TEKNIK KOMUNIKASI PERSUASIF PADA AKUN INSTAGRAM @masjidnusantara DALAM MENGGALANG DONASI

Instagram has a big influence in persuading its users. According to research conducted at Georgetown University, fundraising through instagram can reach fantastic numbers thanks to the caption of the photos. In Indonesia, many people have used social media, especially Instagram, to raise donations either individually or through foundations because it is more effective considering the large number of social media users in Indonesia. One of them is the @masjidnusantara which is the official account of the Masjid Nusantara Foundation which is engaged in the prosperity of mosques in Indonesia, especially in remote areas of Indonesia. This study aims to find out what persuasive communication techniques are used in the @masjidnusantara instagram account to raise donations. The research method used is a qualitative method with the semiotic analysis technique of Charles Sanders Pierce. The results showed that @masjidnusantara conducted persuasive communication with Association Techniques, Integration Techniques, Reward Techniques, Arrangements Techniques, and Red Hearing Techniques. The implication of this study is that the Nusantara Mosque Foundation has carried out persuasive communication using various techniques and has proven to be successful in inspiring public to want to become donors and donate to its programs. However, it is hoped that the Masjid Nusantara can create more interesting content for the people so that they are willing to participate more actively by involving viral events/attracting the public's attention, in accordance with the Association's persuasive communication techniques