ANALISIS KEBIJAKAN DAN STRATEGI KOMUNIKASI BANK INDONESIA UNTUK MENINGKATKAN TRANSAKSI PEMBAYARAN NON TUNAI MELALUI PROGRAM QUICK RESPONSE CODE INDONESIAN STANDARD (QRIS)

RASYAD, MIMIT ABDUL (2023) ANALISIS KEBIJAKAN DAN STRATEGI KOMUNIKASI BANK INDONESIA UNTUK MENINGKATKAN TRANSAKSI PEMBAYARAN NON TUNAI MELALUI PROGRAM QUICK RESPONSE CODE INDONESIAN STANDARD (QRIS). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Payment system in completing financial transaction have evolved or developed from conventional to non-cash. The non-cash payment instruments launched by Bank Indonesia is “Quick Response Code Indonesian Standard” (QRIS). The existence of literacy contstraints and inadequate infrastructure requires appropriate policies and communication strategy. The research aims to identify policies and Bank Indonesia’s communication strategy using SOSTAC (Situation, Objective, Strategy, Tactics, Action and Controlling) analysis. The paradigm of research are positivism and the type of research is case study. Data collection techniques were carried out through the interviews and observation. Analysis techniques data through the qualitative methods while validity techniques and legality of the data through the source triangulation. The Result of research showed Bank Indonesia’s policies in increasing non-cash payment transasction are stipulated in Blue Print of Indonesian Payment System 2025 (BSPI 2025). Communication policy are prepared based on Bank Indonesia’s communication operational framework which are divided into Communication Operational Targets, Intermediate Targets and Final Targets. The strategy of communication QRIS program are explained into stakeholders target which addressed to general public, communication content that carried out by fostering community literacy towards QRIS, type of communication content are less familiar aspect, and communication channel through above the line and below the line that intended for internal and external parties of Bank Indonesia. Key Word: QRIS, Bank Indonesia, Policy and communication strategy Sistem pembayaran dalam menyelesaikan transaksi keuangan mengalami evolusi atau perkembangan mulai dari konvensional hingga non tunai. Instrumen pembayaran non tunai yang dicanangkan Bank Indonesia adalah Quick Response Code Indonesian Standard (QRIS). Adanya kendala literasi dan infrastruktur yang belum memadai membutuhkan kebijakan dan strategi komunikasi yang tepat dalam mengkampanyekan program QRIS. Penelitian bertujuan untuk mengidentifikasi kebijakan dan strategi komunikasi Bank Indonesia dengan menggunakan analisis SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Controlling). Paradigma penelitian adalah post positivism dan jenis penelitiannya adalah studi kasus. Teknik pengumpulan data dilakukan melalui wawancara dan observasi. Teknik analisis data melalui metode kualitatif sedangkan Teknik validitas dan keabsahan datanya melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa Kebijakan Bank Indonesia dalam meningkakan transaksi pembayaran non tunai ditetapkan dalam Blue Print Sistem Pembayaran Indonesia 2025 (BSPI 2025). Kebijakan komunikasi disusun berdasarkan kerangka kerja operasional komunikasi Bank Indonesia yang terbagi atas Sasaran Operasional Komunikasi, Sasaran Antara dan Sasaran akhir. Strategi komunikasi program QRIS dijabarkan kedalam Target Stakeholder yang akan dituju yaitu masyarakat secara umum, Konten komunikasi dilakukan dengan cara menumbuhkan literasi masyarakat terhadap QRIS, jenis konten komunikasinya lebih ke aspek less familiar dan kanal/saluran komunikasi melalui above the line dan below the line baik ditujukan ke pihak internal maupun ekternal Bank Indonesia. Kata Kunci: QRIS, Bank Indonesia, Kebijakan dan strategi komunikasi

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