The Impact of Online Campaign and Cybersecurity Knowledge on Protective Behaviour of Generation Z Customers of Bank BCA

Nabila Syawalia Noor, Ida Nurhayati (), Rahmanita Vidyasari and Mrr Tiyas Maheni
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Nabila Syawalia Noor: Politeknik Negeri Jakarta, Department of Accounting
Ida Nurhayati: Politeknik Negeri Jakarta, Department of Accounting
Rahmanita Vidyasari: Politeknik Negeri Jakarta, Department of Accounting
Mrr Tiyas Maheni: Politeknik Negeri Jakarta, Department of Printing Technology and Publishing

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 350-359 from Springer

Abstract: Abstract Banking fraud, including account breaches, skimming, phishing, and social engineering, ranked second with 4,991 cases reported. The purpose of this study was to determine whether the online campaign program “Don’t Know? Kasih No!” and cybersecurity knowledge affect the self-protection behavior of Generation Z Bank BCA customers against the rise of online fraud cases, through quantitative methods with data collected from 100 active BCA Bank Generation Z customers who have watched the online campaign, and supported by qualitative data with BCA bank customer service as informants. The results showed that online campaigns and cybersecurity knowledge have a positive and significant influence, both partially and simultaneously, on the self-protection behavior of Generation Z Bank BCA customers. These two variables together can explain 40.5% of the self-protection behavior of Generation Z Bank BCA customers. Overall, these findings suggest that online campaigns and cybersecurity knowledge programs have a significant influence on shaping customers’ self-protective behavior in dealing with the risk of online fraud in the banking sector.

Keywords: Cybersecurity Knowledge; Online Campaign; Online Fraud; Protective Behaviour (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-938-4_41

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