Abstract
This research aims to understand the communication strategy of the Class I Non TPI Bekasi Immigration Office in disseminating information regarding passport application services at the Bekasi City Public Service Mall (MPP) and to determine the level of public understanding of this service. This research uses a qualitative descriptive approach. Data was obtained through observation, in-depth interviews and documentation with informants selected using purposive sampling techniques. Data analysis was carried out through stages of data reduction, data presentation, as well as drawing conclusions and verification, with the validity of the data tested through triangulation of sources and methods. The research results show that the communication strategy has been quite effective through the use of social media, websites and direct outreach. Based on Middleton's Communication Strategy Theory, the elements of communicator, message, channel, recipient and effect have been implemented, although the use of conventional media at service locations is still not optimal. Meanwhile, based on Bloom's Taxonomy, people are able to remember and understand service information, but their ability to apply procedures independently is still not evenly distributed. The main obstacle is found in the limited digital literacy of some people. Therefore, a more inclusive communication strategy is needed through a combination of digital and conventional media as well as assistance for people who experience difficulties in accessing digital-based services.