eprintid: 74628
rev_number: 14
eprint_status: archive
userid: 13190
dir: disk0/00/07/46/28
datestamp: 2025-12-12 06:52:16
lastmod: 2025-12-12 06:52:16
status_changed: 2025-12-12 06:52:16
type: thesis
metadata_visibility: show
creators_name: Sopiyah, NIM.: 2320201210
title: KOMUNIKASI PERSUASIF INSTAGRAM RUMAH ZAKAT INDONESIA
ispublished: pub
subjects: 302.23
divisions: jur_kpi
full_text_status: restricted
keywords: Komunikasi Persuasif, Pesan Komunikasi, New Media (Media Baru), Filantropi Islam
note: Dr. Akhmad Rifa’i., M.Phill
abstract: 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
date_type: published
pages: 190
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS DAKWAH DAN KOMUNIKASI
thesis_type: masters
thesis_name: other
citation:   Sopiyah, NIM.: 2320201210  (2025) KOMUNIKASI PERSUASIF INSTAGRAM RUMAH ZAKAT INDONESIA.  Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/74628/1/23202012010_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/74628/2/23202012010_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf