Optimalisasi Digital Public Relations melalui Dialogic Communication pada Situs Web Pemerintah Kabupaten Mojokerto

This study is a quantitative descriptive study that aims to analyze the effectiveness of the Mojokerto Regency Government website as a two-way communication media in the context of Digital Public Relations. Using the Dialogic Communication Theory approach (Kent & Taylor, 1998), this study assesses five main indicators, namely dialogic loop, usefulness of information, generation of return visits, intuitiveness/ease of interface, and rule of conservation visits. Ordinal data were obtained through documentation of uploads on the mojokertokab.go.id site and analyzed using univariate techniques based on frequency distribution. The results showed that the website had varying performance. The indicators of usefulness of information and ease of interface obtained an optimal score of 100%, indicating that the site provides relevant information and is easily accessible to users. However, the indicators of dialogic loop and generation of return visits only reached 20%, indicating a lack of interactivity and a low rate of repeat visits. Overall, with an average effectiveness of 60%, the website is categorized as "Good" but still needs improvement in the aspects of public engagement and dialogic communication. These findings provide insight for the Mojokerto Regency Government in optimizing digital communication strategies to increase transparency and public participation. Keywords: Dialogic Communication, Digital Public Relations, E-Government, Government Website, Public Engagement