ANALISIS HAMBATAN KOMUNIKASI DIGITAL PENGGUNA APLIKASI OSS SEBAGAI IMPLEMENTASI SMART GOVERNANCE
Keywords:
OSS, Smart Governance, Communication Barriers, NetnographyAbstract
This study aims to analyze the digital communication barriers experienced by users of the OSS (Online Single Submission) application as part of the implementation of smart governance in Indonesia. OSS is a digital business licensing platform designed to streamline bureaucracy and accelerate business legalization processes, particularly for MSME actors. However, as of November 2025, the OSS application has received a rating of only 2.8 out of 5 stars on Google Playstore, indicating low user satisfaction. This study employs a netnographic method by analyzing 129 recent reviews posted after the system update on 9 November 2025. The analysis process applies the Expectation–Disconfirmation Theory (EDT). The findings indicate that among the 95 reviews with 1- and 2-star ratings, there are five main categories of communication barriers: (1) technical errors/bugs/force close (38%), (2) users being redirected to the web, resulting in suboptimal application performance (30%), (3) complex and confusing interface design (20%), (4) lack of response or customer service (10%), and (5) the emergence of negative emotions such as frustration or anger (7%). These findings demonstrate the presence of negative disconfirmation, referring to a significant gap between user expectations of digital convenience and the actual experience in the field, which leads to cognitive dissonance, digital frustration, and declining public trust in the government.
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