Bank Indonesia’s Communication Strategy for QRIS Adoption in Digital Payment

Bank Indonesia has innovated by introducing QRIS as a national digital payment system in an era of increasing digitization. However, challenges have emerged regarding low levels of financial literacy and lack of interest in adopting digital payment systems, even among those with sufficient understanding. These challenges serve as the backdrop for the QRIS campaign in Banten Province. This study aims to examine Bank Indonesia's (KPw BI Banten Province) communication strategy in the QRIS campaign to increase interest in digital payment adoption in Banten Province. The research uses a qualitative and descriptive approach. Data sources are obtained through observation, interviews, documentation, and literature review, categorized as primary and secondary data. Informants for interviews will be selected through purposive sampling. Data analysis follows the Miles and Huberman model, and data credibility is tested through source triangulation. Findings indicate that the development of the communication strategy in the QRIS campaign is consistent with the four-step communication model based on public relations strategies. In addition, the study supports using the UTAUT model, which explains key factors influencing the adoption of new technologies.The study concludes that innovation in communication strategies plays a crucial role in improving financial literacy and promoting QRIS adoption in Banten Province.