ANALISIS ISI PESAN PERSUASIF KAMPANYE JOIN AIESEC 2023 PADA INSTAGRAM @aiesecsurabaya

The rapid development of social media technology has encouraged organizations to leverage digital platforms as a medium for persuasive communication, including membership recruitment activities. AIESEC in Surabaya utilized Instagram as a campaign medium for its Join AIESEC 2023 program to reach and attract university students. This study aims to analyze the persuasive message structure presented in the @aiesecsurabaya Instagram posts promoting the program. A quantitative descriptive method was employed through content analysis of Join AIESEC 2023 program uploads, using a coding sheet assisted by two coders with educational backgrounds in communication studies. The analysis focused on the persuasive message structures utilized and the tendencies in message delivery across the content. The findings indicate that persuasive messages were predominantly conveyed through one-sided messages, recency, and implicit approaches. These strategies suggest that suggestive messaging is capable of generating audience appeal and engagement in a more organic manner within the context of social media communication, particularly on the Instagram platform.