Komunikasi persuasif dalam iklan Tiktok For Humanity: Studi kasus pada kampanye “bantu pengungsi Istiqlal Palestina”

Fajar, Nurholis (2025) Komunikasi persuasif dalam iklan Tiktok For Humanity: Studi kasus pada kampanye “bantu pengungsi Istiqlal Palestina”. Sarjana thesis, UIN Sunan Gunung Djati.

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Abstract

Social media, especially TikTok, has become a strategic platform for humanitarian campaigns that combine fundraising objectives with the delivery of da’wah messages. The “Help Palestinian Istiqlal Refugees” campaign, carried out by For Humanity through the Akeno Multimedia Solution team, serves as a relevant case study in which paid TikTok advertisements were used to reach a broad and diverse audience, including non-Muslim viewers. This phenomenon highlights the importance of effective persuasive communication strategies to achieve donation conversions while spreading universal humanitarian values. This study aims to analyze in depth the persuasive communication strategies applied in For Humanity’s TikTok advertisements for this campaign. Specifically, it examines three main components based on Joseph A. Devito’s theory of persuasive communication: (1) how argument reinforcement and evidence are used to build a rational foundation; (2) how psychological appeal is employed to evoke emotional responses; and (3) how credibility appeal is developed to foster audience trust. The study adopts a constructivist paradigm with a qualitative approach and a case study method. Data collection techniques include in-depth interviews with the campaign team (Akeno Multimedia) and donors (both Muslim and non-Muslim), observation of ad content, and documentation studies. The data were analyzed using Miles and Huberman’s interactive model, which involves data reduction, data presentation, and conclusion drawing. The results show that the campaign effectively integrates all three persuasive components. Argument and evidence reinforcement were achieved through real- time visual data and strong emotional narratives, avoiding rigid statistics and using universal humanitarian language. Psychological appeal was created by evoking empathy and compassion rather than fear, while offering spiritual acknowledgment to donors through a “prayer feature.” Finally, credibility appeal was strengthened through financial transparency (competence), institutional reputation (character), and the use of a familiar narrator’s voice (charisma) to build personal connection. The study recommends further research to compare this strategy with other organizations or through different theoretical frameworks.

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