This research was aimed at describing the persuasion expressions, persuasion
techniques, and the persuasion communication aspects on Instagram account of
@kulinerpurwokerto. This research applied the descriptive qualitative method. The
data of this research were in the form of persuasion discourses on the captions of
@kulinerpurwokerto Instagram account from January – March 2019. There
were 113 data from 40 persuasion discourses. The source of data in this research was
the Instagram account of @kulinerpurwokerto. There were three stages conducted in
this research, namely data display/presentation, data analysis, and the presentation of
the results of data analysis. In the data analysis stage, the researcher used the
distributional method with the basic technique of Immediate Constituent Analysis and
the advanced technique of marking reading to analyze the persuasion expressions.
Then, the researcher used the referential identity method with the basic technique of
Ultimate Constituent Analysis to analyze the persuasion techniques. Moreover, the
researcher used a pragmatic identity method with the contextual determinant with the
basic technique of Ultimate Constituent Analysis to analyze the communication
aspects. Besides, the researcher also used research instruments of tables of criteria of
persuasion expressions, persuasion techniques, and communication aspects. The
results of the research showed that (1) the persuasion expressions were invitations,
suggestions, convincement, and confirmation; (2) the techniques of persuasion were
associative persuasion, reward, and setting; and (3) the communication aspects were
economy, social, and cultural aspects.