Rudini Triyadi Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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This project develops a pioneering strategy to establish blu by BCA Digital as an institutional finfluencer by leveraging TikTok as a financial literacy platform. While financial education is increasingly consumed through social media, financial institutions are often not perceived as credible content creators. Using the SOSTAC framework, the project combined situation analysis, preliminary research based on Slovin’s formula, and content execution with persona-based storytelling. Campaign performance was assessed through the REMARKS framework, linking TikTok’s algorithmic signals, particularly completion rate and early engagement, to reach, interaction, and behavioral outcomes. Findings reveal complementary persona strengths: DokFin excelled in reach and follower acquisition, while Mantan Ugal Living (MUL) generated higher retention and conversational engagement. Survey results validated these outcomes, with 98.8% of respondents reporting inspiration to take financial actions such as saving and budgeting, and 89.5% indicating subsequent use of the blu application. Ethical considerations were also highlighted, as the DokFin persona raised compliance concerns under Indonesian advertising standards. Academically, the project contributes by integrating algorithmic analysis with REMARKS and extending discourse on institutional finfluencers. Practically, it offers a replicable model for financial institutions to balance credibility, creativity, and compliance while advancing financial literacy and contributing to Indonesia’s inclusion agenda. Keyword: Financial Literacy, TikTok Strategy, Finfluencer, Digital Banking, Social Media Marketing, SOSTAC Framework kualitatif Marketing Communication Management 2025 Non Thesis - Business Integrated Project Rudini Triyadi NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.049.25 S202848SP Hanya Tersedia Softcopy. S2.MCM.049.25 cover_skripsi.jpg.jpg 10163 2026-01-30 09:18:58 2026-01-30 09:19:31 machine generated