ANALYSIS OF GARUDA INDONESIA'S PERSUASIVE COMMUNICATION USING AIRCRAFT LIVERY WITH MASK VIA INSTAGRAM

Abstract

This study aims to describe how the analysis of persuasive communication carried out by Garuda Indonesia through the launch of a masked aircraft livery aims to persuade the public to comply with health protocols by using masks. In analyzing the researchers combined the six elements of a persuasion strategy according to Dr. Robert B. Cialdini with the AIDA formula using a qualitative approach and descriptive content analysis research method. The researcher made observations on Garuda Indonesia's Instagram on October 1, 2020 and was strengthened by the results of interviews with two external sources. The results of this study explain that of the six persuasion strategies proposed by Cialdini, Garuda Indonesia has a tendency not to use the Reciprocation strategy in uploaded messages, and to strengthen the delivery of these messages, the AIDA formula has been combined in this study which results in these messages having an effect on generating Attention, Interest, Desire, and Action to encourage followers using masks.