Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025

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The Impact of Online Campaign and Cybersecurity Knowledge on Protective Behaviour of Generation Z Customers of Bank BCA

Authors
Nabila Syawalia Noor1, Ida Nurhayati1, *, Rahmanita Vidyasari1, Mrr Tiyas Maheni2
1Department of Accounting, Politeknik Negeri Jakarta, Depok, Indonesia
2Department of Printing Technology and Publishing, Politeknik Negeri Jakarta, Depok, Indonesia
*Corresponding author. Email: ida.nurhayati@akuntansi.pnj.ac.id
Corresponding Author
Ida Nurhayati
Available Online 31 December 2025.
DOI
10.2991/978-94-6463-938-4_41How to use a DOI?
Keywords
Cybersecurity Knowledge; Online Campaign; Online Fraud; Protective Behaviour
Abstract

Banking fraud, including account breaches, skimming, phishing, and social engineering, ranked second with 4,991 cases reported. The purpose of this study was to determine whether the online campaign program “Don’t Know? Kasih No!” and cybersecurity knowledge affect the self-protection behavior of Generation Z Bank BCA customers against the rise of online fraud cases, through quantitative methods with data collected from 100 active BCA Bank Generation Z customers who have watched the online campaign, and supported by qualitative data with BCA bank customer service as informants. The results showed that online campaigns and cybersecurity knowledge have a positive and significant influence, both partially and simultaneously, on the self-protection behavior of Generation Z Bank BCA customers. These two variables together can explain 40.5% of the self-protection behavior of Generation Z Bank BCA customers. Overall, these findings suggest that online campaigns and cybersecurity knowledge programs have a significant influence on shaping customers’ self-protective behavior in dealing with the risk of online fraud in the banking sector.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2025
ISBN
978-94-6463-938-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-938-4_41How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nabila Syawalia Noor
AU  - Ida Nurhayati
AU  - Rahmanita Vidyasari
AU  - Mrr Tiyas Maheni
PY  - 2025
DA  - 2025/12/31
TI  - The Impact of Online Campaign and Cybersecurity Knowledge on Protective Behaviour of Generation Z Customers of Bank BCA
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 350
EP  - 359
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_41
DO  - 10.2991/978-94-6463-938-4_41
ID  - Noor2025
ER  -