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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Santi Maria Indah Setyawati & Andre Noevi Rahmanto & Ign. Agung Satyawan, 2021. "Persuasive Communication of Indonesian Government for Tax Compliance Gaining During the COVID-19 Pandemic: Study on Message Posted at Instagram Account @DitjenPajakRI," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 08-11, December.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:12:p:08-11
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