Building Consumer Trust Through Persuasive Communication Qualitative Study on TikTok Content @tonyptra
DOI:
https://doi.org/10.54259/mukasi.v5i3.7711Keywords:
Persuasive Communication, TikTok, Consumer Trust, CommunicationAbstract
Consumer trust in review content on TikTok is becoming increasingly complex as the number of influencers on the platform grows. With 108 million active users, Indonesia makes TikTok a strategic space for influencers to build credibility and influence audience perceptions, although not all persuasive messages conveyed are considered credible by the audience. This study aims to analyze the persuasive communication strategies used by @tonyptra in his review content on TikTok, as well as to examine how these strategies contribute to the formation of audience trust in the reviewed products. This study employs a descriptive qualitative approach by analyzing @tonyptra’s video content, categorized under the hashtags #Matok. The results indicate that persuasive communication in Anthony Yaputra’s review content serves not only to convey information but also to shape the audience’s perceptions, attitudes, and decisions regarding the products. Consumer trust is built gradually through the experiences depicted, visual reinforcement, and social interactions occurring in the comments section. Thus, this study demonstrates that the persuasive communication strategies employed by @tonyptra through the #Matok content play a crucial role in building consumer trust, confirming that consumer trust on TikTok is the result of a dynamic and interactive communication process, as evidenced through audience responses in the comments section and the experiences depicted in the review content.
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