Abstract:
This study analyzes the persuasive strategies used in Ruangguru's Instagram
advertising slogans. Ruangguru is one of the most prominent and reputable
platforms for students to study outside of school. This is why researchers utilize
Ruangguru as an item in the study products. Many slogans are used in the
advertisement of Ruangguru products. This study aims to identify different sorts
of persuasive strategies and describe the ways or modes of persuasive strategies
utilized in Ruangguru's slogan advertisements. Qualitative research was done to
analyze the data. The focus of qualitative research is on analyzing textual data, as
opposed to numerical data. Researchers placed 31 slogan advertisements on
Ruangguru's official Instagram account. In order to acquire data, researchers
examined Ruangguru's official Instagram account for slogan advertisements;
researchers then selected Ruangguru's slogan advertisements for study. Then,
researchers select slogans, determine the persuasive strategies employed in these
slogans, and analyze the methods or techniques used to influence customers. The
results of the data analysis demonstrated that researchers discovered and analyzed
information. Categories of persuasive methods, namely: Rationalization (21 data),
Identification (5 data), Suggestions (5 data), Conformity (4 data) and
Compensation (0 data). And how to persuade consumers, namely: Ethos (9 data),
Pathos (10 data) and Logos (3 data).
