Community Communication By Kejar Mimpi Palembang At Kejar Mimpi Goes To School In An Effort To Improve Financial Literacy

Abstract

This study aims to analyze the communication strategies used by the Kejar Mimpi Palembang Community in the Kejar Mimpi Goes to School 2024 work program at SMA N Sumatera Selatan as an effort to improve financial literacy. The research approach used is descriptive with a case study method. Data was collected through in-depth interviews and document analysis involving informants, namely student participants and members of the Kejar Mimpi communication team. This study uses the communication strategy theory of Onong Uchjana Effendy. The results show that the communication strategies applied are in line with the characteristics of students, namely through the use of social media, contextual narratives, and credible communicators. The strategies used have succeeded in building financial literacy awareness among students.