STRATEGI KOMUNIKASI PERSUASIF KOMUNITAS SOSIAL DALAM MENUMBUHKAN PARTISIPASI MASYARAKAT MALANG (Studi Pada Komunitas Ketimbang Ngemis Malang)

The survival of a community is inseparable from the help of participation in carrying out an activity. Especially social activities, one of which is the community in Malang, namely the Ketimbang Ngemis Malang community. Actively help people who are below the poverty line. Many people they have helped, certainly cannot be separated from communication activities. Invite, persuade, or seduce others with the aim of changing attitudes of opinion, behavior, or feeling part of persuasive communication. This study uses a qualitative approach with the type of descriptive research and the basis of case study research. Data obtained from interviews with the subject of the research were members of the Ketimbang Ngemis Malang community management. has a position as coordinator in each division. After the data is obtained, then it is analyzed with three steps, namely Data Condensation, Data Presentation, Verification of data that will be drawn conclusions, and discussion with persuasive communication strategy techniques described by the researcher. The results of this study indicate that the persuasive communication strategies carried out by the Ketimbang Ngemis Malang community involve emotional issues to look at the environment around with the help of communication media. then environmental factors, namely the closeness of management members or friends, is one reason, and creating a community environment that is strongly woven and embraced to keep the participation of those involved in re-involvement. Next, the strategy of meaning Contruction, namely (learn - do) knowledge can shape behavior, it is realized from work programs created by the community. The last is the transparency of communication and information carried out by community administrators to donors