The Analysis of Bank XYZ Campus Ambassador Program in Mass Media: A Branding Strategy Targeting Generation Z

The purpose of this study is to analyze how mass media exposure contributes to the branding activities of XYZ Bank targeting Generation Z (Gen Z). This study used Brand Identity Concept and Stakeholder Concept to explore how Bank XYZ engages with key stakeholders to shape its brand image. Brand Identity Concept looks at how Bank XYZ builds a cohesive brand narrative through mass media, while Stakeholder Concept emphasizes the role of partners in shaping and strengthening the bank's branding efforts. The research methodology employed in this study is descriptive qualitative research, utilizing digital tracking and interviews to gather data. Interviews were conducted with policymakers at XYZ Bank to ensure data validity through triangulation, while participant observations were carried out to gather primary data effectively. Additionally, secondary data collection involved reviewing previous research and documents to support the analysis. The findings reveal that mass media coverage of XYZ Bank's campus ambassador program highlights the low level of financial literacy among Indonesian Gen Z individuals. As a result, collaboration with educational institutions becomes essential in this branding initiative. The study concludes that XYZ Bank's media choices predominantly focus on financial topics but overlook Gen Z's news consumption habits. Consequently, the study indicates that branding activities may have a restricted influence on Gen Z. Keywords: Branding, banking industry, generation Z, campus, stakeholder engagement, consumer behavior.