The Influence of Persuasive Communication in Bank XYZ’s Advertisement “Don’t Know? Kasih No!” on Consumer Behaviour

DOI

10.2991/978-2-38476-446-4_13How to use a DOI?

Keywords

Cybersecurity Awareness; Consumer Behaviour; Persuasive Communication

Abstract

The development of cyber technology has improved economic activity in Indonesia. It brings advantages to the economy, but the disadvantages undoubtedly exist and become a major problem for Indonesia’s financial security. Cybercriminal activity such as phishing has become common in Indonesia since the emergence of cyber technology in daily economic and business affairs. In response, Bank XYZ developed an advertisement titled “Don’t Know? Kasih No!” to raise phishing awareness, which has garnered over 45 million views on YouTube. This study aims to examine the influence of persuasive communication in Bank XYZ’s advertisement “Don’t Know? Kasih No!” on consumer behaviour through a quantitative survey method. Data were obtained from 140 respondents using the convenience sampling method and processed with JASP (Jeffrey’s Amazing Statistics Program) 0.19.1 program. The results showed that the persuader dimension (variable x) had the most influence and the cultural factor dimension (variable y) was the most influenced in this study. The regression equation Y = 7.879 + 0.552 X indicated that for every 1-unit increase in persuasive communication, consumer behaviour would increase by 0.552 units. This suggested that persuasive communication positively influences consumer behaviour. The regression test results showed that the influence of persuasive communication in Bank XYZ’s advertisement “Don’t Know? Kasih No!” on consumer behaviour was 64.4% and 35.6% was influenced by other factors.

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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TY  - CONF
AU  - Shereen Amelia
AU  - Wulan Purnama Sari
PY  - 2025
DA  - 2025/07/22
TI  - The Influence of Persuasive Communication in Bank XYZ’s Advertisement “Don’t Know? Kasih No!” on Consumer Behaviour
BT  - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)
PB  - Atlantis Press
SP  - 112
EP  - 122
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-446-4_13
DO  - 10.2991/978-2-38476-446-4_13
ID  - Amelia2025
ER  -