In e na ional Jou nal o Social Science and Human Resea ch
ISSN (p in ): 2644-0679, ISSN (online): 2644-0695
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijssh / 8-i10-20, Impac ac o - 8.007
Page No: 7721-7727
IJSSHR, Volume 08 Issue 10 Oc obe 2025 www.ijssh .in Page 7721
Examining Communica ion Fac o and Public Pe cep ion o BPKH in
Managing Hajj Funds
Nu ul Qoyimah1, Ana Nadhya Ab a 2, Nya wi Ahmad3
1,2,3 Uni e si as Gadjah Mada
ABSTRACT: This s udy examines how communica ion ac o s—pa icula ly media exposu e and ins i u ional anspa ency—
shape public pe cep ions o he Hajj Financial Managemen Agency (BPKH) in Indonesia. Using a na ionwide su ey o 1,200
esponden s, he esea ch examines awa eness, us , expec a ions, and pe cei ed p oblems ela ed o hajj und managemen . The
indings show ha public awa eness o BPKH emains limi ed, wi h mos ci izens s ill associa ing und managemen wi h he
Minis y o Religious A ai s. Tele ision and social media domina e as in o ma ion sou ces, while o icial BPKH channels play
only a ma ginal ole. Public con idence in BPKH’s anspa ency is mode a e, e lec ing pa ial legi imacy and pe sis en doub s.
Ci izens s ongly expec openness, accoun abili y, and in eg i y, while conce ns ocus on long wai ing lis s, high cos s, and
co up ion. The s udy demons a es ha communica ion p ac ices a e c i ical o sus aining ins i u ional legi imacy, as explained
by Public T us Theo y and he in e ela ed p ocesses o agenda se ing and agenda building. The esul s sugges ha BPKH mus
s eng hen i s o icial communica ion s a egies, align na a i es ac oss media, and add ess salien public conce ns o consolida e
us .
KEYWORDS: Public T us , Agenda Se ing, Agenda Building, Ins i u ional Legi imacy, Hajj Fund Managemen
I. INTRODUCTION
Communica ion is cen al o how ins i u ions gain legi imacy in he public sphe e. F om a communica ion science pe spec i e,
c edibili y is shaped no only by inancial o adminis a i e pe o mance bu also by how messages a e c a ed, media ed, and
in e p e ed by audiences. Theo ies o public us , agenda se ing, and ins i u ional communica ion s ess ha meaning is co-
cons uc ed by ins i u ions, media, and ci izens (Pu es, 2022; Hamada, 2025). Communica ion hus becomes a c i ical
de e minan o whe he an ins i u ion is pe cei ed as anspa en , accoun able, and us wo hy (Alon-Ba ka , 2020; Khemani,
2020).
In Indonesia, he Hajj Financial Managemen Agency (BPKH) illus a es his dynamic. Es ablished by Law No. 34/2014,
BPKH is manda ed o manage hajj unds independen ly om he Minis y o Religious A ai s. Since becoming ope a ional in
2017, i has consis en ly ob ained unquali ied audi opinions, indica ing compliance wi h go e nance s anda ds (BPKH, 2023).
Ye , BPKH ope a es in a sensi i e en i onmen : hajj unds a e no me ely inancial asse s bu also eligious esou ces closely ied
o Muslim iden i y and expec a ions. Examining how communica ion in luences public pe cep ions o BPKH is he e o e bo h
academically ele an and socially u gen .
The scale o hajj und managemen unde sco es his impo ance. By 2022, BPKH managed IDR 166.5 illion in asse s, while
millions o Indonesians emain on long wai ing lis s o pilg image (Minis y o Religious A ai s, 2023). Such magni ude c ea es
heigh ened expec a ions o e iciency, in eg i y, and independence. In his con ex , communica ion is no an auxilia y unc ion
bu a s a egic ool o sus aining public us and ins i u ional legi imacy (Khan & Shaikh, 2021).
Communica ion media—bo h adi ional and digi al—play a pi o al ole in his p ocess. Tele ision and online news se public
agendas by de e mining which issues ecei e p ominence. Social media pla o ms hen ampli y o e ame hese na a i es
h ough use in e ac ion, c ea ing al e na i e lows o in o ma ion. Ins i u ions a emp o manage hei image h ough agenda
building, bu hese e o s a e cons an ly nego ia ed wi hin wide media and ci izen discou se (Guo & Va go, 2020). When media
aming and ins i u ional messaging align, public us and c edibili y a e ein o ced (C iado e al., 2022). When agmen ed,
howe e , communica ion can os e skep icism, misin o ma ion, and dis us (Lee & Li, 2023).
Theo e ical app oaches help cla i y hese dynamics. Public T us Theo y highligh s he ole o pe cei ed anspa ency,
in eg i y, and compe ence in shaping ci izen con idence. Agenda Se ing and Agenda Building heo ies explain how media and
ins i u ional ac o s in e ac o ame issues and in luence public a en ion (McCombs & Valenzuela, 2021). Taken oge he , hese
Examining Communica ion Fac o and Public Pe cep ion o BPKH in Managing Hajj Funds
IJSSHR, Volume 08 Issue 10 Oc obe 2025 www.ijssh .in Page 7722
pe spec i es o e a comp ehensi e amewo k o analyze how communica ion p ac ices shape pe cep ions o hajj und
managemen in Indonesia.
Despi e he scale o hajj unds and hei socio- eligious signi icance, empi ical s udies on his in e sec ion emain limi ed. Few
ha e examined how communica ion media in luence public awa eness, e alua ions, and expec a ions o eligious-based inancial
ins i u ions in de eloping coun ies. This s udy add esses his gap by in es iga ing how communica ion media shape public
pe cep ions o BPKH in managing hajj unds.
Acco dingly, his s udy asks, how do communica ion ac o s—pa icula ly media exposu e and ins i u ional anspa ency—
shape public awa eness, e alua ions, and expec a ions o BPKH as Indonesia’s o icial manage o hajj unds? The objec i e is o
analyze how communica ion in luences public us and ins i u ional legi imacy by in eg a ing Public T us Theo y wi h Agenda
Se ing and Agenda Building.
II. RESEARCH METHODS
This s udy employed a quan i a i e esea ch design o examine he ela ionship be ween communica ion media and public
pe cep ions o BPKH as he o icial manage o hajj unds. A quan i a i e app oach was selec ed because i enables sys ema ic
measu emen o awa eness, e alua ions, and expec a ions ac oss a la ge popula ion, allowing gene alizable insigh s in o
communica ion and us dynamics (B yman, 2016; C eswell & C eswell, 2018). Quan i a i e designs a e also widely used in
s udies o communica ion e ec s and ins i u ional us , as hey p o ide eliable s a is ical e idence o analyzing he impac o
media exposu e on pe cep ions (Esse & Hani zsch, 2022).
Da a we e collec ed h ough a ace- o- ace su ey conduc ed in July 2025 ac oss 38 p o inces in Indonesia. The popula ion o
in e es consis ed o Indonesian ci izens aged 17–65 yea s, ep esen ing di e en gende s, educa ional backg ounds, and socio-
economic s a uses. Pa icipa ion was olun a y and anonymous. Responden s p o ided in o med consen p io o in e iews. No
pe sonally iden i iable in o ma ion was collec ed. The s udy p o ocol complied wi h ins i u ional e hical guidelines o social
esea ch. Using a mul is age andom sampling me hod, 1,200 esponden s we e selec ed, ensu ing na ional ep esen a ion wi h a
ma gin o e o o ±2.8 pe cen . Face- o- ace su eys we e chosen o minimize co e age bias, inc ease esponse quali y, and allow
o cla i ica ion o ques ions, which is c i ical when assessing sensi i e opics such as inancial and eligious us (G o es e al.,
2017; Vanne e & K osnick, 2019).
Cons uc s o us ( anspa ency, und p o ec ion, independence) we e measu ed wi h mul i-i em Like scales (1–4). A pilo
es (n≈30) ensu ed i em cla i y. In e nal consis ency me accep able h esholds (C onbach’s α ≥ 0.70) ac oss indices. Media
exposu e cap u ed sel - epo ed use o ele ision, online news, social media, and o icial BPKH channels. The su ey ins umen
measu ed ou key a iables. Fi s , awa eness o BPKH and sou ces o in o ma ion, including ele ision, online news, and social
media. Second, le els o us in BPKH, ope a ionalized as pe cep ions o anspa ency, p o ec ion o unds, and ins i u ional
independence. Thi d, public e alua ions o hajj und managemen , including issues such as cos , wai ing lis s, and co up ion.
Fou h, public expec a ions ega ding anspa ency, accoun abili y, and se ice imp o emen s. These cons uc s we e adap ed
om p e ious s udies on communica ion, anspa ency, and ins i u ional us (G immelikhuijsen & Meije , 2021; Kim & Lee,
2020).
Da a analysis was conduc ed in wo s ages. Desc ip i e s a is ics we e used o summa ize pa e ns o awa eness, us , and
e alua ions ac oss esponden g oups. In e en ial es s, including chi-squa e and logis ic eg ession, we e applied o assess he
ela ionship be ween media use and public us in BPKH. This combina ion o desc ip i e and in e en ial analysis p o ides bo h
an o e iew o public pe cep ions and insigh s in o he p edic i e ole o communica ion media. Such an app oach e lec s ecen
me hodological ends in communica ion esea ch, which combine audience su ey da a wi h s a is ical modeling o explain how
media exposu e shapes pe cep ions o ins i u ions (Guo & Va go, 2020; Lee & Li, 2023).
III. RESULTS AND DISCUSSION
The esul s a e p esen ed in a sequence ha e lec s he main objec i es o his s udy: o examine public awa eness o BPKH,
iden i y he ole o communica ion media in shaping in o ma ion lows, assess he le el o public con idence in anspa ency, and
cap u e bo h pe cei ed p oblems and expec a ions ela ed o hajj und managemen . The discussion in eg a es hese indings wi h
heo e ical pe spec i es on public us , agenda se ing, and agenda building, in o de o explain how communica ion p ac ices
in luence ins i u ional legi imacy.
Examining Communica ion Fac o and Public Pe cep ion o BPKH in Managing Hajj Funds
IJSSHR, Volume 08 Issue 10 Oc obe 2025 www.ijssh .in Page 7723
Figu e 1. Public Awa eness o Ins i u ions Responsible o Managing Hajj Funds
Figu e 1 shows ha public awa eness o BPKH as he ins i u ion esponsible o managing hajj unds emains limi ed. Only a
small po ion o esponden s iden i ied BPKH co ec ly, while he majo i y s ill associa ed und managemen wi h he Minis y o
Religious A ai s. This inding sugges s ha ins i u ional isibili y is weak, despi e BPKH’s independen manda e since 2017.
F om a communica ion pe spec i e, such low ecogni ion e lec s a gap in message pene a ion and agenda building. When
ci izens do no clea ly associa e an ins i u ion wi h i s co e unc ion, he ounda ion o building us and legi imacy becomes
agile.
This lack o awa eness na u ally aises he ques ion o whe e ci izens ob ain hei in o ma ion abou BPKH. Unde s anding he
media channels h ough which people lea n abou he agency is c ucial o assessing how communica ion in luences pe cep ions.
P e ious s udies highligh ha media exposu e no only in o ms bu also ames ins i u ional c edibili y (Kim & Lee, 2020;
G immelikhuijsen & Meije , 2021). In his con ex , examining he dominan sou ces o in o ma ion p o ides insigh in o how
na a i es abou BPKH ci cula e in socie y. Figu e 2 he e o e p esen s he dis ibu ion o communica ion media ha shape public
knowledge o BPKH.
Figu e 2. Sou ces o In o ma ion abou BPKH
Figu e 2 illus a es he media channels h ough which he public becomes amilia wi h BPKH. Tele ision eme ges as he
mos dominan sou ce, ollowed by gene al social media pla o ms. In con as , o icial BPKH communica ion channels—such as
i s websi e, o icial social media accoun s, and ins i u ional e en s—con ibu e only ma ginally o public knowledge. This
imbalance indica es ha BPKH’s communica ion s a egy is s ill hea ily media ed by hi d-pa y pla o ms a he han i s own
con olled media. F om a communica ion science pe spec i e, his condi ion limi s he agency’s abili y o build agendas and ame
na a i es abou i s ole, lea ing pe cep ions mo e ulne able o ex e nal aming.
The eliance on gene al media a he han o icial channels has di ec implica ions o public us . Media exposu e is no only
a sou ce o in o ma ion bu also a mechanism ha shapes how people e alua e ins i u ional in eg i y and anspa ency (Guo &
Va go, 2020; Lee & Li, 2023). When ins i u ional communica ion is weak, public con idence is in luenced la gely by how
Examining Communica ion Fac o and Public Pe cep ion o BPKH in Managing Hajj Funds
IJSSHR, Volume 08 Issue 10 Oc obe 2025 www.ijssh .in Page 7724
ex e nal media ame he issue o hajj unds. These dynamic unde sco es he need o examine how a ci izens us BPKH o
manage unds anspa en ly. Figu e 3 he e o e highligh s le els o public con idence in BPKH’s abili y o ensu e anspa ency in
hajj und managemen .
Figu e 3. Public Con idence in BPKH’s Abili y o Manage Hajj Funds T anspa en ly
Figu e 3 shows ha public con idence in BPKH’s abili y o manage hajj unds anspa en ly emains mode a e. A majo i y o
esponden s exp essed being con iden o e y con iden , ye a conside able sha e epo ed doub o unce ain y. This dis ibu ion
e eals ha while BPKH has gained a baseline o c edibili y, i s legi imacy is no ye consolida ed. F om he pe spec i e o Public
T us Theo y, such pa ial con idence sugges s ha ci izens pe cei e some deg ee o in eg i y bu s ill lack s ong assu ance in
ins i u ional anspa ency. Communica ion gaps, pa icula ly he limi ed isibili y o o icial channels no ed ea lie , likely
con ibu e o his agile le el o us .
Con idence in anspa ency is closely connec ed o b oade expec a ions abou ins i u ional pe o mance. When public us is
no ully secu ed, ci izens a icula e s onge demands o openness, accoun abili y, and e iciency. P e ious s udies highligh ha
unme expec a ions o en become cen al o public discou se and in luence u u e legi imacy (G immelikhuijsen & Meije , 2021;
Kim & Lee, 2020). To unde s and how hese expec a ions a e exp essed in he Indonesian con ex , Figu e 4 p esen s he key
aspi a ions oiced by he public ega ding BPKH’s managemen o hajj unds.
Figu e 4. Public Expec a ions o BPKH in Managing Hajj Funds
Figu e 4 highligh s he expec a ions ha ci izens hold owa d BPKH in managing hajj unds. T anspa ency eme ges as he
mos equen ly men ioned demand, ollowed by calls o esponsibili y, p o ec ion agains co up ion, and imp o emen s in
e iciency and se ice quali y. In e es ingly, cos educ ion and p o essional managemen appea less salien compa ed o he
demand o openness, signaling ha communica ion and accoun abili y a e p io i ized o e pu ely inancial ou comes. F om a
communica ion pe spec i e, hese expec a ions e lec a desi e o symbolic assu ances—ci izens wan o see and hea e idence o
anspa ency as much as hey wan angible esul s.
Examining Communica ion Fac o and Public Pe cep ion o BPKH in Managing Hajj Funds
IJSSHR, Volume 08 Issue 10 Oc obe 2025 www.ijssh .in Page 7725
Expec a ions, howe e , a e o en oo ed in public pe cep ions o ecu ing p oblems. Ci izens’ calls o g ea e openness and
in eg i y sugges ha hey ha e obse ed o expe ienced challenges ha unde mine con idence in und managemen . Agenda-
se ing heo y unde sco es ha such issues, when epea edly ampli ied in media and in e pe sonal communica ion, shape wha
people conside he mos u gen p oblems. To unde s and his linkage, Figu e 5 p esen s he main p oblems ha he public
associa es wi h he adminis a ion o hajj.
Figu e 5. Mos F equen P oblems in Hajj Adminis a ion as Pe cei ed by he Public
Figu e 5 illus a es he p oblems mos equen ly associa ed wi h he adminis a ion o hajj. Long wai ing lis s domina e public
conce ns, ollowed by ising cos s and pe cep ions o co up ion. Issues o anspa ency and se ice quali y also eme ge, hough o
a lesse ex en . These esul s e eal ha ci izens’ pe cep ions a e shaped no only by ins i u ional pe o mance bu also by how
p oblems a e epea edly amed in media and communi y con e sa ions. In communica ion e ms, hese issues ep esen agenda
i ems ha s ongly in luence how people judge ins i u ional c edibili y. Taken oge he , he indings highligh a con inuum linking
awa eness, sou ces o in o ma ion, con idence in anspa ency, expec a ions, and pe cei ed p oblems. This con inuum o ms he
basis o a deepe discussion on how communica ion and us heo ies explain he legi imacy o BPKH in he public sphe e.
Communica ion, T us , and Ins i u ional Legi imacy
The indings o his s udy con i m ha public awa eness o BPKH emains limi ed, wi h many ci izens s ill associa ing hajj
und managemen wi h he Minis y o Religious A ai s. F om he pe spec i e o Agenda Se ing Theo y, his indica es ha
BPKH has no ye succeeded in making i sel a salien ac o in he public agenda. Media co e age and ins i u ional
communica ion ha e no consis en ly placed BPKH a he cen e o na a i es abou hajj und go e nance. As McCombs and
Valenzuela (2021) a gue, ins i u ions mus no only p o ide in o ma ion bu also ensu e ha issues a e p io i ized in public
discou se. Wi hou his agenda p ominence, ins i u ional iden i y emains weak.
The eliance o ci izens on ele ision and gene al social media as he main sou ces o in o ma ion u he ein o ces he
agenda-se ing dynamics. While hese pla o ms a e powe ul in shaping awa eness, hey also lea e BPKH ulne able o ex e nal
aming. Agenda Building Theo y helps explain his ulne abili y: media ou le s, ci izens, and ins i u ional communica o s all
con ibu e o aming he ole o BPKH, bu when o icial communica ion channels a e ma ginal, he ins i u ion loses con ol o i s
na a i e. This suppo s Guo and Va go’s (2020) obse a ion ha message ne wo ks de e mine how issues a e amed and who is
pe cei ed as au ho i a i e.
Public us in BPKH’s anspa ency, al hough mode a e, illus a es he complexi y desc ibed by Public T us Theo y. T us is
no only abou ac ual pe o mance bu also abou pe cep ions o in eg i y and openness (Rashid & Gow, 2022). The su ey esul s
show ha a signi ican p opo ion o esponden s emain doub ul o unce ain, which aligns wi h Wang and Zuo’s (2020) inding
ha communica ion p ac ices di ec ly shape whe he ci izens in e p e ins i u ions as compe en and us wo hy. Limi ed isibili y
o o icial channels and he dominance o gene al media may explain why anspa ency has no been ully ansla ed in o s ong
con idence.
The expec a ions oiced by ci izens—emphasizing anspa ency, accoun abili y, and in eg i y— u he highligh he
communica i e na u e o ins i u ional legi imacy. As Kim and Lee (2020) no e, ins i u ional pe o mance alone does no gua an ee
us ; communica ion ha demons a es esponsi eness and openness is equally impo an . In his case, he public’s call o
anspa ency can be ead as a demand o symbolic and dialogic communica ion, no only o adminis a i e e iciency. Ci izens
wan assu ance ha BPKH’s independence is no me ely legal bu also pe cei ed in e e yday communica ion p ac ices.
Examining Communica ion Fac o and Public Pe cep ion o BPKH in Managing Hajj Funds
IJSSHR, Volume 08 Issue 10 Oc obe 2025 www.ijssh .in Page 7726
Finally, he p oblems mos equen ly ci ed by esponden s—long wai ing lis s, high cos s, and pe cep ions o co up ion—
show how agenda-se ing p ocesses ansla e in o public conce ns. These issues domina e discou se because hey a e epea edly
ein o ced h ough media na a i es and communi y con e sa ions. Fo BPKH, his indica es ha communica ion s a egies mus
go beyond inancial epo ing and ac i ely add ess he issues ha shape public pe cep ions. Linking back o Agenda Building, he
agency has an oppo uni y o in luence how hese p oblems a e discussed by collabo a ing wi h media, s eng hening o icial
channels, and posi ioning i sel as he c edible sou ce o in o ma ion. By aligning communica ion p ac ices wi h he mechanisms
desc ibed in us and agenda heo ies, BPKH can consolida e legi imacy and os e s onge public con idence.
In sum, he indings unde sco e ha ins i u ional legi imacy is no solely he ou come o inancial accoun abili y bu he
p oduc o communica ion p ocesses ha shape public awa eness, us , and expec a ions. By si ua ing he esul s wi hin Public
T us Theo y and agenda-se ing app oaches, his s udy highligh s he s a egic ole o communica ion in media ing pe cep ions o
BPKH. S eng hening o icial communica ion channels, add essing salien public conce ns, and building cohe en na a i es
ac oss media pla o ms a e essen ial s eps o consolida ing us . These insigh s p o ide a basis o he concluding e lec ions and
ecommenda ions p esen ed in he nex sec ion.
This c oss-sec ional, sel - epo ed su ey limi s causal in e ence. Media exposu e was measu ed by equency a he han
message con en o sen imen . Fu u e s udies should include con en analysis and longi udinal o panel designs o ack agenda
dynamics and us o ma ion o e ime.
CONCLUSION
This s udy examined how communica ion media shape public pe cep ions o BPKH in managing hajj unds. The esul s show
ha public awa eness o BPKH emains low, wi h many s ill a ibu ing hajj und managemen o he Minis y o Religious
A ai s. Tele ision and gene al social media domina e as sou ces o in o ma ion, while o icial BPKH channels play only a mino
ole. This imbalance limi s he agency’s capaci y o build agendas and ame i s ins i u ional ole.
Public con idence in BPKH’s anspa ency is mode a e, indica ing pa ial legi imacy bu pe sis en doub s. Ci izens’
expec a ions cen e on anspa ency, accoun abili y, and in eg i y, unde sco ing ha ins i u ional us is closely ied o
communica i e pe o mance a he han inancial epo ing alone. A he same ime, ecu ing conce ns abou long wai ing lis s,
high cos s, and co up ion highligh how agenda-se ing p ocesses shape public pe cep ions o ins i u ional c edibili y.
Theo e ically, he indings con i m he ele ance o Public T us Theo y and Agenda Se ing/Agenda Building app oaches in
explaining he ela ionship be ween communica ion and ins i u ional legi imacy. P ac ically, he s udy sugges s ha BPKH needs
o s eng hen i s o icial communica ion channels, de elop mo e p oac i e agenda-building s a egies, and add ess salien public
conce ns h ough anspa en and dialogic engagemen .
Fu u e esea ch could ex end his analysis by compa ing public pe cep ions ac oss eligious-based inancial ins i u ions o by
applying mixed me hods o cap u e bo h s a is ical ends and deepe na a i es. Such s udies would en ich he unde s anding o
how communica ion sus ains us and legi imacy in sensi i e go e nance con ex s.
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