SHAVNA, PUTRI SALSABILLA (2025) SOSIALISASI PROGRAM DIGITALISASI LAYANAN PERBANKAN PT. BNI PERSERO (STUDI DESKRIPTIF PADA SOSIALISASI PUBLIC RELATIONS DI BANK BNI CABANG DAAN MOGOT PERIODE JULI - OKTOBER 2023). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini menganalisis strategi Public Relations Bank BNI dalam mensosialisasikan digitalisasi layanan perbankan. Fokus penelitian mencakup strategi komunikasi, efektivitas pesan, serta tantangan dalam meningkatkan adopsi layanan digital oleh nasabah. Penelitian ini berlandaskan paradigma konstruktivisme, yang menekankan bahwa realitas sosial dibentuk melalui interaksi dan pengalaman individu. Metode penelitian yang digunakan adalah kualitatif deskriptif, dengan teknik pengumpulan data melalui wawancara, observasi, dan analisis dokumen. Analisis data dilakukan dengan metode analisis isi dan content analysis untuk mengidentifikasi pola komunikasi dan efektivitas sosialisasi. Hasil penelitian menunjukkan bahwa sosialisasi dilakukan melalui seminar, media sosial, dan aplikasi mobile banking, namun masih menghadapi tantangan seperti literasi digital yang rendah, keterbatasan akses internet, serta kekhawatiran keamanan data. Oleh karena itu, diperlukan strategi komunikasi yang lebih interaktif dan edukatif guna meningkatkan pemahaman dan kepercayaan nasabah terhadap layanan digital. This study analyzes the Public Relations strategy of BNI Bank in socializing the digitalization of banking services. The research focuses on communication strategies, message effectiveness, and challenges in increasing customer adoption of digital services. This research is based on the constructivist paradigm, which emphasizes that social reality is shaped through interaction and individual experiences. The research method used is descriptive qualitative, with data collection techniques through interviews, observations, and document analysis. Data analysis was conducted using content analysis to identify communication patterns and the effectiveness of socialization efforts. The findings indicate that socialization efforts are carried out through seminars, social media, and mobile banking applications. However, challenges such as low digital literacy, limited internet access, and concerns about data security remain. Therefore, a more interactive and educational communication strategy is needed to enhance customer understanding and trust in digital services.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220110030 |
| Uncontrolled Keywords: | Sosialisasi Public Relations, Digitalisasi Perbankan, Paradigma Konstruktivisme, Kualitatif Deskriptif, Bank BNI. Public Relations Socialization, Banking Digitalization, Constructivist Paradigm, Descriptive Qualitative, BNI Bank. |
| 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: | SUTRA DEWANGGA |
| Date Deposited: | 01 Mar 2025 07:25 |
| Last Modified: | 01 Mar 2025 07:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94557 |
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