Persuasive Communication of Indonesian Government for Tax Compliance Gaining During the COVID-19 Pandemic: Study on Message Posted at Instagram Account @DitjenPajakRI

Santi Maria Indah Setyawati, Andre Noevi Rahmanto and Ign. Agung Satyawan
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Santi Maria Indah Setyawati: Communication Management, Sebelas Maret University, Indonesia
Andre Noevi Rahmanto: Communication Management, Sebelas Maret University, Indonesia
Ign. Agung Satyawan: Communication Management, Sebelas Maret University, Indonesia

International Journal of Research and Innovation in Social Science, 2021, vol. 05, issue 12, 08-11

Abstract: This paper aims to identify the communication strategies used by the Government of Indonesia for tax compliance gaining through a persuasive message posted on Instagram account @DitjenPajakRI during the COVID-19 pandemic. The data used in this study were all messages posted on Instagram @DitjenPajakRI from March 16th to June 11th, 2020. During that period, Government has the policy to stop all face-to-face tax services at the Tax Office due to COVID-19. The study was conducted using descriptive qualitative methods to describe the persuasive communication strategies by the government which was identified based on Compliance Gaining Theory developed by Marwell & Schmitt (1967). The study showed that the government used a combination of the following strategies: liking, promising, threatening, making moral appeals, and showing expertise about positive outcomes strategies. The mixed strategies implemented by Government in producing persuasive message aims to encourage tax compliance during the COVID-19 pandemic.

Date: 2021
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