Efektivitas Pesan Cinta Bangga Paham Rupiah Pada Akun Instagram @cbp.rupiah Oleh Departemen Pengelolaan Uang Bank Indonesia Terhadap Kebutuhan Informasi Audiens
Abstract
This study aims to examine the effectiveness of the Cinta, Bangga, Paham (CBP) Rupiah message delivered through the Instagram account @cbp.rupiah managed by the Currency Management Department of Bank Indonesia in fulfilling audience information needs. This research employs a descriptive quantitative approach using the Circular Model of SOME, consisting of Search, Optimize, Manage, and Engage dimensions as indicators of message effectiveness, as well as information needs approaches including current, everyday, exhaustive, and catching-up needs. Data were collected through questionnaires distributed to followers of the @cbp.rupiah Instagram account and analyzed using non-parametric statistical techniques. The findings indicate that CBP Rupiah messages are perceived as effective and show a significant relationship with the fulfillment of audience information needs. These results highlight Instagram’s strategic role as a digital public communication and financial education medium. Keywords: Audience, Bank Indonesia, Information needs, Instagram, Message effectiveness
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