Rahmawati, Della (2025) PENGARUH PESAN KAMPANYE DON’T KNOW? KASIH NO! TERHADAP PERUBAHAN SIKAP FOLLOWERS TIKTOK @BANKBCA DALAM MENGHINDARI PHISING. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Di era digital saat ini, kejahatan siber seperti phishing semakin meningkat dan menjadi ancaman serius terhadap keamanan data masyarakat, khususnya di sektor keuangan. Sebagai respons terhadap hal tersebut, Bank Central Asia (BCA) meluncurkan kampanye edukatif “Don’t Know? Kasih No!” salah satunya melalui akun TikTok @bankbca dengan jumlah 325.700 pengikut. Permasalahan dalam penelitian ini adalah seberapa besar pengaruh pesan kampanye tersebut dalam membentuk atau mengubah sikap pengguna TikTok, yang mencakup perubahan pada opini, persepsi, afeksi, dan tindakan dalam menghadapi phishing. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar Pengaruh Pesan Kampanye “Don’t Know? Kasih No!” Terhadap Perubahan Sikap Followers TikTok @bankbca dalam Menghindari Phishing. Penelitian ini menggunakan teori dan konsep Komunikasi Persuasif, Teori Kampanye, Strategi Pesan 7C dari Cutlip, Center & Broom, Perubahan Sikap dari Hovland, serta Teori Elaboration Likelihood Model (ELM) dari Petty dan Cacioppo. Paradigma penelitian yang digunakan adalah paradigma positivisme dengan metode kuantitatif melalui pendekatan survei eksplanatif. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan survei eksplanatif digunakan untuk menguji hubungan antara pesan kampanye dan perubahan sikap. Teknik pengambilan sampel dilakukan dengan purposive sampling. Paradigma yang digunakan adalah paradigma positivisme. Pengumpulan data primer dilakukan menggunakan kuesioner terhadap 100 responden yang merupakan followers TikTok @bankbca dan telah terpapar konten kampanye. Hasil penelitian menunjukkan bahwa pesan kampanye “Don’t Know? Kasih No!” memiliki pengaruh positif dan signifikan terhadap perubahan sikap followers TikTok @bankbca dengan kontribusi sebesar 69,6%. Hal ini mencakup perubahan pada dimensi opini, persepsi, afeksi, dan tindakan nyata dalam menghindari phishing. Sisanya sebesar 30,4% dijelaskan oleh faktor lain di luar variabel yang diteliti. Temuan ini menegaskan bahwa kampanye berbasis media sosial dengan pesan yang terstruktur dan relevan mampu menjadi sarana efektif dalam membangun kesadaran digital dan mengubah sikap publik terhadap ancaman kejahatan siber. In today’s digital era, cybercrimes such as phishing are on the rise and have become a serious threat to data security, particularly in the financial sector. In response to this issue, Bank Central Asia (BCA) launched an educational campaign titled “Don’t Know? Kasih No!”, one of which is disseminated through the TikTok account @bankbca, which has 325,700 followers. The main issue in this study is to determine the extent to which the campaign message influences the attitudes of TikTok users, including changes in opinion, perception, affect, and behavior in responding to phishing. The objective of this study is to examine the extent of the influence of the “Don’t Know? Kasih No!” campaign message on the attitude changes of TikTok followers of @bankbca in avoiding phishing. This research is based on the theories and concepts of persuasive communication, campaign theory, the 7C message strategy by Cutlip, Center & Broom, attitude change theory by Hovland, and the Elaboration Likelihood Model (ELM) by Petty and Cacioppo. The research adopts a positivist paradigm using a quantitative method with an explanatory survey approach. A quantitative method with an explanatory survey approach is used to test the relationship between the campaign message and attitude change. The sampling technique employed is purposive sampling. The data collection is conducted through a questionnaire distributed to 100 respondents who are followers of the TikTok account @bankbca and have been exposed to the campaign content. The results show that the “Don’t Know? Kasih No!” campaign message has a positive and significant influence on the attitude changes of @bankbca TikTok followers, with a contribution of 69.6%. This includes changes across dimensions of opinion, perception, affect, and concrete actions in avoiding phishing. The remaining 30.4% is explained by other factors outside the variables examined. These findings confirm that social media-based campaigns with structured and relevant messages can serve as an effective tool in building digital awareness and shifting public attitudes toward cybercrime threats..
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