Analisis Konten Instagram Kredivo Dalam Membangun Minat Transaksi Generasi Z

Abstract

This study aims to analyze the Instagram content of the @kredivo account in building Generation Z’s interest in transactions and public understanding through promotional reviews and highlights. This phenomenon has emerged alongside the rise of the fintech industry and illegal lending products, which has spurred the creation of visual content. Using a descriptive qualitative approach, content analysis, and interviews with four Gen Z informants, this study examines how Instagram is used as a tool for digital education. Pierre Levy’s New Media Theory serves as the theoretical foundation for explaining the interactive, multimedia, networked, and digital characteristics inherent in Instagram content. The results indicate that Kredivo’s Instagram content reflects the interactive and participatory nature of new media, thereby fostering public literacy in selecting safe fintech products. Informants stated that this content provides a deeper understanding of the prevalence, claims, and legality of these products. Thus, Instagram, as a new media platform, has proven effective as an information channel capable of influencing public awareness regarding the issue of illegal fintech.