VIANDHIKA, BIA MAYA (2023) STRATEGI HUBUNGAN MASYARAKAT BANK INDONESIA DALAM MENSOSIALISASIKAN QRIS SEBAGAI MEDIA PEMBAYARAN NON-TUNAI KEPADA UMKM DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penggunaan QRIS pada UMKM di DKI Jakarta yang masif merupakan salah satu hasil dari strategi Humas Bank Indonesia. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi Humas yang dilakukan oleh Bank Indonesia dalam melakukan sosialisasi QRIS sebagai media pembayaran non-tunai kepada UMKM di DKI Jakarta, faktor pendukung dan faktor hambatannya. Peneliti menggunakan konsep teori “Strategic Planning for Public Relations” dari Robert Ronald D. Smith, yang terdiri dari 4 Fase antara lain Formative Research, Strategy, Tactics dan Evaluative Research yang dikembangkan menjadi 9 Tahap. Dengan paradigma peneligian Konstruktivis dan metode penelitian kualitatif-deskriptif, peneliti mengumpulkan data dengan melakukan wawancara, observasi, dan data pendukung dari lembaga. Teknik keabsahan data yang digunakan adalah Triangulasi sumber data dan teknik. Hasil dari penelitian dan pembahasan menunjukan bahwa Bank Indonesia telah menerapkan langkah-langkah strategi Humas yang sesuai dengan teori Robert D. Smith, Kontribusi dari banyak pihak seperti stakeholders dan kolaborasi dengan pemerintah merupakan faktor pendukung yang menonjol pada strategi Humas Bank Indonesia dalam mensosialisasikan QRIS sebagai Media Pembayaran Non-Tunai kepada UMKM di DKI Jakarta, sedangkan faktor hambatannya adalah keterbatasan akses teknologi seperti smartphone dan alat penunjang seperti mesin EDC. Kesimpulan pada penelitian ini menunjukan Bank Indonesia telah melaksanakan strategi Humas yang leih kompleks dari sekedar proses humas dalam mensosialisasikan QRIS. Saran untuk akademisi yaitu perlunya penelitian lanjutan yang mengukur pengaruh dan efektivitas strategi Humas, sedangkan untuk praktisi hendaknya tidak sering mengubah tagline dalam rangka kampanya humas. The massive use of QRIS by SME in DKI Jakarta is one of the results of Bank Indonesia's Public Relations strategy. The purpose of this study was to find out the public relations strategy implemented by Bank Indonesia in socializing QRIS as a media for non-cash payments to SME in DKI Jakarta, the supporting factors and the inhibiting factors. The researcher uses the theory concept of "Strategic Planning for Public Relations" from Robert Ronald D. Smith, which consists of 4 phases including Formative Research, Strategy, Tactics and Evaluative Research which are developed into 9 Stages. With a constructivist research paradigm and qualitative-descriptive research methods, researchers collect data by interviews, observations, and supporting data from the organizations. The data validation technique used is triangulation of data sources and techniques. The results of the research and discussion show that Bank Indonesia has implemented PR strategy steps in accordance with Robert D. Smith's theory, Contributions from many parties such as stakeholders and collaboration with the government are prominent supporting factors in Bank Indonesia's PR strategy in socializing QRIS as a Media Non-Cash Payments to SME in DKI Jakarta, while the obstacle factor is limited access to technology such as smartphones and supporting tools such as EDC machines. The conclusion of this study shows that Bank Indonesia has implemented a PR strategy that is more complex than just a public relations process in socializing QRIS. Advice for academics is the need for further research that measures the influence and effectiveness of PR strategies, while practitioners should not change the tagline frequently in the context of PR campaigns.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221120036 |
| Uncontrolled Keywords: | Public Relations Strategy, PR, Socialization, QRIS, Bank Indonesia Strategi Hubungan Masyarakat, Humas, Sosialisasi, QRIS, Bank Indonesia |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | PANCA LEGA SILABAN |
| Date Deposited: | 19 Aug 2023 03:17 |
| Last Modified: | 19 Aug 2023 03:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80099 |
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