PERSUASIVE AND EDUCATIVE ADVERTISING CONTENT OF QUICK RESPONSE CODE INDONESIAN STANDARD IN PANDEMIC ERA

Authors

DOI:

https://doi.org/10.23887/jish-undiksha.v10i2.34474

Keywords:

Content Analysis, Advertising, Digital Payment, QRIS, COVID-19

Abstract

The digital payment system had increased rapidly, especially when Corona Virus Disease (COVID-19) entered Indonesia. Increasing technological advances have shifted people's preference towards cashless transaction activities. These days, money is known to have spread viruses such as COVID-19. In order to support the National Economic Recovery program, Bank Indonesia (BI) developed Contactless QRIS, which allows users to make contactless payments with merchants during the COVID-19 pandemic. BI positions its products in the eyes of consumers by using the internet and YouTube social media as a platform that plays a vital role in framing society's paradigm towards a reality, thus influencing people's attitudes. The research problem is aimed to know and analyze the content analysis of advertising "Using Contactless QRIS Practically" on the BI YouTube channel. This study aimed to analyze the content of BI advertising entitled "Using Contactless QRIS Practically." Researchers used Means-End Chain (MEC) Theory. This study used descriptive qualitative research with the content analysis method. The research has shown that based on content analysis, this advertising was persuasive and educative.

Author Biographies

Evelyn Kristanti, Universitas Bunda Mulia

Evelyn Kristanti is a student of Master's Degree of Communication Science of Bunda Mulia University. Her research interest in communication especially marketing communication studies. She combines her experiences as Brand Manager in multi national company.

Rustono Farady Marta, Universitas Bunda Mulia

Rustono Farady Marta (FRAD) is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Head of Master’s Degree of Communication Science Department at Bunda Mulia University. His research interest in identity and media studies as one of masterpiece Ph.D. of Communication Science at Universitas Indonesia. He also focuses on the development of a scientific journal by the Indonesian Communication Science Journal Publishers Association (APJIKI). For a comprehensive profile please visit: https://www.researchgate.net/profile/Rustono_Marta?ev=hdr_xprf

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Published

2021-08-14

Issue

Vol. 10 No. 2 (2021)

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