RANI, SISCA PUSPITA (2026) MAKNA IKLAN EDUKASI DALAM CAMPAIGN BCA “DON’T KNOW, KASIH NO!” (PENDEKATAN ANALISIS SEMIOTIKA JOHN FISKE). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Meluasnya fenomena kejahatan phishing di Indonesia yang kini bukan hanya peretasan teknis semata, melainkan manipulasi makna dan psikologi pengguna. Menanggapi kondisi tersebut serta adanya instruksi Otoritas Jasa Keuangan (OJK) bagi lembaga perbankan untuk memperkuat literasi keuangan masyarakat, PT Bank Central Asia Tbk (BCA) meluncurkan kampanye edukasi "Don’t Know? Kasih No!". Inisiatif ini juga merupakan respons strategis terhadap upaya serangan siber terhadap sistem perbankannya. Campaign “Don’t Know? Kasih No!” mendorong nasabah agar lebih kritis terhadap pesan, tautan, dan file digital yang tidak jelas asal-usulnya. Penelitian ini menggunakan pendekatan analisis semiotika John Fiske yang membagi proses pemaknaan ke dalam tiga level , yaitu level realitas yang mencakup aktor, latar, objek, gestur, dan symbol/narasi; level representasi yang meliputi teknik pengambilan gambar (shot size, framing, camera angle, camera movement), pencahayaan, suara, dialog dan musik; serta level ideologi yang berkaitan dengan nilai yang dibentuk atau yang ingin disampaikan dari oleh iklan audiovisual Penelitian ini berangkat dari paradigma konstruktivis unit analisis mencakup keseluruhan 16 scene pada iklan “Don’t Know? Kasih No!” yang dipublikasikan melalui platform YouTube . Data dikumpulkan melalui scene-by-scene analysis untuk menelaah tiga level yaitu kode sosial, kode teknis, hingga nilai ideologis yang dikemas dalam iklan edukasi “Don’t Know? Kasih fenomena phishing dan cara menghadapinya. Hasil penelitian menunjukkan bahwa pada level realitas, iklan memaknai phishing sebagai ancaman yang dekat dengan kehidupan sehari-hari dan dapat menyerang siapa pun dan kapan pun. Pada level representasi, penggunaan teknik close-up serta persona Indro Warkop sebagai ikon budaya populer efektif menjembatani sebagai tokoh yang dikenal lintas generasi dan mengubah kekakuan informasi perbankan menjadi pesan yang mudah dipahami. Pada level ideologis, “Don’t Know? Kasih No!” menanamkan nilai individualisme dimana keamanan data sebagai tanggung jawab individu dengan bersikap slow down and rethink dan sekaligus memperkuat citra BCA sebagai entitas yang aman dan terpercaya The widespread phenomenon of phishing crimes in Indonesia has shifted from purely technical hacking into practices that manipulate meaning and user psychology. Responding to this condition, as well as to the instruction of the Financial Services Authority (Otoritas Jasa Keuangan/OJK) for banking institutions to strengthen public financial literacy, PT Bank Central Asia Tbk (BCA) launched the educational campaign “Don’t Know? Kasih No!”. This initiative also represents a strategic response to repeated cyberattack attempts targeting the banking system. The “Don’t Know? Kasih No!” campaign encourages customers to become more critical of digital messages, links, and files whose origins are unclear. This study employs John Fiske’s semiotic analysis approach, which divides the process of meaning-making into three levels: the level of reality, encompassing actors, settings, objects, gestures, and narrative symbols; the level of representation, which includes cinematographic techniques such as shot size, framing, camera angle, camera movement, lighting, sound, dialogue, and music; and the level of ideology, which relates to the values constructed and communicated through audiovisual advertising. The research is grounded in a constructivist paradigm, with the unit of analysis covering all 16 scenes of the “Don’t Know? Kasih No!” advertisement published on BCA’s official YouTube platform. Data were collected through scene-by-scene analysis to examine the three levels of meaning social codes, technical codes, and ideological values embedded in the educational narrative addressing the phishing phenomenon and strategies for dealing with it. The findings show that at the level of reality, the advertisement frames phishing as a threat closely connected to everyday life and capable of targeting anyone at any time. At the level of representation, the use of close-up shots and the persona of Indro Warkop as a popular cultural icon effectively bridges generational gaps and transforms rigid banking information into an accessible and relatable message. At the ideological level, the slogan “Don’t Know? Kasih No!” promotes individual responsibility for data security through a slow down and rethink attitude, while simultaneously reinforcing BCA’s image as a safe and trustworthy institution.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 443221120005 |
| Uncontrolled Keywords: | Education; Phishing; Semiotics; John Fiske Education; Phishing; Semiotics; John Fiske |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 21 Feb 2026 05:36 |
| Last Modified: | 21 Feb 2026 05:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101076 |
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