ATC Ground Controller reported issuing taxi instructions and the aircraft did not follow them and was not responding to radio transmissions resulting in the aircraft taxiing toward a runway with departing aircraft.

Narrative

Aircraft X was given a hold short of XXL on Taxiway 1 with a good readback. Traffic was departing rwy XYR/SS. Aircraft X did not make the turn and was heading right toward runway XYR with traffic departing. The tower controller tried to reach out to issue an immediate hold short; without any luck. They then shouted for the whole tower to issue the hold short of the runway on all active frequencies since no one was able to reach the traffic.Fortunately the aircraft stopped and was found on the tower frequency. This is becoming a common occurrence; with pilots not doing as instructed; and because nothing is being done to address pilot performance; controllers are left with no way to prevent collisions; other than just watching it and hoping a plane stops and doesn't hit.The entire tower stopped everything they were doing and watched to see if we'd end up with 2 together on the runway or a near hit.We need to start holding pilots accountable before 2 hit at a high energy impact point due to complacency and not wanting to file MORs (Mandatory Occurrence Report) for deviations and unsafe events.