Building Consumer Trust Using the Value of Interpersonal Communication (Case Study of Used Goods Buying Groups on Facebook)

Amrullah Amrullah, Iva Fikrani Deslia

Abstract


This research tries to explore groups buying and selling used goods on the Facebook marketplace regarding the communication carried out by fellow group members. The background involves communication patterns carried out by fellow group members in influencing and building consumer trust. The aim of this research is to analyze interpersonal communication carried out by fellow group members in the context of communication science. The research method uses a qualitative approach, with interview data collection and focused observation of group users and buying and selling group managers. The results of the research show that interpersonal communication carried out by fellow group members group members aim to build consumer trust and build an image of a buying and selling group that can be trusted. The conclusion is that interpersonal communication is communication that is effectively used in carrying out communications that are special in nature or have certain goals, so interpersonal communication can be the main bridge or the right option to achieve desired goal.


Keywords


Interpersonal; Communication; Facebook; Marketplace

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DOI: https://doi.org/10.12928/sylection.v4i1.18778

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