DIGITAL MARKETING COMMUNICATION MODEL TO PERSUADE QRIS TRANSACTION IN @tmrwindonesia INSTAGRAM ACCOUNT

Daniel Susilo

doi:10.54443/sibatik.v2i11.1437

DIGITAL MARKETING COMMUNICATION MODEL TO PERSUADE QRIS TRANSACTION IN @tmrwindonesia INSTAGRAM ACCOUNT

Daniel Susilo

In the current digital age, the way we interact with money has fundamentally shifted. Traditional forms of currency are increasingly being replaced by digital means, especially among younger generations such as Millennials and Generation Z. This paper explores this trend within the context of Indonesia's successful implementation and management of a digital payment system known as Quick Response Code Indonesian Standard (QRIS), which is setting a precedent for other countries to follow. The study employs Klaus Krippendorf's content analysis methodology to evaluate data derived from @tmrwindonesia, a popular social media account that encourages Indonesians to adopt QRIS. By examining posts, comments, shares, and likes on this platform over a one-year period (2023-2024), we seek to understand how social media influences the adoption rate and perception of QRIS among these demographics. Preliminary findings suggest that there is a positive correlation between exposure to @tmrwindonesia's content and increased use of QRIS among Millennials and Gen Z. The analysis also reveals that users view this innovative digital payment system as an important national achievement that bolsters their national identity. These findings have significant implications for policymakers and businesses alike. For policymakers, understanding how younger generations perceive and use digital currencies can inform future policy directions in financial technology (Fintech). For companies operating in Indonesia or looking to expand into Southeast Asian markets, these insights can guide strategic decisions about incorporating or promoting QRIS as part of their business models.

Keywords: QRIS Digital Payment Content Analysis Financial Technology Digital Innovation

Anastasia Anggi Palupi. (2022). Pengaruh Literasi Keuangan Dan Kemudahan Penggunaan Sistem Qris Terhadap Keputusan Bertransaksi Menggunakan Qris Pada UMKM. Seminar Nasional Riset Terapan, Vol 10,1.

Aryawati, N. P. A., Mahardika, I. M. N. O., & Wibawa, I. G. J. S. (2022). Persepsi Pengguna QRIS Pada UMKM Di Kota Mataram. Guna Sewaka, 1(2). https://doi.org/10.53977/jgs.v1i2.668

Carera, W. B., Gunawan, D. S., & Fauzi, P. (2022). Analisis Perbedaan Omset Penjualan Umkm Sebelum Dan Sesudah Menggunakan QRIS di Purwokerto. Jurnal Ekonomi Dan Bisnis Akuntansi (JEBA), 24(1).

Daud, I., Nurjannah, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A. D. E., Handoko, A. L., Putra, R. S., Wijoyo, H., Ari-Yanto, A., & Jihadi, M. (2022). The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6(1). https://doi.org/10.5267/J.IJDNS.2021.10.006

De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1794241

Gunawan, C., & Susilo, D. (2021). Impact of Cristiano Ronaldo’s Attractiveness as Brand Ambassador Towards Brand Awareness Shopee. Ekspektra : Jurnal Bisnis Dan Manajemen, 5(2). https://doi.org/10.25139/ekt.v5i2.3901

Indriani, A., Syamsul, E. M., & Lestari, A. G. (2022). Quick Response Code Indonesian Standard (QRIS), Penjualan dan Kepuasan Pelanggan: Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(4). https://doi.org/10.47467/alkharaj.v5i3.2233

Indriani, A., Syamsul, E. M., & Lestari, A. G. (2023). Quick Response Code Indonesian Standard (Qris), Penjualan Dan Kepuasan Pelanggan (Studi Kasus Alfamart Talaga Wetan). Jurnal Ekonomi, Keuangan, Dan Bisnis Syariah, 5(2).

Islamiyah, K., & Soebiantoro, U. (2022). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Mi Instan Sarimi (Studi pada Mahasiswa yang Sedang Kuliah di Surabaya). Jurnal Ilmiah Universitas Batanghari Jambi, 22(3). https://doi.org/10.33087/jiubj.v22i3.2579

Istiqomah, N., Astawan, M., & Palupi, N. S. (2021). Assessment of Sodium Content of Processed Food Available in Indonesia. Jurnal Gizi Dan Pangan, 16(3). https://doi.org/10.25182/jgp.2021.16.3.129-138

Keren, K., & Sulistiono, S. (2019). Pengaruh Motivasi, Budaya, dan Sikap Konsumen Terhadap Keputusan Pembelian Produk Indomie. Jurnal Ilmiah Manajemen Kesatuan, 7(3). https://doi.org/10.37641/jimkes.v7i3.284

Khando, K., Islam, M. S., & Gao, S. (2023). The Emerging Technologies of Digital Payments and Associated Challenges: A Systematic Literature Review. In Future Internet (Vol. 15, Issue 1). https://doi.org/10.3390/fi15010021

Luthansa, N. B., & Susilo, D. (2022). Motif of E-Wallet Users on Gen Z in Marketing Communications Perspective (Case Study of LinkAja Users in Purchasing Decisions). Sahafa Journal of Islamic Communication, 5(1). https://doi.org/10.21111/sjic.v5i1.8260

Muzakir, R., Yuliocaesar, R. E., & Sukarno, Y. (2019). Strategy of PT. Indofood Sukses Makmur Makes Indomie as a Brand Market Leader in Indonesia. International Journal of Innovative Science and Research Technology, 4(1).

Nainggolan, E. G. M., Silalahi, B. T. F., & Sinaga, E. M. (2022). Analisis Kepuasan Gen Z Dalam Menggunakan QRIS Di Kota Pematangsiantar. Manajemen : Jurnal Ekonomi, 4(1). https://doi.org/10.36985/manajemen.v4i1.351

Prakoso, S. G., Satria, R., Kinanti, N. C., & Puspitasari, R. (2019). Analysis of Samyang Instant Noodle’s Market in Indonesia Using The Impact of Uncertainty Avoidance by Hofstede’s Cultural Dimensions. Insignia: Journal of International Relations, 6(2). https://doi.org/10.20884/1.ins.2019.6.2.1557

Rasyid, M. H. Al, Yuliati, L. N., & Maulana, A. (2017). Analysis of lifestyle, innovation products, and marketing mix of product purchase decision hen’s instant omelette (case study in pt eco Nature multiindo). Independent Journal of Management & Production, 8(2). https://doi.org/10.14807/ijmp.v8i2.553

Rizkiyah, K., Nurmayanti, L., Macdhy, R. D. N., & Yusuf, A. (2021). Pengaruh Digital Payment terhadap Perilaku Konsumen Pengguna Platform Digital Payment OVO. Jurnal Ilmiah Manajemen, 16(1).

Sahi, A. M., Khalid, H., Abbas, A. F., Zedan, K., Khatib, S. F. A., & Amosh, H. Al. (2022). The Research Trend of Security and Privacy in Digital Payment. In Informatics (Vol. 9, Issue 2). https://doi.org/10.3390/informatics9020032

Sari, A. C., & Adinugraha, H. H. (2022). Implementation of QRIS-Based Payments Towards the Digitalization of Indonesian MSMEs. EKONOMIKA SYARIAH : Journal of Economic Studies, 5(2). https://doi.org/10.30983/es.v5i2.5027

Seldal, M. M. N., & Nyhus, E. K. (2022). Financial Vulnerability, Financial Literacy, and the Use of Digital Payment Technologies. Journal of Consumer Policy, 45(2). https://doi.org/10.1007/s10603-022-09512-9

Setiawan, I. W. A., & Mahyuni, L. P. (2020). QRIS DI MATA UMKM: EKSPLORASI PERSEPSI DAN INTENSI UMKM MENGGUNAKAN QRIS. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana. https://doi.org/10.24843/eeb.2020.v09.i10.p01

Susanti, M., & Kresnha Reza, H. (2022). Added Value and Ease of Using Quick Responses Qris Indonesian Standard (QRIS). International Journal of Science, Technology & Management, 3(3). https://doi.org/10.46729/ijstm.v3i3.518

Susilo, D., Putranto, T. D., & Navarro, C. J. S. (2021). MS GLOW FOR MEN: DIGITAL MARKETING STRATEGY ON MEN’S FACIAL CARE PRODUCTS. Sinergi : Jurnal Ilmiah Ilmu Manajemen, 11(1). https://doi.org/10.25139/sng.v11i1.3534

Thehawijaya, J. A., & Susilo, D. (2023). SALES PROMOTION MESSAGE APPEAL AND BRAND AMBASSADOR EFFECTS TOWARD TOKOPEDIA’S PURCHASE INTENTION. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(2), 475–484. https://doi.org/10.54443/sibatik.v2i2.559