Analisis Literasi Keuangan Digital Melalui Tren Series Film Pendek Oleh Lembaga Keuangan Bank Di Platfrom YouTube

Juwita, Juwita (2025) Analisis Literasi Keuangan Digital Melalui Tren Series Film Pendek Oleh Lembaga Keuangan Bank Di Platfrom YouTube. S1 thesis, Universitas Jambi.

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Abstract

Juwita, Juwita. 2025. Analisis Literasi Keuangan Digital Melalui Tren Series Film Pendek Oleh Lembaga Keuangan Bank Di Platfrom YouTube. Skripsi, Program Studi Pendidikan Ekonomi, Jurusan Pendidikan Ilmu Pengetahuan Sosial, FKIP, Universitas Jambi, Pembimbing (I) Drs. H. Arpizal, M.Pd. (II) Romi Kurniadi, S.Pd., M.Pd. Keywords: Digital financial literacy, short film series, netnography, YouTube, banking institutions. The level of digital financial literacy among the Indonesian public remains relatively low, despite the critical importance of understanding digital finance in the rapidly evolving era of information technology. Banking financial institutions have begun leveraging digital media, particularly the YouTube platform, to deliver financial education to the public through creative content in the form of short film series. This situation underscores the urgency of developing financial communication strategies that can reach a broad audience through relevant and easily accessible media. This study aims to analyze how the trend of short film series produced by banking institutions on the YouTube platform can improve the digital financial literacy of the public, as well as explore the delivery style, communication strategies, and audience response to the content. This study also highlights the role of digital media as an educational tool that is relevant to the current information consumption habits of the public. The analysis covers narrative, visual, and educational message elements that shape the effectiveness of financial literacy delivery. The research method used is qualitative with a netnographic approach. Data was collected through in-depth observation of video series content from the YouTube channels of Solusi BCA and BANK BRI, as well as analysis of audience interactions in the comment section. Data analysis techniques were conducted using content analysis and Nvivo software for theme coding. This approach allows researchers to understand not only the content of the messages conveyed but also the social and emotional dynamics reflected in audience digital interactions. The research findings indicate that the short film series produced by these banks effectively convey digital financial literacy messages through an entertaining narrative approach that resonates with everyday life. Audience response was highly positive, marked by high engagement levels such as view counts, comments, and likes, as well as numerous personal reflections on the financial issues raised. This content not only increases awareness but also fosters critical discussion and collective education within the community.

Type:	Thesis (S1)
Uncontrolled Keywords:	Literasi keuangan digital, series film pendek, netnografi, YouTube, lembaga keuangan bank.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User:	JUWITA
Date Deposited:	02 Jul 2025 02:51
Last Modified:	02 Jul 2025 02:51
URI:	https://repository.unja.ac.id/id/eprint/80861

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