KOMUNIKASI BISNIS MENGGUNAKAN PESAN BISNIS PERSUASI DI MEDIA FACEBOOK
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Abstrak:Komunikasi Bisnis Menggunakan Pesan Bisnis Persuasi di Media Facebook. Perkembangan teknologi komunikasi memudahkan manusia untuk mengirim pesan dan bertukar informasi. Masyarakat memanfaatkan teknologi informasi dan komunikasi untuk jual beli barang online. Penelitian ini membahas pesan persuasi bisnis pada akun facebook online shop. Akun ini merupakan media promosi bisnis online, dan media komunikasi para anggota akun dengan konsumennya. Penelitian ini bertujuan mendukung konsep St. Elmo Lewis mengenai AIDA model. Kerangka pesan yang dianalisa menggunakan AIDA model yaitu Attention, Interest, Desire, Action. Metode kualitatif yang digunakan dalam penelitian ini adalah analisis pesan tertulis dan visual di akun facebook online shop. Hasil penelitian menunjukkan bahwa pesan bisnis yang ditulis di grup tersebut efektif dan mampu menarik lebih dari 100.000 penjual online Indonesia. Akun ini menerapkan pesan persuasif menggunakan model AIDA. Namun dari delapan fitur yang di kembangkan, satu fitur tidak dipergunakan secara maksimal, tidak ada informasi apapun yang ditampilkan pada fitur "your item" Apabila dimanfaatkan, maka akan mempersuasi viewer untuk melakukan tindakan.
Kata kunci: komunikasi bisnis; pesan persuasi; facebook; AIDA
Abstract: Business Communication Using Business Persuasive Messages at Facebook Media. The development of communication technology makes it easier for humans to send messages to each other and exchange information. People use information and communication technology to sell and buy goods online. This study discusses business persuasion messages on the Indonesian online shop Facebook account. This account is a promotional media in online business and a communication medium between Online Shop owners and their consumers. This study contributes to supporting St. Elmo Lewis's concepts regarding the AIDA model. The message framework analyzed using the AIDA model is Attention, Interest, Desire, Action. The qualitative method used in this study is the analysis of written and visual messages contained in the online shop Facebook account. The results showed that the business messages written in the group were effective and were able to attract more than 100,000 online sellers in Indonesia. This account has implemented persuasive messages using the AIDA model. However, of the eight features that were developed, one feature was not used optimally, there was no information displayed on the "your item" feature. If this is used, it will increasingly persuade the viewer to take action.
Keyword: business communication; persuasion messages; facebook; AIDA.
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