Pesan Persuasif dan Makna Simbolik dalam Iklan BCA 'Tolak dengan Anggun' terhadap Pembentukan Kepercayaan Nasabah

Abstract

The increasing number of digital fraud cases in the name of banking institutions requires a communication strategy that is not only informative but also persuasive and able to raise public awareness of the importance of protecting personal data. This study aims to analyze the persuasive message in the BCA advertisement "Tolak dengan Anggun" (Reject with Grace) and understand how verbal and nonverbal elements are constructed to build customer trust in digital banking services. This study uses a descriptive qualitative method with a Roland Barthes semiotic approach, which divides meaning into layers of denotation, connotation, and myth. The analysis results show that the advertisement not only conveys explicit digital security education but also creates an image of ideal behavior through polite, calm, and elegant visual representations. Furthermore, this advertisement debunks social myths about digital fraud and emphasizes that vigilance can be maintained without neglecting communication ethics. This study concludes that BCA's persuasive communication strategy is built through a combination of rational, emotional, symbolic, and cultural messages that simultaneously strengthen customer trust in the security of digital services.

Keywords: BCA, Digital Advertising, Customer Trust, Persuasive Communication, Barthes' Semiotics.