relation: https://digilib.uin-suka.ac.id/id/eprint/74628/
title: KOMUNIKASI PERSUASIF INSTAGRAM RUMAH ZAKAT INDONESIA
creator: Sopiyah, NIM.: 2320201210
subject: 302.231 Media Komunikasi, Media Massa, Media Sosial
description: Indonesians are known as a generous society, ranking 21st out of 101 countries in  the global generosity index. This position has declined compared to before 2025,  when Indonesia held first place. One factor influencing the decline in generosity  and public trust is the emergence of various cases of misappropriation of  philanthropic funds, such as the major case involving Aksi Cepat Tanggap (ACT).  Instagram has become one of the most effective social media platforms used by  philanthropic organizations to encourage public donations through creative and  persuasive communication.  This research used a descriptive qualitative approach with in-depth interviews and  documentation of content on the Instagram account @rumahzakat. Data analysis  techniques included data reduction, data presentation, and drawing conclusions  based on the concept of persuasive communication, symbolic interaction theory,  ELM theory, and social construction.  The results indicate that Rumah Zakat has strong authority in conveying its call to  action due to its status as a credible National Zakat Collection Institution (Laznas).  The persuasive communication methods employed included educational and  da'wah messages, humanitarian and empowerment messages, and several  techniques, including association techniques through collaboration with  influencers; integration techniques through the "Bikin Bahagia" campaign; and  engagement with followers; and organizational techniques through a professional  work structure within the Brand Management division, which oversees SEO  (Search Engine Optimization) and Strategic Social Media, Design and Multimedia,  and Brand Activation. These techniques were assessed based on knowledge,  abilities, skills, and attitudes. The resulting communication effects included  cognitive effects, seen in increased audience insight and interaction; affective  effects, seen in the emotional responses of followers who felt touched and inspired;  and behavioral effects, reflected in the increase in donations each year, despite a  decline in 2023 due to the impact of the ACT case. Therefore, Rumah Zakat's  persuasive communication through Instagram has proven effective in building  awareness, empathy, and community participation in zakat and humanitarian  activities.
date: 2025-10-28
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/74628/1/23202012010_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/74628/2/23202012010_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf
identifier:   Sopiyah, NIM.: 2320201210  (2025) KOMUNIKASI PERSUASIF INSTAGRAM RUMAH ZAKAT INDONESIA.  Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.