ABSTRAK
Siti Sakhinah
11140510000042
Strategi Komunikasi Persuasif Pengurus Komunitas Terang
Jakarta dalam Mengajak Anak Muda Berhijrah melalui New
Media
Fenomena hijrah menjadi tren di kalangan anak muda. Hal
ini tidak lepas dari pengaruh dakwah yang meluas ke ranah new
media. Salah satunya adalah komunitas Terang Jakarta yang
gencar mengajak anak muda berhijrah melalui new media seperti
website, Instagram, serta Whatsapp. Dengan demikian, pengurus
komunitas Terang Jakarta memerlukan strategi komunikasi
persuasif.
Terdapat tiga pertanyaan dalam penelitian ini, yaitu: 1)
bagaimana the psychodynamic strategy pengurus komunitas
Terang Jakarta dalam mengajak anak muda berhijrah melalui new
media? 2) Bagaimana the sociocultural strategy pengurus
komunitas Terang Jakarta dalam mengajak anak muda berhijrah
melalui new media? 3) Bagaimana the meaning construction
strategy pengurus komunitas Terang Jakarta dalam mengajak anak
muda berhijrah melalui new media?
Penelitian ini menggunakan teori strategi komunikasi
persuasif Melvin L. DeFleur dan Sandra J. Ball-Rokeach, yaitu: 1)
the psychodynamic strategy, 2) The sociocultural strategy, 3) The
meaning construction strategy.
Penelitian ini menggunakan pendekatan kualitatif. Teknik
pengumpulan data dilakukan dengan observasi, wawancara
mendalam, dan dokumentasi. Teknik analisis data dilakukan
dengan menggunakan model Miles dan Huberman, yaitu reduksi
data, penyajian data, dan penarikan serta uji coba kesimpulan.
Hasil dari penelitian ini adalah bahwa pengurus
mengimplementasikan: 1) the psychodynamic strategy di new
media menggunakan desain menarik dan bahasa sehari-hari. 2) The
sociocultural strategy di new media menggunakan aturan, norma
dan kontrol sosial pada Instagram dan grup Whatsapp. 3) The
meaning construction strategy di new media menggunakan
konstruksi makna agar persuade mudah memahami pesan.
Kata kunci: Komunikasi, Persuasif, Strategi, Media, Hijrah
ii
ABSTRACT
Siti Sakhinah
11140510000042
Persuasive Communication Strategy of the Administrators of
Terang Jakarta Community in Persuade Youth to do Hijrah
through New Media
The phenomenon of hijrah is becoming a trend among youth
today. This is because of the spread of da'wah through new media.
Terang Jakarta is a youth Islamic community whose intensively
persuade youth to do hijrah through new media: website,
Instagram, and Whatsapp. Therefore, the administrators of Terang
Jakarta community need a persuasive communication strategy.
There are three questions in this study: 1) how is the
psychodynamic strategy of the administrators of Terang Jakarta
community in persuade youth to do hijrah through new media? 2)
How is the sociocultural strategy of the administrators of Terang
Jakarta community in persuade youth to do hijrah through new
media? 3) How is the meaning construction strategy of the
administrators of Terang Jakarta community in persuade youth to
do hijrah through new media?
This study uses the theory of persuasive communication
strategy by Melvin L. DeFleur and Sandra J. Ball-Rokeach: 1) the
psychodynamic strategy, 2) The sociocultural strategy, 3) The
meaning construction strategy.
This study uses qualitative approach. Techniques of data
collection is done by observation, in-depth interviews, and
documentation. Techniques of data analysis is done by used Miles
and Huberman models: data reduction, data presentation, and
withdrawal and testing conclusion.
The result of this study are that the administrators
implements: 1) the psychodynamic strategy in new media uses
attractive designs and colloquial language. 2) The sociocultural
strategy in new media uses rules, norms and social control on
Instagram and Whatsapp group. 3) The meaning construction
strategy in new media uses meaning construction, so persuade can
understand the message easily.
Key Words: Communication, Persuasive, Srategy, Media, Hijrah