Strategi Penyusunan Pesan dalam Mendorong Keputusan Pembelian Produk (Studi Kasus pada Customer Services Platfrom Onlline di Web Wirausaha)

Khaila Enjelina Mae. 2026, 202210040311014. Message Formulation Strategies in Encouraging Product Purchase Decisions (Case Study on Customer Services on Online Platforms at Web Wirausaha), Communication Studies Program, Muhammadiyah University of Malang.

This research is driven by the researcher's interest in how message formulation strategies used by customer service can increase product purchase interest. This study uses Message Appeals Theory and E-Marketing to analyze the strategies of crafting marketing communication messages by customer service through online platforms. The research was conducted using a descriptive qualitative approach, and the researcher employed a case study type that can explore information in detail. The results show that message formulation strategies in marketing communication are carried out through three types of messages: informative, persuasive, and coercive. Informative messages provide clear and easy-to-understand product explanations, persuasive messages are used to build trust by understanding customer needs, product benefits, testimonials, as well as long-term advantages and benefits. Meanwhile, coercive messages can create a sense of urgency to buy by emphasizing time and stock limitations that are situational during specific promotions.