Bank Indonesia DIY education campaign strategy in increasing awareness of QRIS electronic payments in the DIY MSME 2023

Alya Syafira Arnada, Nur Sofyan

Abstract


The use of electronic money is essential in economic activities. Bank Indonesia DIY created an educational campaign related to QRIS to increase the use of QRIS in MSMEs in DIY. In addition, DIY Province won the BI award appreciation for the best Export MSMEs and the best QRIS implementation in Indonesia. This study wants to know and describe the stages of planning an educational campaign by Bank Indonesia Yogyakarta Special Region, using a qualitative method with a case study approach. The validity test uses source triangulation, which compares the degree of trust in data from several sources. The results of this study show that the campaign carried out by Bank Indonesia DIY is through the “SIAP PASAR QRIS” slogan, which means "Healthy Innovative Market with QRIS." DIY, there are 10 SIAP QRIS MARKETS. The most ready market is the Beringharjo market. As much as 50% of the traders have used QRIS—BI DIY in disseminating the educational campaign through Instagram, Twitter, WhatsApp, and YouTube media for publication. QRIS is not only for transactions in stores but also for donations or alms at houses of worship with QRIS.


Full Text:

PDF

References


Aisyah, E. N., & Maharani, M. (2021). Strategi penanganan pembiayaan bermasalah pada UMKM di masa pandemi COVID-19. … SENANTIAS: Seminar Nasional …, 1(1).

Anisatul, U. (2023, July). Pengguna QRIS di DIY Tumbuh, Capai 671.000 per Mei 2023. Harian Jogja.

Atikah, I., Maimunah, M., & Zainuddin, F. (2021). Penguatan Merger Bank Syariah BUMN dan Dampaknya Dalam Stabilitas Perekonomian Negara. SALAM: Jurnal Sosial Dan Budaya Syar-I, 8(2). https://doi.org/10.15408/sjsbs.v8i2.19896

Fauziyah, L., & Prajawati, M. I. (2023). Persepsi dan Risiko QRIS sebagai Alat Transaksi Bagi UMKM. Ekonomis: Journal of Economics and Business, 7(2).

Harahap, N. (2020). Penelitian Kualitatif (H. S. M.A (ed.); Cetakan pe). Wal ashri Publishing Jl. Ekarasmi Medan Sumatera Utara.

Haryoko, S., Bahartiar, & Arwadi, F. (2020). Analisis Data Penelitian Kualitatif (Konsep,Teknik, & Prosedur Analisis).

Humas DIY. (2022, November). BI Nilai UMKM Ekspor Dan Implementasi QRIS DIY Terbaik Di Indonesia. PEMERINTAH DAERAH ISTIMEWA YOGYAKARTA.

Jia, L. (2019). What public and whose opinion? A study of chinese online public opinion analysis. Communication and the Public, 4(1). https://doi.org/10.1177/2057047319829584

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3). https://doi.org/10.1016/j.bushor.2017.01.006

Listiyo, B. (2023, August). Dukung Akselerasi Pembayaran Digital Indonesia: BI DIY Gelar Pekan QRIS DIY 2023. Sonora.Id.

Liswanty, I., Dari, W., Hasanah, R., & Saragih, N. M. (2023). Perkembangan Pembayaran Digital : Meningkatkan Strategi Intensi Penggunaan QRIS Pada Generasi Millenial di Kota Medan. ACCUMULATED Journal, 5(1).

Lupita, V., Maryana, M., & Lestari, W. A. (2020). Strategi Bank BRI Dalam Menjaga Likuiditas di Masa Pandemi COVID-19. Jurnal Kompetitif Bisnis.

mnctrijaya.com. (2023, August). BI Gelar Pekan QRIS DIY 2023, Dukung Akselerasi Pembayaran Digital.

Nathasya, S., & Maysha, M. (2024). QRIS use Preference by MSME Consumers. Gorontalo Development Review. https://doi.org/10.32662/golder.v0i0.3075

Pikahulan, R. M. (2020). Implementasi Fungsi Pengaturan serta Pengawasan pada Bank Indonesia dan Otoritas Jasa Keuangan (OJK) terhadap Perbankan. Jurnal Penegakan Hukum Dan Keadilan, 1(1). https://doi.org/10.18196/jphk.1103

Rahmawati, A., & Murtanto. (2023). PENGARUH PERSEPSI MANFAAT DAN PERSEPSI KEMUDAHAN PENGGUNAAN UANG ELEKTRONIK (QRIS) PADA MAHASISWA AKUNTANSI. Jurnal Ekonomi Trisakti, 3(1). https://doi.org/10.25105/jet.v3i1.16032

Sabri, S., & Adiprabowo, V. D. A. (2023). Visual narrative of the pandemic as a form of health communication in the digital age. COMMICAST, 4(1), 81–90. https://doi.org/10.12928/commicast.v4i1.7670

Sandra, O. (2007). Strategi Public Relations.

Saputri, A. A., & Fajri, C. (2021). Jogja Digital Valley’s persuasive communication strategy in improving the potential of digital creative industry in Yogyakarta. Commicast, 2(1), 41. https://doi.org/10.12928/commicast.v2i1.3148

Setiawan, I. W. A., & Mahyuni, L. P. (2020). Qris Di Mata Umkm: Eksplorasi Persepsi Dan Intensi Umkm Menggunakan Qris. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 10, 921. https://doi.org/10.24843/eeb.2020.v09.i10.p01

Sholihah, E. (2023). Understanding The Continuity Factor of QRIS Adoption in Generation Z Through The Expectation Confirmation Model (ECM) Theory. DISCO (Digital Entrepreneurship Corner), 1(1).

Siagian, M., Rini, E. S., & Situmorang, S. H. (2021). The Effect of Digital Service Quality (BRIMO) on Customer Loyalty through Customer Trust and Satisfaction on COVID-19 Situation (Pt Bank Rakyat Indonesia Medan Regional Office). International Journal of Research and Review, 8(8). https://doi.org/10.52403/ijrr.20210836

Syahdan, R. (2022). Communication and information system for individual performance. International Journal of Communication and Society; Vol 4, No 2 (2022): December. https://doi.org/10.31763/ijcs.v4i2.619

Venus, A. (2018). Manajemen kampanye panduan teoretis dan praktis dalam mengefektifkan kampanye komunikasi publik.

Wintersieck, A., Fridkin, K., & Kenney, P. (2021). The Message Matters: The Influence of Fact-Checking on Evaluations of Political Messages. Journal of Political Marketing, 20(2). https://doi.org/10.1080/15377857.2018.1457591

Yin, Robert, K. (2009). Case Study Research: Design and Methods.




DOI: https://doi.org/10.12928/sylection.v3i1.13949

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Symposium of Literature, Culture, and Communication (SYLECTION) 2023



Contact person:

Ms. Divani +62 812 2531 1510
Mr. Resnery +62 852 7899 0181
Ms. Kamila Salsabela +62 813 2535 0809
Mrs. Tristanti +62 811 1773 473

Email:
sylection@fsbk.uad.ac.id

Instagram or TikTok: fsbk_uad

 

Symposium of Literature, Culture, and Communication (SYLECTION) is licensed under CC BY-SA 4.0