PENCEGAHAN KEJAHATAN KEUANGAN MELALUI KOMUNIKASI PROAKTIF: ANALISIS KONTEN INSTAGRAM BANK SYARIAH INDONESIA
DOI:
https://doi.org/10.55122/kom57.v7i1.2125Keywords:
Analisis Isi, Instagram, Kejahatan Keuangan, Komunikasi Proaktif, Perbankan SyariahAbstract
Perkembangan perbankan digital meningkatkan risiko kejahatan keuangan, sehingga perbankan perlu melakukan komunikasi proaktif di media sosial guna melindungi nasabah. Penelitian ini bertujuan menganalisis pemanfaatan Instagram oleh Bank Syariah Indonesia (BSI) dalam pencegahan kejahatan keuangan. Metode yang digunakan adalah analisis isi kuantitatif deskriptif terhadap 73 unggahan di akun resmi @bankbsi_id periode 1 Januari 2021 hingga 31 Desember 2022. Pengumpulan data dilakukan melalui pengkodean berdasarkan intensitas unggahan, jenis pesan, dan sebaran kata pada keterangan (caption). Hasil penelitian menunjukkan BSI konsisten melakukan komunikasi proaktif dengan tren unggahan yang meningkat dari 2021 ke 2022. Jenis pesan didominasi format video (27 unggahan) dan desain grafis (22 unggahan) yang sesuai preferensi audiens. Analisis kata pada caption menunjukkan dominasi kata kunci edukatif seperti "akun", "selalu", "modus", "penipuan", dan "waspada". Penelitian ini berkontribusi pada literatur komunikasi pemasaran digital perbankan dengan menegaskan fungsi media sosial sebagai instrumen edukasi nasabah yang efektif dalam mencegah kejahatan keuangan.
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