Implementation of the Omni Communication Assistant (OCA) as a Communication Support Platform in Higher Education

Irfan Abiprasasto; Hanifa Nur Fadhilla

doi:10.63922/ijebir.v4i04.2065

Irfan Abiprasasto Faculty of Business and Economics, Universitas Islam Indonesia
Hanifa Nur Fadhilla Faculty of Business and Economics, Universitas Islam Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.2065

Keywords: Omni Communication Assistant (OCA), Communication Platform, Technology Acceptance Model (TAM), User Attitude.

Abstract

Digital transformation has significantly influenced the education sector, encouraging universities to adopt modern digital platforms to improve communication with students. Effective use of communication platforms in higher education is essential to simplify interactions and make information sharing more efficient. This study explores the implementation of the Omni Communication Assistant (OCA) by the Directorate of Student Development at Universitas Islam Indonesia, highlighting how the platform supports student communication and identifying the challenges faced by users. This research uses a qualitative approach with thematic analysis guided by the Technology Acceptance Model (TAM). Data were gathered through interviews with users directly involved in managing and using the OCA platform. The results show that OCA improves communication efficiency by facilitating mass messaging through Whatsapp Blast features and integrating various communication channels into one user-friendly interface. However, users faced several challenges, including limited response time to incoming messages, technical issues, and issues with system maintenance. These findings emphasize the need for well-planned implementation strategies to boost user acceptance and operational efficiency in educational institutions.

References

Aladsani, H. K. (2021). University Students’ Use and Perceptions of Telegram to Promote Effective Educational Interactions A Qualitative Study. International Journal of Emerging Technologies in Learning (IJET) Vol. 16, No. 09, 2021, 182-197. doi:https://doi.org/10.3991/ijet.v16i09.19281
Annamalai, N., Alsalhi, N. R., Eltahirh, M. E., Zakarneh, B. M., Yunus, K., & Zyoud, S. H. (2025). A Qualitative Investigation of WhatsApp Interaction for English Language Grammar Learning. SAGE Open Volume 15, Issue 1, 1-17. doi:https://doi.org/10.1177/21582440251315528
Awal, M. R., Arzin, T. A., Islam, M., & Hasan, T. (2023). Understanding railway passengers' E-ticketing usage intention in an emerging economic context: application of an extended technology acceptance model. Arab Gulf Journal of Scientific Research Vol.42, pp. 602-620.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research In Psychology, 77-101. doi:10.1191/1478088706qp063oa
Chan, M. J. (2023). Implementation of Technology for Pre-schoolers: A Qualitative Study. International Journal of Academic Research in Business & Social Sciences Vol 13, Issue 13, 791-808.
Creswell, J. W., & Creswell, J. D. (2018). Research Design Qualitative, Quantitative, and Mixed Method Approaches. London: SAGE Publications, Inc.
Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 319-339.
Direktorat Digital Business, PT Telkom Indonesia . (2023). Introduction to LEAP. Jakarta: Telkom Indonesia.
Fransman, M. (2001). Evolution of the Telecommunications Industry into the Internet Age. Communications and Strategies, vol. 43, 57-113.
International Telecommunication Union. (2023). Measuring digital development Facts and Figures 2023. Geneva: ITUPublications.
Kurnaedi, D., & Widodo, A. D. (2023). Implementation of Telegram Chatbot as an Effective Communication Means at SMK PGRI 1 Tangerang. Bit-Tech (Binary Digital - Technology), 184-189.
Leap Telkom Digital. (2023). Kampus UII Tingkatkan Komunikasi Digital dan Investasi ESG Pakai OCA Interaction. Retrieved from leap.digitalbisa.id: https://leap.digitalbisa.id/article/kampus-uii-tingkatkan-komunikasi-digital-dan-investasi-esg-pakai-oca-interaction
Leap Telkom Digital. (2024). OCA Indonesia. Retrieved from leap.digitalbisa.id: https://leap.digitalbisa.id/our-product/oca
McKim, C. (2023). Meaningful Member-Checking: A Structured Approach to Member-Checking. American Journal of Qualitative Research (AJQR), 41-52. doi:https://doi.org/10.29333/ajqr/12973
McLeod, S. (2024). Audit Trail In Qualitative Research. Simply Psychology. doi:10.13140/RG.2.2.13969.95842
Morgan, H. (2024). Usint Triangulation and Crystalization to Make Qualitative Studies Trustworhy and Rigorous. The Qualitative Report Volume 29, Number 7, 1844-1856. doi:https://doi.org/10.46743/2160-3715/2024.6071
Natasia, S. R., Wiranti, Y. T., & Parastika, A. (2021). Acceptance analysis of NUADU as e-learning platform using the Technolgy Acceptance Model (TAM) Approach. Procedia Computer Science 197 (2022) 512–520.
OCA Indonesia. (2023). OCA Business Process Fulfillment Documentation. Divisi Digital Business & Technology.
OCA Indonesia. (2023). OCA Competitive Advantage: Product Comparison & Differentiation. Divisi Digital Business & Technology.
OCA Indonesia. (2024). OCA Product Profile & Communication Design Documentation. Divisi Digital Business & Technology.
OCA Indonesia. (n.d.). OCA Product Catalogue: Omnichannel Communication as a Service. Divisi Digital Business & Technology.
Rogers, D. L. (2016). The Digital Transformation Playbook: Rethink Your Business for the Digital Age. New York: Columbia University Press.
Spire Research and Consulting. (2024). Business Intelligence Sharing Session to DFU Digital Business – February 2024. Spire Research and Consulting.
Telkom Indonesia. (2023). Annual Report 2023: Transformation Towards Excellence. Retrieved from telkom.co.id:https://www.telkom.co.id/minio/show/data/lampiran/1711937200650_original_Laporan%20Tahunan%20Telkom%202023_website.pdf
Telkom Indonesia. (2024). Laporan Tahunan 2024: Reaching New Heights. Retrieved from telkom.co.id:https://www.telkom.co.id/minio/show/data/lampiran/1745247260066_original_telkom_ar2024_in_38-01_fullbook_medium-res.pdf
Wicaksono, S. R. (2022). Teori Dasar Technology Acceptance Model. Malang, Jawa Timur: CV. Seribu Bintang.