Strategi Humas Direktorat Jenderal Pajak Kantor Wilayah Jawa Timur 1 dalam Meningkatkan Kepatuhan Pembayaran Pajak Tahunan

Public Relations Strategy of the Directorate General of Taxes, East Java Regional Office 1 in Increasing Annual Tax Payment Compliance

Pajak sangat berperan penting dalam perekonomian Indonesia menjadi sumber utama penghasilan negara yang mendukung pembangunan infrastruktur serta kesejahteraan masyarakat. Direktorat Jenderal Pajak (DJP) melalui Kantor Wilayah Jawa Timur 1 di Surabaya  tanggung jawab dalam memastikan kepatuhan wajib pajak. Pemerintah sudah melakukan berbagai upaya, seperti sosialisasi, kampanye Surat Pemberitahuan Tahunan (SPT), serta peningkatan layanan, untuk menambah kesadaran masyarakat akan pentingnya membayar serta melaporkan pajak. Melalui peran humas, DJP mengedukasi masyarakat, memperkuat korelasi dengan publik, serta menambah citra baik DJP untuk meraih target pajak yang ditetapkan setiap tahun. Pengamatan berikut bermaksud untuk mengidentifikasi rancangan humas DJP Kanwil Jawa Timur 1 dalam menambah kepatuhan pajak tahunan, khususnya di Kota Surabaya, peran humas dalam membentuk citra baik serta meningkatkan kepercayaan masyarakat pada lembaga perpajakan. Pengamatan berikut memakai metode deskriptif kualitatif dengan pendekatan studi kasus. Pengamat mengumpulkan data melalui wawancara terstruktur sertadokumentasi. Teknik keabsahan data dilaksanakan dengan triangulasi, mencakup perbandingan hasil pengamatan sertawawancara. Analisis data dilaksanakan dengan memakai teknik Miles serta Huberman, yang meliputi penyaringan data, penyajian data, serta verifikasi untuk menarik kesimpulan. Hasil memperlihatkan jika rancangan humas Direktorat Jenderal Pajak Kantor Wilayah Jawa Timur 1 efektif dalam menambah kepatuhan pajak tahunan. Setiap tahun, humas melakukan evaluasi melalui survei kepuasan yang menjadi dasar untuk merancang rancangan baru. Survei memperlihatkan tingkat efektivitas kehumasan bervariasi, dengan puncak tertinggi di tahun 2024 (97,25%) setelah mengalami penurunan pada 2023. Melalui pemanfaatan media sosial, edukasi, serta kegiatan langsung seperti kelas pajak serta “Tax Goes to School”, humas berhasil membangun citra baik serta menambah kesadaran pajak di masyarakat. 

Taxes play an important role in Indonesian economy as the main source of state income that supports infrastructure development and societal welfare. The Directorate General of Taxes (DGT), through the East Java Regional Office 1 in Surabaya, is responsible for ensuring taxpayer compliance. The government has made various efforts, such as socialization, Annual Tax Return (ATR) campaigns, and service improvements, to raise public awareness about the importance of paying and reporting taxes. Through the role of public relations, DGT educates the public, strengthens its relationship with the community, and enhances the good image of DGT to achieve the annual tex targets. The observation is intended to identify the public relations strategy of The Directorate General of Taxes (DGT) East Java Regional Office 1 in improving annual tax compliance, especially in the city of Surabaya, the role of public relations in shaping a good image and increasing public trust in tax institutions. This observation employs a qualitative descriptive methods with a case study approach. Observers collect data through structured interviews and documentation. The data validation technique is conducted through triangulation, including comparison of observation results and interviews. Data analysis is carried out using the Miles and Huberman technique, which includes data reduction, data presentation, and verification to draw conclusions. The results show that the public relations strategy of the Directorate General of Taxes (DGT) East Java Regional Office 1 is effective in improving annual tax compliance. Every year, public relations conducts an evaluation through a satisfaction survey which becomes the basis for designing a new design. The survey shows that the effectiveness of public relations varies, with the highest peak in 2024 (97.25%) following a decline in 2023. Through the use of social media, education, and direct activities such as tax classes and "Tax Goes to School," public relations have successfully built a positive image and increased tax awareness in the community.