Skripsi

ANALISIS STRATEGI KOMUNIKASI AMARTHA MELALUI PROGRAM A-MISSION BATCH 1 TAHUN 2025: UPAYA PENINGKATAN LITERASI DIGITAL

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This research aimed to analyze the communication strategy implemented by Amartha through the AMission Program Batch 1 in 2025 in improving the digital literacy of grassroots partners. The rapid development of digital financial services requires communities to have adequate understanding in utilizing financial technology. However, there are still limitations in partners’ understanding regarding the use of digital financial services and proper financial management. This study employed a qualitative approach with a descriptive method. Data collection was conducted through in-depth interviews with informants involved in the implementation of the program, namely the Lead Project, hiring team, and mentors, supported by document analysis. The analysis used the public relations management framework proposed by Cutlip, Center, and Broom, which consists of situation analysis, planning and programming, communication implementation, and program evaluation. The results of the study indicate that the communication strategy in the A-Mission Program was designed based on partners’ needs through the development of digital literacy materials, the involvement of university students as educational agents, and the implementation of direct educational activities in the field. The program contributed to improving partners’ initial understanding of digital financial services, although the sustainability of its impact was still influenced by operational conditions and field assistance .

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Detail Information

Series Title

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Call Number

T1945542026

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026

Collation

xv, 165 hlm.; ilus.; tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Strategi Komunikasi
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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