Analisis Isi Kualitatif Gamifikasi dalam Program CSR Bakti Pendidikan "Edukasi Literasi Keuangan" BCA

Aziizah, Aliifah Nasywaa Nuur (2026) Analisis Isi Kualitatif Gamifikasi dalam Program CSR Bakti Pendidikan "Edukasi Literasi Keuangan" BCA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study examines the qualitative content analysis of gamification implemented in the Corporate Social Responsibility (CSR) program “Edukasi Literasi Keuangan” under the Bakti Pendidikan pillar of Bank Central Asia (BCA). The low level of financial literacy in Indonesia, along with conventional and monotonous educational delivery methods, has encouraged companies to adopt interactive digital approaches. This study employs a qualitative content analysis method within an interpretive paradigm, following Krippendorff’s stages: design, determination of units of analysis, sample selection, recording and coding, data reduction, meaning generation, and presentation of findings. The entire population of 64 pieces of content from the program’s official website was analyzed based on six gamification elements: points/levels, badges, challenges, leaderboards, feedback, and storytelling. The findings reveal a clear hierarchical pattern in which storytelling serves as the dominant element and the primary layer for delivering messages, supported by points/levels as indicators of user progress, feedback as an instant response mechanism, and the combination of challenges and badges in forming an achievement cycle, while the leaderboard element was entirely absent. These findings are interpreted through Carroll’s CSR Pyramid, Stakeholder Theory, the Triple Bottom Line concept, and Porter and Kramer’s Creating Shared Value approach, indicating that the gamification implemented in the program has the potential to simultaneously promote social well-being and enhance corporate reputation without creating social comparison pressure among users

Item Type:

Thesis (Undergraduate)

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