Analysis of Strategy Implementation on Land and Building Tax Payment Via GoBills (Gojek) in New Normal

Abstract

The COVID-19 pandemic is not only a health crisis of immense proportion, but it is also an imminent restructuring of the global economy. The impact of the COVID-19 pandemic is extensive and has presented enormous challenges to the world as a whole. A full economic recovery from the Covid-19 is unlikely. The governments must build resilience and lead in this time of crisis to a new phase "new normal" in the COVID-19 pandemic. The purpose of this research was to analysis of strategy implementation on land and building tax payment via gobills use GoPay (gojek) for improving public government performance in the Local Revenue Agency of Samarinda in new normal. This research used a case study qualitative method. The research was conducted by analysing the organization's internal and external environment, which was then incorporated into the SWOT Matrix (Strength, Weakness, Opportunity, Threat), Grand Strategy Matrix, and SPACE Matrix (Strategic Position and Action Evaluation). To collect data, this research used interview techniques, documentation, observation, and literature study.The result of this research showed that the strategy implementation on land and building tax payment via gobills (gojek) was effective and efficient towards achieving organizational goals in new normal. The result also showed that the factor of leadership was of most importance, leadership qualities of The Local Revenue Agency head were identified as the most critical and influential actor in improving organization performance because the leader has to adapt and manage the changes brought by the job, all the roles, responsibilities, and protect the health system of the employee with social distancing guidelines in new normal.