Salsabila, Angel (2025) STRATEGI KOMUNIKASI HUMAS BANK INDONESIA DALAM PENERAPAN TARIF QRIS BAGI PELAKU UMKM DI KOTA SERANG. S1 thesis, Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Angel Salsabila_6662200045_Fulltext.pdf Restricted to Registered users only Download (1MB) | Request a copy |
|
Text
Angel Salsabila6662200045_CP.pdf Restricted to Registered users only Download (334kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_02.pdf Restricted to Registered users only Download (571kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_03.pdf Restricted to Registered users only Download (322kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_04.pdf Restricted to Registered users only Download (727kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_05.pdf Restricted to Registered users only Download (188kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_Ref.pdf Restricted to Registered users only Download (429kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_Lamp.pdf Restricted to Registered users only Download (913kB) | Request a copy |
|
Text
Angel Salsabila_6662200045_01.pdf Restricted to Registered users only Download (855kB) | Request a copy |
Abstract
The development of technology has led to the transformation of the payment system in Indonesia using electronic money (e-money). Thus, Bank Indonesia launched QRIS as a payment method to accommodate non-cash payments and has been widely used by business actors. However, business actors will be charged an MDR (Merchant Discount Rate), which is set for micro businesses at 0.3%. The purpose of this study is to determine the communication strategy carried out by Bank Indonesia to overcome problems in implementing QRIS rates for business actors, especially MSMEs. The focus of this study is to determine the audience analysis strategy, compiling messages, methods, selection and use of media in implementing QRIS rates for MSMEs in Serang City. The research method used is a descriptive method with a qualitative approach. Researchers collect data through observation, interviews and documentation. The results of this study are (1) Bank Indonesia Banten analyzes the audience by dividing the segmentation demographically and socio-geographically (2) in compiling messages, namely deductively and topically (3) Bank Indonesia Banten conveys communication with persuasive, instructive, and deductive methods (4) Bank Indonesia Banten only uses online mass media and focuses on social media, namely Instagram and YouTube. Researchers have interviewed 4 MSMEs actors and only one knows about the QRIS tariff so that the dissemination of information related to the MDR policy is not evenly distributed and the communication strategy carried out by Bnak Indonesia Banten is not optimal.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Perkembangan teknologi membawa pada transformasi sistem pembayaran di Indonesia dengan menggunakan uang elektronik (e-money). Sehingga, Bank Indonesia meluncurkan QRIS sebagai alat pembayaran untuk mengakomodasi pembayaran nontunai dan sudah banyak digunakan oleh pelaku usaha. Tetapi, pelaku usaha akan dikenakan biaya MDR (Merchant Discount Rate), yang ditetapkan untuk usaha mikro sebesar 0.3%. tujuan penelitian ini adalah untuk mengetahui strategi komunikasi yang dilakukan oleh Bank Indonesia untuk mengatasi masalah dalam penerapan tarif QRIS bagi pelaku usaha khususnya UMKM. Fokus penelitian ini untuk mengetahui strategi analisis khalayak, menyusun pesan, metode komunikasi, seleksi dan penggunaan media dalam penerapan tarif QRIS bagi Pelaku UMKM di Kota Serang. Metode penelitian yang dugunakan adalah metode deskriptif dengan pendekatan kualitatif. Peneliti mengumpulkan data dengan observasi, wawancara dan dokumentasi. Hasil dari penelitian ini adalah (1) Bank Indonesia KPw Banten menganalisis khalayak dengan membagi segmentasi secara demografi dan sosial geografi (2) dalam menyusun pesan yaitu secara deduksi dan topikal (3) Bank Indonesia KPw Banten menyampaikan komunikasi dengan metode persuasif, instruktif, dan deduktif (4) Bank Indonesia Banten hanya menggunakan media massa online dan fokus pada media sosial yaitu Instagram dan YouTube. Peneliti telah mewawancarai 4 pelaku UMKM dan hanya satu yang mengetahui terkait tarif QRIS sehingga penyebaran informasi terkait kebijakan MDR ini belum merata dan strategi komunikasi yang dilakukan oleh Bank Indonesia KPw Banten belum maksimal. | |||||||||
| Uncontrolled Keywords: | Communication Strategy, QRIS Tariff, MSMEs Strategi Komunikasi, Tarif QRIS, UMKM | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
|||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
|||||||||
| Depositing User: | Angel Angel Salsabila | |||||||||
| Date Deposited: | 19 May 2025 06:03 | |||||||||
| Last Modified: | 19 May 2025 06:03 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48815 |
Actions (login required)
 |
View Item |