Strategi kampanye Public Relations bank Indonesia Jawa Timur melalui komunikasi publik program ekspedisi rupiah berdaulat

Abstrak

Abstract

This study examines the limited access of communities in Indonesia’s frontier, outermost, and disadvantaged regions (3T) to payment system services and the low level of literacy regarding the function and meaning of the Rupiah as a symbol of national sovereignty. Geographic barriers, limited infrastructure, and insufficient financial education contribute to the circulation of unfit and counterfeit currency in these communities. Public communication in 3T areas also requires adaptive and locally based approaches to ensure policy messages are delivered effectively. Bank Indonesia, through the Expedition of Sovereign Rupiah (Ekspedisi Rupiah Berdaulat/ERB) Program, not only distributes fit-for-circulation currency but also strengthens the Love, Proud, and Understand (Cinta, Bangga, dan Paham/CBP) Rupiah campaign as part of its public communication strategy. This study aims to analyze the public communication strategy of Bank Indonesia East Java through the ERB Program in supporting the CBP Rupiah campaign in 3T regions. This research employs a qualitative approach with a case study method. Data were collected through in-depth interviews, field observations, and documentation. Data analysis used the interactive model of Miles and Huberman, including data reduction, data display, and conclusion drawing. The findings show that the Public Relations strategy is implemented through four stages: fact-finding, planning and programming, action and communication, and evaluation. The program is adaptive and participatory, supported by the Indonesian Navy (TNI AL) to expand distribution and education outreach. However, evaluation still focuses on operational indicators and has not fully measured changes in public attitudes and behavior toward the use of Rupiah.

Keywords: Public relations; bank Indonesia; ekspedisi rupiah berdaulat; CBP rupiah; public communication.

Abstrak

Fenomena penelitian yaitu terbatasnya akses masyarakat wilayah terdepan, terluar, dan tertinggal (3T) terhadap layanan sistem pembayaran serta rendahnya literasi fungsi dan makna Rupiah sebagai simbol kedaulatan negara. Tantangan geografis, keterbatasan infrastruktur, dan minimnya edukasi keuangan menyebabkan masih ditemukannya peredaran uang tidak layak edar dan uang palsu di masyarakat. Selain itu, komunikasi publik di wilayah 3T memerlukan pendekatan yang adaptif dan berbasis kebutuhan lokal agar pesan kebijakan dapat diterima efektif. Bank Indonesia melalui Program Ekspedisi Rupiah Berdaulat (ERB) tidak hanya berfokus pada distribusi uang layak edar, tetapi juga memperkuat kampanye Cinta, Bangga, dan Paham (CBP) Rupiah sebagai bagian dari strategi komunikasi publik. Penelitian bertujuan menganalisis strategi komunikasi publik Bank Indonesia Jawa Timur melalui Program ERB dalam mendukung kampanye CBP Rupiah di wilayah 3T. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi lapangan, dan dokumentasi. Analisis data dilakukan menggunakan model analisis interaktif Miles dan Huberman; reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi Public Relations dilaksanakan melalui empat tahapan utama, yaitu fact-finding, planning and programming, action and communication, serta evaluation. Pelaksanaan program bersifat adaptif dan partisipatif dengan dukungan TNI AL untuk memperluas jangkauan distribusi dan edukasi masyarakat. Namun, tahap evaluasi lebih menekankan indikator operasional dan belum mengukur perubahan sikap serta perilaku masyarakat terhadap penggunaan Rupiah. Penelitian ini menyimpulkan Program ERB berperan sebagai instrumen komunikasi publik strategis dalam memperkuat literasi keuangan, identitas nasional, dan kedaulatan Rupiah di wilayah 3T.

Kata-kata kunci: Public Relations; bank Indonesia; ekspedisi rupiah Berdaulat; CBP rupiah; komunikasi publik.