Language Use in Digital Marketing of Pegadaian's Gold Savings

Abstract

This study examines the digital communication strategies of PT Pegadaian to promote its Gold Savings product on instagram. Based on the application of Joos’s language style theory and AIDA (attention, interest, desire, action) marketing model, this research analyzes how Pegadaian’s instagram captions and hashtags create appealing messages. A qualitative descriptive approach was applied, analyzing 50 instagram posts between January and July 2025, supported by semi-structured interviews among Gold Savings users. The findings indicate that Pegadaian maintains a dominant casual style as indicated by the utilization of colloquial phrases, contractions, and cultural references. This casual style is supported by consultative and formal styles for user engagement and trust. Using the AIDA model, this study also shows how Pegadaian captures attention with attention-grabbing hooks, maintains interest with product education, and stimulates desire through clearly defined call-to-actions. According to this study, Pegadaian success in online marketing lies in its careful application of relatable language and persuasion techniques that make gold investing more approachable for a younger, more digitally engaged market