Business Communication Using Facebook Media: Business Persuasive Messages at Online Shop Indonesia Group Ella Nurlela*, Erna Dwi Pitri Yanti, Ditya Saputro Aji, Selfiana
Faculty of Business, Bina Insani University
Jl. Raya Siliwangi No.6, Rawa Panjang, Bekasi, Jawa Barat
*ella.nur1918[at]gmail.com
Abstract
The development of communication technology makes it easier for humans to send messages to each other and exchange information. Marketing and sales messages encourage people to participate in trade transactions. 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 Indonesia 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 Indonesian 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.
Keywords: Business communication, persuasion messages, Facebook, AIDA.
