PUTRI, AMELIA (2026) PENGARUH EFEKTIVITAS KAMPANYE EDUKASI DIGITAL TERHADAP PEMAHAMAN PENGGUNA BANK BCA (Studi Pada Postingan Anti – Penipuan Di Instagram @goodlifebca ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Perkembangan teknologi digital telah mengubah pola komunikasi industri perbankan, termasuk dalam strategi Public Relations (PR) melalui media sosial. Bank Central Asia (BCA) memanfaatkan Instagram @goodlifebca sebagai sarana kampanye edukasi digital anti-penipuan untuk meningkatkan pemahaman pengguna mengenai keamanan transaksi digital. Penelitian ini bertujuan untuk menganalisis pengaruh efektivitas kampanye edukasi digital BCA terhadap tingkat pemahaman pengguna terkait keamanan digital. Penelitian menggunakan pendekatan kuantitatif dengan metode survei yang dilakukan pada 25 April 2025. Data dikumpulkan melalui kuesioner tertutup skala Likert 1–4 kepada 100 responden yang dipilih menggunakan purposive sampling, dengan kriteria pengikut @goodlifebca, nasabah BCA, dan aktif menggunakan layanan digital BCA dalam tiga bulan terakhir. Analisis data dilakukan menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa efektivitas kampanye edukasi digital berpengaruh positif dan signifikan terhadap pemahaman pengguna (Y = 2,295 + 0,848X), dengan nilai signifikansi 0,000 (<0,05). Nilai R Square sebesar 0,814 menunjukkan bahwa 81,4% variasi pemahaman pengguna dipengaruhi oleh efektivitas kampanye. Penelitian ini membuktikan bahwa kampanye edukasi digital melalui Instagram efektif dalam meningkatkan literasi keamanan digital dan kewaspadaan pengguna terhadap penipuan daring. The development of digital technology has transformed communication patterns in the banking industry, including Public Relations (PR) strategies through social media. Bank Central Asia (BCA) utilizes Instagram @goodlifebca as a platform for its anti-fraud digital education campaign to enhance users’ understanding of digital transaction security. This study aims to analyze the influence of BCA’s digital education campaign effectiveness on users’ level of understanding regarding digital security. The research employed a quantitative approach using a survey method conducted on April 25, 2025. Data were collected through a closed-ended questionnaire using a 1–4 Likert scale from 100 respondents selected through purposive sampling, with criteria including being followers of @goodlifebca, BCA customers, and actively using BCA digital banking services within the last three months. Data analysis was carried out using simple linear regression. The results indicate that the effectiveness of the digital education campaign has a positive and significant effect on users’ understanding (Y = 2.295 + 0.848X), with a significance value of 0.000 (<0.05). The R Square value of 0.814 shows that 81.4% of the variation in users’ understanding is influenced by the campaign’s effectiveness. This study proves that digital education campaigns through Instagram are effective in improving digital security literacy and increasing user awareness of online fraud.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010065 |
| Uncontrolled Keywords: | kampanye edukasi digital, Public Relations, Instagram, keamanan digital, penipuan online, Bank BCA. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 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: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:11 |
| Last Modified: | 02 Apr 2026 04:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101457 |
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