Pesan Persuasif Webisodes di Youtube:(Analisis Isi Kualitatif Pesan Persuasif dalam Webisodes Testemoni Go-Jek Driver)

Dea Sarah Muslim, Widodo Agus Setianto

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Webisodes’ Persuasive message in Youtube (Qualitative Content analysis of Persuasive Messages in the Webisodes Go-jek Driver Testimony) research wants to see how persuasive messages about partnership to be Go-jek Drivers packaged in 6 series of Webisodes which had been uploaded on the official Youtube account Go-jek Indonesia. Webisodes as a tangible form of a brand content strategy application has its own way of conveying a persuasive message through 5 Go-jek Drivers experience before and after joining Go-jek drivers. Stories about life experiences are delivered directly by the Go-jek drivers. So, these Webisodes can be classified as advertising formats such as testimonials. This Webisodes use Go-jek Drivers as spokesperson in an effort to establish the similarity field of experience and field of reference with the target audience. Webisodes ambience as realistic as possible, so that the target audience more easily believe the story in Webisodes and persuaded to be a partner of Go-jek drivers. Research done by qualitative content analysis methods. These methods is appropriate used in this research because this qualitative content analysis methods capable of dissecting the message contained in the communication of documents delivered in latent and manifest. Each series Webisodes are examined using 3 units of analysis, i.e. the visual image, textual, and sound source. Those unit of analysis are used to make it easier to identify the signs that lead to a persuasive message about partnership to be Go-jek drivers. In addition, the persuasive messages in the Webisodes were investigated using the message content in the form of message strategies, and message structure. After each series tried to review more about persuasive messages contained therein, the next research presentation of persuasive messages make a comparation in the sixth series of Webisodes. Persuasive messages delivered implied through the change of life experienced by the Go-jek Drivers after joining Go-jek. Keywords: webisodes, persuasive message, testimony, message strategies, message structure

Kata Kunci : Media Online; Media Sosial