KOMUNIKASI PERSUASIF DI INSTAGRAM DALAM PEMBENTUKAN SIKAP SOSIAL MASYARAKAT YOGYAKARTA (STUDI DESKRIPTIF KUALITATIF PADA PENGELOLA DAN FOLLOWERS AKUN @KETIMBANG.NGEMIS.YOGYAKARTA)

This research is based on the surrounding phenomenon that there are still many beggars in the Beringharjo market, Malioboro, and Yogyakarta traffic lights. Even though most of them are still physically perfect and in good health, beggars can easily earn money at the mercy of society without struggling to work. With persuasive communication on Instagram @ketimbang.ngemis.yogyakarta, it is expected that it can raise the followers awareness for a noble figure who has principle not to be a beggar. This research aims to find out how persuasive communication is used by account managers in the formation of social attitudes of followers @ketimbang.ngemis.yogyakarta. This study uses a descriptive method with a qualitative approach. Data collection was carried out through interviews and observations. The result of this research proves that persuasive communication uses by Instagram account manager @ketimbang.ngemis.yogyakarta is carried out in a consistent way. They upload information about noble figures, maintain the trust of followers and donors with the transparency of KNY community activities, present content that can improve the followers social spirit by posting real noble figure lives