Analysis of Attitudes and Optimizing Public Communication in Import Regulations: A Phenomenon of Import Buying Services

Abstract

The phenomenon of import buying services (jastip) has become an alternative for individuals who wish to purchase specific products without personally traveling to the source location of the goods. However, over time, there has been misuse in import buying services to avoid taxes, and service providers turn a blind eye to Minister of Finance Regulation Number 203/PMK.04/2017 regarding import regulations through passenger baggage. This study aims to analyze the attitudes of import-buying service providers towards this policy and evaluate government public communication efforts to ensure understanding and compliance with the applicable regulations. The study adopts Policy Communication Theory (transmission, clarity, consistency) and Attitude Components Theory (cognitive, affective, conative) as its theoretical framework. This is a qualitative study using a phenomenology method on the practice of importing import buying services. Data were obtained through interviews with import buying service providers, policy makers, and analysis of relevant import policy documents. The results indicate the need for audience segmentation for more specific communication approaches, intensified socialization regarding the understanding of personal and non-personal goods categories, and internal education for Customs officials. These findings provide a significant contribution to the government in designing more effective communication strategies to promote compliance with import policies, particularly in the context of import-buying services.