COMMUNICATION STRATEGY OF CBP RUPIAH EDUCATORS TOWARDS THE SOCIALIZATION OF THE CINTA BANGGA PAHAM RUPIAH PROGRAM IN NORTH SUMATRA

Ardy Akbar Pratama; Abdul Rasyid

doi:10.36526/sosioedukasi.v15i3.9424

Authors

Ardy Akbar Pratama Universitas Islam Negeri Sumatera Utara
Abdul Rasyid Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.36526/sosioedukasi.v15i3.9424

Keywords:

Communication Strategy, Educator, Outreach, Love, Pride and Understanding the Rupiah, Bank Indonesia

Abstract

The Cinta Bangga Paham (CBP) Rupiah Program is a Bank Indonesia initiative to strengthen public understanding of the rupiah as a symbol of national sovereignty and a legitimate means of payment. This study aims to analyze educators' communication strategies, media use, and challenges in disseminating the program at the Bank Indonesia Representative Office of North Sumatra Province. A descriptive qualitative approach was employed using in-depth interviews, observation, and documentation. Informants included the CBP Rupiah Coordinator, internal Bank Indonesia educators, and external educators from the CBP Rupiah Youth Ambassadors. Data were analyzed through data reduction, data display, and conclusion drawing. Educators adapted messages to audience characteristics, used simple and contextual language, applied interactive methods, and utilized presentations, educational videos, social media, posters, and instructional materials. Strategy selection was influenced by audience characteristics, educational objectives, geographical conditions, and media developments. Challenges included differences in public understanding, limited time, wide dissemination areas, and unequal technology access. Conclusion: Adaptive, interactive, and audience-oriented communication strategies support effective CBP Rupiah dissemination in North Sumatra.

Author Biography

Abdul Rasyid, Universitas Islam Negeri Sumatera Utara

Merupakan dosen pembimbing penulis pertama dan dosen tetap fakultas ilmu sosial UIN Sumatera Utara

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