COMMUNICATION STRATEGY FORMULATION TO INCREASE BRAND AWARENESS OF OTORITAS JASA KEUANGAN (OJK)

• Main Author: Khairunnisa Putri, Anggun
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86618
• Institution: Institut Teknologi Bandung

This thesis explores the formulation of communication strategies aimed at enhancing brand awareness for the Otoritas Jasa Keuangan (OJK), Indonesia's financial services authority. In an era characterised by rapid digital transformation and increasing competition within the financial sector, the importance of effective communication strategies cannot be overstated. The OJK plays a pivotal role in regulating and supervising financial services, yet its visibility and recognition among the general public remain inadequate. This study seeks to address this gap by investigating the current state of brand awareness for the OJK and identifying strategic communication methods that can be employed to bolster its public profile. The research begins with a comprehensive background analysis, highlighting the evolution of the OJK since its establishment in 2011, and its critical functions in maintaining financial stability and consumer protection. Despite its significant role, public perception and awareness of the OJK's initiatives and contributions are often overshadowed by other financial institutions. This underscores the necessity for a robust communication strategy that aligns with contemporary branding theories, such as David Aaker's Brand Equity Model (2019), which suggests that brand awareness is a fundamental component of brand equity. The primary research question focuses on identifying the factors that influence the current level of brand awareness of OJK, while also examining effective communication strategies that could be employed to enhance this awareness. By utilising a qualitative approach through surveys and insights gleaned from interviews with stakeholders in the financial sector, this methodology not only enriches the data but also offers a deep understanding of the challenges and opportunities encountered by OJK in its communication initiatives. The scope of this research is limited to the Indonesian context, specifically focusing on the urban population, which constitutes a significant portion of the OJK's target audience. The findings aim to offer actionable recommendations for the OJK to develop a comprehensive communication strategy that not only increases brand awareness but also fosters trust and engagement with the public. Ultimately, this thesis aspires to contribute to the broader discourse on branding and communication within the financial services industry, providing a framework that can be adapted by similar institutions seeking to enhance their visibility and impact. In summary, this study highlights the critical need for the OJK to reassess its communication strategies in order to effectively engage with the public and enhance its brand awareness. By leveraging established theoretical frameworks and empirical data, the research aims to provide a strategic roadmap that aligns with the OJK's vision of becoming a trusted and recognised authority in Indonesia's financial landscape.