Efektivitas Komunikasi Humas Bank Indonesia dalam Program Kampanye Cinta, Bangga, Paham Rupiah (CBP Rupiah) pada Followers Instagram @cbp.rupiah

Abstract

This research is entitled "The Effectiveness of Public Relations Communication of Bank Indonesia in the Cinta, Bangga, Paham Rupiah (CBP Rupiah) Campaign Program on Instagram Followers @cbp.rupiah." The purpose of this research is to measure and determine how effective Bank Indonesia's Public Relations communication is in carrying out the Cinta, Bangga, Paham Rupiah (CBP RUPIAH) campaign program in the use of Instagram social media. The theories used in this study are Public Communication Theory, Public Relations, and Communication Effectiveness. This research is a quantitative study with a sample of 100 respondents selected using Non-Probability Sampling (purposive sampling). The data analysis techniques used are descriptive analysis, T-test, hypothesis testing, and one-way ANOVA test with the SPSS 25.0 application. In this study, Ha is accepted, meaning that there is communication effectiveness by Bank Indonesia's public relations in the Cinta, Bangga, Paham Rupiah (CBP Rupiah) campaign program on Instagram social media @cbp.rupiah. This was obtained through the results of the t-test that has been carried out, the significance value of each indicator is at 0.000, which is smaller than the significance level in the hypothesis test, which is 0.05, which means that the Ho value is rejected, while the Ha value can be accepted. It can be concluded that there is communication effectiveness of Bank Indonesia's public relations in the Cinta, Bangga, Paham Rupiah campaign program on the Instagram social media account @cbp.rupiah. From the results of the one-way ANOVA test, the significance value obtained is 0.993. The significance value of this one-way ANOVA test is greater than the significance level, which is 0.05. This means that each indicator of the research is related to each other or can be said to be homogeneous.