Aulia, Rani (2026) EFEKTIVITAS PESAN LITERASI KEUANGAN MELALUI WEB SERIES BCA "NURUT APA KATA MAMA" SEASON 3 DI KALANGAN GENERASI Z. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Text (EFEKTIVITAS PESAN LITERASI KEUANGAN MELALUI WEB SERIES BCA "NURUT APA KATA MAMA" SEASON 3 DI KALANGAN GENERASI Z)
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Abstract
ABSTRACT Financial literacy is an essential competency that individuals need to understand and manage their personal finances wisely. One approach to improving financial literacy is through digital media, such as web series. This study aims to examine the effectiveness of financial literacy messages delivered through BCA's Nurut Apa Kata Mama Season 3 web series among Generation Z. This study employed a quantitative descriptive approach based on Information Processing Theory. The sampling technique used was non-probability sampling with a purposive sampling method. Data were collected through questionnaires distributed to 100 Generation Z respondents who had watched at least one episode of BCA's Nurut Apa Kata Mama Season 3 on YouTube. The data were analyzed using descriptive statistical analysis by calculating the mean scores for each message effectiveness indicator, namely attention, comprehension, acceptance, and retention. The findings indicate that the financial literacy messages delivered through BCA's Nurut Apa Kata Mama Season 3 fall into the highly effective category. All indicators were classified as highly effective, with an overall mean score of 4.06. These findings demonstrate that the web series successfully attracts the audience's attention, facilitates message comprehension, encourages message acceptance, and enables Generation Z to retain the financial literacy messages. Therefore, BCA's Nurut Apa Kata Mama Season 3 is considered an highly effective digital communication medium for delivering financial literacy messages to Generation Z. Keywords: Message Effectiveness, Financial Literacy, Web Series, Generation Z, Information Processing Theory.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD30.3 Communication in Organizations |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Rani Aulia | ||||||||
| Date Deposited: | 21 Jul 2026 09:04 | ||||||||
| Last Modified: | 22 Jul 2026 02:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57134 |
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