Persuasive Communication Strategy in Facebook Buy and Sell Groups: A Case Study of Sari Octavia Qi’s Mobile Phone Promotion in the Sungai Are Sindang Danau Pulau Beringin Forum

Abstract

This research explores the persuasive communication strategy employed by Facebook user Sari Octavia Qi in promoting mobile phones through the Facebook group “Jual Beli Sungai Are Sindang Danau Pulau Beringin”. The study aims to analyze how persuasive techniques influence consumer behavior, using the Elaboration Likelihood Model (ELM) as a theoretical framework. ELM explains two primary routes of persuasion: the central route, which relies on logical reasoning and detailed information, and the peripheral route, which depends on external cues such as visuals, testimonials, and emotional appeal. This qualitative descriptive study uses observation, in-depth interviews, and documentation to gather data. Results indicate that Sari Octavia effectively combines both routes. She utilizes the central route by clearly explaining product specifications such as RAM, battery capacity, and purchase terms, and by providing transparency about the product source and testing process. Meanwhile, the peripheral route is applied through visual cues like real customer testimonials, product photos, friendly emojis, and informal language that resonates with buyers in her local community. These strategies build trust and credibility, which significantly affect purchase decisions. The study concludes that dual-route persuasive communication can enhance online sales success in Facebook buy-and-sell forums, especially for small-scale sellers in rural areas