THE EFFECT OF INSTAGRAM ON PRODUCT VIRALITY AND PRODUCT AWARENESS OF BANK INDONESIA

Rafly Prafsya ANANDA; Rialdo Rezeky Manogari Lumban TORUAN; Citra Eka PUTRI; Radja Erland HAMZAH

doi:10.33068/iccd.v5i1.644

Rafly Prafsya ANANDA Universitas Prof. Dr. Moestopo (Beragama)
Rialdo Rezeky Manogari Lumban TORUAN Universitas Prof. Dr. Moestopo (Beragama)
Citra Eka PUTRI Universitas Prof. Dr. Moestopo (Beragama)
Radja Erland HAMZAH Universitas Prof. Dr. Moestopo (Beragama)

DOI: https://doi.org/10.33068/iccd.v5i1.644

Keywords: Social Media, QRIS, Product Virality, Product Awareness

Abstract

In accordance with the Vision of Bank Indonesia, which is to become the leading digital central bank that contributes significantly to the national economy, Bank Indonesia in this digital era that carries the current side (real time) has changed its communication approach, so that it does not only rely on conventional communication channels (mainstream media) as its communication channel, but also implements public communication through digital media. In accordance with BSPI 2025, Bank Indonesia, has a duty or obligation to educate and expand the acceptance of digital payments, namely QRIS. In order to expand the acceptance of non-cash payments to be more efficient in the future, Product Virality and Product Awareness are needed by Bank Indonesia to be one of the techniques in socializing the QRIS payment system to the Indonesian people. This study aims to determine the effect of the use of Instagram Social Media carried out by Bank Indonesia on Bank Indonesia's Product Virality and Product Awareness (QRIS).

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