THE CHANGES IN INDONESIAN POLICE ORGANIZATIONAL COMMUNICATION PATTERNS IN INCREASING COMMUNITY PARTICIPATION THROUGH THE QLUE REPORTING SYSTEM (A PHENOMENOLOGY STUDY ON DRUG UNIT OF SOUTH JAKARTA METRO POLICE)

South Jakarta Metro Police for Drug Investigation Unit is an agency that has a firm duty to investigate and combat drug cases in the South Jakarta area. The use of the Qlue application through the program Dare to Eradicate Narcotics Based on IT is an innovation initiated by the South Jakarta Police Narcotics Unit in collaboration with Qlue Performa Indonesia Corporate in an effort to provide a drug-free area. This study examines Qlue as a social media for the community to participate in fighting the dangers of drugs. The research method used is a qualitative approach with descriptive methods. The paradigm used is the constructivist paradigm and is based on the Diffusion of Innovation theory, AIDDA, and the Elaboration Likelihood Model and also community participation theory. The technique of collecting data is done by in-depth interviews, observation, and documentation. The data analysis technique used was data triangulation with the case study method. The results of this study indicate that the Narcotics Unit of the South Jakarta Police has accepted the adoption of Qlue technology as a media for reporting drug abuse and buying and selling. The key remains in Indonesia Police which is proactive in building communication bridges which according to the Elaboration Likelihood Model theory involves peripherals. In order to attract a response from the community, the South Jakarta Metro Police for Drug Investigation Unit uses more peripheral routes after considering the behavior of the people of South Jakarta. The persuasion messages used by this institution are made so simple and entertaining for the community using routine events involving the public at large, and this is in accordance with the principle of interpersonal discrimination theory where the sender tries in such a way that the receiver can be believed that the information or message received is not false information or news.