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All Journal EkoBis ( Ekonomi & Bisnis ) JPTK: Jurnal Pendidikan Teknologi dan Kejuruan Economic Journal of Emerging Markets Jurnal Siasat Bisnis NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Atrium : Jurnal Arsitektur Kajian Bisnis STIE Widya Wiwaha Jurnal Mantik Syntax Idea Al-Kharaj: Journal of Islamic Economic and Business Management Studies and Entrepreneurship Journal (MSEJ) Enrichment : Journal of Management Community Development Journal: Jurnal Pengabdian Masyarakat Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Ecogen Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) COMMICAST Devotion: Journal of Research and Community Service Telaah Bisnis International Journal of Management Science and Information Technology (IJMSIT) Abdimas Altruis: Jurnal Pengabdian Kepada Masyarakat Jurnal Locus Penelitian dan Pengabdian Jurnal Manajemen dan Bisnis Asian Journal of Community Services (AJCS) Jurnal Indonesia Sosial Teknologi Jurnal Pendidikan Indonesia (Japendi) Jurnal Kewirausahaan dan Manajemen Bisnis CUAN Equilibrium: Jurnal Ekonomi Syariah Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Journal of Architecture and Human Experience JER Economic Education Analysis Journal International Journal of Economics, Business and Innovation Research Indonesian Journal of Economics, Business, Accounting, and Management
Anas Hidayat, Anas
Fakultas Ekonomi Universitas Islam Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : commicast

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Enhancing merchant participation in QRIS adoption through digital marketing strategies: A case study of BPD Kaltim Kaltara in festival events Rafif Leksono, Agra; Hidayat, Anas
COMMICAST Vol. 6 No. 2 (2025): September
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v6i2.13248

Abstract

In Indonesia’s accelerating digital economy, the promotion of cashless payments is central to advancing financial inclusion, particularly through the Quick Response Code Indonesian Standard (QRIS). Despite its growing use, many micros, small, and medium enterprises (MSMEs) remain hesitant to adopt QRIS due to limited digital literacy and trust in digital transactions. This study investigates how PT Bank Pembangunan Daerah Kalimantan Timur and Kalimantan Utara (BPD Kaltim Kaltara) employs digital marketing strategies to increase merchant participation in QRIS during festival events. Adopting a qualitative case study design, data were collected through semi-structured interviews with seven BPD marketing staff and participating vendors, complemented by secondary documentation. The findings reveal that digital marketing, through social media outreach, incentive programs, and integration with the DG by Bankaltimtara application, enhances awareness and engagement. However, adoption is hindered by obstacles such as low digital literacy among older merchants, skepticism regarding transaction security, and infrastructural limitations. These challenges underscore the limited effectiveness of current strategies in reaching all merchant segments. The study concludes that fostering QRIS adoption requires not only promotional efforts but also sustained education, technical assistance, and collaborative partnerships tailored to MSME needs. Theoretically, the research contributes to the discourse on digital marketing and innovation diffusion by highlighting the role of context-specific strategies in financial technology adoption. Practically, it offers insights for policymakers and financial institutions to design more inclusive, trust-building approaches that advance Indonesia’s digital financial ecosystem.
Co-Authors Adam Kurniawan Aditya Ainurrisqi Rais Ahmad Sarifudin Alfath Ibrahim Andestari, Yonada Anissa Pranadewi Anisya Rahmadani Ardian Arief Bustaman, Jauhari Arundati, Rahajeng Asmai Ishak Axioma Peano Ayu Hema Ajeng Diwasasri, Ayu Hema Ajeng Bea Headystya Wildan Taufiq Binarin Tirto Andika Catyanadika, Putra Endi D.C., Vebyola Indah Daffa, Muhammad Dessy Isfianadewi Desy Isfianadewi Dicky Firdaus Efandaru, James Fitra, M. Riyanda Guruh Ghifar Zalzalah Hana Wira Pratiwi Harianto, Yohanes Kristianus Hastiar Kurniawan Helmy Ilham Nugraha Huszár, Barbara Ibadi, Raden Mohamad Wisnu Josephine Roosandriantini Kania Alayda Shafa Karima Tamara Khaerunisa Amalia Sofia, Khaerunisa Amalia Lalu Supardin Lazuardy, Ilman Taufiq Lhia Dwi Agustin Lhia Dwi Agustin, Lhia Dwi Lilis Karlina Lutters, Emmanuelle Litania Mayabubun, Khoirunisa Fadia Nadayu Mazda Halim, Mazda Moh Nasuka Muafi Muhamed, Nurul Aini Muhammad Firdaus Nadya Amanda Putri Diego Nanda Pradwiningtyas Naufal Moh Shiddiq Nia Yunia Lestari Nugraha, Helmy Ilham Panditatwa, Panduaji Pandu Kusuma Jati Phoebe S.P., Bernadeth Chiquita Purnama, Rava Fernanda Puteri Lefina, Ziyan Putra Endi Catyanadika Rafif Leksono, Agra Rama Rama Ratri, Shafira Fitri Cahyaning Roostika, Raden Roro Ratna Sabellah, Ria Eka Santi Budiman Sari, Cindy Alifia Setiadi, Widriyakara Setiadi, Y.A. Widriyakara Setiawan, Valerio Sultan Agni Shafira Fitri Cahyaning Ratri Siti Nursyamsiah Sri Rejeki Ekasasi, Sri Rejeki Suhada Suhada, Suhada Sutrisno, Sutrisno Titi Halimah Tony Wijaya Uswatun Chasanah Utiyati Utiyati Utomo, Ariel Suryo Veisz, Adrienn Weliya Aprita Wulan Sari Windria Khoirunnisaa, Ulfah Yustiani, Sofia