PERAN KOMUNIKASI PEMASARAN DALAM MEMBAGUN KEPERCAYAAN PEMBELI TOKO BANGUNAN MULTI JAYA

The title of this study is "The Role of Marketing Communication in Building Buyer Trust at Multi Jaya Building Store." This research aims to determine and explain the role of marketing communication in building buyer trust at Multi Jaya building store. In its development, it is evident that effectively conducted marketing communication can serve as a tool to provide information about products and their advantages. Apart from employing good communication, there is another equally important factor, which is buyer trust. Buyer trust itself represents the willingness of buyers to depend on another trusted party, in this case, relying on a trusted store to establish long-term relationships. This forms the basis of the research question on how marketing communication contributes to building buyer trust at Multi Jaya building store. The research method used in this study is qualitative research with a descriptive qualitative type. Thus, the research findings indicate that marketing communication significantly influences building buyer trust at Multi Jaya building store. Clear, consistent, and informative marketing messages can enhance customer trust in the brand and products. Additionally, personal interaction between buyers and Multi Jaya building store employees is also considered a crucial factor in forming trust. In conclusion, this study emphasizes the importance of effective marketing communication in building buyer trust at Multi Jaya building store.