Analisis Isi Pesan Komunikasi pada Kampanye "Don't Know? Kasih No!" di YouTube Solusi BCA dalam Upaya Edukasi Pencegahan Cybercrime
DOI:
https://doi.org/10.35870/jtik.v10i3.5998Keywords:
Don’t Know? Kasih No, BCA, Social Media, Cyber Crime, Public Communication CampaignAbstract
The rise of cybercrime in Indonesia’s digital financial services demands effective and communicative public education. This study aims to explore how educational communication messages for cybercrime prevention are represented in BCA’s “Don’t Know? Kasih No!” campaign published on YouTube. Using a qualitative content analysis approach, the study focuses on interpreting both verbal and visual message meanings based on Rice and Atkin’s Public Communication Campaign theory. Findings reveal that the campaign constructs digital security education through several key strategies: simplifying technical concepts, providing practical behavioral instructions, reinforcing vigilance through communicative visual elements, engaging the public in participatory message dissemination, and utilizing humor and nostalgia as cultural anchoring. This multidimensional approach successfully delivers messages that are not only informative but also persuasive and easily accepted across diverse societal groups.
Downloads
References
Armansyah, A. A., & Huda, A. M. (2025). Don’t Know Kasih No" Dalam Memahami Fenomena phising. In The Commercium (Vol. 9).
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2023). Laporan survei penetrasi dan ofil perilaku pengguna internet Indonesia 2023. APJII.
Atkin, C. K., & Rice, R. E. (2013). Public communication campaigns (4th ed.). SAGE.
Badan Siber dan Sandi Negara (BSSN). (2024). Laporan Keamanan Siber Nasional 2023. Jakarta: BSSN.
Bank Central Asia (BCA). (2023). Laporan Tahunan 2023: Transformasi Digital dan Keamanan Nasabah. Jakarta: PT Bank Central Asia Tbk.
Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education.
Breakenridge, D. (2021). Digital strategies in the social media age. Routledge.
Calder, S., Napier, S., & Wilson, M. (2018). Everyday digital security: Recognizing and responding to cyber-fraud. Journal of Cybersecurity & Digital Trust, 2(1), 45–59.
Chen, X., Zhang, Q., & Wang, X. (2020). Humor and persuasion in digital campaigns: Effects on audience receptivity and memory. Journal of Media Psychology, 32(4), 211–223.
Cornelissen, J. (2020). Corporate communication: A guide to theory and practice (6th ed.). SAGE Publications.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Desi Ananta, K., Ambodo, T., & Tohawi, A. (2024). Pengaruh media sosial terhadap peningkatan kejahatan siber di Indonesia. Islamic Law: Jurnal Siyasah, 9(2), 118–131. https://doi.org/10.53429/iljs.v9i2.858.
Effendy, O. U. (2009). Ilmu komunikasi: Teori dan praktik. Remaja Rosdakarya.
Fill, C., & Turnbull, S. (2016). Marketing communications: Discovery, creation and conversations (7th ed.). Pearson.
Hidayat, I. S., Wulandari, T. A., Adilla, M., & Ratama, R. (2024). Analisis jejaring sosial terhadap keberhasilan kampanye “Don’t Know? Kasih No!” oleh Bank Central Asia. Digital Transformation Technology, 4(1), 147–156. https://doi.org/10.47709/digitech.v4i1.3761.
Hong, J. (2012). Why phishing works: Explaining susceptibility with individual differences in phishing detection. Computers & Security, 31(4), 448–458.
Kotler, P., & Lee, N. R. (2011). Social marketing: Influencing behaviors for good (4th ed.). SAGE.
Otoritas Jasa Keuangan (OJK). (2024). Statistik Perbankan Indonesia: Desember 2023. Jakarta: OJK.
Parker, I., Saundage, T., & Lee, S. (2011). Qualitative content analysis in media studies: Techniques and reflections. International Journal of Media & Cultural Studies, 8(2), 123–139.
Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE Publications.
Rahayu, T. (2021). Strategi komunikasi BCA dalam meningkatkan kesadaran nasabah tentang keamanan informasi perbankan. Jurnal Komunikasi dan Media, 5(2), 89–103.
Rogers, E. M., & Storey, J. D. (2018). Communication campaigns. In C. R. Berger & S. H. Chaffee (Eds.), Handbook of communication science (pp. 817–846). Sage.
Saputra, M. A. D., Rofiqoh, H. H., & Saputra, W. (2023). Pengaruh internet banking dan mobile banking terhadap kinerja bank umum konvensional di Indonesia. Wacana Ekonomi (Jurnal Ekonomi, Bisnis dan Akuntansi), 22(2), 132–141. https://doi.org/10.22225/we.22.2.2023.132-141.
Sekar, A., Umami, N., Lutfi, A. M., Kusumawati, A., Hayyu, D., Muna, R., & Ningsih, T. D. (2024). Efektivitas strategi kampanye iklan edukasi Bank BCA “Don’t Know? Kasih No!” terhadap maraknya fenomena phishing di masyarakat. Jurnal Ekonomi Manajemen dan Akuntansi, 2(1).
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rafli Argireza Akbar, Dian Hutami Rahmawati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
