Skripsi

PEMANFAATAN INSTAGRAM SEBAGAI SARANA FUNDRAISING PADA PROGRAM FREE FOOD CAR DI SATU AMAL INDONESIA

---

The presence of social media has driven a transformation in people's communication patterns, including in philanthropic activities. Instagram has become one of the social media platforms that plays a crucial role as a means of information dissemination, public interaction, and even fundraising. This study aims to determine how Satu Amal Indonesia utilizes Instagram in its Free Food Car fundraising program using the Media Richness Theory (MRT) approach proposed by Daft and Lengel (1984). This study uses a descriptive qualitative research method with in-depth interviews, observation, and documentation techniques with the institution's administrators and Instagram followers of @satuamalindonesia. The results of this study illustrate that Satu Amal Indonesia (One Amal Indonesia) implemented the four MRT dimensions with varying intensity. The Immediacy of Feedback dimension demonstrated a quick response through direct messages, although it was less responsive to comments. The Multiple Cues dimension was evident in the combination of text, color, logos, photos, videos, and visual symbols that enriched the social message. The Language Variety dimension was prominent through empathetic, religious, and persuasive communication styles, while the Personal Focus dimension emphasized efforts to build emotional closeness with the audience. Overall, the inclusive application of these four dimensions enabled the philanthropic institution to create more participatory communications, increase public trust, and encourage audience engagement and donations.

---

Availability

Detail Information

Series Title

-

Call Number

T1905432025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xv, 100 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

302.231 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Ilmu Komunikasi
Satu Amal Indonesia

Specific Detail Info

-

Statement of Responsibility

KA

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment