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KOMUNIKASI PERSUASIF INSTAGRAM RUMAH ZAKAT INDONESIA
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.
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302.231 Media Komunikasi, Media Massa, Media Sosial