Analysis Of Persuasif Message ”Antiriba” In Social Media Instagram

Abstract

This study discusses persuasive strategies that contain anti-usury messages by Instagram social media using the ELM (Elaboration Likelihood Model) theory from Petty and Cacioppo, using a qualitative method with the semiotic text analysis approach of Roland Barthes. In this study, Instagram account @ Xbank.Indonesia as social media which now has followers of 586K where the account is well known in Indonesian society especially Instagram social media users and becomes quite controversial because of their posts that oppose usury-containing work such as: Bank employees; Pegadaian; Insurance; Leasing.

@Xbank.Indonesia social media emphasizes the value of beliefs/trust in the audience, using the six persuasive strategies of peripheral channels that are displayed through posting on the account in a consistent and continuous manner. In conclusion, Instagram @ Xbank.indonesia social media persuades audiences to find usury using the six persuasive strategies of peripheral paths displayed in their posts, in the form of: reciprocation, that is, knowledge of the prohibition of usury; commitment and consistency, namely the threats of usurers who are packaged with attractive language and appearance; social proof, which is concrete evidence of the negative impact of loans at the bank; Element likes, namely the value of comedy that contains antiriba propaganda; the element of authority, which is the threat / criticism of usurers from usury; scarcity, that is, a feeling of fear of limitations / shortcomings that will later be felt as a result of leaving work that is a condition of usury.