PERSUASIVE STRATEGIES OF “RUANGGURU” ON INSTAGRAM

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).