MWA (Water
Quality Departments MWA, 2010).
For public water quality testing, the MWA design water quality management project
based on the WHO standard. It is consisted testing water quality of water resource, water
quality in pipe water and water in the household (Water Quality Departments MWA, 2010).
The water quality management consist four sub-projects, as follows :
1. Water quality surveillance for water sources;
2. Water quality management for treatment plants;
3. Water quality surveillance for tap water;
4. Water quality analysis.
The first sub-project is water quality surveillance in water supply canal (east side
and west side), basin and water resource. The MWA water resource quality is surveillance by
itself. There is corporation with Royal Irrigation Department and Pollution Control
Department for share data and assistance. Moreover, there is corporation with leaders
community, local government, such as sub-district administration organization, province
administration organization, marine department, and research institution. The operation is
test toxic in water resource all time and raise fish (Java Barb) at raw water point. This kind
of fish has the lowest resist of toxic. The MWA uses internet for 24-hours-controlling. The
result report by using intranets MWA.
The scientist use parameter for surveillance, which emphasized on biology of aquatic
animal and health effect when water quality has disorder. The scientist will rapidly report to
MWA.
The second sub-project is Water quality management for treatment plants. There is
daily operation in all of water supply production factory. The Bangkhan water supply
production factory and Thonburi water supply production factory got ISO 9000. Sarmsen
water supply production factory and Mahasawad water supply production factory use same
standard with Bangkhan water supply production factory and Thonburi water supply
production factory but they do not send document to WHO for achieving the ISO certificate.
The monitor in this project is operated in lab. The process is collected the sample of
the water supply in the area, surveillance and check water supply production process. The
scientist compare between the previous and present result.
The third sub-project is Water quality surveillance. It should be same to the
international/nation standard, particularly the WHO standard. It can divide into four types,
namely :
1. Water quality surveillance in raw water resource and water in water supply production
process by online system.
2. Water quality surveillance by keep water sample from household. The number of sample
base on WHO recommendation. It should to realize how often for keeping water sample
and result.

3. Water quality surveillance by using public water supply can directly drink from tap. The
MWA choose some organization such as school, state organization and private
organization that they attend in this project. The MWA gives certificate.
4. Water quality surveillance by see from the demand of population. The population can
send his/her request by telephone, internet and mass media. When the MWA got the
request, it will send scientist for checking.
Forth sub project is water quality analysis it consist water quality measurement in
lab. For water quality analysis has reliability, the MWA creates monitor system for check
exact of tool by using validation of water quality analysis method and standardization of
examination procedures of validation, and improving the tool for each situation. For
reducing the mistake in measurement, the MWA prepares suitable chemical for every lab.
Moreover, the MWA organize the training course and reinforcing education for scientists,
executive and officers, for share knowledge and experience.
The MWA uses various measures for ensuring the water quality testing, consisted of,
namely :
1. Validation of the standard method (VOS);
2. Preparation of standard operating procedures (SOP) based on the results of VOS;
3. Development and implementation of water quality accuracy management standard;
4. Improvements in education and training.(water quality management of MWA,2009)
These terms are suitable to make sure the water quality control in the daily activity
while testing the water sample.
Above mention, we can see implementation of water quality management, it
provides good quality water supply service which Bottled Drinking Water Quality In The
Public Water Supply project get benefit from this plan.
Good Governance in MWA
Participation; WMA do activity with school such as Bodindecha Nonthaburi, Yannawed
Witthayakom school, PueyIng school and etc. public organization such as the Comptroller
Generals Department, Thammasert University, army force and etc. include private sector
such as Bitech, Central Ladprod mall, Carabao foundation and etc. by MWA go to each
place for giving information about Bottled Drinking Water Quality In The Public Water
Supply project. For example MWA makes project and activities of recovery, treat,
developing environment such as Klong Suaw Dui Mue Rao with the purpose of making
awareness for people who stay near canal or river. They should control water resource. Sorn
Nong Rak Nam project is to make conscious to student. MWA makes activity with school
where is near the canal or river. The third is consumer issues that are clearly understood by
the MWA activities such as meeting community for public relation and give benefit to
community by the officer of each branch should do this activity at least two times per one
year, the officer gives information to people, receives complaint, examines attitude. keau
Kai Rak Num, the purpose of this activity is to persuade not only citizen who stay near raw
water source but also local officer for visit water production factory and pump station. They
realize that water is important. MWA wants every area to inform MWA when a problem
exists. (MWA,2011)

Rule of law; MWA has several acts and regulations for operating since 1967. It was
improved five times. Now MWA use act, B.E.2535 (1992). And there are transfer business,
property, dept and budget. Act about standard committee and officer, and act about hallmark.
In administrative strategy plan volume 3 (2012-2016) has value emphasize human resource
development, working system development, everyone should focus on water supplys
consumer benefit with responsibility this for stimulating all staffs. MWA makes manual
about implementation with good governance and do activities for encouraging good
governance in MWA. This includes committee for examination. For Bottled Drinking
Water Quality In The Public Water Supply projects, it has manual and exactly
plan.(MWA,2010)
Transparency; MWA has the committee for checking the operation since the first
step, and then the committee reports the leader of MWA and executives every three month.
The first process is to do planning and manual. There is course for improving knowledge and
skill of the examination committee. The examination is divided into two parts: controlling
self-assessment for once a year and independent assessment from another
organization.(MWA,2010)
Responsiveness; Bottled Drinking Water Quality In The Public Water Supply
project has manual and fix time for working such as in 1984, starting project at
Thungmahamek branch and Taksin branch. In 1986 it operated at Phasicharoen branch,
Mansri branch and Nonthaburi branch. In 1996, it operated at Phayathai branch. In 1998, it
operated with remaining branch. Presently, all of MWA service areas have Bottled Drinking
Water Quality In The Public Water Supply. The Operation of this project is to keep quality
by always checking water supply, campaign, public relation and do activity with citizen and
other organization. (MWA,2010)
Consensus oriented; it occurs from the activity can make understanding and
confidence to citizen such as For Bottled Drinking Water Quality In The Public Water
Supply project in school. When there is some school succeed in this project. It means
students can give information to other people and their family too. Other people know more
and interest in Bottled Drinking Water Quality In The Public Water Supply project again.
They will change their thinking and attitude. It is one of public relations from the real
experience.
Equity and inclusiveness; . And from statistic of using water supply in MWA service
area increases every year(MWA annual report, 2010). MWA formulates plan, strategy for
service good water supply quality in MWA service area. Every year, there is a plan for
extending production, repairing and rebuilding pump station, reducing water loss while
distributing and formulating plan for crisis, such as there is not enough water supply for
production.
Effectiveness and efficiency; mission of MWA is to provide reliable clean water
supply to ensure the customers' satisfaction and trust. MWA tries to improve and formulate
plan for the future. It can confirm in the future, there are enough raw water source that can
produce water supply enough for the demand. At present, every process of MWA
emphasizes on the quality service and sufficiency. We can see from many projects such as
water quality management project, Bottled Drinking Water Quality In The Public Water
Supply project , master plan improvement project and clean water clinic and so on. Those

projects have purposes to improve quality and working operation. Water supplys consumers
will get benefit for result of those projects.(annual report of MWA,2010)
Accountability; Social Responsibility activities are continually arranged to monitor
environment and to rehabilitate water resources by creating awareness of water resource
conservation such as Ruamjai Rak Nam water sources conservation project. Lectures and
exhibitions to educate about the water production process are held for the public to see the
value of water resource. Educational Support of such activities is meant to promote public
and students in rural areas access to information. This done by providing computers for 13
schools with network and software integrated, including bottled water support PAPA.
Social support such as water resources development in the community, via activities
such as training on bio-extract production, examination of fire-extinguishers to be in good
condition, identication of installing location and installation in additional 209 areas with the
cooperation of Bangkok Metropolitan Administration. For Bottled Drinking Water Quality
In The Public Water Supply project, MWA gives water supply ready to be consumed
platform to Chaleam Kanjanapisak park, Nonthaburi, Benjasiri park, Wachirabenjatat park,
university, school and etc. moreover when MWA do activity with citizen or other
organization. MWA will give information about Bottled Drinking Water Quality In The
Public Water Supply project or do activity for spread Bottled Drinking Water Quality In
The Public Water Supply project information with society activity in the same time such as
growing plant at intertidal forest with set the water supply platform for Bottled Drinking
Water Quality In The Public Water Supply project .(annual report of MWA,2010).
Chapter 4
Conclusion
Bottled Drinking Water Quality In The Public Water Supply project was conducted because
of the uncertain water quality problem of water supplys consumers. Most water supplys
consumers have wrong attitude about water supply. When they get Chlorine smell, they think
water supply has a bad quality, yet the truth is that Chlorine has capacity for killing bacteria.
In production MWA uses Chlorine to kill bacteria and it remains little quantity in pipe to
make sure water quality in pipe line clean. So when water supply is sent to household,
citizen can get some smell of Chlorine. Other cause is the attitude of consumer, especially
the youth, they want to buy drinking water in bottle because it has beautiful aspect, brand
and tastes. There is less public relation and consumer do not have more information about
water supply production. So they are not interested in public water supply
(Bangkokpost,2007). MWA sets Bottled Drinking Water Quality In The Public Water
Supply project for solving that problem. It started since 1983. It started from some of
branches. In 1999, it was operated all of branch. MWA operated by improved working
process. MWA use NPM, Good governance. MWA operated as follow, MWA has MWA
master plan for fix ways for working since 1974. The Central Government policy in Thailand
is concerned of all of bureaucracy must operate under the Thailand International Public
Sector Standard Management system and outcome (Thailand International P.S.O., 1997) for
increasing the effectiveness of administration and use the state organization as a tool for
implementing the policy. The goal of this policy is to recover and develop the social,
economic, and political, as well as to encourage the population life quality (Nation Standard
Institution of Thailand, 2001). It is also the same as giving the policy to MWA for transform

to state enterprise. When MWA is transformed already, it improves the policies and
emphasizes service delivery.
Such as in 2010 MWA optimize service by increasing the speed of service, reducing
complications of operation process and allowing the installation of new tap within 1 day. In
order to meet service coverage of customer with an increase, the enterprise has implemented
Information Technology in management to increase water pressure and water volume
needed. Apply of Information Technology and Services by submitting information about
stop pumping of water supply to the customers who participate in Customer Alert via SMS,
Fax and e-mail as well as send information of new installation to the applicant to
acknowledge via SMS beginning from August 2010 onwards. Increasing new service
channel by launching of Jod Jai Jorn Drive-Thru Payment Service for people to pay water
bills at service branches immediately without having to get off their car. Besides, it focuses
on research and development (R&D) in collaboration with academic institutes such as
Kasetsart University on the topic Risk Factors and Level of Raw Water Sources for MWAs
Water Supply Production. Thammasat University is part of this project as well on the topic
of Factors Affecting Pipeline Leakage and research on Study and Planning of
Maintenance Program for Water Supply Production Building. Also, it has engaged in
management of water pressure to meet the water demand and the application of Information
Technology in management to reduce water loss. In terms of good governance such as make
MWA good governance manual. It consists of MWA good governance policy, organizational
management policy, good governance promotion policy, corporate social and environment
responsibility promotion policy and ethic in MWA implementation.
Now all of MWA service areas have good water supply quality. It consists of
Bangkok, Nonthaburi and Samutprakarn. The number of customers at year end is 1,964,591
persons. The water check for quality is always all time. MWA does more social activities,
make cooperation with other organization and check quality in other organizations whether
they produce good quality of water supply. MWA will give certificate to that organization.
And they always check water quality.
MWA gains success for operation Bottled Drinking Water Quality In The Public
Water Supply project occur from uncertainty water quality problem of water supplys user
(MWA annual report, 2010).
References
Denhardt, Janet V. and Robert B. Denhardt. 2007. The new public service: serving, not
steering
George A. Larbi. 1998.The new public service: serving, not steering
Hyman. 2002. Theory of Public Choice theory. Retrieved on December 4, 2011.
Metropolitan Waterworks Authority. Water Supply in Thailand (2010-2012). Thailand.
Retrieved on March 9, 2012 from http://www.mwa.co.th
Performance Operation of MWA. 2009. Metropolitan Waterworks Authority, Thailand.
Retrieved on January 7, 2012 from http://www.mwa.co.th

The Chartered Institute of Public Finance & Accountancy. The good governance
standard for public service. Retrieved on March 23, 2012 from
http://www.cipfa.org.uk
/pt/download/governance_standard.pdf
United Nations Economic and Social Communication for Asia and the Pacific (UNESCAP).
What is good government. Retrieved on March 21, 2012 from www.unescap.
org/huset/gg/governance.htm
Nation Standard Institution of Thailand. 2001. Retrieved on March 14, 2012 from
http://www.ocsc.go.th
Thailand International P.S.O. 1997. Retrieved on March 15, 2012 from www.google.co.th
/url?sa=t&rct=j&q=Thailand+International+P.S.O&source=web&cd=9&ved=0CFkQ
FjAI&url=http%3A%2F%2Fdoctor7msu.files.wordpress.com%2F2010%2F07%2Fps
o.docx&ei=k_L5K8ztrQedvaG9Bw&usg=AFQjCNFwaV4KzxkGgM9ueRjN1Dfylftn
jw
Water is important thing, 2009, national statistical office. Retrieved on 5 April, 2012. From
http://service.nso.go.th/nso/nsopublish/citizen/news/news_water.jsp
Provincial Waterworks Authority,2009,water situation retrieved 4 April,2012. From
http://www.pwa.co.th/document/watersituation.html
Perspective, Bangkok post. Trusting the tap. Retrieved 21 March,2012. From
www.bangkokpost,com.
Jakkrit Kraykling, 2003. Attitude of water supply users in water supply can directly drink
project in Nonthaburi branch service area. Master degree, Sukhothai Thammathirat
Open University.
Chaviwan Vinitkhetkhumnuan,(2005), the satisfaction of water users : The case study of The
Methopolitan Waterworks Authority (Bangkhen branch office), Master of Arts,
Development strategy, Ratchapat Pranakorn, Thailand
Benjawan Prempong,(2005). The Acceptance of the People to the Drinkable Tap Water
Project in Service Providing Areas of Methopolitan Waterworks Authority. Master
Thesis,M.A. (Social Sciences for development). Channdrakasem Rajabhat
University.

Bureaucracy in Ethics in Public Service
Nur Fitriyah
Professor of the Faculty of Social and Political Science of Mulawarman University
Email:ellyfarida.fia@gmail.com
Abstract: Any society or nation must have a handle on which the moral attitudes, behaviors and
actions to achieve what they aspired. With the handle where the moral is good and bad, right and
wrong, and which is considered ideal and no. Therefore, no matter where we are a society, nation and
state the role of ethics may not be ruled out. All citizens concerned with ethics.
In the current practice of public services in Indonesia, we should always pay attention to the
dilemma above. Or in other words, the public service providers must learn the ethical norms that are
universal, because it can be used to guide behavior. However, these norms are also bound to accept
the situation so that the norms should not be rigid. Such acts show a maturity in ethical. Dialogue
towards consensus can help solve these dilemmas.
Our weakness lies in the absence or limitation of the code of ethics. Similarly, the freedom to
test and question the norms prevailing morality does not exist, and often rigid morality of norms that
already exist regardless of the changing times. We also still allow ourselves to be dictated by
outsiders that has not happened yet ethical autonomy.
Sometimes, we still allow ourselves to prioritize certain interests without regard to context or
where we work or are. Putting people or tribe itself is an act improperly when it is applied in the
context of public organizations that require equal treatment to all tribes. Perhaps this act
appropriately in a private organization, but it is not appropriate in public organizations. Therefore,
there should be the maturity to see where we are and the level of the hierarchy of ethics is most
appropriate to apply.
Keywords: Ethics, norms, public organizations, public service.
Introduction
Each association in the community or nation should have its ethics, the moral grip on which
the attitudes, behaviors and actions. It is distinguished by moral grip which is good, and bad,
what is right and wrong and which is considered ideal and what is not. Therefore, no matter
where we are a society, nation and state the role of ethics may not be ruled out because of all
the citizens concerned with ethics.
In social life, all societies have moral rules that allow or prohibit certain acts. Code
of conduct that must be followed by members of the community and will lead to penalties
for violations, but that could otherwise occur if the behavior is performed is considered the
ideal would be rewarded (reward) as appropriate. In the development of cultivated material
balance of physical and mental development of spiritual, space scope covers the entire

society of Indonesia. Let us try to trace the bureaucracy in Indonesia, and understand the
values contained in it and how we bureaucratic behavior in facing the future.
Any society or nation must have a handle on which the moral attitudes, behaviors
and actions to achieve what they aspired. With the handle where the moral is good and bad,
right and wrong, and which is considered ideal and no. Therefore, no matter where we are a
society, nation and state the role of ethics may not be ruled out. All citizens concerned with
ethics.
As known, the bureaucracy or public administration has the authority to act freely in
order to provide public services and create wealth for society, the regulatory authority
granted to the bureaucracy, which is a legitimate legal action to regulate people's lives
through an instrument called public policy.
As a product of law, public policy has a command (imperative) or a ban. Any person
who violates order or carry out certain acts which are prohibited, then it will be subject to
certain penalties as well. This is the juridical implications of public policy. In other words,
the juridical approach pays little attention to public policy aspects of the impact and / or
benefit from the policy. That's why we often see that government policies are often rejected
by society (public veto) because of lack of consideration of ethical and moral dimension of
society. Therefore, a public policy should not only highlight the values of true - false, but
must be developed to the socialization of the values of good - bad. Therefore, an action is
right according to law, not necessarily both morally and ethically.
In the discourse of public policy, has long touted the importance of meaning in the
public service orientation. Focal point was focused on meeting the needs of the public, not
the policy makers. However, further studied and explored the depths of meaning of the
concept of public service, then in the real world is much more intrinsic meaning of public
service is implemented properly.
Public organizations (government) as an institution that carries the mission of public
service, recently intensified campaign and compete to deliver and implement the intrinsic
meaning of public service, but such that the implementation is still far from desired. In
general there are two things that really contribute to the organization of government
(bureaucracy) in implementing the conception of public services. The first factor is the
commitment to implement existing policies. Here bureaucracy is required to have a clear
commitment by the vision and mission of the organization to carry out service functions
properly. The second is the factor of executive officials (bureaucrats) who performed the
service function. Here every individual that runs the service function should refer to the
organizational commitment set forth in the vision and mission of the organization. If both are
used as reference in the implementation of the service function, it will form an ethics that
serve as guidelines in each of the behavior of bureaucrats to carry out their duties
wholeheartedly.
The issue of ethics in public service bureaucracies in Indonesia has been less widely
discussed and thoroughly as there is in developed countries, although it has been realized
that one of the fundamental weaknesses in the public service in Indonesia is a matter of
morality. Ethics is often seen as an element that is less related to the world of public service.
In fact, the literature on public service and public administration, ethics is one of the

elements that determine the satisfaction of the public being served as well as the success of
the organization in implementing the public service itself.
These elements must be considered in every phase of public service, ranging from
policy-making services, organization structure design services, to the service management to
achieve the ultimate goal of these services. In this context, the center of attention is paid to
the actors involved in every phase, including the interests of these actors - whether the actors
have really put public interest above the interests of others. For example, using the moral
values that apply generally, such as the value of truth (truth), kindness (goodness), freedom
(liberty), equality (equality) and justice (justice), we can judge whether the actor is honest or
not in policy, fair or unfair in placing people in the unit and the positions available, and a lie
or not to report the results in service management.
Along with the rapid development of the age and the increasing complexity of
problems faced by the bureaucracy, then there has also been progress in the implementation
of the public service function, which is marked by a paradigm shift from government rule
that a greater emphasis on aspects of the legislation applicable to the paradigm of good
governance are not only focusing on the will or the will of the government alone, but
involves all components, whether it's own bureaucracy and the private sector (the public) as
a whole.
The fundamental reason why the public service should be provided is a public
interest or public interest that must be met by the government because the government who
has a "responsibility" or responsibility. In providing these services the government is
expected to carry it out professionally, and to take appropriate political decisions about who
gets what, how much, where, when, etc.. In fact, the cold fact that the government has no
guidelines or codes of ethics or moral handle adequately. The assumption that all
government officials are the ones who have stood the test must always defend the public
interest or community, it is not always true. Many cases prove that the personal, family,
groups, parties and even higher structures would dictate the behavior of a bureaucrat or
government officials. Bureaucrats in this case does not have "independence" in acting
ethically, or in other words, no "autonomy in ethics".
Definition of Bureaucratic Government Ethics
The term ethics is etymologically derived from the word ethos (Greek) which means the
characters, the character of morality or customs, which are limited to basic moral nilal
regarding what is allowed or not allowed, good or bad, appropriate or inappropriate human
behavior (The National Encyclopedia of Indonesia, 1989:205). According to experts it is
nothing ethical conduct rules, the customs of men in the association between each other to
affirm what is right and what is bad.
In the sense that in particular, is associated with the art of human relationships,
ethics is illustrated in the form of rules (code) that are systematically written deliberately
based on the principle that there are moral principles, and by the time required will be used
as a tool to judge all sorts of actions that logical-rational public (common sense) were
considered to deviate from the code of ethics. As a subject, it relates to the concept of ethics
will be owned by individuals or groups to assess whether the actions that have been done is

right or wrong, good or bad. Ethics will provide some kind of limitation or standard that will
govern human interaction in social groups.
Thus ethics is a reflection of what is called "self control", because everything is
made and applied from and to the interests of social groups (professions) itself. Therefore, it
can be concluded that a profession can only gain the trust of society, when in the
professional elites have a strong awareness of professional ethics to heed when they want to
provide professional services expertise to the people who need them.
While the definition of ethics bureaucracy are all ways to make the bureaucracy,
which covers the whole range of related individuals, companies, organizations and
communities. All of this includes how we run the bureaucracy in a fair (fairness), in
accordance with the ethics and law (legal) does not depend on the individual kedudukani or
position in society. Ethics bureaucracy will be more extensive and higher than minimum
standards set by the law if its provisions (legal), because the activities of the bureaucracy
often we find "gray-area" are not governed by the provisions of law.
The ethics of government bureaucracy can be interpreted as containing the system of
moral principles or rules that control or affect the conduct of civil servants and private
practice in running a hierarchical system of governance and the level of the position. By
adhering to these values, such as: honest, fair, just a promise, law-abiding, responsible,
responsive, careful, and good manners.
The concept of Ethics in Public Service
Keban (2001) says that in the strict sense, is an act of public service provision of goods and
services to the public by the government in the framework of its responsibilities to the
public, whether given directly or through partnerships with private and public, by type and
intensity of people's needs, the ability of communities and markets. This concept emphasizes
how public services are provided through a successful delivery of a healthy system. Public
services can be seen daily in the administration, security, health, education, housing, clean
water, telecommunications, transport, banking, and so forth. The purpose of public service is
to provide goods and services that are best for the community. Goods and services it is best
to meet what was promised or what is needed by the community. Thus the public services it
is best to give satisfaction to the public, if you need to exceed public expectations.
In a broad sense, the concept of public service (public service) is identical with the
public administration is sacrificing on behalf of others in achieving the public interest
(JLPerry, 1989: 625). In this context of public services more dititik beratkan to how the
elements of public administration such as policy making, organizational design, and
management processes used for successful delivery of public services, where the government
is given the responsibility of the provider.
Bertens (2000) describes the concept of ethics with several meanings, one of them
and ordinary people use is a habit, custom or morals and character. Great philosopher
Aristotle, says Bertens, has used this word in describing ethical moral philosophy, the
science of what is usual or customary science. Bertens also said that in the General
Dictionary Indonesian, Purwadaminta essay, ethics is defined as the science of the principles
of morality (moral), while the Big Indonesian Dictionary (Oxford University Press, 1988),
the term ethics is referred to as (1) knowledge about what is good and what is bad and on the

right and moral obligation, (2) a collection of principles or values relating to morality, and
(3) the value of right and wrong held a group or society.
In observance of the above sources, Bertens concluded that there are three important
sense of ethics, ie ethics (1) as moral values and moral norms which became a handbook for
a person or group in regulating their conduct, or so-called "value systems" , (2) as a set of
moral principles or values that are often known as the "code of ethics," and (3) as the science
of a good or bad, often called "moral philosophy".
Thinking about the ethics associated with public services have evolved since the
1940's through the work of Leys (in Keban, 1994). Leys said that an administrator if it is
considered unethical to test and question the standards used in making decisions and does
not base its decision solely on the customs and traditions that already exist.
At approximately the 1950's began to develop new thinking patterns through the
work of Anderson (in Keban, 1994) to refine aspects of the standards used in making
decisions. Anderson's work adds a new point, that the standards are used as the basis for the
decision as far as possible reflect the basic values of the community being served.
Then in the 1960's came back new ideas through writing Golembiewski (in Keban,
1994) which adds a new element, namely the ethical standards may be amended from time to
time and therefore the administrator should be able to understand the development and act
according to the standards of behavior them.
Since the beginning of the 1970's there are some important figures very large
influence on the conception of the ethics of public administrator, two of them as claimed by
Keban (1994) is John Rohr and Terry L. Cooper. Rohr suggested that administrators can use
the regime norms, namely the values of justice, equality and freedom as the basis for
decision making on various policy alternatives in the execution of his duties. In this way, the
public administrator may be more ethical (ethical being). Meanwhile, according to Cooper is
involved substantive ethical reasoning about obligations, consequences and the ultimate
goal, and act ethically (doing ethics) involves the systematic thinking about the values
inherent in the choices in decision making. Cooper thought that the ethical administrator is
the administrator who is always tied to the responsibilities and role of the organization, as
well as willing to apply the proper standard of ethics in administrative decision making.
Paradigm Ethics in Public Service
According to Fadillah (2001) ethic of public service is a way of serving the public with the
habits which contains the values of life and the laws or norms that govern human behavior
that is considered good. Therefore questioned the ethics of "good-bad", and not the "right-
wrong" about the attitudes, actions and behavior of humans in their dealings with each other,
both in community and public organizations, it has an important role in the ethical practice
of public administration.
In the paradigm "of politics and administration dichotomy" as described by Wilson
(in Widodo, 2001) asserted that the government has two distinct functions, namely the
political functions related to policy making (public policy making) or a statement of what the
country wants, and the function administration, namely with regard to the implementation of
those policies.

Thus public policy-making power is in political power (political master), and
implement policies had a power of public administration. However, because of public
administration in carrying out policy in general had the authority is called "discretionary
power", the freedom to interpret the policy in the form of programs and projects, then a
question arises, is there any guarantee and how to ensure that the authority was used in a
"good and not bad "? On the basis of ethics is needed in public administration. Ethics can be
used as a guide, reference, guidance on what should be done by the bureaucracy in carrying
out policy, and also used as a standard assessment of whether the behavior of bureaucratic
officials in carrying out the policy can be said to be good or bad.
Classic advice in 1900 and 1929 to separate administration from politics
(dichotomy) indicates that the administrator really neutral, free from political influence when
providing public services. However, critics emerged against the teachings of the dichotomy
of the administration - politics in the 1930s, so the start is addressed to the attention of the
administrator's involvement in public decisions or public policy. Since this time the public
began to pay special attention to the "play ethic" made by government bureaucrats.
Assessment of the success of an administrator or government officials are not solely based
on the achievement of efficiency criteria, economic, and other administrative principles, but
also the criteria of morality, especially towards its contribution to the public interest or
public interest (Henry, 1995).
Hummel (in Widodo, 2001) says that the bureaucracy as an ideal form of
organization has ruined himself and his society in the absence of norms, values and ethics of
human-centered. Meanwhile Kartasasmita (1997) says that the bureaucracy should be
deviated from the state. Bureaucracy has always been seen as a technical problem and not a
moral issue, which raised various issues in the operation of public bureaucracy.
While the understanding of public service provided by the bureaucracy is a form of
bureaucratic apparatus functions as public servants and civil servants. So the purpose of
public service is for the welfare of society. In that regard it Widodo (2001) defines public
service as the provision of services (service) needs a lot of people or people who have an
interest in public organizations in accordance with basic rules and procedures which have
been determined.
Relative to the Thoha (1998) says that the current state of society there is a very
dynamic development, the level of people's lives are getting better is an indication of
empowerment experienced by the community. This means that the public is increasingly
aware of what the rights and obligations as citizens in the life of society, nation and state.
The public is increasingly willing to make demands, desires and aspirations to the
government. The public is increasingly critical and increasingly willing to exercise control
over what is done by the government.
With the increasingly critical state of society, the public bureaucracy is required to
change the position and role (revitalization) dala provide public services, the likes of which
turned into a rule set and like to serve, rather than using the approach turned kkuasaan
helpfulness towards flexible kolaboratis and dialogue, and of the ways that sloganis ways of
working towards a realistic pragmatic (Thoha, 1998).

In the conditions described above bureaucracy should be able to deliver public
services more professional, effective, efficient, simple, transparent, open, timely, reponsif,
adaptive and can simultaneously build a human quality in terms of increasing the capacity of
individuals and communities to actively determine its own future (Effendi, 1989).
Further professional public service is a public service which is characterized by a
lack of accountability and responsibility of service providers, the government apparatus
(Widodo, 2001). Its features are: (1) effective, more emphasis on achieving what the goals
and objectives, (2) simple, meant the procedure / service procedures carried out in simple,
rapid, precise, uncomplicated, easy to understand and easy carried out by people who ask for
services, (3) clarity and certainty (transparent), implying the existence of clarity and certainty
regarding: (a) procedures and procedures for services, (b) the conditions of service, both
technical and administrative, (c) the work unit and or the competent authority and
responsibility in providing services, (d) details of the cost / service rates and payment
procedures, and (e) time schedule of completion of service, (4) disclosure, means the
procedure / procedures, requirements, work unit / officer in charge of the provider,
turnaround time, cost details and other matters relating to the service process must be
communicated openly to be easily recognized and understood by the public, whether
requested or not, (5) efficiency, means: (a) service requirement be limited to matters directly
related to the achievement of service objectives while considering the integration of
requirements with product-related services, (b) prevented a repetition of the same strict
compliance unit / other relevant government agencies, (6) timeliness , this criterion implies
that the implementation of community service can be completed within the allotted time, (7)
responsive, more responsiveness and lead to rapidly respond to what is at issue, the needs of
the aspirations of the people it serves, and (8) adaptive, is quickly adjust to what the
demands, desires and aspirations of the people being served are constantly experiencing
growth.
Bureaucratic ethics function
Function and ethics are closely integrated with development activities. What is being done to
achieve a better standard of living, the role of ethics is very functional. Systems and
procedures in the construction, loaded with moral values that must be adhered to by those
involved in development. What we carry out the development is essentially of, by, and for
the human or "people centered development '. In the formula outlined by the State Policy
(GBHN) referred to as intact human development and Indonesian society.
Based on the above definition, there are three basic approaches to formulate our
ethical behavior:
1. Utilitarian Approach: every action must be based on its consequences. Therefore,
one should follow in acting in ways that can provide maximum benefit to the
community, in a way that does not compromise and with the lowest possible cost.
2. Individual Rights Approach: every person in his or her actions and behavior have
a fundamental right that must be respected. But the actions or behavior should be
avoided if expected to cause a clash with the rights of others.
3. Justice Approach: the decision makers have the same position and act fairly in
giving good service to customers as individuals or in groups.

4. Thus, the function of ethics is to foster the good life based on value a particular
moral values. The dimension of human life include various social, economic,
political, cultural needall ethics, including the life within the government
bureaucracy required an awareness of ethics among subordinates to superiors,
and vice versa between superiors to subordinates. that existing procedures can
work well.
Implementation issues in Indonesia seems to function more intensive ethics
bureaucracy is still not done and moved significantly. In general, new to the stage of
the statements or just "lips-service" alone. Practical application of ethics bureaucracy
of the most frequently encountered only in the form of a paperback book "code of
conducts" or code of ethics in each of the agencies. This then is an early stage of the
ethical practice of the bureaucracy that is to codify the values embodied in ethical
corporate bureaucracy together co-culture or culture into a form of a written
statement from the government to do and not done by the officials, officers,
employees and community in the bureaucracy. Because it is enforcement of the
government was not yet clearly visible.
Bureaucratic Ethics in Public Service
Of exposure to the above it can be said that ethics is indispensable in the practice of public
administration to be used as a guide, reference, guidance on what should be done by the
public administration. Besides, the behavior of the bureaucracy was going to affect not only
themselves, but also the community it serves. Communities expect the guarantee that the
bureaucracy in carrying out policies and deliver public services financed by public funds
always bases itself on the ethical values that is consistent with his position. Bureaucracy is a
system, which in itself there is a growing tendency to continue doing good for the
organization or authority (big bureaucracy, giant bureaucracy), need to rely on ethical values.
Thus, ethics (including ethics bureaucracy) has two functions: first as a guide, reference,
reference to the administration of the state (public bureaucracy) in carrying out the duties and
authority to act in the organization was rated as good, praiseworthy and not blameworthy,
secondly, ethics bureaucracy as a standard assessment of whether the nature, behavior and
actions of public bureaucracy rating of good, good character and commendable.
A set of ethical values in the bureaucracy that can be used as a reference, a reference,
a guide for the public bureaucracy in carrying out the duties and powers include: (1)
efficiency, that is not wasteful, attitudes, behaviors and actions of public bureaucracy said to
be good if they are efficient, (2 ) distinguishes private property with the property of the
office, that office property is not used for private purposes, (3) impersonal, that in carrying
out the cooperative relationship between people who each other are collectively
accommodated by the organization, conducted a formal, impersonal relationship means need
to be enforced to avoid business sense of the elemental ratios in performing their duties and
responsibilities under the rules that exist in the organization. Who is at fault should be
sanctioned and the achievement should get an award, (4) merytal system, this value is related
to the recruitment and promotion of employees, meaning the hiring or promotion is based on
the employee no kinship, but based on knowledge (knowledge), skills ( skills), attitudes
(attitude), ability (capable), and experience (experience), making the concerned competent

and professional in carrying out its duties and responsibilities and not spoil system (the
opposite), (5) Responsible, this value is related the accountability of public bureaucracy in
carrying out the duties and authority, (6) accountable, this value is the responsibility of the
objective, because the bureaucracy accountable when they are said to be judged objectively
by the public because it can account for all manner of actions, attitudes and football
terjangnya to any party of power and that the authority is coming from and they can realize
what the expectations of the public (and professional public service that can provide public
satisfaction), (7) responsiveness, which means that the public bureaucracy has its
responsiveness to complaints, problems and aspirations of people quickly understood and
tried to meet , do not procrastinate the time or extend the service line.
Related to the ethical values of bureaucracy, as described above, it can be said that if
the values of ethics bureaucracy has become the norm, and followed and obeyed by the
public bureaucracy in carrying out the duties da authority, then this will be able to prevent
collusive actions , corruption and nepotism, or other forms of corruption in the bureaucracy,
although there is no oversight agency. However, should also be understood that the ethics
bureaucracy is not enough to guarantee no corruption in the bureaucracy behavior. More
important thing is to go back to the personality of each of the actors (human). In other words,
personal control in the form of religious faith and are attached to each individual bureaucrat
was instrumental in shaping behavior. With a strong personal control on each individual it
will be able to prevent the emergence of an intention to commit acts of mal-administration
(fraud).
According Keban (2001) Code of ethics of public service in Indonesia is still limited
in some professions such as lawyers and medical code of ethics for the profession while
others are still not visible. Some say that we do not need a code of ethics because in general
we have had religious values, moral ethics Pancasila, there's even a sworn public servant
who pronounced each apple flag. Opinion is not wrong, but it must be admitted that the
absence of these codes have been given an opportunity for service providers to disregard the
public interest. The presence of a code of conduct itself functions as a tool for the direct
control of employees or officers conduct the work. In this context, it is more important is that
the code of ethics is not just exist, but also assessed the level of its implementation in reality.
Even based on the assessment of these implementations, the code is then developed or
revised in order to always comply with the demands of changing times.
We may need to learn from other countries that already have ethical maturity. In the
United States, for example, ethical awareness in the public service has increased so much a
profession as a public service which has had a code of ethics. One example that is relevant to
public service code of ethics which is owned aalah Aspa (American Society for Public
Administration) which has been revised many times and continues to receive criticism and
improvement of its members. Values hold on the behavior of its members, among others,
integrity, truth, honesty, perseverance, respect, attention, friendliness, responsiveness, put
public interest above the interests of others, working professionals, professional
development, open communication and transparency, creativity, dedication , affection, the
use of discretion in the public interest, give protection to the information that should be kept
confidential, support for the merit system and affirmative action programs

Conclusion
In the current practice of public services in Indonesia, we should always pay attention to the
dilemma above. Or in other words, the public service providers must learn the ethical norms
that are universal, because it can be used to guide behavior. However, these norms are also
bound to accept the situation so that the norms should not be rigid. Such acts show a
maturity in ethical. Dialogue towards consensus can help solve these dilemmas.
Our weakness lies in the absence or limitation of the code of ethics. Similarly, the
freedom to test and question the norms prevailing morality does not exist, and often rigid
morality of norms that already exist regardless of the changing times. We also still allow
ourselves to be dictated by outsiders that has not happened yet ethical autonomy.
Sometimes, we still allow ourselves to prioritize certain interests without regard to
context or where we work or are. Putting people or tribe itself is an act improperly when it is
applied in the context of public organizations that require equal treatment to all tribes.
Perhaps this act appropriately in a private organization, but it is not appropriate in public
organizations. Therefore, there should be the maturity to see where we are and the level of
the hierarchy of ethics is most appropriate to apply.
Indonesia is known as a country should be more friendly and polite move adoption
of intensive ethical bureaucracy, especially after experiencing many tragedies, disasters and
economic crises, is as a warning to alert the nation. Unfortunately, this nation is also easy to
forget and easy to forgive a mistake that caused a national disaster, so the cause of the crisis
was not solved completely, and not based on an underlying pattern. Indeed the main cause of
this crisis, from the corporate side, is not functioning correctly bureaucracy ethical practices,
consistent and inconsistent.
Society required to have good governance, caring, serving, and increasing society
welfaree, is still far from reality. Influx of new people in government (reform), both in the
legislative or executive, it is still not capable to create the government performance.
Performance of public service bureaucracies become a strategic issue, because it has
broad implications in people's lives and development. One effort to reform the bureaucracy
and the management of the Government as a facilitator of development is a mindset change
in human resources (HR) of the mindset of gentry who always want to be served into the
mindset of an entrepreneur who serves customers in the community. It is based on the
premise that developed in realizing the spirit of reinventing government. The Spirit invites
government officials (public sector) to think like the entrepreneur (private sector), without
involving the government organization as a corporate organization (business).
In public life, improved performance of government bureaucracy will change
business community and passion, to create jobs and improve people's lives and development.
In government, the improved performance of the bureaucracy increase the belief to the
government and the public an image (image) government in the eyes of society, which will
further enhance the legitimacy of government and community participation.
In the selection of ethical values of state, should set the ethical values that will be
implemented by all state officials in accordance with the expectations of the people and the
government and can be implemented. In order for the ethical values of bureaucracy can be

implemented with both the necessary legal protection which is used throughout the ethical
rules under it, and the existing rules need to be harmonized or changed. Hopefully this
exposure can provide input for the community and its leadership in understanding and
implementing an effective ethics bureaucracy in the government.
References
Bertens, K. 1977. Etika. PT. Gramedia Pustaka Utama, Jakarta.
Dwiyanto Agus, Partini, Ratminto, Wicaksono Bambang, Tamtiari Wini, Kusumasari
Bevaola, dan Nuh Muhamad. 2002. Reformasi Birokrasi Publik Di Indonesia. Pusat
Studi Kependudukan dan Kebijakan (PSKK), UGM., Yogyakarta.
Gafar, Afan. 2000. Politik Indonesia Transisi Menuju Demokrasi. Pustaka Pelajar,
Yogyakarta
Gie, The Liang. 1986. Etika Pemerintahan. Yayasan Obor, Jakarta.
.993. Keadilan Sebagai Landasan Bagi Etika Administrasi Pemerintahan Dalam
Negara Indonesia. Liberti, Yogyakarta.
.998. Kode Etik Bagi Petugas Pemerintahan, Bahan Pemikiran Untuk Membina
Pegawai Negeri yang Bersih dan Berwibawa. Pusat Belajar Ilmu Berguna (PUBIB),
Yogyakarta.
Gibson, James L., J.M. Ibancevich, J.N. Donnelly. 1996. Organisasi: Perilaku Struktur dan
Proses. Erlangga , Jakarta.
Indrawijaya, I. Adam. 2000. Perilaku Organisasi. Sinar Baru Algendsindo, Bandung.
Invancevich, John M. and Matteson, Michael T. 1999. Organizational Behavior and
Management. Irwin Mc Graw-Hil. Boston, USA.
Kartasasmita, Ginandjar. 1997. Administrasi Pembangunan: Pekembangan Pemikiran dan
Praktiknya di Indonesia. LP3ES, Jakarta.
Kumorotomo, Wahyudi. 1992. Etika administrasi Negara. Rajawali Pers, Jakarta.
Miles, Mathew B. dan Michael Hubernman. 1992. Analisis Data Kualitatif Buku Sumber
Tentang Metode-Metode Baru. Terjemahan Tjetjep Rohendi Rohidi, Universitas
Indonesia Press, Jakarta.
Moenir, H.A.S. 2000. Manajemen Pelyanan Umum di Indonesia. PT. Bumi Aksara, Jakarta.
Muchsan, 2000. Sistem Pengawasan Terhadap Perbuatan Aparat Pemerintah dan Peradilan
tata Usaha Negara di Indonesia. Liberty, yogyakarta.
Mulyana, Dedy. 2003. Ilmu Komunikasi Suatu Pengantar. PT. Remaja Rosdakarya,
Bandung.
Moleong, LEksy J. 1989. Metode Penelitian Kualitatif. Remaja Rosdakarya, Bandung.

The Anteseden Variable of Customer Satisfaction (Studies on
Muhammadiyah University In East Java)
Nurul Qomariah
Faculty of Economics Department of Management
University of Muhammadiyah Jember
Email: qomariahn66@yahoo.com
Abstract: The purpose of this study was to determine the effect of service quality, the image of the
institution and the Islamic values on customer satisfaction. Service quality dimensions used in this
study is the tangible dimension, responsiveness, emphaty, reliability and assurance. Dimensions of
institution image is recognized educational institution in the community, graduates of educational
institutions may be accepted in society, educational institutions seem well in the society, service
provided the employee has the impression of polite education institutions, and teachers have the
educational institutions are able to give the impression of the course material well. The research
method used was in this study is to use multiple linear method. The population in this study were all
students of Muhammadiyah University in East Java. The number of respondents used the 400
students. The results of this study is that the quality of service, image of intitutions and islamic value
gave positive and significant effect on customer satisfaction.
Keywords : service quality, image, islamic value, satisfaction
1. Introduction
Customer satisfaction is the level of one's feelings after comparing the performance (results)
are compared with expectations (Kotler, 2000). So customer satisfaction is a condition in
which the desires, expectations and customer needs can be met. A service is considered
satisfactory if the service can meet the needs and expectations of customers (Kotler, 2000).
In the world full of competition, customer satisfaction is the deciding factor, then it must be
followed by a quality service. Evident from the above understanding of customer satisfaction
becomes a reference point and a strategy to improve and maintain ongoing customer loyalty
(Tjiptono, 208). Factors that may affect customer satisfaction one of them is the quality of
service, the statement is very logical that the quality of service be the primary determinant of
customer satisfaction (Chumpitaz and Swaen, 2003). Satisfied customers will say something
positive about the organizations that provide services to them. Similarly, customers in the
PTS in this case is a student. Students will be satisfied if the quality of services provided the
university beyond what is expected (Tjiptono, 2008). Quality of service constitute the entire
nature of a product or service that affect its ability to satisfy stated or implied needs (Kotler,
2000). Some studies reveal that the quality of service significantly influence customer

satisfaction (Salazar et al., 2004). More and more evidence that service quality
corresponding to the expected customers will give satisfaction to the customer (Munhurun
and Naidoo, 2006). Under these conditions, the quality of service is considered very closely
related to customer satisfaction. The evidence also suggested that service quality affects
customer satisfaction is the research conducted Indrawati (2006).
Another factor to consider if it is associated with customer satisfaction is the image
of the institution. Image of the institution should be built so that organizations can be
recognized by the community. Organization or company will present himself in public with
their identities. Identity can be a company logo, vision and mission of the institution, or
institution that physical appearance that distinguishes it from competitor institutions (may
include: employee uniforms, interior / exterior of the building, transportation, environment,
brochures, etc. leatlet (Kotler 2000).
There are several studies that have been conducted to examine the relationship
between the image of the institution with customer satisfaction as did Indrawati (2004) with
the variable quality of service, price, image / image and satisfaction with post-service
behavior of tourists in Bali. The conclusions were that the quality of service, price and image
effect on satisfaction and post-service behavior. Meanwhile Wantara (2008) in her study saw
the influence of image, reputation and service quality to loyalty of private college students.
While Martaleni (2010) studied the relationship between the image of institutions with
customer satisfaction, researchers found that the institution's image variables affect customer
satisfaction. However, there are differences in the results of research conducted to examine
the relationship between the image of the institution with customer satisfaction, such as
research conducted by Abadi (2006) which states that any influence or not significantly
different between the image of the institution with customer satisfaction. Graduates of the
college to be accepted in the society not only provided with general knowledge but they also
need religious values that teach the norms that should be adopted in the life of the nation.
With the planting of religious values in this case Islamic values are expected to provide
lunch to students for the challenges of life in the future that is full of competition.
There are several studies that have been conducted to examine the relationship
between Islamic values with satisfaction as did Usman and Danish (2010), the purpose of
this study to determine the influence of the spiritual values of the variables on job
satisfaction.
Efforts to create customer satisfaction is not an easy process, because it involves the
commitment and support from employees and employers (Tjiptono, 2008). Because the
creation of customer satisfaction is a process cycle that are related to each other, so that
without the commitment and support of the institution itself, it will affect the quality of
services to consumers.
Based on the description and several empirical studies, it can be concluded that
factors such as quality of service, the image of the institution, the Islamic values of variables
that can affect the satisfaction of the customer is. Variables in this study include Islamic
values that are expected to increase customer satisfaction. In this regard the study was
conducted to determine and examine the effect of the variable quality of service, the image
of the institution and the Islamic values of customer satisfaction at the University of
Muhammadiyah in East Java.

2. Research objectives
a. To analyze and test the effect of service quality to satisfaction of the Muhammadiyah
University in East Java.
b. To analyze and test the effect of the image of institutions on customer satisfaction of the
Muhammadiyah University in East Java.
c. To analyze and examine the influence of spritual values to the satisfaction of the
Muhammadiyah University in East Java.
3. Theoretical Background
Concept Marketing
There are some opinions expressed by scientists regarding the marketing concept. Kotler
(2000) defines marketing as a social process in which individuals and groups obtain what
they need and want by creating, offering and freely exchanging products of value with
others. From the above definition, it can be concluded that marketing is a business activity as
a whole which includes product, pricing, distributing and promoting goods and services that
can meet the wants and needs of individuals and groups who can satisfy. Drucker (in Kotler,
2000) says that marketing is very basic, so it can not be treated as a separate function.
Marketing is a way of looking at the whole company of the end result, namely from the
viewpoint of customers. The success of any business not specified by the manufacturer, but
by the customer. According to Ray (Kotler, 2000) covers all the marketing activities of
companies in adapting to its environment in a creative and profitable.
Concept Marketing Services
Marketing services according to Kotler (2000) is a social and managerial process in which
every action that can be offered by one party to another is essentially intangible and does not
result in any ownership. From the definition above, it can be drawn in a conclusion that the
activities on offer do not be something that can not be held or moved. Therefore, the role to
be developed is a need to describe the characteristics of a type of marketing services, then
services must be able to bring consumers or customers, assessing market opportunities,
establishing the position of services in market segments and target markets on the basis of
these services needs.
Characteristics of Services
Griffin (1996) in Lupiyoadi (2001) suggests that there are 3 (three) the inherent
characteristics of the most common services that distinguish the goods are:
1. Intangible (Intangibility) the intangible nature of services because it has not be seen,
touched, heard, or kissed before any transaction.
2. Can not be taken apart (Inseparability), the service is generally produced and consumed at
the same time, with the participation of consumers in the process, meaning that the
service production process, starting from the moment the presence of the consumer until
the completion of the process, consumers are constantly engaged so that atmosphere and
facilities that are used as interior decoration, layout, tranquility and even attractive colors
and personnel which looks at the process greatly affects the value of the services are
consumer perceptions of quality of services being sold.

3. Can not be saved (perishabilyty), the service may not be stored as inventory.
Progress of the world economy today is more conducive to the growth of service sector,
where the marketing of services has increased in recent decades due to increased
competition. While the marketing problems faced are always associated with the
characteristics of those services. Therefore the strategy adopted in the marketing of
services includes two sides, namely improving the quality of the service itself and of the
pemgguna services, namely by holding the management of customer relationships.
Service Quality Dimensions
Many studies conducted by experts in the field of management services to find out in detail
the dimensions of quality of services, including determining the most critical dimension in
service quality. Pasuraman, Zeithaml and Berry (1985) conduct special studies on several
types of service industries. There are 10 major factors that determine the quality of services,
ie access, communication, competence, courtesy, credibility, reliability, resposeveness,
security, understanding and tangibles. Furthermore, Pasuraman et al, (1988) conducted a
study back in focus groups (focus group), both users and service providers.. Finally it was
found that there is a very strong relationship between communication, competence, courtesy,
credibility and security which are then grouped into a single dimension, namely assurance. A
very strong relationship also occurs in the access and understanding that were then grouped
into emphaty. Finally Pasuraman (198) suggests 5 (five) dimensions of service quality. The
fifth dimension is the assurance, reliability, responsiveness, emphaty and tangible .
Image of Instituton
According to Kotler (2000) identity is the way a company or organization to present itself to
the community. Identity can be a company logo, vision and mission of the institution, or
institution that physical appearance that distinguishes it from competitor institutions (may
include: employee uniforms, interior / exterior of the building, transporatasi tools,
environment, brochures, leatlet etc.). Various forms of corporate identity would cause or give
the impression to the public or transmit the image to the relevant parties (stakeholders) or it
can be said that identity is a symbol of differentiation characteristic of containing and
representing the organization's image.
Lately a lot of field service companies to make changes such as changing the logo
company identity, vision and mission, the display (product performance, appearance /
uniform employees, work styles of employees or services) in order for the community as
their customers know there is a change in the company this, including removing the old
impression of (ancient) that may be less good, more than it is to foster new hope to improve
the performance of the company toward better. Some companies have made changes to the
identity of an international scale as done Citibank and Standard Chartered Bank and in 2002
with the logo change. According to them, he considered the new logo is more flexible and
easily remembered by customers.
Islamic values
Islamic values it is essentially a collection of the principles of life, the teachings about how
people should run their lives in this world, the one with the other principles are interrelated
to form a coherent whole can not be separated. Form of Islamic values must be transformed
in the field of human life.

According Tasmara (2002) Islamic values that will shape becomes more human.
Muslims will make the character as an inner energy that continues to light up their lives and
encourage each step in the right path corridor. Islamic values that will shape the human being
has a strong work ethic. Work ethic that will be reflected in the attitudes and behaviors are
based on a very deep conviction that work is worship and it's wonderful achievement.
There are 25 features of the Muslim work ethic that is based on spiritual values of
Islam among other things: (1) appreciate the time, (2) has a clean morality, (3) honesty, (4)
have a high commitment (5) strongly opinionated, (6) disciplined, (7) to the challenge, (8)
have a confident attitude, (9) has the creativity, (10) has the responsibility, (11) has an
attitude of service, (12) have self-esteem, (13 ) has the leadership, (14) oriented toward the
future, (15) simple living, (16) has the entrepreneurial spirit (17) like a challenge (18) has an
independent attitude (19) always learning, (20) has a passion overseas, ( 21) the health and
nutrition, (22) tough and unyielding, (23) oriented towards productivity, (24) to enrich the
network, (25) has the nature of the change. According Agustian (2003) Islamic values are the
values that apply and be accepted by everyone, the appropriate and acceptable on a local,
national, regional or international. This means that the values espoused the need to stay on
the orbit of an acceptable spiritual inhabitants of the earth and sky. As quoted in Al-Quran in
Surah Aali 'Imraan 3: 104 which means: "And let none of you class of people who invite to
righteousness, ordering the good and forbid from evil, and they are the lucky ones". Beekun
(1996) suggest different Islamic values with the values embraced by the western world. The
values of the western or secular system based on the value they could find of human thought.
In contrast to Islamic values, which focuses on man's relationship with the Lord. Equations
of the two systems lies in the willingness for hard work, commitment, dedication to work,
creativity, prosperity, cooperation and competition on the job.
According to Hendricks (1985) in Agustian (2003) who has been researching for 25
years to entrepreneurs and executives from successful companies in developed countries in
the world. The result is that almost all executives and entrepreneurs that are maintaining the
ethics and uphold the spiritual values. As for some of the characteristics of the corporate
mystics that are: a true honesty, justice, know yourself, focus on the contributions, work
efficiently, open to change, far-sighted vision, discipline.
Customer Satisfaction
According to Kotler (2000) customer satisfaction is the level of one's feelings after
comparing the performance (results) are compared with expectations. So customer
satisfaction is a condition in which the desires, expectations and customer needs can be met.
A service is considered satisfactory if the service can meet customer needs and expectations.
Measurement of customer satisfaction is an important element in providing better service,
more efficient and more effective. If the customer feels dissatisfied with the service
provided, the service is certainly ineffective and inefficient. Ni It is particularly important for
public service.
According to Kotler (2000) says that in identifying customer satisfaction in using
four methods of measuring satisfaction are:

1. Complaints and suggestions system
Organizations that serve the customer (customer-centered) provide ample opportunity to
its customers to submit suggestions and complaints, such as providing a suggestion box.
2. Ghost shoping
One way to get an idea of customer satisfaction is to employ a few people (ghost shopper)
to act or behave as a potential buyer for the company and competitor products.
3. Lost customer analysis
Companies should contact those customers who have stopped buying or are not moving
suppliers in order to understand why it happened.
4. Customer satisfaction survey
Start the survey responses and the company will obtain feedback (feed back) is not
directly from customers and also give an indication (signal) is positive that the company
pay attention to its customers. If the service does not equal or not in accordance with
customer expectations, then in the eyes of customers rated the service provided is bad.
Satisfaction can be written in the following equation (Buchari, 2007)
Satisfaction = f {Performance - Expectation}
1. This equation produces three possibilities, namely: Performance < Expectation
If this happens then the customer says that the service provided bad, because customer
expectations are not met or the service is not good, not to satisfy the customer.
2. Performance = Expectation
When this situation occurs, it is nothing special for the customer, services rendered
mediocre, because it has not been satisfying customers.
3. Performance > Expectation
When this state is reached, then the customer said the service provided is good and fun.
Some possible actions that can be done in customer dissatisfaction are:
a. Do not do anything
Dissatisfied customers do not complain, but practically meraka will not buy or use the
services of the company in question again.
b. Conduct Complaints
There are several factors that influence whether a customer is not satisfied will make
complaints or not, namely:
a) Degree of consumer interests do
b) Customer dissatisfaction
c) Benefits derived
d) Knowledge of an experience
e) Brush the customer of the complaint
f) Level of difficulty in obtaining compensation
g) Chances of success in making a complaint
Higher Education Institutions
In Indonesia the form of higher education which are grouped into five Universities,
Institutes, Academic, and Polytechnic High School. Each form of higher education / higher
education is quoted as saying by Law no. The National Education System has the following
meaning :

1. The University is a college that held his academic education in addition can also be held
his professional education in several disciplines of science, technology and / or particular
art.
2. Institute is a college that held his academic education in addition can also organize
professional education in several disciplines of science, technology and / or particular art.
3. High school is a university of professional education and academic discipline within the
scope of science, technology or particular art.
4. Polytechnic is a university of professional education program meyelenggarakan in a
number of areas of special knowledge.
5. Academic college menyelenggarakanprogram professional education in the branch or
some branch of science, technology or particular art.
Meanwhile, there are four terms or concepts about the nature of the four universities
where the nature of these colleges to the attention of the basic concepts of accreditation
systems BAN-PT (Higher Education, 2010).
a. Universities as producers of quality manpower (qualified manpower). In this sense is a
process of higher education and students are considered as the output (output) that has a
value or price (value) in the labor market, and success was measured by the absorption
rate of graduates in the community (employment rate) and sometimes also with the level
measured income they earn in his career.
b. Universities as training institutions for career of researchers. Quality is determined by the
appearance of higher education / research achievements of staff members. Size of the
input and output calculated by the staff receives the prize / award of research results (both
nationally and internationally), or the amount of funds received by staff and / or by
institutions for research activities, or the number of scientific publications published in
the magazine recognized by the scientific peer expert (pear group).
c. College education as an efficient management organization. In this sense the university is
considered good if the resources and funds available, the number of students through their
education process (throughput) increases.
d. Universities and colleges in an effort to expand and enhance the enrichment of life.
Indicator of institutional success lies in the rapid growth in student numbers and variety
of types of programs offered. Teacher student ratio is great and the unit cost of education
per student is low also viewed as a measure of college success.
4. Conceptual Framework and Hypothesis
Figure 1. Model the concept of variables that influence satisfaction
The research hypothesis

Hypothesis 1: Improved quality of service can increase customer satisfaction.
Hypothesis 2: Improving the image of an institution can improve customer satisfaction.
Hypothesis 3: Increasing spritual value can increase customer satisfaction.
5. Research Design
The design of the research conducted in this study is a survey research because, in
general, a unit of analysis in a research survey is the individual. In survey research, the
information needed is collected from respondents using a questionnaire. One major
advantage is the impossibility of making a survey research generalize to large populations
that researchers need to determine the study sample using the technique of determining the
available samples.
Identification of variables. The variables in this study are grouped into two :
independent variables (independent) and the dependent variable. Independent variables
consist of the quality of service (X1), the image of the institution (X2) and Islamic values
(X3) and the dependent variable is customer satisfaction (Y). According Indriantoro and
Supomo (2002) independent variables variables that describe the type or other variables that
influence, and the dependent variable variables are the type described or influenced by
independent variables.
6. Research Instruments and Variable Measurement
There are three independent variables in this study, that is the service quality, image of
intitutions and islamic value. The dependent variable is the customer satisfaction of
Muhammadiyah University in East Java. The survey instrument in this study is
questionnaire; the measurement of which consists of:
a. Quality of service is a thorough assessment of the benefits of a service / service reviewed
from the perspective of students. The indicators to measure the dimensions of quality of
service is (Pasuraman, 1995) as follows: Being Physical/tangibles), Reliability,
Responsiveness, Assurance, Empathy were measured through 19 questions developed by
Pasuraman (1995). The respondents were asked to show the level of their approval to the
items in 5 points Likert scale, from strongly disagree (1 point) to strongly agree (5
points).
b. The company's image was measured using 5 questions developed by (Blomer, 1997) and
Indrawati (2006) consisting of the following indicators (1) Recognized educational
institution in the community, (2) Graduates of educational institutions may be accepted in
society, (3) Educational institutions seem well in the society, (4) Service provided the
employee has the impression of polite education institutions, (5) Teachers have the
educational institutions are able to give the impression of the course material well. The
respondents were requested to indicate their level of approval in 5 points Likert scale,
from strongly disagree (1) to strongly agree (5).
c. Islamic values was measured using 7 questions developed by Toto Tasmara (2002) and
Ali & Al-Owaihan (2008) consisting of the following indicators (1) Having a clean
morality, (2) emphasizes honesty, (3) Have a high commitment, (4) highly disciplined,(5)
have the creativity (6) Have leadership (7) Have a soul entrepenur.
d. Customer Satisfaction was measured using 5 questions developed by Kotler (2006)
consisting of the following indicators: (1) Satisfied with facilities, laboratories, libraries

and educational institutions,(2) Satisfied with the services of employees of educational
institutions,(3) Satisfied with the course material provided teachers/lecturers of
educational institutions, (4) Satisfied with the materials / curriculum that is received from
the institution, (5) Satisfied with the policies carried out the leadership of the institution.
7. Population and Sample
Generation of the population is composed of objects and subjects that have a certain quantity
and characteristics that are applied in research to learn and then drawn the conclusion
(Sugiono, 2005). The population in this study were all students of the Muhammadiyah
Univercity in East Java by the number of 46.456 individuals . Sample is part of the
population to be studied and considered to describe the population (Soehartono, 1995).
According Sugiono (2000) the number of samples of at least 10 times the number of
independent variables in this study the number of samples used is 400 people and taking the
sample is Stratified Random Sampling. A total of 57 percent of the respondent were women;
59 percent of the respondent were 19 years old.
8. Data Collection Method
The data collection was conducted by distributing questionnaires. The researcher conducted
the study by distributing 400 questionnaires to the student of Muhammadiyah University in
East Java. Questionnaires were conducted starting the middle of March until September
2011.
9. Analysis Methods
Validityf test of data
Test the validity of the data that aims to determine the extent of the validity of data
obtained from the spreader questionnaire, the validity of this test can be done by
calculating the correlation between each question or statement with a total score of
observation. Basis for decision making using test validity (Arikunto, 1996). They are
described in table 1 below.
Tabel 1.Test of Validity
Variabel Indicator Corected Item Cut-off Add
TotalCorrelation
Service of quality X1.1 0.748 0,3 VALID

(X1) X1.2 0,537 0,3 VALID
X1.3 0,778 0,3 VALID
X1.4 0,736 0,3 VALID
X1.5 0,529 0,3 VALID
Image of X2.1 0,544 0,3 VALID
Instituions (X2) X2.2 0,456 0,3 VALID
X2.3 0,566 0,3 VALID
X2.4 0,458 0,3 VALID
X2.5 0,515 0,3 VALID
Islamic value (X3) X3.1 0,541 0,3 VALID
X3.2 0,259 0,3 VALID

Variabel Indicator Corected Item Cut-off Add
TotalCorrelation
X3.3 0,668 0,3 VALID

X3.4 0,569 0,3 VALID
X3.5 0,567 0,3 VALID
X3.6 0,674 0,3 VALID
X3.7 0,561 0,3 VALID
Customer Y1.1 0,604 0,3 VALID
Satisfaction (Y) Y1.2 0,415 0,3 VALID
Y1.3 0,653 0,3 VALID
Y1.4 0,594 0,3 VALID
Y1.5 0,394 0,3 VALID
Tabel 1 show that all of the variable have correlation value more than 0,3. So we can
say that all of the variable that used ini this reseach are valid.
Reliability Test of Data
Test reliability is a value that indicates the consistency of a measure in the same symptoms.
Each measuring device should have the ability to provide consistent measurement results.
Alpha testing using the following formula: (Arikunto, 1996). A reliable or reliable
questionnaire said if someone answers to questions are consistent or stable over time. A
construct or variable describing the value of said reliable if Cronbach Alpha> 0.60
(Nunnally, 1969). They are described in table 2 below.
Table 2. Test Of Reability
No. Variabel Indicator Reliability

1. Service of Tangiblesv (X1.1) 0,851 Reliabel
quality Reliability (X1.2)
Resposeveness (X1.3)
Emphaty (X1.4)
Assurance (X1.5)
2. Image of Known in society (X2.1)
Institution Outcomes (X2.2) 0,735 Reliabel
Good in society (X2.3)
Good service from (X2.4)
Lecture can give subject good (X2.5)
3. Islamic value Morality (X3.1) 0,795 Reliabel
Honesty (X3.2)
Comitment (X3.3)
Discipline (X3.4)
Creativity (X3.5)
Leadership (X3.6)
Entreprenuer (X3.7)

4 Customer Satisfied with facility (X4.1) 0,742 Reliabel
Satisfaction Satisfied with service (X4.2)
Satisfied with lecture(X4.3)
Satisfied with curiculum (X4.4)
Satisfied with policy (X4.5)
Table 2 show all of the variable have cronbach alpha value more than 0,6. So we can
say that all of the variable that used ini this research are reliable.
10.Hypothesis Testing
To test hypothesis 1 to 3, the data analysis method used multiplied regression analysis.
It was used to see the effect of the service quality (Pasuraman, 1995), image of institution
from Bloomer (1997), and spritualy value fram Rokhman (2010) on customer satisfaction of
Muhammadiyah University in East Java. The hypothesis test used multiplied regression
analysis, while the result of each hypothesis test are as follows:
The Test Result of Hypothesis 1
Hypothesis 1: Improved quality of service can increase customer satisfaction.
Table 3 shows that the service quality gave positive and significant effect on the
customer satisfaction of Muhammadiyah University in East Java. It is indicated by t count of
6,330 the level of significance of 0.000. It means that service quality have significant effect
on customer satisfaction. Thus, the result supported hypothesis 1.
a
TabelCoefficients
3.Test of Hypotesis
Unstandardized Standardized
Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) -3,623 1,035 -3,501 ,001
X1 ,074 ,012 ,260 6,330 ,000 ,768 1,302
X2 ,445 ,053 ,364 8,343 ,000 ,679 1,474
X3 ,218 ,038 ,247 5,658 ,000 ,675 1,481
a. Dependent Variable: Y1

Hypothesis 2: Improved image of institution can increase customer satisfaction.
Table 3 shows that the image of institution gave positive and significant effect on
the customer satisfaction of Muhammadiyah University in East Java. It is indicated by count
of 8,343 the level of significance of 0.000.Thus, the result supported hypothesis 2.
Hypothesis 3: Improved image of institution can increase customer satisfaction.
Table 3 shows that the islamic value gave positive and significant effect on the
customer satisfaction of Muhammadiyah University in East Java. It is indicated by t count of
5,658 the level of significance of 0.000. Thus, the result supported hypothesis 3.
11.Discussion
The result of hypothesis 1 indicates that the service quality gave positive and
significant effect on the customer satisfaction of Muhammadiyah University in East Java;

thus, Hypothesis 1 is supported. It is in line with the results of study conducted by Salazar et.
al (2004) which identify that the service quality give positive and significant effect on the
customer satisfaction. Martaleni (2011) says that good service quality can increase customer
satisfaction.
Hypothesis 2 stating that the image of intitutions give a positive and significant
effect on the customer satisfaction of Muhammadiyah University in East Java was supported.
Therefore, this study support the result of the study conducted by Bloomer (1997) stating
that the image give significantly positive effect on the customer satisfaction of the
organization. This study didnt support the result of the study conducted by Abadi (2006)
stating that the image give insignificantly negative effect on the customer satisfaction of the
organization.
Hypothesis 3 stating that islamic value gives positive and significant effect on the
customer satisfaction of Muhammadiyah University in East Java was supported. It is in line
with the results of study conducted by Rokhman (2010) which identify that the islamic value
give positive and significant effect on the customer satisfaction.
12.Conclusion and Recommendation
Conclusion
1) The service quality gave positive and significant effect on the customer satisfaction of
Muhammadiyah University in East Java,
2) The image of intitutions gave positive and significant effect on the customer satisfaction
of Muhammadiyah University in East Java,
3) The islamic value gave positive and significant effect on the customer satisfaction of
Muhammadiyah University in East Java,
Recommendation
Related to the objectives of the study which is testing the direct effect of the service
quality, image of intitutions and islamic value on the customer satisfaction of organization ,
the final output targeted is the development of the variabel islamic value expected to be used
by all university in Indonesia. The planting of islamic value should be done in higher
education considering that recently the value in society becoming decrease.
Related to the final goal of this study, the future research should:
1) Widen the research object, throughout Java , expecting that the variable anteseden of
satisfaction can be developed based on the results of studies in Muhammadiyah
University in East Java, can be generalized for all University in Indonesia.
2) Add marketing mix variable as a mediating variable. The addition of marketing mix as
the mediating variable should be done, because based on the previous study conducted
Chengiz and Nayla 2007; Virvilaite, 2009, shows that marketing mix has a significant
relation with the customer satisfaction. It becomes the consideration for the researcher to
conduct a follow up study concerning whether there is a possibility for the marketing mix
to be a mediating variable in the relation among (service quality, image of intitutions,
islamic value) and the customer satisfaction (directly) or not.

Public Service and Utilities* (Improvement Public Services and
Utilities Through Innovative Governance and Cooperation
between Local Government)
Soleh Suryadi
Lecturer at Faculty of Social and Political Sciences and Faculty of Post Graduate,
Pasundan University, Bandung, Indonesia
Email: suryadisoleh@gmail.com
Abstract: Public service and utilities as two pieces in one coin. Public services require facilities
and leasehold supporters . Innovative governance lead increase public service and utilities.
Cooperation between local government can create synergy and accelerations.
Implementation of the Public Private Partnership model, may increase public participation in
the construction or development and has potential benefit for both citizen and government
Systemic policy development is starting point which can provided guidlines toward
continuation policies about public service and utilities.
Improve networking among number of institutions, both of intergovernmental sector, private
sector, and also with international institution if possibility, can create a number of public utilities and
enhance public sevices..
Keywords: public service, utilities, innovative governance, networking, synergy and acceleration.
Introduction
Public service and utilities in Local government as focus of interest
What people need from local government? ,
Public expectations for the local government at along with the opening access to the local
government is very high.
As Morphet, (2008: 24), said that :people need councils which serve them well, Councils
need to listen, lead and build up their local communities. We want to see councils working in
partnership with others, making their contribution to the achievement of our aims for
improving peoples quality of life.
To realized that needed and that idea, we must arranged effectively, and depend on
how the action of Regent / Mayor activity. Beside that how widely authorities directing and
managing the Regence / City with cooperation among another institution.

Model of government has the authority to take care construct and set the household
based on its capacity which is government autonomous. The model of government is local
self government. Local self government that can also called autonomous regions, as we
know have great authority, granted by centre government, be houshold own affairs. This
means that development and the public facilities, to be part of his duties integral public
service.
The problem is, how increase public services and public utilities, how the
development of every local government, is there any similarity ofacceleration development
between local government, can be accelerated and organized. Who is provide public service
and utilities. Of course both of government institution or non government institution.
Jean Hartly in Borins (2008:159) said that: does innovation lead to improvement in
public services.
The question is challenge to search the answer them and as the reason why choose
titles : Improvement Public Services and Utilities through Innovative Governance, and
Cooperation between Local Government.
Discussion
The local government in public service may be made continously accompanied by
various governance innovation hold supported by natural resources and human resources.
On the other side government innovation must supported by citizen participation
and together with another government institution and non government organization.
Borins ( 2008:53) sad that: , the terminology of citizen participation broadly to
denote not just instances in which participatory mechanisms are endowed with decision
making authority, but also cases in which individuals are organized to contribute their
advice or their energies to a public project or toward solving some social problem
Public service and utilities as two pieces in one coin, because public service
require the means of supporter in the form means and physical.
Public service in the form and the become integral part of his duties can not be
separated and carrying capacity leasehold means public service.
Writer believe that the government innovation may shown with two aspects of the
principle namely:
1. How the government innovate find something new in providing the public utilities
2. How the participation of the citizen which is integral part can be enhanced in government
innovation itself
Thus, the synergistic cooperation between government and community is a main key
in realizing innovative governance, because community participation will thrives well if
public interest can be accomodated in governments apparent programs.
Adisasmita (2010;75) stated that :
Cumulative effect of succsessfull innovation could be seen from the emergence
of personnel which is innovative and also creative that can carry out
accelerating changes with many ways such as; the courage to create new value,

attitude and behavior that consistent, innovative and also create social
environment which favorable toward innovative activity.
Innovation better get a new discovery, both of the results Regent/Mayor thought as
well as citizen thought, may be implemented in the local government concerned. Therefore
the new discovery model must supported by institution in structurally, so automatically
supported by budget of local government.
The new discovery may not be implemented in other areas, associated with the
diffferent environment for its. A model produced by local government, can imitated by other
areas, during it can be implemented, but its better if the result of pure thoughts . Excellence
innovation of local government shall be a characterize excellence, that can be made model or
special prototype , thus constituting trademark for local government concerned.
Some aspects to note within innovative government in relation with public services
and utilities, can be expressed with Archon Fungs opinion( Borins 2008: 52) Another side
of somewhere and some criteria as follow:
1. Social cooperation
2. Communication and understanding
3. Civic mobilization for co production
4. Public consultation
5. Public Accountability
6. The problem of public ends
7. The problem of public means
8. The problem of too many evenings
The problem is there any criteria used to determine public service and how many
public utilities which should be available to meet the requirement.
The local government implementation experience in Indonesia shows that as a
consequences after the enactment of regional autonomy No. 32/2004, each region have very
large authority which submitted by central government to every region.
Its also bring logical consequences that each shall unable to perform that authorization
and carry out construction based on potentials which its had.
Not denied that an area in the development of joggle with other area, perform the
duties longer so require acceleration and cooperation synergy between regions
Here the importance of the network of the local government intercollegiate. As said
by Goldsmithdan Eggers (2004: 10) Therise of governing by network, joint-up
government: the increasing tendency for multiple government agencies, sometimes even at
multiples of government to joint together to provide integrated service.
The government improvement public service and utilities , may be conducted
through networking among institution government. Networking through the work of this,
tend to increase performance simultanously government institutions and able to increase
simultanously integrated public services. Develop networking is imperatives in improve the
performance of the organization of government.
Model put forward by Denhadrt(2006:80) as mention the development of
intergovernmental relations . This means establish relations between government

organizations, both of vertical ( with up institutions government), and horizontal ( between
Regence and City ). Cooperation between the government in horizontal, to handle any
problem between Regence and City . If the case problems that can not be resolved, the
provincial government can help finished the matter with its authority. Formally interrasial
cooperation of the local governments have arranged by law ( UU No. 32/2004, Chapter IX
Article 195-198), about cooperation and the settlement of disputes.
Model interracial cooperation of area ( Regence and City ), is still require the rule of
the implementation of technicality, so that the local governments have same understanding
of the substance of the rules. It is very important for concern the right and obligations of
local government serve citizen any time subjected to change in both the amount involved is
nor the problems faces in.
Population growth with the amount of its problem, influence of the government to
provide public utilities. Coupled with problems migration, caused inequality construction
and development results. On the basis of the population growth provision of the public
utilites and then require the anticipation of the high and progressive of the local government
itself. With other words necessary grand design comprehensive of the respective local
government respectively. One of the draft is still not popular in Indonesia ( even tend to
unpopular ), because triggering the occurence of pros and cons among organizer and public
figures, the draft is megapolitan.
Gottman (2005:163) said thatA megalopolis (sometimes called a megapolis) is
defined as an extensive metropolitan area or a long chain of roughly continuous
metropolitan areas
Megalopolis or megapolis can means as expansion of development of metropolitan
penetrate the administrative areas may affect the development of local government other in
extends including the influence of aspects of social culture.
Megapolitan happened realized or not, willed or not, fixeed proceed naturally, faced
by all local government in Indonesia shall be. Therefore development plan and
implementation become an important part of his duties principal the county gocernment, its
should better think of how synergy and acceleration with other local government. Concept
megapolitan supposed to be interpreted in the framework of development integrated relation
system, not at the expansion of yurisdiction the territory of the administration of the
government
Here the dilemmatic problem faced by local governments in care of public / local
administration, especially the administration of the local government increasingly complex.
Dilematics problem is the authority held pursuant the law of authonomus local government,
give the authority to the head of the local to establish and develop potensial the territory of
ably own. This is colouring matter in models and kind of development itself.
On the other part within the framwork of synergies and development needed the
harmony and synergies with other areas acceleration , in light of different carrying capacity .
But in terms of actual service standards so that have patterns of relatif same in any areas may
be made certain.
Pattern of services such as put forward by Osborne and Plastrik (1997:32) citizens
charter: making the customer fowerful a form of service whereby the government have

commitment in the form of certain rules in the specified time limit and rules of certain, that
work may be settled.
Thus the people have certainties and strong position. Meaning wherever resided
require the form of service of same it will be of service equally good time nor got where
cost. We are fully aware that there is difference between potential natural resources and
human natural resources in each region which of course affect the level of accelerated
motion development and the quality of public services, but it also must be realized that the
community indeed have the right to be served maximally.
This is the demand as well as responsibility of leader and the entire apparatus of
local government in every place. As the executive and also statesman that has Indonesian
vision, so that not only carry out the task inside its territory, but also has relational
responsibility between governmental organizations, in the form of willingness to cooperate
well vertically or horizontally with other local government in acceleration of development
between regions.
High commitment of Regent / Mayor with all bureuacracy urgently required in
constructing facilities the public services. This opinion shows that the development activity
should be able to respond organization wishes, improve the distribution and create balance
also the availability of public utilities which is the responsibility that belong to local
government who develop it, but indeed an area has its own privilege.
Differences in carrying capacity of nature resources can affect development type that
implemented by each region. For example: An A region not necessarily effective to build
certain types of public utilities, but an B region has posssibilities to build that certain types
of public utilities. In such condition, cooperation is needed between region to build facility
that can be used with the principle of mutual benefit. Local government can yet develop with
purely its local budgetary, then its possible to develop partnership with the private sector in
form of public private partnership. The concept of public private partnership, can be used
and applied by local government who have lack of funding to build public utilities.
Several points that must be considered in public private partnership as expressed by
Vincent Kouwenhoven and Jan Kooiman (1994:120-121),:
The term of public privat partnership is used if; there is interaction between
government and business, the focus in achieving convergent objectives is on
synergy the objectives have both of social and commercial characteristics, and
the respective identities and responsibilities of paties involved remaain intact
Process conditions for PPP, as below:
For the successful functioning of PPP, the conditions mentioned below which
are considered to be process conditions, have to be meet:
1. Mutual trust
2. Un ambiguity - and recording of objectives and strategy
3. Un ambiguity and recording of the division of cost, risks and returns
4. Un ambiguity and recording- of the division of responsibilities
5. Phasing of the project
6. Conflict regulation laid before hand
7. Legality
8. Protection of third parties interests and rights

9. Adequate support and control facilities
10. Business and market oriented thinking and acting
11. Internal coordination
12. Adequate project organization
The description of the dramatise that begins from mutual trust , synergy, have same
vision in the purpose of achievement, so that all the requirements must be satisfied
implemented may concurrently without exception.
Formula such as well as shows with interweave partnership can feel the protection
and the fixity of the law reassurance that a safe and may reach a common goal. Surely all
such requirements constitutes a whole concept should systemic and may be implemented.
Cooperation of the government sector and private sector can be expanded due with
concerning social-economic condition and local culture, so that can realized the concept of
enviromentally sound development and also have an eye for the aspects of local wisdom.
Importance of cooperation between the government and private sector, put forward
by Rondinelli (2003: 219), that:
Forming public private partnerships to assume that we formerly public sector
responsibilities has potensial benefits for both citizens and governments. Public
private Partnerships can increase competition and efficiency in service
provision , expand coverage, and reduce delivery costs. Public private
partnerships can introduce new ideas for designing program and projects and
provide greater synergy between designing and operation of facilities
The role of the public and private sector can improve competitivness in generating
facilities that the quality of services of the public and public facilities always well
maintained. Nevertheless needed support to implemented processs public private partnership,
as Rondinelli (2003: 233) said : what conditions are necessary for effective public private
cooperation.
Experience suggests that if public private partnerships are to succeed,
government must:
1. Enact adequate legal reforms to allow the private sector to operate efficiently
and effectively
2. Develop and enforce regulations that are clear and transparent to private
investors.
3. Remove unnecessary restrictions on he ability of private enterprises to compete in
the market.
4. Allow for liquidation or bancruptcy of existing state enterprises that cannot be
commercialized or privatized
5. Expand opportunities for local private enterprises to develop management
capabilities
6. Create incentives and assurances to protect current state employees after PPPs
take over service provision.
7. Redefine the role of government from directly producing and delivering services
to facilitating and regulaing private sector service
8. Formula the indicated that public private partnership success in public service
require the updating role of government , improve and clear and accurate in the
supply and granting service.

Another side also required develop managerial capabilities so as what is required by
citizen can be accurate exercised.
Its shows that increase public services strongly associated with the local government
to increase provide facilities in form of public utilities. Beside cooperation with the private
also need improved cooperation between institutions of local government. Related to this, its
needed local government cooperation as stated by Phillip J. et al. ( 1998,2004: 107 ):
Cooperative agreements among local governments usually have the following
characteristics:
1. They are generally agreements between two governments concerning a single
activity
2. They pertain to services rather than to facilities.
3. They are not permanent and contain provision for future renegotiation or
termination by either party
4. They have stand-by provisions that come into effect only when certain conditions
arise
5. They are permitted by state legislation that authorizes cooperation among local
governments in specific areas.
6. These agreements have often been mutual assistance pacts that obligate cities to
assist each other if either experiences a crisis situation
Internal organization as well as provided for in the joint intercollegiate organization
with certain wider the scope of service provider as stated by Phillip j. et.al. ( 1998, 2004:
113 ) that is call Regional organizations as service providers.
Such regional arrangements offer a number of advantages , including:
1. Consistency of local laws, regulations, policies, and practices across political
jurisdictions
2. Efficient management of resources
3. Sharing of liability exposure
4. Political power through multi-jurisdictional cooperation
5. United front for building public support for regional programs
Thus it can be expressed that innovative government could affect public service and
utilities.
The improvement of public service and utilities can be done by increasing network
with several number of institutions, both among government institution , a private sector, and
regional organization as well as international. The most important is after providing all
public utilities have build up, how the maintains of all facilities continuously. Reviewed
from bureaucratic government, the concept of maximum public services can facilitate the
citizen, must supported by bureaucracy that has competence and high commited to task as
well as the systematic networking able to have intern as well as extern. Build bureaucracy
which be able to open information access to society and facilitate citizen to deals with all
levels of government. Bureaucracy must increase speed and promptness so that people can
soon find the case of the necessitated and the prohibited acting.
Another hand bureaucracy improved the same comprehension and measure in
socialization and implementation policy so that people find out clearly the direction of those
policy. Bureaucracy not intrap but bureaucracy cling on to the guidline , clear and
measurable.

Collectivelly equally both of bureaucracy as well as citizen shall improve the
discipline in the exercise rights and obligations. Only with the regularity in public service
and utilities thats all orderly and smoothly.
Conclusion and Recommendation
The conceptual solution of public services and utilities to be realized is based on how
formulation development policy with have synergy and balanced acceleration within local
government, so that should be focus on:
1. Inventory various local potential both in physical potential as well as social-culture
potential. We are fully aware that expansion of urban areas would occur naturally
because population growth at once simultaneously with its changing demands, but it
shouldnt be allowed to occur naturally, yet to be made regional developments grand
design.
2. Systemic policy development is the starting point which can provide guidelines toward
continuation policies about public service and utilities.
3. Making a systemic and consistent in infrastructure development
4. Policy-makers should produce a comprehensive, simultaneous and futuristicpolicy,
because in principle it all begins with accurate policy.
5. Comparative studies are needed to determine each local potential, so that the government
and development acceleration also public services can be balanced from each of
respective region.
6. Improve networking among number of institutions, both of intergovernmental sector,
private sector and also international institutions if possibility.
Its like water dripping into a vast ocean, likewise a glimmer of author thought into
the realm of science, which is hopefully useful for anyone who has concerns to the substance
development of public administration.
Thank for all kindness.
References
Adisasmita, Rahardjo. 2010. Pembangunan Kota Optimum, Efisien dan Mandiri.Graha Ilmu
Yogyakarta
Borins, Sandford. 2008. Innovations in Government, Research, Recognition, and
Replication,. Brooking institution Press,Washington DC.
Denhardt, Robert B. Janet V. Denhardt .2006. Public Administration An Action Orientation.
Fifth Edition, Thomson Wardsworth. Australia, Brazil, spain, Canada, Mexico,
Singapore, United Kingdom, United States.
Gottman, Jean. 2005. Megapolis; The Urbanized Norteastern Seaboard of United States.
Brooking Institution. Washington DC.
Goldsmith, Stephen and William D. Eggers, 2004. Governing by Network. The New Shape of
The Public Sector. Brooking Institutions Press. Washington DC.
Kooiman, Jan, 1994. Modern Governance, New Governance, Society Interactions. Sage
Publication. London Thousand Oaks- New Delhi.

Kooiman, Jan 2006. Governing as Governance, Sage Publications. London-Thousand Oaks-
New Delhi
Osborne, David and Peter Plastrik. 1996. Banishing Bureaucracy, The Five Strategies for
Reinventing Government. Addison, Wesley Publishing Company, Inc.
Phillip, J. Cooper, Linda P. Brady., Olivia Hidalgo,Hardeman, , Albert Hyde, Katherin C.
Naff, J.Steven Ott, Harvey White,. 1998, 2004. Public Administration for theTwenty-
First Century, Harcourt Brace College Publishes. Forth Worth Philadelphia, San
Diego, New York,
Rondinelli, Dennis A, and G. Shabbir Cheema. 2003. Reinventing Government for the
Twenty-First Century, State Capacity in a Globalizing Society
Suryadi, Soleh. 2009. Administrasi Publik dan Otonomi Daerah. Prisma Press.Bandung.
Suryadi, Soleh. 2010. Sinergitas dan Akselerasi Pembangunan. Univ Pasundan.Bandung.
Morphet, Janice. 2008.Modern Local Government. Sage Publications. Los Angeles.london.
New Delhi.Singapore.

Improving Service Quality in Public Housing
Septiana Pancawati
Double Degree Master Program in Public Administration, Brawijaya University
Email: septiana.pancawati@yahoo.com
Abstract: Government issues some solutions to provide adequate houses for urban low income
community, such as rental flat (Rusunawa), flat owned (Rusunami), and state housing (Perumnas).
However many problems arose after its construction, for example poor environmental condition, poor
building quality, inadequate infrastructure and public services. Although societies also get benefits
from this policy, the problems that occurred should be sought immediately. Thus public service
delivery in housing sector will be increase and satisfy all parties. This paper presents many kinds of
housing problems in Indonesia and analyzes it to find the problem solution of service quality in public
housing. Qualitative research methods were used in this descriptive research through analyzing
several theories about public service and housing/ settlement. In addition, the researcher makes
comparison studies between a good and poor the implementation of public housing policy. By
analyzing problems in public housing policy and comparing good service quality of public housing,
the author will give recommendations to improve service quality in public housing.
Keywords: public housing, rental flat, service quality, public service
I. Introduction
Housing is one of the basic needs of human being, on a level with food and clothing. The
needs of housing have to be fulfilled by the state. The United Nations has also included the
right to housing in the International Covenant on Economic, Social and Cultural Rights in
Article 11, which states:3
The countries taking this covenant acknowledge the right of everybody to an
adequate standard of living, including the right of food, clothing and housing... The countries
will take measures to guarantee the realization of these rights...
The Covenant is binding to Indonesia as it ratified in 2005. Apart from that, in the
Indonesian constitution, the right to housing is one of the basic rights guaranteed by the state.
Article 28H (1) of the Constitution 1945 as amended stipulates;
All people are entitled to a healthy life, physically and mentally, and housing, as
well as a good and healthy environment, and are entitled to access to health services.
Meanwhile Law number 4 Year 1992 on Housing and Settlement, particularly
Article 5 point (1), provides:
3
Danang Widoyoko, 2007, Good Governance and Provision of affordable Housing in DKI Jakarta, Indonesia

All citizens are entitled to reside in or enjoy and/or own a proper house in healthy,
secure, orderly environment.
As a fundamental and basic rights as well as aprerequisite for any person to survive
andenjoya life of dignity, peace, security and comfortthe provision of housing and
settlements that meets the principles of decent and affordable for all people has become a
global commitment as stated in Habitat Agenda (The Habitat Agenda, Istanbul
Declarationon Human Settlements) and Millennium Development Goals (MDGs). To that
end, the Government is responsible for helping people to live and to protect and enhance
quality of settlements and the environment.
Problem Definition
Development of housing and settlements are still faced with three main problems is the
limited supply of homes, increasing the number of homes households who occupy
inadequate housing habitation and is not supported by infrastructure, environmental facilities
and adequate public utilities, as well as the growing slums widespread. Here, a description of
the fundamental problems faced in housing and settlements4.
1. Limited supply of houses.
The rapid population growth and house stairs lead to the need for new housing is
increasing from year to years. Meanwhile, from the supply side, the number of houses
built have not been able to meet the growth itself. Throughout the period 2005-2009, the
addition of new household reach 3.6 million. It is not could be followed by the new
houses construction that reach 2.5 million units. This condition is still coupled with the
555, 000 housing units in poor condition that cannot be inhabited, so that shortage of
houses (backlog) is estimated increased from 5.8 million units in 2004 to 7.4 million by
the end of the year, 2009. Increasing the amount of backlog is still lower than predicted
the first stage estimates RPJMN backlog growth will reach 11.6 million by the end of
2009, if not done handling.
2. Increase in the number of households who occupy inadequate housing habitation and not
supported by the infrastructure, facilities and adequate public environment and utilities.
In 2009, Estimated 4.8 million housing units in defective condition of the house with two
of three basic structures (walls, floors, and roof) need improvement. In addition, by
Welfare Statistics in 2008, 13.8% of households still inhabit the house with a dirt floor,
12.4% with the wall has not been permanent, and 1.2% live in the house open to the
leaves. Besides the issue of housing conditions, quality of a home was also measured by
the level of accessibility to infrastructure, facilities, and utilities (PSU), such as the
availability of clean water, electricity and toilets. In 2007, the Central Statistics notes that
as many as 21.1% of households in Indonesia have not been able to access to clean water,
as much as 8.54% of households still do not get electrical connections and as much as
22.85% of households have no access to latrines. The high number of people who live in
homes that do not meet habitable standard is an indication of the economic conditions
that still weak, so incapable of self-reliance to make improvements or improvement of the
condition of the house where he lived. Therefore, the required intervention of government
4
Rencana Strategis Kementerian Perumahan Rakyat Tahun 2010-2014, page 5-6, retrieved from
bpa.kemenpera.go.id

in improving housing conditions by integrate the physical aspects of buildings, the
environment and supporting facilities.
3. The expanding slums.
Pressure development housing needs has shifted to urban areas as a result of urbanization.
Number urban population has reached more than 50% of the total national population the
concentration of growth in large cities and metropolitan. Land area not limited to urban
areas to accommodate population growth and pressure in turn often led to irregular
settlements, slums, and not livable. Handling of slums which causes the condition has not
holistic slums cannot be overcome even area tends to increase. Result of United Nation
Development research Program (UNDP) indicates the expansion of slums reaches 1.37%
per year, so in 2009 a slum area estimated to be 57,800 ha of state before the 54,000 ha
by the end of in 2004.
Those main problems caused by various factors as follows:
a) Regulations andpolicies that have notfully support the creation of a climate conducive to
development of housing and settlements.
b) Limited access of lower-middle income people to existing land.
c) Weak settled assurance (securetenure).
d) Long-term in low-cost funds does not available to improve access and purchasing power
oflower-middle income people.
e) Lack of solid institutional organization of housing development and settlements.
f) Utilization of housing resources and settlements are not optimal.
The state of Indonesia is therefore responsible for providing decent and healthy (in
other words, conducive to inhabitants well being) housing for all citizens. This is not an easy
task because Indonesia is a country with the fourth biggest population in the world. In 2010,
the population of Indonesia was 250 million.
In the coming years, the urban areas will be under the pressure to provide housing
for their residents. Although decentralization policy was issued and the local governments
are granted autonomy to manage their own administration, in reality development is still
concentrated in big cities and Java Island. Given the wide gap between the infrastructure in
the urban and rural areas as well as between Java Island and the others, the flow of
urbanization never changes. The figure keeps going up even though the rate is not as high as
previous years. As a result, the housing issue is one of the strategic and urgent problems to
settle.
The high rate of population growth cause the low housing quality. This condition is
deteriorated with limited land existing for settlements in urban areas. Furthermore, low-
income communities are not able to build a healthy and decent houses result in the existence
of squatter settlements and slums in urban areas.

Picture 1. Unfeasible housing and squatter settlements in urban areas (Jakarta)
Government issued some policy to solve the housing problems, by providing public
housing for low-income societies. According to Law Number 16 Year 1985, government
build rental flat housing which is known as Rusunawa (Rumah Susun Sederhana Sewa).
Since 2007 government issued the construction of flat owned which known as Rusunami
(Rumah Susun Sederhana Milik). Minister of Public Housing had done some programs, as
follow build a thousand tower (Rusunawa and Rusunawa), build 1.5 million new house for
low-income communities, and giving a soft loan by KPR-BTN to build a decent house (state
housing/ perumnas). This policy is a kind of public service from government to societies in
housing sector. There are many benefits and problems that occur in its policy
implementation.
Societies obtain the advantages from this policy, among others:
1. Low-income societies have owned a proper house (state housing, Rusunami) with a low
budget. They also rent with limited budget to occupy Rusunawa.
2. Squatter settlements, particularly in urban areas, become decrease. It happens because
occupants from squatter settlements move to new environment (Rusunawa) that more
healthy and comfort.
3. Densely populated become more organized and avoid the impression of slums, as public
service in housing sector has created a new environment that is more organized and
nurtured.
4. Limited land for housing demand in urban areas can be solved with the building of
Rusunawa and Rusunami. In the same number of square land, the number of family that
can live in there more bigger than in single-family houses with better and enough
facilities.
On the other hand, some problems occur in the policy implementation process,
among others:
1. The service quality of public housing still low, such as providing clean water, communal
space, security, cleaning service
2. There are many damages at building amenities and it takes a long time to start fixing
them.

3. In Rusunawa, many rentarrears are not paid by the occupant there by affecting the
quality of service toresidents (electricity andwatercut). In some cases, management
makes the decision to evictresidents from Rusunawa, because they still ignore the
warning letter several times, and arrears of rent up tothe millions of rupiahs.
A number of government policies have been introduced to improve housing
provision for poor people. A state-owned property development company Perum Perumnas
is responsible for providing affordable housing for low income groups. There are also
regulations to ensure that every new property development includes some low cost homes.
However, deeply rooted corruption in Jakarta has undermined these initiatives. Reducing
corruption and simplifying bureaucratic processes in the housing sector would greatly
increase poor peoples access to housing in Indonesia.
Key findings of the research in providing Perumnas, include5:
Corruption at Perum Perumnas has resulted in financial losses and a lack of strategic
focus on housing for low income groups.
There is bribery and corruption related to granting business licenses. This discourages
private sector participation in providing affordable housing.
Corruption has led to the over-development of luxury homes and a lack of affordable
housing in urban areas, particularly in Jakarta. One consequence of this is environmental
damage and increased flooding risk.
Challenges and Key Question
One of the challenges the governments face in improving public service in housing sector is
applying good governance standard to improve service quality in public housing. The key
questions asked in the paper are:
(a) What does governance mean in public service?
(b) How can governments improve the public service quality in public housing?
(c) What aspect must be overcome to build good governance in public housing?
I. Theoretical Review
Rusunawa definition contained in the Ministerof Housing regulation Number
18/PERMEN/M/2007 is a high rise building built in an environment that is divided into parts
functionally structured in horizontal or vertical. Each units used separately, the control status
is leaseand built by using the State Budget funds and/or Local Budget with its primary
function as are sidential.
5 M. Sohail, 2007, Tackling corruption to improve housing services in Indonesia,Retrieved from

http://www.eldis.org/id21ext/u2dw1g1.html

Picture 2. Rusunawa
The goals of flats construction contained in Law number16 year 1985, among others:
1) Providing the needs of decent housing for the people, especiallylow-incomesegments of
society that guarantees legal certainty in their use;
2) Improving the effectiveness and efficiency of landin urban areasby giving attention to
the preservation of natural resources and create housing environment which is complete,
harmonious and balance.
Meanwhile, the implementation of flat aims to6:

a. Guarantee the formation of habitable apartments and affordable in a healthy, safe,
harmonious, and sustainable and to createn integrated neighborhood in order to build
economic security, social, and cultural rights;
b. Improve the efficiency and effectiveness of space utilizationand soil, as well as providing
a green open space in urban neighborhoods in creating a complete and harmonious and
balanced with the principles of sustainable development and environmentally sound;
c. Reduce the housing areaand preventslums;
d. Guide the development of urban are a sareharmonious, balanced, efficient, and
productive;
e. Meet the social and economic life of residents and community support to continue
prioritizing the purpose of housing needs and settlement, especially for the MBR;
f. Empower local stakeholders in the field of construction of flats;
g. Ensure the fulfillment of a decent apartment and affordable, especially for the MBR in a
healthy, safe, harmonious, andsustainable in a system of governance of the integrated
housing and settlements; and
h. Provide legal certainty in the provision, tenancy, management, and ownership of flats.
The results of the congress in Declaration and Agenda Toward a New Era of
Housing and Settlements in Indonesia, signed by 44 representatives from the Provincial
Government, stakeholders interests and the Ministry of Housing. Important things are
produced in Congress is as follows7:
6
Law Number 20 Year 2011 article 3
7
Rencana Strategis Kementerian Perumahan Rakyat Tahun 2010-2014, page 3-4, retrieved from
bpa.kemenpera.go.id

1. Government and local governments allocate part of the state budget and budgets for
provide assistance, housing stimulants for people who are weak and not capable;
2. Striving for poor families card (kartu keluarga miskin) can be applied to ease the poor
family get IMB, or administrative matters related to build his house;
3. Effort to improve the organization of business and residential housing in local level;
4. Encourage the development of settlement infrastructure to facilitate social interactions
for the creation of healthy communities;
5. Develop and mobilize resources for development financing housing and settlements;
6. Allocate a minimum of 1% Budget / budget levers that can be a manifestation decent
housing;
7. Seek to accumulate funds from various sources of the budget provision to accelerated
development of housing (both from the state/ local budget, foreign aid, and the private);
8. Institutionalization of Housing Allocation Fund;
9. Increased subsidies and incentives in the construction of proper housing for the MBR
(Masyarakat Berpenghasilan Rendah/ Low Income Communities) targets;
10. Provision of infrastructure, facilities and utilities (PSU) in the region to build a house;
11. Optimization fund of Corporate Social Responsibility (CSR) in housing and settlement
for the MBR;
12. Enhance the role of government, private and community in developing
housing and settlement for the MBR;
13. Development of the principles of partnership and enhancing the role of Corporate Social
Responsibility (CSR) in the development of housing and settlements for the community;
14. Develop public enterprises and agencies in the area, including Local Public Service
Board (Badan Layanan Umum Daerah/ BLUD) for housing development and
settlements.
Point 11-14 are the examples of the public-private partnership models. The growing
interest in cooperation between public and private parties has been at least partially
influenced by economic, social, political and cultural changes. As a consequence, the
question is increasingly voiced whether certain issues could not be dealt with more
effectively and efficiently by joint action of public and private parties, rather than their
acting in isolation8.
Because Public Private Partnership for most physical infrastructure projects are
monopolistic and because they provide services that were provided by public sector, there is
likely to be a role for local government. Local governments need not to be involved in the
construction of the asset nor should they be involved in day to day management and delivery
of services provided by this asset. Instead, the government should through a carefully drawn
up contractual agreement, set the terms and conditions for service delivery, funding and
quality and establish performance standards or measures to be met. In addition, government
involvement might consist of setting up a price regulatory system or introducing monitoring
practices that could include the establishment of performance measures.
8
John Pierre, Debating Governance. Authority, Steering and Democracy, page 150

Public Service in the Context of Old Public Administration
In the context of Old Public Administration, government provide public service through
public organizations that public organization operate the most efficient system as a closed
system, so the society involved in government are limited. The main role of public
administrator was limited clearly with planning, organizing, and civil service management,
directing, coordinating, reporting and budgeting (Denhart & Denhart, 2003).
Public Service in the Context of New Public Management
The New Public Management suggests that public managers steer rather than row, that
they move toward becoming monitors of policy implementation or purchasers of services
rather than being directly involved in service delivery itself. The NPM works with
contracting out the service provision. Using private sector and business approaches in the
public sector, in other words, runs government like a business (Denhart & Denhart, 2003).
Public Service in the Context of New Public Service
New Public Service is a set of ideas about the role of public administration in the governance
system that places citizens at the center. Citizens and public interest are at the center that
those who interact with government are not simply customers but rather citizens.
Government should not first or exclusively respond to the selfish, short-term interests of
customers. Government must be responsive to the needs and interests of citizens (Denhart
& Denhart, 2003).
There are seven Principles of The New Public Service according to Janet Denhardt
and Robert Denhardt9:
1. Serve Citizens, Not Customers
2. Seek the Public Interest
3. Value Citizenship over Entrepreneurship
4. Think Strategically, Act Democratically
5. Recognize that Accountability Isnt Simple
6. Serve Rather than Steer
7. Value People, Not Just Productivity
Public Service Quality Measurement
There has been a variety of efforts to define public sector service quality according
to Carlson and Schwarz 1995, 29 as cited Denhardt and Denhardt. One especially
comprehensive list developed for local government includes the following10:
1. Convenience measures the degree to which government services are easily accessible
and available to citizens.
2. Security measures the degree to which services are provided in a way that makes citizens
feel safe and confident when using them.
3. Reliability assesses the degree to which government services are provided correctly and
on time.
9
Denhardt and Denhardt, 2007, The New Public Service, Serving Not Steering, page 42-43
10
Denhardt and Denhardt, 2007, The New Public Service, Serving Not Steering, page 61

4. Personal attention measures the degree to which employees provide information to
citizens and work with them to help meet their needs.
5. Problem-solving approach measures the degree to which employees provide information
to citizens and work with them to help meet their needs.
6. Fairness measures the degree to which citizens believe that government services are
provided in a way that is equitable to all.
7. Fiscal responsibility measures the degree to which citizens believe local government is
providing services in a way that uses money responsibly.
8. Citizen influence measures the degree to which citizens feel they can influence the
quality of service they receive from the local government
According to Doherty and Horne (2002) there are 3D model of quality in public
services:
1. The physical dimension The services attention to the congeniality of its setting
2. The technical dimension The services application of up to date technology
3. The social dimension The services ability to form close relationships.
Meanwhile there are 10M Framework for quality audit:
1. Manpower
2. Machines
3. Materials
4. Mental agility
5. Management
6. Morale
7. Mores
8. Monitoring
9. Motivation
10. Movement
These are Good Governance Standard for Public Service:11
1. Focusing on the organizations purpose and on outcomes for citizens and service users
2. Performing effectively in clearly dened functions and roles
3. Promoting values for the whole organization and demonstrating the values of good
governance through behavior
4. Making informed, transparent decisions and managing risk
5. Developing the capacity and capability of the governing body to be effect tive
6. Engaging stakeholders and making accountability real
II. Analysis
By analyzing theoretical review What does governance mean in public service?
The Standard of good governance for public service present six principles of good
governance that are common to all public service organizations and are intended to help all
those with an interest in public governance to assess good governance practice.
1. Focusing on the organizations purpose and on outcomes for citizens and service users
11
The Independent Commission on Good Governance in Public Services, The Good Governance Standard for Public
Services, page 4-5

Being clear about the organizations purpose and its intended outcomes for citizens and
service users
Making sure that users receive a high quality service
Making sure that taxpayers receive value for money.
2. Performing effectively in clearly dened functions and roles
Being clear about the functions of the governing body
Being clear about the responsibilities of non-executives and the executive, and
making sure that those responsibilities are carried out
Being clear about relationships between governors and the public
3. Promoting values for the whole organization and demonstrating the values of good
governance through behavior
Putting organizational values into practice
Individual governors behaving in ways that uphold and exemplify effective governance
4. Making informed, transparent decisions and managing risk
Being rigorous and transparent about how decisions are taken
Having and using good quality information, advice and support
Making sure that an effective risk management system is in operation
5. Developing the capacity and capability of the governing body to be effect tive
Making sure that appointed and elected governors have the skills, knowledge and
experience they need to perform well
Developing the capability of people with governance responsibilities and evaluating their
performance, as individuals and as a group
Striking a balance, in the membership of the governing body, between continuity and
renewal
6. Engaging stakeholders and making accountability real
Understanding formal and informal accountability relationships
Taking an active and planned approach to dialogue with and accountability to the public
Taking an active and planned approach to responsibility to staff
Engaging effectively with institutional stakeholders
How can governments improve the public service quality in public housing?
To measure public sector service quality, we should know some indicators related to
public housing quality. One especially comprehensive list developed for local government
includes the following:
1. Convenience measures the degree to which government services are easily accessible and
available to citizens.
Is providing public housing policy (Rusunawa, Rusunami, Perumnas) for low-income
people have beenright on target? There are several requirements that must be met to
obtain the housing/ residence. For example, income limits to determine whether
prospective residents including the MBR or not. There are several cases which some
Rusunawa were useless because of limited occupant or miss management. Central
government have built many Rusunawa, unfortunately, some of them misses the target. In
fact, a few number of Rusunawa enthusiasts in several districts/cities are not proportional
to the number of existing residential units.
2. Security measures the degree to which services are provided in a way that makes citizens
feel safe and confident when using them.

Is the quality of the public housing buildings have been made people comfortable in the
occupied and most importantly,citizens feel secure when occupancy. Safety and
feasibility of building standards is necessary to ensure the safety of occupants for
examples, earthquake resistant buildings, firesafety/fire protection and building utility.
There are some cases in which the settlement was not built with earthquake
resistantstructures. So whenan earthquake happens,the building will easily collaps
eendangering residents.
3. Reliability assesses the degree to which government services are provided correctly and
on time.
Providing public housing should pay attention to the quality of construction that can be
completed on time. For example, although there is a deadline to build Rusunawa (six
months), it should not reduce the buildings quality. Unfortunately, the contractor who
has done the project pursuit of profit, not the qualityof work. This leads to the result
obtained under the standard of work and does not meet the technical specifications.
4. Personal attention measures the degree to which employees provide information to
citizens and work with them to help meet their needs.
Government should provide enough information to citizens in order to help them to buy
or build a decent house. The information includes price, facilities, soft loan via KPR-
BTN. Government should receive public input related to the development of public
housing program and societies needs.
5. Problem-solving approach measures the degree to which employees provide information
to citizens and work with them to help meet their needs.
In new public service, government and citizen have the same position. A public-private
partnership model is important thing for private sector to participate in settlement and
housing development by CSR (Corporate Social Responsibility). It is expected
tosolveproblemsinpublic housingsectorfunds.
6. Fairness measures the degree to which citizens believe that government services are
provided in a way that is equitable to all.
Providing public housing policy should be felt by the whole community, especially for
theMBR, so that the public believes that government programs aimed at all people, not
just for upper-middle income people.
7. Fiscal responsibility measures the degree to which citizens believe local government is
providing services in a way that uses money responsibly.
Fiscalresponsibility is the benchmark of public trust to government in the use of funds for
the implementation of the housing development program. Is the government accountable
for the allocation and use ofthe funds are public money? It is difficult tobe a good score
as many cases of corruption and financial bubbles occur in the government's mega
projects.
8. Citizen influence measures the degree to which citizens feel they can influence the quality
of service they receive from the local government. Citizen participatory can influence
service quality in public housing sector. It will be indicator the success of implementation
in public housing program. Citizenmay issueopinions and participate activelyin the
resolution of problems occurring in their neighborhood.
There are seven principles of new public service that can be applied to improve
service quality in public housing, among others:

1. Serve Citizens, Not Customers :The public interest is the result of a dialogue about shared
values rather than the aggregation of individual self-interests. Government as public
servants should focus on building relationships of trust and collaboration with and among
citizens rather than respond to the demands of customers. It is important to get trust
from citizens because of their trust government can implement their programs
successfully. The public interest in public housing can be responded by government as a
result of a dialogue about public housing implementation. Government should not only
respond the demands of individual self-interest (third party who has great interest in
obtain profit from public housing project), but the most important thing is responding the
public interest in housing, especially from low income people who will occupy the
housing.
2. Seek the Public Interest: Public administrators must contribute to building a collective,
shared notion of the public interest. Government should collect and accommodate the
aspirations about public housing from stake holders (user/ low income societies,
academician, private/ businessman/ third party, NGO/ Non Governmental Organization).
3. Value Citizenship over Entrepreneurship: The public housing interest is better advanced
by public servants and citizens committed to making meaningful contributions to society
than by entrepreneurial managers acting as if public money was their own. Because the
fund of public housing program comes from society who pay the tax (public money). So
government should responsible and accountable in using public money.
4. Think Strategically, Act Democratically: Housing policies and programs meeting public
needs can be most effectively and responsibly achieved through collective efforts and
collaborative processes. It can be achieved by participation from citizens in finding the
problem solutions in housing sector. There is a dialogue between citizens and government
to formulate standard of public housing that is stated on citizen charter.
5. Recognize that Accountability Isnt Simple: Public servants should be attentive to more
than the market; they should also attend to statutory and constitutional law, community
values, political norms, professional standards, and citizen interests.
6. Serve Rather than Steer: It is increasingly important for public servants to use shared,
value-based leadership in helping citizens articulate and meet their shared interests rather
than attempting to control or steer society in new directions.
7. Value People, Not Just Productivity: Public organizations and the networks in which they
participate are more likely to be successful in the long run if they are operated through
processes of collaboration and shared leadership based on respect for all people.
Improving service quality in public housing can be achieved by solving problems in
providing public housing policy. Government has several aims in providing public housing,
in general, to improve life quality of societies. Nevertheless, there are still weaknesses in its
implementation.
1. The service quality of public housing still low, such as providing clean water, communal
space, security, cleaning service.
The construction of public housing is not accompanied by providing clean water and
other supporting facilities. So people are less comfortable to live there. For example in
Rusunawa, poor water quality caused people to buy water for cooking and drinking.
Communal space that should for social interaction in stead is used as a commercial area.
Cleaning service personnel do not carry out the task optimally, so Rusuna was seemseedy

and less kept clean. Althought protect the environment cleanness should need
participation from occupants. The most important of other facilities is security. People
can not live in peace if there is no guarantee of security. Many cases of the occurred in a
residential neighborhood and Rusunawa which lesssecure.
There are many damages at building amenities and it takes a long time to start fixing
them. This problem often occurs in Rusunawa which only takes six months to build two
twin-blocks Rusunawa with unprofessional labors. As a result the buildings quality is not
good, many damages at building amenities although hebuildinghas not beenoccupied. At
the time occupied, many damages seen mainly leaks in residential units. This is very
disturbing the comfort of occupants. Rusunawa managed by the local government where
the rent income get into the local treasury and can be retrieved through the mechanism
ofthe DPAdisbursements(Budget Implementation Document) from the local
budget.Authorities need along time to fix these damages, because the authorities must
wait for budget repairs can be melted(usually budget funds can be disbursed starting from
April).
2. In Rusunawa, many rent arrears are not paid by the occupant thereby affecting thequality
of service to residents(electricity andwatercut).
Many cases happen in Rusunawa in which occupant did not pay the rentbills. Though the
rental priceper month is only about Rp.115.000, -and the rent isused for the management
of Rusunawa. According to the Minister of Housing regulation Number 18 of 2007, one
of the requirements for prospective residents is their income at least equivalent to the
UMK(Upah Minimum Kabupaten/ Minimum wagedistrict). Because the rents are set up
one-third of the UMK, so expect no resident of rent arrears. However delinquent argued
that their income can only be to satisfy their daily needs. With so many arrears,
management costs will be limitedso thatservice to the residents is reduced, particularly in
providing clean water and electricity. There areresidents who owe millions of rupiah,
although already received warning letters over and over again. This causes the manager to
take decisive step store move the occupants from Rusunawa.
III. Conclusion
In conclusion, there are several ways to improve service quality in public housing
sector, among others:
1. Eliminating corruption and cutting bureaucratic procedures would encourage the private
sector to build affordable homes.
2. The government needs to reassess its budget priorities and shift the emphasis from law
enforcement to housing provision.
3. Procurement system should be repaired by apply e-procurement to minimize corruption,
collusion and nepotism in selecting third party to do the housing project.
4. Monitoring the housing project comprehensively and entirely to obtain a good quality of
public housing. The authoritiesd are to give punishment or penalty if the work does not
comply with the technical specifications as set for thin RKS(Rencana Kerja dan Syarat-
syarat/ Work Plan & Conditions).
5. Representative housing should equipped with adequate support facilities (clean water,
security, cleaning service, communal space)

6. The government must allocate the funds that can be taken at any time for infrastructure
improvements(Rusunawa), so that residents do not wait too long to fix the building
amenities.
7. It needs a minimum in comelimitation for prospective occupants during the selection
process of occupancy Rusunawa, so that occupants will be able to pay the rent to support
the service quality of Rusunawa.
8. Involving private sector in providing public housing, such as providing decent housing
for their employee and allocate budget by CSR to improve service quality in housing
sector.
9. The government should seek the public housing interest by collecting and
accommodating the aspirations from stake holders.
10. Involving citizens (citizens participation) to formulate the standardization of public
housing and to find problem solutions in housing sector. It is important to apply
Citizens Charter as a medium of public participation in implementing, controlling, and
making decision about public service.
References
Shah, Anwar. 2005. Public Service Delivery, Public Sector Governance and Accountability
Series, The World Bank, Washington DC
John Pierre, 2000. Debating Governance. Authority, Steering and Democracy, Oxford
University Press
Denhardt, Janet V. and Denhardt, Robert B. 2007. The New Public Service, Serving Not
Steering, M.E. Sharpe, New York
Gaster, Lucy. 1995. Quality in Public Service, Managers Choices. Open University Press.
Buckingham - Philadelphia
The Independent Commission on Good Governance in Public Services, 2004, The Good
Governance Standard for Public Services, OPM and CIPFA, London
Budihardjo, Eko. 1991. Arsitektur dan Kota di Indonesia, Alumni, Bandung
Peraturan Menteri Perumahan RakyatNomer18 Tahun 2007 tentang Petunjuk Pelaksanaan
Perhitungan Tarif Sewa Rumah Susun Sederhana yang Dibiayai APBN dan APBD
Undang-undang Nomer 16 Tahun 1985 tentang Rumah Susun
Undang-undang Nomer 20 Tahun 2011 tentang Rumah Susun
Danang Widoyoko, 2007, Good Governance and Provision of affordable Housing in DKI
Jakarta, Indonesia
Rencana Strategis Kementerian Perumahan Rakyat Tahun 2010-2014, retrieved from
bpa.kemenpera.go.id
M. Sohail, 2007, Tackling corruption to improve housing services in Indonesia, Retrieved
from http://www.eldis.org/id21ext/u2dw1g1.html

Dimensions of Service Quality to Customer
in the Thai Public Organization Sector
Supit Wongyanon
Bhurapa University, Thailand
Email: supitwongyanon@yahoo.com
Abstract: The government has to serve everything that the citizen needs through decentralization and
decentralization from central government. So services need to understand and engage with their
citizen or service users in order to provide the service required by them. Also innovation is concerned
with viewing things differently, using ideas. Processes and tools in ways that have not been tried
before. It is not only about utilizing new ideas and technology but making simple changes that deliver
disproportionately high returns.
The service quality also is a technique that can be used for performing a gap analysis of an
organization. If relating between service quality and implementing to serve to a customers the best
and satisfaction to them. The administrative of organization will be achievement.
In Thailand also still would like to make good service quality to serve to a citizen. In 2001s,
during the administration of Thaksin Chinawatra occurs major revolution in the bureaucracy at the
time. He reformed the operation, structure and transformation to the best service for the citizen.
Currently, implementing in bureaucracy was successful such as: to decrease the process that
complicated will be fast: technology to assist the system better: responsibility, ethics in the hospitality
and service providers and so on.
According to dimensions of service quality, there are five items following: reliability,
responsiveness, assurance, empathy and tangibles. So the service implementation of perspective
through those to affect into successfully to satisfaction because in organization still reform all the time
in order to efficiency and effectiveness. Therefore, this paper aims to study the relationship and
forecasting capability of service quality, service implementation into customer satisfaction.
Keywords : Service quality, Customer satisfaction, Performance measurement (quality), Thai public
organizations.
Introduction
Recently, many countries reformed administrative into efficiency and effectiveness in
organizations such as structure, operation, innovation, and improvement potential of
employee and officers. The importantly thing is innovation that obviously from the
implementation through the services to citizen who should be gotten the services from the
government by decentralization. Clearly shown that the organization could improve to be
successfully and also the citizen will be satisfaction them.

Consequently, how to relating between service quality and service performance into
satisfaction of customer in term of dimensions of service quality to be efficiency in the
public sectors?.
Over the past two decades, the theory and practice of service quality has received
considerable attention from academics and practitioners alike. Viewed as a means by which
customers distinguish between competing organizations (Marshal and Murdoch, 2001),
service quality is known to contribute to market share and customer satisfaction (Anderson
and Zeithaml, 1984; Buzzell and Gale, 1987; Parasuraman et al., 1985; Zeithaml, 2000).
Thus, the pursuit of quality services in both private and public sector organizations is driven
by the need to survive and remain competitive. As with most new management practices,
private sector organizations have adopted the principles of service quality at a much faster
rate than those in the public sector. This can be attributed to the inherent differences between
the sectors in terms of their historical and environmental contexts. In particular, the primary
objective of most public sector organizations is to provide a social benefit within a limited
budget and reduce costs (Dewhirst et al., 1999). This is in direct contradiction to private
sector organizations, whose primary focus is on increasing profits. It is not surprising,
therefore, that private sector organizations have higher productivity and profitability than
public sector organizations (Ehrlich et al., 1994).
The slow uptake of service quality practices in public sector organizations is further
exacerbated by difficulties in measuring outcomes, greater scrutiny from the public and
press, a lack of freedom to act in an arbitrary fashion, and a requirement for decisions to be
based in law (Teicher et al., 2002). Irrespective of these difficulties, however, public sector
organisations have come under increasing pressure to deliver quality services (Randall and
Senior, 1994), improve efficiencies, and respond to government legislation (Robinson,
2003).
Comparatively among previously and presently in Thai public organization sectors,
since Thaksin shinawatra entered to prime minister at the time, the performance service is
reformed to improve efficiency and also reduce processing procedures obviously so that
customer is satisfy to public organization more. In term of bureaucracy reform in Thaksin
Era, he was performance several ways in public organization as; strategy, structure- focus on
relation between function departmentalization such as ministry and bureau and regional
departmentalization such as provinces, performance-based budgeting system, the system of
personnel administration, shared values, participation, and technology. These are
improvement administrative in organization and considered as major reform and that explicit
tangible in that Era.
In most developed countries, quality concepts such as total quality management
(TQM) and new public management (NPM) have been adopted by public sector
organizations since the early 1990s. The key objective of NPM, for instance, is to improve
the delivery of public-service quality by taking a customer-oriented approach (Mwita, 2000)
and by focusing on performance and measurement. More recently however, the public sector
has turned its attention to electronic government (e-government) (Teicher et al., 2002) in
an effort to improve quality by providing greater accessibility.
In case Thai public organization sectors also improvement in term of e-government
as many countries because those are new technology to govern and drive performance in

order to achievement goals. Despite the growing popularity of quality concepts in public
service management, the issue remains largely under investigated.
This paper aims to describe service quality concepts and their application to the Thai
public service sector. Since Thaksin Shinawatras government is started in 2001s.
Furthermore, although quality schemes are becoming an integral part of public-service
management, their impact on service delivery remains largely unknown (Robinson, 2003).
Service Quality in the Public Sector
There are two perspectives to the ongoing pursuit of service quality. From the perspectiveof
the service organization, there is a desire to survive and compete in a global environment.
From the perspective of the customer, there is a desire for better quality services. Whereas
service quality has achieved considerable popularity across the private sector, the public
sector has been slower to take up the concept. However, service quality has now moved to
the forefront of public sector management as a result of the combined pressure of growing
customer expectations, an increased focus on revenue, and growing competition between
public and private sector organizations who offer identical services.
Not surprisingly, the vast majority of service-quality research in the literature
focuses on the private sector. This has resulted in a number of dilemmas which occur when
service quality management practices derived from the private sector are transferred to the
public sector (Buckley, 2003). According to Kearsey and Varey (1998), these dilemmas
include:
- multiple, non-financial, conflicting and ambiguous goals;
- lack of agreement on means-end;
- environmental turbulence;
- immeasurable outputs; and
- effects of management intervention unknown.
Several studies have suggested that there are a number of distinct differences
between private and public sector organisations (Wamsley, 1990; Zeppou and Sotirakou,
2003) because the two sectors operate in distinctively different environments. In particular,
public-sector organizations operate in an environment characterised by resource constraints,
market competition, and growing customer expectations (Robinson, 2003).
It has been argued that the public sector is inherently inefficient because of the
absence of incentives that exist in the private sector which operates in an open market and
has a decentralized model of decision-making (Bhatta, 2001). The purpose of the public
sector (in the current environment) can be viewed as a paradox the pursuit of public good
and a sustainable competitive advantage (Mathews and Shulman, 2005). In contrast the
private sectors singular focus is on economic efficiency, as it is generally viewed that profit
and/or cost reduction are key ingredients to survival and growth (Cooper, 2004; Ranson and
Stewart, 1994). The manner in which cash is allocated in public sectors is therefore based on
the needs of the public, whereas shareholders are central in the private sectors emphasis on
profits and returns (Cooper, 2004).

What is quality?
The debate concerning the nature of quality and the relationship between expectations,
perceptions and satisfaction is instructive in revealing the difficulties associated with the
establishment of basic definitions. Perceived quality is defined as the consumers judgement
about an entitys overall excellence or superiority (Zetithaml, 1987). It differs from objective
quality, which involves an objective aspect or feature of a thing or event (Garvin, 1983;
Hjorth-Anderson,1984). Perceived quality is a form of attitude, related to, but not the same
as, satisfaction, and resulting from a comparison of expectations with perceptions of
performance.
Olstavsky(1985) view quality as a form of overall evaluation of a product. Similarly,
Hokbrook and Corfman ( 1981) now suggest that quality acts as a relatively global value
judgement, other work by Parasuraman et al. (1991) supports the notion that service quality
is an overall evaluation similar to attitude.
There are different approaches to defining quality. Those can be indicated as;
(1) The transcendent - quality is synonymous with innate excellence. Quality can be
defined as the absolute best possible in terms of the products or services specification.
(2) The manufacturing how well the product matches the design specification.
(3) The user based it is not enough for a product to adhere to its specification for if to be
a quality product, the specification must be appropriate for the customer.
(4) The product based quality defined be measurable characteristics e.g. 100% cotton or
1000 hours of lights for a light bulb.
(5) Value based achieving a balance between price charged and conformance or
performance.
Types of Quality
Service quality in the public sector tends to make reference to three areas of quality:
1) Customer quality (what the customer wants from the service);
2) Professional quality (the processes used to meet customer needs); and
3) Management quality (the use of resources to meet customer needs)
(Curry and Herbert, 1998; Ovretreit, 1991; Kadir et al., 2000).
Customer or client quality refers to what customers want from a service at both the
individual and group level, which is measured through customer satisfaction measures.
Professional quality relates to procedures and techniques used to meet customer needs,
which are ensured through organizational audits and setting standards. Management quality
refers to the efficient use of resources to meet customer demands and is measured through
the broader quality approach of the organization (Ovretveit, 1991; Curry and Herbert, 1998).
Presently, research has shown that quality schemes in the public sector are perceived
to improve facility management and staff motivation (Lentell, 2000, 2001; Robinson,
1995,1999; Williams, 1998). Furthermore, anecdotal evidence suggests that quality
principles yield positive outcomes in terms of implementation and satisfaction in the public
sector. For example, Dewhirst et al. (1999) stated that the principles of TQM have improved
the operational efficiency of public services. To obtain a better understanding of the extent to

which service quality permeates the Thai public sector, a quantitative study utilizing a slight
modification of the original SERVQUAL model was undertaken.
Conceptual model of service quality
This paper explores the relationships among service quality, service performance, and
customer satisfaction within the context of the public service. The service factors are:
(1) Service dimensions;
(2) Service quality;
(3) Service performance; and
(4) Customer satisfaction.
Essentially, service quality represents a customers assessment of the overall level of
service offered by an organization (Parasuraman et al., 1988), and this assessment is often
based on perceptions formulated during service encounters (Bitner et al., 1990; Johnston,
1995). The majority of the service dimensions depicted in the conceptual model relate to the
human-interaction elements of service delivery. Thus, service quality is depicted as a product
of service dimensions comprised of employee-related behaviours and organizational
practices which, taken together, have the capacity to influence service implementation and
customer satisfaction. In addition to improving levels of customer satisfaction (Parasuraman
et al., 1991), service quality has also been shown to provide benefits in terms of
differentiation
(Zeithaml and Bitner, 2000), market share, and profitability (Buzzell and Gale, 1987)
Figure 1. Conceptual model linking service quality, service performance, and
customer satisfaction
The model uses service dimensions derived from the original SERVQUAL
instrument developed by Parasuraman et al.(1988). The SERVQUAL instrument is accepted
as a standard for assessing various dimensions in service quality (Buttle, 1994), and is based
on the concept of service-quality gaps (Parasuraman et al., 1985, 1988). These dimensions
are:
1) Tangibles physical characteristics of the service, such as the ambience, technology, and
equipment that are viewed as contributing to a public servants ability to provide a
desired level of service;

2) Reliability a public servants ability to implement promised services in a dependable
and accurate manner;
3) Responsiveness a public servants willingness to assist customers and provide prompt
service while being aware of the need for flexibility in customizing services to the needs
of individual customers;
4) Assurance - the knowledge and courtesy of employees and their ability to convey trust
and confidence;
5) Empathy - the provision of caring, individualized attention to customer.
Whom quality? In Thai public organization sector
The public sector has a number of stakeholders, all of whom have a different experience of
the individual public sector service or the cumulative effect of public sector services, such as
education or the health service. Stakeholders include consumers, their parents and family, the
local community, society, the government, the governing body, executive boards, staff, local
authorities and current and potential employers. These stakeholders all have different roles in
service definition, the evaluation of service quality and participation in the service
experience.
It is possible to identify the following roles for customer, and these may be useful in
teasing out the distinct roles of the different stakeholders:
- User, who actually use the product or service;
- Influencers, particularly those with previous experience of the service;
- Deciders, the actual decision-makers in the use/purchase decision, such as parents for
children or children for parents;
- Approvers, who finally authorize the decision within an organization;
- Buyers, the department with the formal authority to buy and act as gatekeepers for
purchasing within organization.
I think stakeholders or customers in the public sector are variously different from
private sector so that the measurement assessment also perform different ways because both
organizations have different goal. In term of private sector, they focus on benefit but public
sector focus on loyalty. The performance of services impact into customer satisfaction.
References
Aurathai Lertwannawit, Nak Gulid, 2011, International Tourists Service Quality Perception
and Behavioral Loyalty Toward Medical Tourism in Bangkok Metropolitan Area,
Journal of Applied Business Research; Nov/Dec 2011; 27, 6; ABI/INFORM Research
Anderson, C. and Zeithaml, C.P. (1984), Stage of the product life cycle, business strategy,
and business performance, Academy of Management Journal, Vol. 27, pp. 5-24.
Bhatta, G. (2001), Corporate governance and public management in post-crises Asia,
Asian Journal of Public Administration, Vol. 23 No. 1, pp. 1-32.
Curry, A.C. and Herbert, D. (1998), Continuous improvement in public services a
wayforward, Managing Service Quality, Vol. 8 No. 5, pp. 339-49.

Marshal, G. and Murdoch, I. (2001), Service quality in marketing of consulting
engineers,International Journal of Construction Marketing, Vol. 3, November.
Mathews, J. and Shulman, A.D. (2005), Competitive advantage in public-sector
organizations: explaining the public good/sustainable competitive advantage paradox,
Journal of Business Research, Vol. 58 No. 2, pp. 232-40.
Mwita, J.I. (2000), Performance management model, The International Journal of Public
Sector Management, Vol. 13 No. 1, pp. 19-37.
Parasuraman, A., Zeithaml, W. and Berry, L. (1985), A conceptual model of service quality
and its implications for future research, Journal of Marketing, Vol. 49, pp. 41-50.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), SERVQUAL: a multiple item
scale for measuring consumer perceptions of service quality, Journal of Retailing,
Vol. 64 No. 1, pp. 2-40.
Ranson, S. and Stewart, J. (1994), Management for the Public Domain, Macmillan, London.
Robinson, L. (2003), Committed to quality: the use of quality schemes in UK public
leisureservices, Managing Service Quality, Vol. 13 No. 3, pp. 247-55.
Williams, C. (1998), Is the SERVQUAL model an appropriate management tool for
Measuring service delivery quality in the UK public sector?, Managing Leisure: An
International Journal, Vol. 34 No. 2, pp. 98-110.
Zeithaml, V.A. (2000), Service quality, profitability and the economic worth of customers:
what we know and what we need to learn, Journal of the Academy of Marketing
Science, Vol. 28 No. 1, pp. 67-85.
Zeppou, M. and Sotirakou, T. (2003), The STAIR model: a comprehensive approach
formanaging and measuring government performance in the post-modern era, The
International Journal of Public Sector Management, Vol. 16, pp. 320-2.
Phannaros Marakul Na Aryudthaya,
http://www.opdc.go.th/oldweb/Mission/File_download/22_12_47/reform.pdf

Role of Public Institution in Protecting the Risk Students: Case
of Environment Influence in Elementery Students Habit12
Syaifudin Zakir
Dept. of Public Administration, Chair of Faculty of Social and Political Sciences
Sriwijaya University, Palembang Campus
Email: syaifudinzakir@yahoo.com; szakir@unsri.ac.id
Abstract: The role of public institution in securing the delivery services of public goods and services
is very important, since the formal act clearly stated it, at the same token these institutions also have
to protect the user as the part of their responsibility from the possibility hazardous in the process. In
reality, environment condition and pressure not always able to ensure that the public institution can
play its role in full function. Elementary School as one of the public institution ever failed to perform
its function to their pupil from the risky environment and pressure where the habits of port adult
community were automatically imitated for these minors. Even finally these minor able to correct, its
really take time and strenuous job to make them right. This paper is based on the narrative research
on Pontianak City, West Kalimantan Province. The Key Informants is the one who struggle to fight to
change the bad condition to be finally become better condition through the straight effort and taking
risk.
Key words: role, public institutions, protecting, environment influence, risk students, habits.
Introduction
Public institutions are established to serve, to fulfill, and to convey allcitizen needs both in
public goods and services. In the practice, service delivery process to the users sometime
unable to perform its obligation, even away from its primary purpose. Elementary school as
one of public institution that has strong obligation to develop and to institutionalize values to
students through its education role, after the family at the first stage, face the dilemmas to
perform its role.
In the school, students should follow all the requirements that had ruled by it, as a
contractual condition since the kids send to the school by parent. In return, school has strong
obligation to institutionalize all the best value to the school participant to its learning
process.The successfulness of the learning process in school is also influenced by itsmilieu,
since the environment not only physically abut also socially play its role to support it.
Elementary school as one of public service institutions should function as it is, those
are to internalize the values, norms and ethics due to it education process and mechanism.
12
Paper Presented on International Seminar and IAPA Annual Conference 2011, Faculty of Administrative
Science, June 12-14, 2012,Brawijaya University, Malang, Indonesia.

When the educational institution failed to perform its main job in the internalization
of the values, norms and ethics, the students will have many difficult to develop in the full
capacity of socialization process, aftermath some possibilities to be deviance are greatly
possible to be happened.
Elementary Public School No: 68 (SDN 68) Pontianak City, located in a risky area
where the influence of the pier neighborhood constructs the improper values and habits to
the students for years. The elementary students as minors express their wrong habits as the
adult did. Some of them were practices such: an intimate dating with the classmate even to
the lower grade studentand sexual intercourse; rape; consume the prohibited drugs; smoking;
alcoholic drinking; hoodlum; glue sniffing;bullying and punk hair style, the unbelievable
one, they did it in the class or in the empty house/building surround the school during the
school time or after the school time especially at night time. The problem become more
serious when parents pay no serious attention, since majority of these problematic students
also had the problematic parents.
Problematics
Based on the illustration above, the problematic that may be further discussion in this paper
is:
1. What is the role of school as the public service institution to protect the risky students
from the environmental influence?
2. What are the factors influences?
3. What is the coping with mechanism taken by the school to change the situation?
Review Of Related Literature
Role Public Service Institution:
Publicservice institutions in their operation should follow to Act No. 25 of 2009 on Public
Service. Public service is an activity or series of activities in order to meet the needs of the
service in accordance with the laws for every citizen and resident of the goods, services,
and/or administrative servicesprovided by public service providers.
Furthermore, the organizer of the public service is any institution of state,
corporations, independent agency established by law for public service activities and other
legal entity formed solely for public service activities. Implementing public service is an
officer, employee, and every person who works in the organization in charge of organizing
or carrying out acts of public service a series of actions.
Recipients of public services are the entire party, either citizens or residents as well
as personal, group, or cooperationis entitled to receive benefits either directly or indirectly.
In the implementation of public service has a service standard benchmarks used to guide the
provision of services and as a reference for the assessment of quality of service, as well as
the obligations and promises to the recipient service providers in order to realize a quality
service fast, easy, affordable and scalable.
School as Public Service Institution
In term of school function, in sociology it is clearly state that the second most influence
agency in the socialization of good values, norms, ethics, and behavior. In case of student

with maltreatment case, school has a strategic position to address this problem by virtue of
the staffs training and expertise, the schools position in the community, and the availability
of physical facilities. A schools involvement in prevention can be divided into school-based
programs, school-community programs, and individual action on the part of educators.
In term of promoting social thought, values, norms, ethics, and behavior, character
education is about finding some way to help students develop good habits or virtues in
school. Charactereducation is a way of doing everything in the school. It's not one particular
program or focus; it's everything we do that influences the kind of human beings students
become. To break that down, a triangle model can be used to explain moral development.
Basically, three sets of factors that influence how human character develops on the
left side, are:(1) role models, such as parents, other adults, peers, and mass media; (2)
legends and heroes, people we look up to; (3) stories and narratives in print, film, TV, or
video games; (4) reinforcement. At the same time, coming from the right side of the triangle,
are thought processes. These are the rational, cognitive ways we grapple with the moral life,
and they include: (1) problem solving processes for helping to make choices; (2) thinking in
a way that is clear and straight, not distorted; seeing many possibilities in a situation-shades
of gray instead of black and white; (3) the ability to reflect on our experience and to learn
from it; (4) the ability to use a framework to make decisions when we genuinely don't know
what to do in a hard case (Steve John: Markkula Center for Applied Ethic).
The triangle sits on the foundation of skills, which we group into two sets: coping
and cooperation. To understand coping skills, think about the moments in our lives when we
have the most trouble and ask, Whatelse was going on at the same time? Were we tired or
stressed or angry? In order to build character, we have to learn to deal with the times when
it's hard to be the kind of person we want to be. Those coping skills are emotional
management, anger control, impulse control, stress management, and so forth. Cooperation
skills include dealing with people and dealing with conflict situations.
Preventing and Responding the Students Abuse:
Schools must be involved in working to prevent maltreatment from ever occurring at all.
Schools are in a unique position to address this problem by virtue of the staff 's training and
expertise, the school's position in the community, and the availability of physical facilities. A
school's involvement in prevention can be divided into (Cynthia, 2003):
1. School-based programsfor children and adolescence, such as:
a. Life skills training;
b. Socialization skills;
c. Problem-solving and coping skills;
d. Preparation for parenthood;
e. Self-protection training.
f. Help for Families at Risk
g. Support for Adolescent Parents and Their Children
2. School-community programs
a. Training and Staff Development Programs
b. Public Awareness Programs
c. Use of School Facilities and Resources

3. Individual action on the part of educators.
Discussion
Bad Environment Influence:
The location of the school is only a walking distance from the pier make the socialization of
the good behavior cannot work in the ideal circumstances. Port as the open area for people
mobility and the degree of openness of the surrounding residential to the comer has go far
beyond. Abused students commonly come from the parent with not really clear on the
marital status/relationships, in some cases when the head master ask the parent especially for
the male to come to the school related to the student problems always unclear for the real
father of the students, the male who confess as father might be change in a period of time.
From this back ground, I can assumed that the man isnt the real father of the student, or far
more the student that under probation is not the real child of the man who confessed with the
mother of the student. At the same token I can said that the student is abandoned child, or a
child that born from the illicit intercourse between the mother and the shipman who stop by
to the port (as Racelis, 2002 also found in her research) .
Other case of the abused students came from the indifference and negligence of the
parents to the kids such as the kids see how the parent practicing their sexual intercourse, or
the kids watched the adult movies of the parents. Social economic condition of parents with
the abused child majority are informal worker who get busy almost of the time to earn the
money, and has very little time to take care of the children, even the children are stay alone
in the house without adult supervision, this situation sometime also motivate the children
practicing the same thing what day see from their parent or from the movie.
Surround the area there are some empty houses for a long time was left by the
habitant with out regularly supervise by the owner or the former resident. The empty houses
are become the perfect place for the students to exercise all the unlawful practicing for the
elementary students.
Portrait of SDN 68 in Pontianak City
Before 2009
As already mention in the introduction this school is located near the pier where
contribute to a serial of educational process, teaching mechanism, and the student problem.
The location of the school also brought some problems as some abused student in their daily
life.

Figure 1: Map of Pontianak City
Location
n
Picture 1: Location of SDN 68 from Google Earth

The students parent ignorance also reflect by relation to the teachers in the school,
for many year they make the school yard as apart of income regenerating place by selling
something in the school yard a hawker, they also use almost all the empty space for selling
thing, the number of hawker reach to 60, and coordinated by a hoodlum master (as students
parent) by paid Rp 2000 per day, the money taken daily from this activity is quite big enough
for the master.
Back to the schooling time, the school cannot run in proper way the duration of
subject get shorter because of some teacher afraid with the hoodlum (also students parent)
treat. Parents easily react if the teacher warned the student as the educational process. At the
end the school is no more different than the sweat market.
The abused and risky students generally started and dominated by the students when
they reach the grade 4, its seem normal because it is the time for elementary students grow
up for the first step of the juvenile, the body start to grow faster including the sex appeal and
desires.

Source: SDN 68 Documentation 2009 Onward
Role of school in betterment the condition started with the process to help the abused
children with paid more attention, and asked them personally about the problems they faced.
They involved in the warm discussion to express why they did such these wrong way, and
telling the truth about their family background and real condition. Sooner after that, as the
follow up action, the school started with awareness program, which involved the parent as
well.
At first, some parents react panicking. When the school management informed about
the betterment they protested and started to destruct the school building, the glass windows
hit until the broken glass scattered inside the class room, teacher and headmaster were
treated to be killed. Some teacher already given up that this tension will last in the timeless
limit, some of them proposed to move to other public elementary school.
In this case the head master who just move from the former public elementary school
share a strong motivation to her colleagues, that the bad things in this school is not
impossible to get rid. Among the apathy of her colleagues, she was the person who stood in
the front line and to make sure that her program will run well, during the day time she made

sure that the bad things slowly but sure will be vanish, and silently came to see the school
during the night time to make sure that the school was free from the bad habit practices. It
took three moths intensively cooperation from the whole elements to make the school better.
Source: SDN 68 Documentation

Role of Head Master: From Individual Initiative to Communal Action
In the condition where almost educators already about to give up, the head master always
spark the spirit and belief to the coworker that our institution has a very important role to set
what was out of the track to the right one. As long as we try our best, all the effort will
beprolific. In the third month the effort start to bring the glimpse of success, with good
coordination the incidents get lessen and finally eradicate.
The key success what they did including: (a) divide the teacher in to shift, when the
students did not come to the class the teacher from the morning shift report to the team that
consisted with the teachers from the noon shift, and vise versa; (b) bridging the students
parent with the more intents communication and talk about the problems without feeling
ashamed; (3) mapping all the empty houses surround the school which possible to use for the

neglected students for doing something abuse; (4) mapping all the internet rental and
communicate to the owner not to allow and serve the student to use it during school hours;
(5) equip the school with sport activity, library, and art activity, and support the students
periodically good nutrition food and milk.
Now, in the third year after, the school became the model of learning process for the
others, especially in term of how to minimize the students bad habits and to manage the
abuse and neglect students, and how to rise up the school reputation form nothing to be the
winner. The next challenge that will face by the school management is how to maintain the
attainment, since the population of the students already more than 1,000, the number that
even bigger than on faculty in a university.
Source: SDN 68 Documentation

Conclusion And Recommendation
Public institution as an institution to fulfill the citizen needs should run its function
according its obligation. Elementary school as one of public institution, especially in the

risky area such as pier, found some serious challenges in the implementation its services as a
social institution on knowledge transformation, socialization of values, norms and ethics.
When the institution failed to perform its services, the school just become a new source of
delinquency, abuse, and neglect production of juvenile.
Need to consider the school location should proof from the negative impacts from its
environment, since the elementary students are easily to imitate the bad adult habits,
especially for who have not strong control and good attentionfrom their family, and its also
as the fundamental education process for the higher stages.
The same experience also might be found in other similar area, it is require a certain
conduct especially the school that already seem to be in risk in term on location, social
environment, and the most important thing is how protect the elementary school from the
sexually business area both illicit and legally.
References
Aguire, Angela, Desiree M., de Gusman Emanuel C., Villasenor, John Michael, R. (Eds),
2008, Southeast Asia Today Development Paradigms, Reflexive Engagements:
Proceeding of an Alumni Conference of the Graduate Degree Program for Southeast
Asian Development Practiticioners, 2-4 April 2008, Ateneo de Manila University,
DSA and IPC, Quezon City, Metro Manila.
Cronson-Tower, Cynthia, 2003, The Role of Educators inPreventing and Responding
toChild Abuse and Neglect, U.S. Department of Health and Human
ServicesAdministration for Children and FamiliesAdministration on Children, Youth
and FamiliesChildrens BureauOffice on Child Abuse and Neglect, Washington DC,
USA.
Jocano, Landa, F., 2002, Slum as A Way of Life: A Study of Coping Behavior in an Urban
Environment, PUNLAD Research House, Inc., Metro Manila, Phillippines.
Olapido, S.E., 2009, Moral Education of the Child: Whose Responsibility?Journal of
Social Science, 20(2): 149-156 (2009), Kamla-Raj.
Racelis, Mary, and Aguire, Angela, Desiree M., 2005, Making Philippines Cities Child
Friendly: Voices of The Children in Poor Communities, Institute of Philippine
Culture, Ateneo de Manila University, UNICEF Innocenti Research Centre, Florence,
Philippines, New York.
Electronics Resource:
Markkula Center for Applied Ethic
http://www.scu.edu/ethics/publications/iie/v13n1/interview.html

Jakarta Punya! : A Strategic Innovation of Jakarta Service City as
Improvement for a Better Quality
Yuliandre Darwis
Lecturerof Communication Faculty of Social and Political Sciences, Andalas University
Email: yuliandre.darwis@yahoo.com.
Abstract: Jakarta as the Capital city of Indonesia, also positioned itself a metropolitan city that
requires exquisite in public services and utilities. Jakarta has to be one of the competive city in terms
of services, and as also one of the destinations for for Meetings, Incentive, Convention, Exhibition
(MICE).
Service City is not yet an applicable terms for Jakarta. Many investors still are not finding it
easy to start business here in Jakarta. To support the DKI Jakarta State Government, the Jakarta
Chamber of Commerce, as one of the important stake holders within the State, launch a Program
called: Jakarta Service City. The goal is to build city that has prominent figure and identity and that
would be loved by the community and show a new image of a better metropolitan.
Jakarta Service City consists of, 5 pillars: Tourism, Entrepreneurships, Business Financing,
Beaurecracy Reformation and World Class infrastructure. This program needs a road map and
tangible activites so that it would be easily socilized to the Public.
Therefore, on the paper the author focus on Branding Jakarta and its identity that directly
related to at least 2 of the pillars: tourism and entrepreneurships. The paper is a road map to etablish a
program called: Jakarta Punya!, the citys souvenir as the medium of the rise of the identity of
Jakarta. This program underlies on rising the identity that submergerd from : knowing, loving then
developing Jakarta, through the citys mementos. To accelerate this program, the government, the
stakeholders and the community is expected to work together with strong commitment for the success
of this program. In the long run, with the achievement of service city, Jakarta is certainly not able to
rule out a center of investment and the business world.
Keywords: Jakarta Punya!, Jakarta Service City, Creative Industry, Entrepreneur
1. Introduction
The development of a metropolitan citiy along with the life's complexities of various strata
of its society has its own problems. One of the problems of the society is low satisfaction
level with public services, from its quality, service access and service implementation.
Despite Jakarta's function as the port of entry due its role as the country's capital, there are
still problems related to the public service.
When we talk about public service, it cannot be separated from the role of the public
sectors itself. Public service across the entire public sector plays a vital role in the country's
economy. The central and regional governments tend to focus on national expenditures and

project the public sector as the cost center, that will absorb resources that would be better
used in other sectors.
In order to fulfill the public needs and contribute to the building of better governance
in the city of Jakarta, a program entitled Jakarta Service City which was initiated by
KADIN (Indonesian Chamber of Commerce) has been launched. This special program
involves the government as well as public as stakeholders who play an important role in the
success of the program series. Meanwhile the focus of this program comprised of five
important pillars, namely entrepreneurship, tourism, financing business, bureauracy
reformation, and world-class infrastructure. Jakarta is one of the main ports of entry for
businessmen and tourists. Thus in order to attract tourists and especially to strengthen the
icon of Jakarta, the creation of a brand image that is capable of introducing the real Jakarta is
needed. With this regards, Jakarta Punya! as an implementation of local industry
development try to play such role and try to contribute to empowering small and medium
industry as well as to strengthen the strategic role and identity of Jakarta.
2. Reference Review
2.1. The Concept of Public Service
Service is defined among others by (Groonroos, 1990) as an activity or series of activities
of more or less intangible nature than normally, but not necessarily, take place in interactions
between the customer and service employees and/or physical resources or goods and/or
systems of the service provider, that are provided as solutions to the problems of customers.
Meanwhile, the concept of public service itself, according to the Decree of the Minister of
State Apparatus Empowerment No. 63 year 2003 defined public service as:
Any form of service performed by Goverment Institutions at National, Regional
levels, and within the State-owned Enterprises or Regional-owned Enterprises in the form of
goods and services, whether in the framework of fulfilling the public needs or in the
framework of implementing laws and regulations. (Decree of MENPAN Number 63/2003)
The objective of public service is to satisfy the public's desire, and in essence is to
provide a prime service to the public as the performance of the government personnel's
obligation as public servants. The growing demand that is in line with the current global
trend has driven the need for a solution that is deemed important and is able to satisfy
various new requirements for effective, efficient and quality public service. This gives rise to
the needs of the government and civil society's role who are participated in policy-making.
The public participation in bureaucratic service is not new at all, in countries that
implement democracy including Indonesia, the public participation and involvement in the
development process of good governance has always occurred. The concept of good
governance has been used since 1960s by developed countries. Policy makers in democratic
countries are always moved towards the openness and involvement of the society in
determining the development and policy direction of a particular country. Thus, this will
create a dynamic and harmonious life when adopting a policy and support a just and mutual
decision that serve the purposes of various parties. Public service is the main indicator for
the public to evaluate the extent and quality of good governance implementation in regional
areas. Today, the service concept must change for the better, that is willing to give good
service, at cheaper cost, and faster service and not otherwise. According to (Loffter, 1996)
the service concept must be managed by New Public Management (NPM) paradigm with the

following characteristics: 1. Orienting to service consumer or customers; 2. Personnel
management decentralization and resource; 3. Flexible in financial management; 4.
Performances measured, comparison cost and achievement calculated; 5. Investment of
development personnel quality and technology; 6. Listen carefully to competition in market.
The importance of public participation in creating a policy is revealed by (Bovaird,
2004) who stated that the public participation will give huge benefits for the public interest,
among other things:
1. Improve the quality of policy and as a source of input for the government prior to
adopting a policy.
2. The presence of interactions between the government and the citizen in determining the
direction of the development objectives, and the improvement of accountability and
transparency that will enhance the representation of the citizens and the citizen's trust in
the government.
The form of citizen participation in creating a policy according to him was described
by a ladder of participation where the citizen was placed at the lowest step who always
knew the real social issue.
2.2. Tourism and the Creative Industry
Tourism is highly related to economic aspect that is often closely connected to the economic
growth. A certain expert has introduced an idea that tourism is able to kick-start and
accelerate the economic growth process. According to him, the more advanced the country,
the tendency of its citizens to travel abroad is getting bigger. Thus, international tourism can
be viewed as a mechanism that is capable of correcting the balance of payment deficit defisit
through foreign exchange income. Among all economic activities, tourism is also considered
to be the most capable, as well as the fastest mean, through the spending of foreign tourists,
to collect foreign exchange incomeneeded by the relevant country for importing
consumption and capital goods.
The cultural richness of Indonesia has huge potential for the growth of the creative
industry which is able to significantly contribute to gross domestic income. According to
Mari Elka Pangestu, tourism industry has a strong relationship with the creative industry, one
of them is handicraft. The creative industry sector has contributed 7.2 percent to the national
economy in 2010 while the growth of creative industry from 2006 to 2009 was recorded to
be at 2.9 percent per year.
Creative industry is projected to become a dominant economic sector after the
banking sector and the processing industry. In several developed countries that are lacked of
natural resources, the creative industry is more prioritized than banking activities. Creative
industry is an industry that is based on high creativity power with a touch of innovation to
create a different and quality new product. A number of groups within a small group who
have expertise and innovative idea, have become a pioneer in the creative industry. The
creative industry produced its works based on an idea by creating an added value through its
works, with high efficiency and effectiveness levels. Through quality, unique product as well
as approaches that are more welcome by consumers, it is able to boost the income, as well as
the national economic turnaround. Also, given that the creative industry is the reflection of
small and medium businesses, that make a real contribution to the regional economy by

creating employment, reducing unemployment, and improving the people's economy.
Beyond the economic perspective, the creative industry is also able to make positive
contribution and impact on a number of other life aspects such as enhancing the nation's
image and identity, improving the innovation and creativity of the people, one of the
industries that utilize renewable resources, and has positive social impact. Based on the
reasons mentioned above, the creative industry is certainly an attractive industry that has to
be developed with a mature development concept.
2.3. Positioning and Branding
Positioning is frequently referred to as a strategy to win and occupy someone's mind through
the offered product. However, according to Hermawan Kertajaya, positioning is defined as a
strategy to lead your costomer credibly. It is also said that positioning is none other than our
effort to develop and gain trust credibly. The more credible we are in the eyes of someone,
the stronger our positioning would be. Michael Porter argues that the core lies in the strategy.
A strategy according to Porter is an effort to create a unique and valuable position. This is
none other than positioning, which is the node and initial point of a strategy formulation.
Brand image plays a role in providing self expression benefits and to develop them
into abrand identity. Communication factor plays a major role in managing the brand. While
its relationship with the pattern in influencing the public, an approach is needed which
comprised of integrated marketing efforts in managing the relationship with the stakeholders
to maintain the consistency of the communication strategy in order to improve the equity.
Sometimes, the background behind a product creation is reasons and purposes, one
of them is to deliver a persuasive message which in this case is the communication process.
Persuasion is an effort to change the attitude, trust or action of the audiences in order to
achieve the purpose. To put it simply, an effective persuasion is an ability to deliver a
message in a way that make the audience feel that they have a choice and to make them
agree. In an organization, persuasive messages are intended to sell an idea to someone else,
to provide a suggestion so that the operating procedures are more efficient or to gather
certain support for certain activities. Persuasive messages always begin with conducting
public analysis, considering the cultural difference, and preferring direct or indirect
approach. However, in addition to communicating idea or reasons, persuasive messages are
also useful to motivate the public to do something.
2.4. Jakarta Service City
Jakarta is one of the Mega Cities in the world and has various issues and problems just like
other Mega Cities in the world such as housing, transportation system, clean water, waste
management, etc. An important message derived from various studies and existing facts is a
wake up call for us the stakeholders to wake up and implement various efforts to create a
Better Jakarta. In order to measure the competitiveness of Jakarta compared to other city and
region in the world as was indicated in a number of studies that state that:
1. Based on the IFC study entitled The Ease of Doing Business 2008, Indonesia (with
Jakarta as its barometer) ranked number 129 while Singapore occupies number one
position.
2. Other study published by Business Week news magazine said that among the worst cities
to work in the world, Jakarta ranked number 2 after Lagos Nigeria.

3. We frequently hear that Jakarta is the port of entry of foreign investment to Indonesia.
However, among the financial and investment practitioners, this position has been
replaced by ts neighboring country Singapore. Indonesia's de facto financial service city
is Singapore, not Jakarta.
Jakarta Service City is a program review which was initiated by Kadin Jaya as one
of the many innovation forms to make positive contribution to the Government of Jakarta in
order to make Jakarta a better city as the country's capital. Jakarta Service City consists of
five pillars to improve the investment climate in the capital, among others:
1. Entrepreneurship; Small Medium and Creative Industry
2. Tourism
3. Business Capital
4. Bureauracy Reformation
5. World-class Infrastructure
The role of Jakarta Service City as was mentioned by the Chairman of Kadin of DKI
Jakarta, Eddy Kuntadi who said that Jakarta should become a Service City, so that the
realization of Jakarta Service City will create a trading and service city with the best service
and t will become the world's trading, information and investment centers to respond to the
globalization challenges. Through the Jakarta Service City program with its existing pillars it
is expected to support and in harmony with the vision and mission of Jakarta that is :
To realize Jakarta as the capital of the state of the Republic of Indonesia that
is humane, efficient and has global competitiveness, inhabited by a
participative, have good moral, prosperous, dan civilized community, in a living
environment that are safe and sustainable
The understanding of such vision is as follows:
a. Jakarta as the country's capital as well as a trading and service city should have global
competitiveness and should be able to perform its function efficiently, so that it is
representable from the perspectives of national and international interests.
b. Jakarta should be inhabited by a citizen who are flourish, have good moral, civilized, and
have high discipline, productive and have love and commitment to participate in
developing their city.
c. Jakarta should have better and humane environment and city management, in order to
better ensure the dynamics of sustainable life.
While the strong missions of Jakarta are:
1. To improve the development of the city's facility and infrastructure that are efficient,
effective, competitive and affordable.
2. To realize a fair, environmentally friendly development based on community
participation.
3. To enforce law supremacy, improve the security, comfort and order of the city.
4. To improve the life quality and harmony of its citizens.
5. To implement a good governance and management of the city.
The understanding of such mission is as follows:

a. In order to be able to serve its function as the country's capital and a representable trading
and service centers, the availability of the city's facility and infrastructure that are
adequate, efficient and effective are absolutely needed, as well as to ensure productive
economic and investment activities.
b. Basically the development must be fair and equitable, environmentally friendly, and to
give a widest opportunity for community participation, so as to grow sense of belonging
and commitment in the development process and its results.
c. The enforcement of law supremacy, security, comfort and order of the city should be
realized to become the basic needs of the community and a pre-condition for the
continuity of the development and the city's activities that are more efficient and
productive.
d. A better quality of the city's life and the harmony of its citizens will encourage the
continuity of various public activities in a secure, peace, harmonious and synergy way.
e. A good governance and management of the city by professional personnels who are high-
spirited, have work ethic and high commitment, and are supported by a reliable
information system, can better ensure the government performance in improving the
public service, the establishment of legal certainty, transparency and public
accountability.
2.5. Jakarta Punya!
Jakarta Punya! is the identity of the development of
souvenir business in Jakarta which was initiated by
KADIN Jaya as a form of implementation and
socialization of Jakarta Service City. Given the
unique culture of Jakarta, and the need for a concrete
form of cultural preservation, Jakarta Punya! and
Kadin of DKI Jakarta try to introduce products
related to the culture and history of Jakarta.
Along with the support of the regional government,
"Jakarta Punya!" is an effort to re-develop business, employment, and the pride of Jakarta's
citizens in its city. Additionally, it is certainly expected to encourage the growth of micro,
small and medium businesses. As part of the program of KADIN of DKI Jakarta and the
Provincial Goverment of DKI Jakarta, Jakarta Punya! also shelters a number of SMEs for the
improvement of SME and the creative industry.
As was mentioned earlier, as part of a socialization effort of Jakarta Service City,
Jakarta Punya! has several major programs which were realized in:
1. Public education on history, cultural diversity and metropolitan life of Jakarta
2. Public Participation to know, love and support the development of Jakarta through
various aspects that are closely associated with the lifestyle of its citizens.
3. Attractive Souvenir that can evokes a memory and story of Jakarta, which comprised of
clothes with creative designs, dolls, bags, notebooks and other unique souvenirs.
Additionally, other focuses of Jakarta Punya! such as the empowerment program of

Community based on creative industry which consists of the coaching of souvenir producers,

the raising of public participation for the conservation of historic places through donation of
the sale proceeds for the empowerment of museum or other cultural and historic heritages.
The role of positioning of Jakarta Punya! which has become a leading and
differentiation factor is to serve as public education on Jakarta, a public participation
opportunities to preserve and empower the cultural and historic heritages of Jakarta, as
lifestyle with conscious.
3. Discussions
3.1. Jakarta Service City as the Implementation of Public Service
It can be said that the presence of Jakarta Service City is a form and realization of the public
service, why is that? As was mentioned earlier, any form of service whether goods and
service that are capable of accommodating the public needs especially those that have public
utilities in nature can be considered a public service, which in this case the government that
plays the major role as an administrator or the support of private sector and the community
itself in general. As a review researcher of Jakarta Service City of Kadin of DKI Jakarta, the
author wants to emphasize the importance of concrete innovation in making a better Jakarta.
As was mentioned by the Chairman of Kadin of DKI, who said that Jakarta Service City
through its 5 pillars is expected to be able to make Jakarta a service city, a trading and
service city that have the best service.
Associated with public service innovation, is ultimately required to performa variety
of reforms, especially atlocal government level. Many a reasare beginning to realize,
especially with the fact that regional autonomyis not merely an attempt to increase revenue
(PAD), but now is the time for how to attract investors willing to invest their capital to their
area. So, with that important programs Jakarta Service City considered an appropriate
activity as a form of applicative one of which is shown in the pillars or a spects of the
entrepreneuriall (entrepreneur) and tourism.
3.2. Business Development and Investment Potential
Jakarta has a unique position, both as the state capital and the capital of autonomous region.
Jakarta is also a center of social and cultural activities with a variety of the best facilities in
Indonesiain the fields of education, culture, sports, and health. Jakarta is Indonesia's
maingate. Its strategic location in the Indonesian archipelago, providing transport services by
land,air, and sea the best in Indonesia.
With the easinesss in Jakarta, strategic position in AsiaPacific and the extensive
coverage by the barnand facilities have be enupgraded; Jakarta has a large segment of the
market for meeting places, driving, convention and exhibition (MICE) Indonesia. Given the
strategic potential of the city of Jakarta to the exact area tobe a center of modern business
and investment activities. Thus, in this case, support for reform of the bureaucracy that
supports the business activities and investments into such an important element.
The presence of Jakarta Service City is trying to make the city a center of trade,
investment information and the world are expected to provide convenience to all players
both local and foreign enterprises to do business. So this is where the role of Chamber of
Commerce as a business information center is able to provide full information required, in
which one of them through the presence of Jakarta Service City as a media business

development activities increase the potential for investment. Given Jakarta is the center of
trade routes from the products of domestic companies and foreign services, infrastructure
support to be not independent interms of creating a favorable investment climate. It is also a
contributing factor towards providing international standard of public service and
competitive so that the creation of the convenience of doing business in the city for business
and the opening of investment opportunities.
The clarity and ease of investing into one focus for the improvement of investment
climate in Indonesia. One Stop Development of Integrated Services (PTSP) has become the
government's agenda for the registration and establishment of business. However, the
magnitude of variation among the area so f licensing, the involvement of various technical
institutions, and lack of integrated information, and sometimes still valid remains a
constraint.
However, now with the development of Information Services and Licensing System
Investment Electronic(SPIPISE) are mandated to BKPM aims to support the implementation
of the PTSP is expected to occur through the ease of getting information and accelerating the
process of investment licensing. There are three platforms on SPIPISE, namely: Processing
Permit Applications; Search and Status Application Document; Information Portal.
The National Portal Single Window for Investment (NSWI) as an integral part of
the facilitation and support SPIPISE information regarding eligibility requirements and
investment guidelines permit investment.
Basic Law of NSWI and SPIPISE:
1. Head of BKPM Regulation No.11Year 2009 concerning to Procedures for
Implementation, Development, and Integrated Services One StopReporting on Capital
Investment.
2. Head of BKPM Regulation No. 12 Year 2009 concerning to Guidelines and Application
Procedures for Investment.
3. Head of BKPM Regulation No. 13 Year 2009 concerning to Guidelines and Procedures
for Implementation Control of Capital Investment.
4. Head of BKPM Regulation No. 14 Year 2009 About the Information Service and
Licensing Electronic Investments.
These mechanisms of One Stop Integrated Services (Oss) :

FILLING THE APPLICATION
PAY ATTENTION ON FORM
Whether it is an open business? Attached with all the requirements
there any requirement
recommendations?
Whether the proposed business fields
including the field of business that can
get the facility?
SELF ASSESSMENT
Check list
APPLICATION IS RETURNED
Because it is not complete and
correct yet and being given notes
to the lack of data, etc.
FRONT OFFICE
ADMINISTRATION NO Research of application form
Administration of and attachments by FO
numbering of Approval REQUEST RECEIPT officers...
letter/Licensing
YES
BACK OFFICE
Publishing process of approval REQUEST ACCEPTED
letter/licensing Complete and correct
3.3. Quality of Human Resources and Entrepreneurship

Human Resources is an important resource in supporting the creation of conditions
for the development of quality city, because the implementer is required to create the concept
of public service needed the competency and to be sufficient of the quality of human
resources. Thus, the indicator in looking at the quality of human resources used a single
measurer and simple that is the HDI (Human Development Index) is able to represent the
development of human resources and as a measure of success (outcomes) of development.
Index is obtained it is a average of 3 main indicators representing health, education and
economics.
The graphic of Human Development Index (HDI) Province in 2010
Source: Statistic Central Board 2010 (data is processed)

Based on the above data, it can be seen that in 2010 the city of Jakarta has a Human
Development Index (HDI) first ranking (77). This shows a strong and positive potential that
reflects the quality of human resources in the capital. Through the indicators not only in
education, health and economic but these results are expected to support a variety of service
programs of urban development efforts. The contributing factor to continually develop the
potential of the quality of human resources is one of them to foster and nurture the soul and
the self-sufficiency through entrepreneurship in the society. As in Sukmana (2008) states that
the entrepreneur is a person able to take advantage of opportunities, create jobs for others by
establishing, developing and instituting his own company and are willing to take personal
risks in trying to find opportunities and creatively use his potential to identify products,
manage and determine the mode of production, make operation of the procurement of
products, market and manage capital. The growing business activity in trade and services
sector would be able to boost the economy and create public services. Thus, the presence of
the Jakarta Service City through one of the pillars of entrepreneurship in this case
contributed to encourage the human resources to develop and apply a business activity is
beneficial to make the Jakarta city which better.
3.4. Effectiveness of Communication in Improving the Quality of Public
Services
Talking about the public service, is clearly known that in this case relate to the interests of
the people and especially the government as an important actor which to be the main
spotlight. On the other hand, the peoples are now more advanced and more critical and are
more aware of their rights in seeking quality public services. Provide public services can no
longer arbitrary and spurious. Surely this is a challenge to provide of public services with
high-quality, professionals, and excellence for the public. With any kind of policy that was
created, people often feel dissatisfied or complaining about regulations that do not
correspond to real applications. The various existing problems, basically related to efforts to
create effective communication patterns. The Service activity must always be more open to
the public in order to interact. That's because all this background in Jakarta tends to sell the
potential of walking activity is less integrated with each other, or it can be said there has
been a communication gap.
Therefore, promotion, publicity, cooperation, communication should be more intense
and certainly more dynamic walking. All that aimed to the creation of an improved product
development, infrastructure, and promotion.
Furthermore, the most crucial thing is related to the development of communication
and cooperation with stakeholders and optimize of public services. According of Priyatna
and Ardianto (2008) the flow of communication in business and other life sector is a blend of
top down communication and bottom up communication . If the first customer in need of
company, now the company in need of public consumers. Communication is also a very
simple process, we can all communicate, employees can communicate with superiors and
vice versa, the company can communicate with the public and vice versa. With this
communication, it will be channeled an idea and opinion and eventually a shared
understanding between the concerned parties.
From the above opinion, can be seen there is a correlation of the concept with the
order of implementation of public service, in which in the implementation occurs of the

communication flow between government and society. In this case, there was a
communication mix of top down and bottom-up whose needs are now not only the
government as a public servant, and they become one entity who need each other. Further,
that should be done is to create an ideal communication process in which public services can
be realized by optimizing the effort to pass on an idea and opinion.
3.5. Jakarta Punya! As an Application Service Jakarta City
Pillars of entrepreneurship field especially in creative industries, holds an important position
in donating his contributions to the quality and provision of public services. This is because
the view is not only role of government are involved, but the whole community can be more
potential to play an active role. As a presented by the Minister of Tourism and the Creative
Economy Marie Elka Pangestu, Indonesia's creative economy sector is predicted to
contribute 11 percent of foreign exchange in the national economy in 2014.
Implementation of the quality of public services through the program Jakarta Service
City is not enough just to conducted through an appeal or directives to the public, but
required the presence of a form that accommodates the concrete realization of a form of
implementation of the pillars of Jakarta Service City. Jakarta Got! as one of the products
produced by the creative industry that was driven by Kadin Jakarta is a realization of the
pillars of entrepreneurship is emerging as the development potential of the region as the
nation's capital Jakarta. Through the development of creative-based economy, clearly has a
motive and purpose are very supportive of government efforts to make Jakarta a "service
city". With a special product that is able to represent the true image of the capital, coupled
with the unique and historical factors, imagine one day complete it if the city would be not
only a strategic town on the national scene but on an international level. This is because the
positive impact that will occur that automatically support the other pillars, namely the
increasing interest in domestic tourism which would increase foreign exchange. The other
important reason is the brand of Jakarta as a metropolitan city can bring in a special
attraction for the migrants and domestic and foreign investors to conduct business activities.
Jakarta Punya! the various programs is a form of publication and collaboration
product that becomes the most important means to an event or activity has a broad
resonance. One form of such application Jakarta Service City has demonstrated its strategic
role and begin to move its positioning. As previously stated Hermawan Kertajaya that
positioning is one of our efforts to build credibility and gain trust. So even this is ultimately
conducted by the creative industries Jakarta Got! to try to position itself as a creative
medium that can strengthen the identity of the city and through the creation of media's
messages are persuasive. Another purpose is achievable, given that our society can be said to
include mass community, then the publishing program of development can be channeled
through the media or creative industry products.
Not only that, the other strategic impact are, with the start of efforts to develop the
creative industries that focus on the introduction and development of the city through
culture, clearly able to push the creative industries similar to co-contribute to strengthen the
identity of the city. The reason this is indeed rightly be raised, given that people have too
many problems treated by the city that constantly seemed endless ranging from transport,
spatial planning, social welfare, until the problem is bureaucracy. Complaints over
dissatisfaction with the form of public service focus too much focused on the role of

government. However, behind it, the community is also claimed to be able to actually
examine what can be done for the city of Jakarta.
4. Conclusion
The concept of public serviceis part of an effort to create a dynamic urban fabric and create
harmony and community satisfaction. Responsibility for implementing the program of public
service is not justrely on the role of government, but society as a civil society are also
encouraged to havean active role and supporta full success. In this case, the government can
also work with the private sector or relevant organizations.
Jakarta Service City initiated by Kadin Jaya as aprograme stablished to provide a
positive contribution to the Government of Jakarta is one form of such cooperation. On a
variety of programs in which there is the realization of the aspirations and creativity of the
people who are able to strengthen the positioning of government programs. In this case, the
JakartaPunya! Have been able to become one of the tangible manifestations of the
implementation of the Jakarta Service City pillars of entrepreneurship development and
tourismcity. That's all remember that Jakarta has an advantageas a means of business and
investment, cultural and social center of strategic, Indonesia's maingate, the main purpose of
the port of entry for businessmen and tourists, and the metro politan cities with rapid growth.
From this it can be concluded that in order to createa good image of the city makes primarily
of Jakarta as a"service city", the need indicated or treated by a concrete realizationin the
provision of public services is a strategic concept as well asbeneficial for economic
empowerment. So with the Jakarta Service City through the development of
entrepreneurship pillar (entrepreneur) and the presence tourism of Jakarta Punya! expected to
be adriver of improvement in the qualityof public services is massive as well as of course to
make of Jakarta better.
References
Bastian, Indra. 2006. Akuntansi Sektor Publik. Jakarta: Gelora Aksara Pratama
Badan Pusat Statistik. 2001. Potret Pendidikan dan Kualitas Sumber Daya Manusia Banten.
Bovaird, Tonny & Loffler, Elke. 2004. Public Management and Governance. New York:
McGraw Hill.
Departemen Perdagangan Republik Indonesia. 2008. Pengembangan Ekonomi Kreatif
Indonesia 2025. Departemen Perdagangan: Kelompok Kerja Indonesia Design Power
Gronroos, C. 1990. Service Management and Marketing. Lexington MA: Lexington Books
Kertajaya, Hermawan. 2004. On Positioning. Bandung: Mizan
Kuntadi, Eddy. Jakarta Harus Jadi Service City, www.antaranews.com, diakses pada 4
April 2012
Loffter, Elke. 1996. The Modernization of the Public Sector in an International Comparative
Perspective: Concept and Method of Awarding and Assessing Quality in The Public
Sector. Auflalge: Speyer
Picard, Michel. 2006. Pariwisata Budaya dan Budaya Pariwisata. Jakarta: Gramedia
Pangestu, Marie E.: Potensi Ekonomi Kreatif Tanpa Batas. Harian Pos Kota Rabu, 7
Desember 2011

Purwanto, Djoko. 2006. Komunikasi Bisnis. Jakarta: Erlangga
Pramusinto, Agus. 2006. Inovasi-inovasi Pelayanan Publik Untuk Pengembangan Ekonomi
Lokal. Jurnal Kebijakan dan Administrasi Publik Volume 10, Nomor 1 (Mei 2006)
Priyatna dan Ardianto. 2008. Tujuh pilar strategi komunikasi bisnis. Widya padjajaran
Raharto, Iman Teguh. 2008. Potensi dan Sektor Unggulan DKI Jakarta. Program Pasca
Sarjana Universitas Hasanudin Makassar
Revida, Erika. 2007. Penata Pelayanan Ulang Birokrasi dan Kualitas Pelayanan Publik di
Era Otonomi Daerah. Medan: Universitas Sumatera Utara
Soegoto, Eddy Soeryanto. 2009. Entrepreneurship Menjadi Pebisnis Ulung. Jakarta: Elex
Media Komputindo Kompas Gramedia
Sukmana. 2008. Peran Pendidikan Kewirausahaan dalam Menumbuhkan Motivasi
Wirausaha. Equilibrium, Vol.4,No.8, Juli-Desember 2008.
Susanto dan Himawan Wijanarko. 2004. Power Branding. Bandung: PT Mizan
Publika
Tonny Bovaird & Loffler, Elke. 2004. Public Management and Governance. New York:
McGraw Hill.
www.bkpm.go.id
www.bps.go.id
www.jakarta.go.id
www.kadin-indonesia.or.id

Profbamban 521 1 Iapapro S PDF

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Profbamban 521 1 Iapapro S PDF

Enviado por

Direitos autorais:

Formatos disponíveis

1 Public Service and Utilitites

Universitas Brawijaya Press (UB Press)

Dr. M. R. Khairul Muluk, M.Si

Public Service and Utilitites iii

iv Public Service and Utilitites

Public Service and Utilitites v

Achmad Chusnul Chuluq Ar1

Keyword: Primary Health Care, Public Service, Good Governance.

Public Service and Utilitites 1

2 Public Service and Utilitites

Principle 3: Health services financing is designed and allocated so as to provide permanent,

Public Service and Utilitites 3

4 Public Service and Utilitites

The objective administrative reforms is based on isolated acts, to move towards a

Normally, assessments of management outcome of reform are based on the

Public Service and Utilitites 5

6 Public Service and Utilitites

2. Australia consist of Australia and New Zeyland

3. Europa consist of Germany, Netherland, UK

Public Service and Utilitites 7

4. North America consist of Canada & USA

Primary care reforms in Canadian provinces include a spectrum of interventions ranging

8 Public Service and Utilitites

Public Service and Utilitites 9

10 Public Service and Utilitites

Public Service and Utilitites 11

12 Public Service and Utilitites

Public Service and Utilitites 13

*)Student of Doctoral Program, Administrative Science Faculty, Brawijaya University

Abstract: As in many developing countries, public services in education, health, public

14 Public Service and Utilitites

Keywords: determination process, policy formulation, public services

Public Service and Utilitites 15

16 Public Service and Utilitites

Public Service and Utilitites 17

18 Public Service and Utilitites

Public Service and Utilitites 19

20 Public Service and Utilitites

Public Service and Utilitites 21

Muhamad Ali Embi

22 Public Service and Utilitites

Public Service and Utilitites 23

24 Public Service and Utilitites

Public Service and Utilitites 25

26 Public Service and Utilitites

Work Culture Ministerial Decree Work Description of BPKP Work Culture

Leadership and model. Cooperation A collaboration between the members

Fairness and openness. Welfare Understanding of the merit of the

Public Service and Utilitites 27

28 Public Service and Utilitites

Public Service and Utilitites 29

30 Public Service and Utilitites

Public Service and Utilitites 31

32 Public Service and Utilitites

3. Open to Tend to Together- Slower in Optimistic Always do

Public Service and Utilitites 33

34 Public Service and Utilitites

Public Service and Utilitites 35

36 Public Service and Utilitites

Public Service and Utilitites 37

Researchers short biographies

38 Public Service and Utilitites

Public Service and Utilitites 39