FIRRIZKY, SALMA OKTAFIANI (2026) STRATEGI PESAN PERSUASIF PT. MAJOO TEKNOLOGI INDONESIA MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENUMBUHKAN MINAT PENGGUNAAN KASIR ONLINE PADA PELAKU UMKM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is motivated by the fact that many MSME actors in South Jakarta have not yet used Online cashier systems, even though PT. Majoo Teknologi Indonesia actively delivers persuasive messages through social media. This study aims to understand the perceptions and interpretations of MSME actors toward the persuasive messages delivered by PT. Majoo, as well as to identify the factors that influence the success of these messages in increasing interest in using Online cashier systems. This study uses the Elaboration Likelihood Model (ELM) theory to examine how audiences process persuasive messages through the central route and peripheral route.The research method used in this study is descriptive qualitative, with purposive sampling as the sampling technique. The informants in this study consisted of four people, namely two employees of PT. Majoo, one active user of the Majoo Online cashier system, and one potential user from MSME actors in South Jakarta. Data were collected through in-depth Interviews, Observation of Instagram content from @majoo.indonesia, and documentation. The data analysis technique used the Miles and Huberman model, which consists of data reduction, data display, and conclusion drawing. The results of this study show that PT. Majoo’s persuasive messages are positively received by MSME actors because they are considered relevant to business needs, use simple and understandable language, are supported by attractive visuals, and are strengthened by user testimonials that are perceived as convincing. In addition, active interaction through social media also helps build audience trust in the product being offered. This study concludes that persuasive messages that are educational, realistic, and not overly hard-selling are more effective in increasing interest in using Online cashier systems among MSME actors. Therefore, PT. Majoo is advised to strengthen message segmentation and provide more specific educational content based on the needs of each type of business. Keywords: persuasive messages, social media, UMKM, Online cashier, Elaboration Likelihood Model (ELM). Penelitian ini dilatar belakangi oleh masih banyaknya pelaku UMKM di Jakarta Selatan yang belum menggunakan kasir Online, meskipun PT. Majoo Teknologi Indonesia aktif menyampaikan pesan persuasif melalui media sosial. Penelitian ini bertujuan untuk memahami bagaimana persepsi dan interpretasi pelaku UMKM terhadap pesan persuasif yang disampaikan oleh PT. Majoo serta mengetahui faktor-faktor yang memengaruhi keberhasilan pesan tersebut dalam meningkatkan minat penggunaan kasir Online. Penelitian ini menggunakan Teori Elaboration Likelihood Model (ELM) untuk melihat bagaimana audiens memproses pesan persuasif melalui rute pusat dan rute pinggir. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik pengambilan sampel purposive sampling. Informan dalam penelitian ini berjumlah empat orang yang terdiri dari dua karyawan PT. Majoo, satu pengguna aktif kasir Online Majoo, dan satu calon pengguna dari kalangan pelaku UMKM di Jakarta Selatan. Data diperoleh melalui wawancara mendalam, observasi terhadap konten Instagram @majoo.indonesia, serta dokumentasi. Teknik analisis data menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pesan persuasif PT. Majoo diterima secara positif oleh pelaku UMKM karena dinilai relevan dengan kebutuhan usaha, menggunakan bahasa yang sederhana dan mudah dipahami, didukung visual yang menarik, serta diperkuat oleh testimoni pengguna yang dianggap meyakinkan. Selain itu, interaksi aktif melalui media sosial turut membantu membangun kepercayaan audiens terhadap produk yang ditawarkan. Penelitian ini menyimpulkan bahwa pesan persuasif yang bersifat edukatif, realistis, dan tidak terlalu hard selling lebih efektif dalam meningkatkan minat penggunaan kasir Online pada pelaku UMKM. Oleh karena itu, PT. Majoo disarankan untuk memperkuat segmentasi pesan dan menghadirkan konten edukatif yang lebih spesifik sesuai kebutuhan masing-masing jenis usaha. Kata kunci: pesan persuasif, media sosial, UMKM, kasir Online, Elaboration Likelihood Model (ELM).
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