Peran Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu dalam Perizinan Online Penyelenggara Reklame

This research explores the role of the Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) of Tangerang City in implementing an online permit system for billboard advertising as a form of digital transformation in public service. The study aims to analyze the institutional role of DPMPTSP, identify obstacles in the implementation of online licensing, and evaluate the improvement efforts undertaken. Using a qualitative descriptive method, data were collected through in-depth interviews with DPMPTSP officials, billboard organizers, and permit applicants, complemented by observation and documentation to ensure data validity through source and technique triangulation. The findings reveal that DPMPTSP plays a strategic role by providing 24-hour online access, simplifying licensing procedures, and offering direct assistance through the Public Service Mall (MPP), supported by responsive communication channels such as WhatsApp and Zoom. Despite these efforts, challenges remain, including system errors, low digital literacy among applicants, limited technical staff, communication gaps, and incomplete integration of the central and regional OSS systems. To address these issues, DPMPTSP has strengthened public assistance services, simplified online information systems, expanded communication channels, redistributed staff duties, performed routine system maintenance, and intensified public education on regulations. These findings highlight that the success of digital public services depends not only on technological readiness but also on human resource capacity, effective communication, and continuous institutional adaptation to public needs.