Instagram Sebagai Media Informasi Persuasif Lokasi Hidden Gem dan Instagramable (Studi Analisis Isi Pada Akun Instagram @mlggoodplace)

The use of social media has now become something that is of great interest to the wider community, one of which is the Instagram platform. Instagram social media can not only be used as entertainment media, but can also be used as promotional media or to share persuasive information. As in the @mlggoodplace account, this account is one of the accounts that provides persuasive information on Instagram, especially regarding the location of hidden gems and Instagrammables. In this account, the number of followers has reached 61.9 thousand and 1,263 posts (data as of January 30, 2023).

This research uses a qualitative research approach with descriptive research type. Apart from that, this research also chose to use data collection techniques by means of documentation as well as data analysis techniques using content analysis methods to visualize the characteristics of the content of persuasive information posts contained in the @mlggoodplace account. Meanwhile, the theoretical basis used in this research is New Media Theory introduced by Pierre Levy, which defines that nowadays the delivery of information can be easily done through digital technology.

The results of this research found that there were 11 post content containing persuasive information in this research which contained advertising information, promotional information and product offer information. Apart from that, if we look at the frequency of messages, the most posted content is in the product offer information category with a total of 7 posts which include recommendations for cafes or restaurants that are hidden gems and Instagrammable. In this case, it can also be evidence of the New Media theory which is related to the process of disseminating information on recommendations for the best hangouts in Malang Raya via the social media Instagram.