The Correlation Between the "Cinta, Bangga, dan Paham Rupiah" Campaign Through Social Media and GenBI Members' Attitudes Toward Rupiah Treatment: A Case Study of GenBI Universitas Islam Bandung
Keywords:
CBP Rupiah Media Campaign, Attitudes toward the Rupiah, Bank IndonesiaAbstract
Abstract. The advancement of communication and information technology has encouraged the use of social media as an effective platform for digital public campaigns. One of these initiatives is the Cinta, Bangga, dan Paham Rupiah (CBP Rupiah) campaign organised by Bank Indonesia, which aims to strengthen public awareness of loving, understanding, and properly treating the Rupiah as a symbol of national identity and economic sovereignty. This study examines the relationship between the CBP Rupiah campaign delivered through social media and the attitudes of members of Generasi Baru Indonesia (GenBI) at Universitas Islam Bandung in treating the Rupiah. The study is grounded in Information Integration Theory, which explains that attitudes are formed through the accumulation and evaluation of information received from various sources. A positivist paradigm with a quantitative correlational approach was employed, and data were analysed using the Spearman Rank Correlation test. The population consisted of all active members of GenBI Universitas Islam Bandung, with total sampling applied to obtain the research sample. Primary data were collected through questionnaire distribution. The findings indicate a strong and positive relationship between the CBP Rupiah campaign and GenBI members' attitudes toward treating the Rupiah. Among the campaign dimensions, the campaign message demonstrated the strongest relationship with attitudes due to its clarity, relevance, and persuasive content. This was followed by the campaign source, highlighting the importance of communicator credibility in strengthening message acceptance, while media and campaign exposure also showed a positive relationship by facilitating effective message dissemination. These findings suggest that well-designed digital campaigns with credible sources, relevant messages, and appropriate social media platforms play an important role in fostering positive attitudes among young people toward the Rupiah as a symbol of national identity and economic sovereignty.
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