PUTRI, AGIKA RAHMAH (2026) STRATEGI KAMPANYE PUBLIC RELATIONS BANK INDONESIA JAWA TIMUR MELALUI KOMUNIKASI PUBLIK DALAM PROGRAM EKSPEDISI RUPIAH BERDAULAT. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The research phenomenon underlying this study is the limited access to payment system services in frontier, outermost, and disadvantaged (3T) areas, as well as low public literacy regarding the function and meaning of the Rupiah as a symbol of national sovereignty. Geographic barriers, inadequate infrastructure, and limited financial education have contributed to the circulation of unfit and counterfeit currency. Public communication in 3T regions therefore requires adaptive and locally responsive approaches to ensure effective policy delivery. In this context, Bank Indonesia through the Ekspedisi Rupiah Berdaulat (ERB) Program not only distributes fit-for-circulation cash but also strengthens the Cinta, Bangga, dan Paham (CBP) Rupiah campaign as an integrated public communication strategy. This study aims to analyze the public communication strategy of Bank Indonesia East Java through the ERB Program in supporting the CBP campaign in 3T areas. Using a qualitative case study approach, data were collected through in-depth interviews, observation, and documentation, and analyzed with Miles and Huberman’s interactive model. The findings show that the Public Relations strategy is implemented through four stages: fact-finding, planning and programming, action and communication, and evaluation. The program applies adaptive and participatory communication approaches, supported by collaboration with the Indonesian Navy to expand outreach. However, evaluation remains focused on operational indicators and has not fully measured long-term changes in public attitudes and behavior. The ERB Program thus functions not only as a cash distribution mechanism but also as a strategic public communication instrument to strengthen financial literacy and Rupiah sovereignty in 3T regions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Agika Rahmah Putri | ||||||||
| Date Deposited: | 06 Mar 2026 03:32 | ||||||||
| Last Modified: | 06 Mar 2026 03:47 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50227 |
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