EFEKTIVITAS KAMPANYE CINTA BANGGA PAHAM RUPIAH TERHADAP BRAND PERFORMANCE RUPIAH
Keywords:
Bank Indonesia, Edukasi CBP Rupiah, Brand Awareness, Brand Attitude, Brand Attitude, Brand Performance.
Abstract
Jumlah Uang Tidak Layak Edar (UTLE) yang ditarik dari masyarakat mengalami peningkatan. Oleh karena itu, penting untuk dilakukan penelitian untuk mengetahui pengaruh Brand Image dan Brand Awareness terhadap Brand Attitude dan Brand Performance dari edukasi Cinta Bangga Paham (CBP) Rupiah sehingga diperlukan penelitian yang lebih mendalam. Penelitian ini bertujuan untuk mengetahui apakah brand attitude CBP Rupiah memberikan hubungan antara Brand Awareness dan Brand Image pada Brand Performance CBP Rupiah. Brand Awareness merupakan kemampuan konsumen untuk mengidentifikasi merek dalam kondisi berbeda. Brand Image penting dikarenakan akan menentukan seberapa mudah dalam memori konsumen. Brand attitude merupakan kesiapan untuk menanggapi melalui pengalaman dan memiliki pengaruh terhadap perilaku. Brand Performance didefinisikan sebagai hasil perolehan ekonomi yang diharapkan untuk pencapaian merek yang kuat. Dengan menggunakan pendekatan kuantitatif, penelitian ini mengumpulkan data primer melalui kuesioner Google Forms yang dibagikan kepada 276 responden yang telah mendapatkan edukasi CBP Rupiah. Metode pengambilan sampel yang digunakan adalah purposive sampling, dan analisis data dilakukan dengan menggunakan SEM-PLS melalui software SmartPLS4.0. Hasil penelitian menunjukkan bahwa Brand Awareness dan Brand Image secara langsung memiliki pengaruh positif dan signifikan terhadap Brand Performance. Serta terlihat bahwa Brand Awareness dan Brand Image memiliki pengaruh terhadap Brand Performance melalui Brand Attitude. Saran bagi Bank Indonesia agar dapat meningkatkan Brand Awareness, Brand Image dan Brand Attitude demi tercapainya Brand Performace edukasi CBP Rupiah. Disarankan agar edukasi CBP Rupiah disampaikan lebih mendalam guna mendapatkan pemahaman yang lebih menyeluruh terkait dampak terhadap perekonomian nasional dan dapat terinternalisasi dalam kehidupan sehari-hari.
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Malhotra, S. (2022). Impact Of Country Of Origin On Brand Love: An Empirical Study Of Select Denim Jeans Brands. International Journal of Business and Society, 23(2), 820–833.
Mankiw, N. G. (2017). Priciple Macroeconomics: Pengantar Ekonomi Mikro.Jakarta: Salemba Empat.
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Matarazzo, M., Diamantopoulos, A., & Raff, A. (2023). “Bury local” Campaigns in Times of Crisis: Insights from Reactance Theory. International Marketing Review, 40(7), 45–78. https://doi.org/10.1108/IMR-09-2022-0202
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Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis. New York: SAGE.
Moleong, L. J. (2010). Metode Penelitian Kualitatif. Bandung: Remaja Rosdakarya. Morissan, M. A. (2012). Metode Penelitian Survei. Jakarta: Kencana Prenada Media Group.
Mowern, J. C., & Minor, M. (2013). Perilaku Konsumen (5 ed.). Jakarta: Erlangga. Mulyana, D. (2007). lmu Komunikasi Suatu Pengantar. Bandung: Remaja Rosdakarya.
Nopirin. (2008). Pengantar Ilmu Ekonomi Makro dan Mikro. Yogyakarta: BPFE. Notoatmodjo, S. (2007). Promosi Kesehatan dan Ilmu Perilaku. Jakarta: Rineka Cipta.
Ojedo, F., & Macizo, P. (2023). The Value of Banknotes: Relevance of Size, Colour and Design. Psychological Research, 87(6), 1944–1952.
Okviana. (2015). Perilaku Positif dalam Mengatasi Kecemasan. Jakarta: Rineka Cipta.
Pekkanen, T.-L., & Penttilä, V. (2020). The Responsibility of An Ethnocentric Consumer – Nationalistic, Patriotic or Environmentally Conscientious? A Critical Discourse Analysis of “Buy Domestic” Campaigns. International Marketing Review, 38(2), 300–320. https://doi.org/10.1108/IMR-06-2019-0163
Percy, L., & Rossiter, J. R. (1992). Advertising Stimulus Effects: A Review. Journal of Current Issues & Research in Advertising, 14(1), 75–90.
Prowse, P., Lopes, A., & Fells, R. (2017). Community and Union-led Living Wage Campaigns. Employee Relations, 39(6), 825–839. https://doi.org/10.1108/ER-03-2017-0053
Rajagopal, A. (2006). Building Customer Values and Brand through Advertising by the Multinational Retail Chain Stores in Latin America. Mexico: Tecnológico de Monterrey.
Ruslan, R. (2008). Manajemen Public Relations & Media Komunikasi. Jakarta: Rajagrafindo Persada.
Sangadji, E. M., & Sopiah. (2014). Metodologi Penelitian: Pendekatan Praktis dalam Penelitian. Yogyakarta: Andi.
Schramm, W. (1973). Men, Messages, and Media: A Look at Human Communication. California: Harper & Row.
Sekaran, U., & Bougie, R. (2016). Research Method for Business Textbook: A Skill Building Approach. John Wiley & Sons Ltd. New York: John Wiley & Sons Ltd.
Skinner, B. F. (1938). The Behavior of Organisms: An Experimental Analysis. New York: Applerton-Century-Crofts.
Stanton, W. J. (2000). Prinsip-prinsip Pemasaran (3 ed.). Jakarta: Erlangga. Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Supranto, J. (2003). Metode Penelitian Hukum dan Statistik (1 ed.). Jakarta: Rineka Cipta.
Suryani, T. (2013). Perilaku Konsumen di Era Internet (1 ed.). Yogyakarta: Graha Ilmu.
Suseno, S. (2002). Uang: Pengertian, Penciptaan, dan Peranannya dalam Perekonomian. Jakarta: Pusat Pendidikan dan Studi Kebanksentralan (PPSK).
Swastha, B., & Irawan. (2010). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tjiptono, F., & Chandra, G. (2011). Service, Quality and Satisfaction (3rd ed.).Yogyakarta: Andi.
van der Horst, F., Snell, J., & Theeuwes, J. (2020). Finding Counterfeited Banknotes: The Roles of Vision and Touch. Cognitive Research: Principles and Implications, 5(40), 1–14. https://doi.org/10.1186/s41235- 020-00236-3
Venus, A. (2009). Manajemen Kampanye. Bandung: Simbiosa Rekatama Media.
Wajdi, M. F., Aji, H. M., & Suwarsono. (2020). Factors affecting the intention to purchase halal cosmetics on Instagram: E-WOM and Brand Image. Asian Journal of Islamic Management (AJIM), 2(1), 1-11. 10.20885/ajim.vol2.iss1.art1
Wilcox, L. (2013). Psikologi Kerpribadian. Yogyakarta: Ircisod.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: the Mediating Role of Brand Awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.
Arshad, N., Shneor, R., & Berndt, A. (2023). The Rewad Crowdfunding Campaign Management Process: An Engagement Perspective. International Journal of Entrepreneurial Behavior & Research, 30(11), 1–18.
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Bagozzi, R. P. (1986). Attitude Formation Under The Theory Of Reasoned Action And A Purposeful Behaviour Reformulation. British Journal of Social Psychology, 25(2), 95–107.
Bank Indonesia. (2023). Tentang BI. Diambil 25 Maret 2024, dari https://www.bi.go.id/
Belch, G., & Belch, M. (2021). Advertising and Promotion: An Integrated Marketing Communication Perspective. New York: McGraw Hill
Bloom, B. S. (1908). Psikologi Pendidikan. Jakarta: Rineka Cipta.
Boverer, C. L., Hourston, M. ., & Thill, J. . (1995). Marketing (2 erd.). New York: McGraw Hill.
Budiharto. (2013). Pengantar Ilmu Perilaku Kesehatan dan Pendidikan Kesehatan Gigi. Jakarta: EGC.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5 ed.). New York: Sage Publication.
Drucker, P. F. (1954). The Practice of Management (1 erd.). New York: Harper & Row.
Engel, J. F., Blackwell, R. D., & Winiard, P. W. (2018). Perilaku Konsumen Jakarta: Bina Rupa Aksara.
Fadli, F., & Dervia, V. (2023). Can an Electronic Money Transaction Raise The Inflation Rate? (Indonesian Pre-Pandemic). Finance: Theory and Practice, 27(5),205–218. https://doi.org/10.26794/2587-5671-2023-27-5-205-218
Foster, B., & Johansyah, M. D. (2020). Effect of The Use of Internet Marketing and e-WOM on Brand Awareness. produccioncientificaluz. https://produccioncientificaluz.org/index.php/opcion/article/view/31842/ 33091
Green, L. W. (1980). Health Education: A Diagnosis Approach. New York: Mayfield Publishing Company.
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Semara: Universitas Diponegoro.
Grergory, A. (2014). Purblic Rerlations dalam Praktik. Jakarta: Gerlora Aksara Pratama.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Aquares Structural Equation Modeling (PLS-SEM). Los Angeles: Sage Publication.
Hamdi, A. S., & Bahrurddin, Er. (2014). Mertoder Pernerlitian Kuralitatif. Yogyakarta: Dererpurblish.
Hsieh, M.-H., Pan, S.-L., & Setiono, R. (2004). Product, Corporate, And Country- Image Dimensions And Purchase Behavior: A Multicountry Analysis. Journal of the Academy of Marketing Science, 32(3), 251–270.
Indrawati. (2015). Mertoder Pernerlitian Manajermern dan Bisnis Konverrgernsi Terknologi Komurkasi dan Informasi (Certakan Perrtama). Bandurng: PT. Rerfika Aditama.
Istijanto, & Handoko, I. (2022). Curstomerrs’ Continurancer Ursager of Mobiler Paymernt Durring Ther COVID-19 Pandermic. Spanish Jourrnal of Markerting, 26(3), 345–362.
Kapferer, J.-N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page Publishers.
Keller, K. L. (2022). Conceptualizing, Measuring, And Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/12 52054
Keller, K. L. (2022). Building Customer-Based Brand Equity: A Blueprint For Creating Strong Brands. Cambridge: Marketing Science Institute.
Klingemann, H.-D., & Römmele, A. (2002). Public Information Campaigns and Opinion Research: A Handbook for the Student and Practitioner. California: SAGE Publications Ltd.
Kotler, & Amstrong, G. (2022). Dasar-dasar Pemasaran. Jakarta: Erlangga. Kotler, P., & Amstrong, G. (2022). Principles of Marketing. New Jersey: Prentice Hall.
Kotler, P., & Keller, K. L. (2022). Marketing Management. New York: Pearson. Kotler, P. (2022). The Battle Between Commercial Marketing And Social
Marketing. Social Marketing Quarterly, 28(4), 325–331.
Kumar, J., Kumar, D., & Kumari, J. (2023). Influence Of Sustainable Environmental Exercises In The Green Restaurant Industry. Environmental Science and Pollution Research, 30(21), 60023–60035.
Loudon, D. L. (1984). Consumer Behavior: Consepts and Aplications. New York: McGraw Hill.
Malau, H. (2017). Manajemen Pemasaran : Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global (1 ed.). Bandung: Alfabeta.
Malhotra, S. (2022). Impact Of Country Of Origin On Brand Love: An Empirical Study Of Select Denim Jeans Brands. International Journal of Business and Society, 23(2), 820–833.
Mankiw, N. G. (2017). Priciple Macroeconomics: Pengantar Ekonomi Mikro.Jakarta: Salemba Empat.
Martins, E.-C., & Terblanche, F. (2003). Building Organisational Culture That Stimulates Creativity And Innovation. European Journal of Innovation Management, 6(1), 64–74.
Masuda, O., Pedersen, M., & Hardeberg, J. Y. (2015). Effects of Awareness to Security Features on The Confidence in Banknotes. Journal of Print and Media Technology Research, 4(2), 103–110.
Matarazzo, M., Diamantopoulos, A., & Raff, A. (2023). “Bury local” Campaigns in Times of Crisis: Insights from Reactance Theory. International Marketing Review, 40(7), 45–78. https://doi.org/10.1108/IMR-09-2022-0202
Maulana, H. (2009). Konsep Perilaku dan Proses Belajar. Jakarta: EGC. McQuail, D., & Windahl, S. (1993). Communication Models: for The Study of Mass Communication (2 erd.). New York: Longman.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis. New York: SAGE.
Moleong, L. J. (2010). Metode Penelitian Kualitatif. Bandung: Remaja Rosdakarya. Morissan, M. A. (2012). Metode Penelitian Survei. Jakarta: Kencana Prenada Media Group.
Mowern, J. C., & Minor, M. (2013). Perilaku Konsumen (5 ed.). Jakarta: Erlangga. Mulyana, D. (2007). lmu Komunikasi Suatu Pengantar. Bandung: Remaja Rosdakarya.
Nopirin. (2008). Pengantar Ilmu Ekonomi Makro dan Mikro. Yogyakarta: BPFE. Notoatmodjo, S. (2007). Promosi Kesehatan dan Ilmu Perilaku. Jakarta: Rineka Cipta.
Ojedo, F., & Macizo, P. (2023). The Value of Banknotes: Relevance of Size, Colour and Design. Psychological Research, 87(6), 1944–1952.
Okviana. (2015). Perilaku Positif dalam Mengatasi Kecemasan. Jakarta: Rineka Cipta.
Pekkanen, T.-L., & Penttilä, V. (2020). The Responsibility of An Ethnocentric Consumer – Nationalistic, Patriotic or Environmentally Conscientious? A Critical Discourse Analysis of “Buy Domestic” Campaigns. International Marketing Review, 38(2), 300–320. https://doi.org/10.1108/IMR-06-2019-0163
Percy, L., & Rossiter, J. R. (1992). Advertising Stimulus Effects: A Review. Journal of Current Issues & Research in Advertising, 14(1), 75–90.
Prowse, P., Lopes, A., & Fells, R. (2017). Community and Union-led Living Wage Campaigns. Employee Relations, 39(6), 825–839. https://doi.org/10.1108/ER-03-2017-0053
Rajagopal, A. (2006). Building Customer Values and Brand through Advertising by the Multinational Retail Chain Stores in Latin America. Mexico: Tecnológico de Monterrey.
Ruslan, R. (2008). Manajemen Public Relations & Media Komunikasi. Jakarta: Rajagrafindo Persada.
Sangadji, E. M., & Sopiah. (2014). Metodologi Penelitian: Pendekatan Praktis dalam Penelitian. Yogyakarta: Andi.
Schramm, W. (1973). Men, Messages, and Media: A Look at Human Communication. California: Harper & Row.
Sekaran, U., & Bougie, R. (2016). Research Method for Business Textbook: A Skill Building Approach. John Wiley & Sons Ltd. New York: John Wiley & Sons Ltd.
Skinner, B. F. (1938). The Behavior of Organisms: An Experimental Analysis. New York: Applerton-Century-Crofts.
Stanton, W. J. (2000). Prinsip-prinsip Pemasaran (3 ed.). Jakarta: Erlangga. Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Supranto, J. (2003). Metode Penelitian Hukum dan Statistik (1 ed.). Jakarta: Rineka Cipta.
Suryani, T. (2013). Perilaku Konsumen di Era Internet (1 ed.). Yogyakarta: Graha Ilmu.
Suseno, S. (2002). Uang: Pengertian, Penciptaan, dan Peranannya dalam Perekonomian. Jakarta: Pusat Pendidikan dan Studi Kebanksentralan (PPSK).
Swastha, B., & Irawan. (2010). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tjiptono, F., & Chandra, G. (2011). Service, Quality and Satisfaction (3rd ed.).Yogyakarta: Andi.
van der Horst, F., Snell, J., & Theeuwes, J. (2020). Finding Counterfeited Banknotes: The Roles of Vision and Touch. Cognitive Research: Principles and Implications, 5(40), 1–14. https://doi.org/10.1186/s41235- 020-00236-3
Venus, A. (2009). Manajemen Kampanye. Bandung: Simbiosa Rekatama Media.
Wajdi, M. F., Aji, H. M., & Suwarsono. (2020). Factors affecting the intention to purchase halal cosmetics on Instagram: E-WOM and Brand Image. Asian Journal of Islamic Management (AJIM), 2(1), 1-11. 10.20885/ajim.vol2.iss1.art1
Wilcox, L. (2013). Psikologi Kerpribadian. Yogyakarta: Ircisod.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: the Mediating Role of Brand Awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.
Published
2025-03-13
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Copyright (c) 2025 Fadillah Sutrisno, Maria Apsari Sugiat
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