Open AccessPERSUASIVE AND EDUCATIVE ADVERTISING CONTENT OF QUICK RESPONSE CODE INDONESIAN STANDARD IN PANDEMIC ERA
Author(s) -
Evelyn Kristanti,
Rustono Farady Marta
Publication year - 2021
Publication title -
jurnal ilmu sosial dan humaniora (jish)/jurnal ilmu sosial dan humaniora
Language(s) - English
Resource type - Journals
eISSN - 2549-6662
pISSN - 2303-2898
DOI - 10.23887/jish-undiksha.v10i2.34474
Subject(s) - advertising , indonesian , content analysis , payment , framing (construction) , database transaction , pandemic , the internet , digital media , business , covid-19 , computer science , sociology , engineering , world wide web , infectious disease (medical specialty) , medicine , social science , linguistics , philosophy , disease , structural engineering , pathology , programming language
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.