TRANSFORMASI DIGITAL BPR MELALUI INFLUENCER MARKETING PADA PLATFORM TIKTOK: MODEL KOLABORASI STRATEGIS UNTUK MENINGKATKAN BRAND AWARENESS, LITERASI KEUANGAN, DAN AKSESIBILITAS LAYANAN KEUANGAN MIKRO DI ERA KONTEN VIRAL
DOI:
https://doi.org/10.64524/ah.v5i01.171Keywords:
Digital Transformation, Rural Banks (BPR), Influencer Marketing, TikTok, Financial Literacy, Financial Inclusion, Viral Content, Microfinance ServicesAbstract
This study discusses the implementation of a collaboration strategy between Rural
Banks (BPR) and TikTok content creators as part of digital transformation efforts
to expand access to microfinance services. Amid the rapid growth of the digital
economy and the rise of viral content trends, microfinance institutions face
challenges in reaching a new generation that is more responsive to visual and
informative communication on social media. This study analyzes how the TikTok
platform, through partnerships with influencers, can be utilized to increase brand
awareness, improve public financial literacy, and expand access to financial
products. Using a qualitative method through a literature study, this research
collects data from various credible sources. The results indicate that this strategy
can increase brand awareness by up to 37%, improve understanding of
microfinance products by 42%, and reach market segments that were previously
difficult to access. This study recommends that BPR utilize the unique
characteristics of TikTok, such as short-form content, authentic delivery style, and
an educational approach, in developing innovative and inclusive digital
marketing strategies.
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