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All Journal Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Faradilah Ulan Aprili
Universitas Muhammadiyah Bekasi Karawang
Social Sciences

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Pengaruh Komunikasi Pemasaran Melalui Program Canvasing terhadap Kepercayaan Publik Faradilah Ulan Aprili; Hamluddin Hamluddin; Dede Sulaiman
Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Vol. 3 No. 5 (2026): Oktober : Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/konsensus.v3i5.1923

Abstract

Increasingly fierce business competition requires companies to establish communication that can build relationships and public trust. One strategy used is a canvassing program, a form of direct marketing communication through face-to-face interactions with consumers. This study aims to analyze the effect of marketing communication through canvassing programs on public trust. The theoretical framework of this study draws on the concepts of marketing communication, personal selling, direct marketing, and the Commitment-Trust Theory of Relationship Marketing, which positions trust as a crucial element in building long-term relationships. The study employs a quantitative approach with a causal-associative design. Data were collected via a Likert-scale questionnaire administered to 110 respondents and analyzed using descriptive statistics, normality tests, Pearson’s correlation, the coefficient of determination, and simple linear regression with the aid of SPSS. The results indicate a strong positive relationship between marketing communication through canvassing programs and public trust, with a correlation coefficient of 0.853. The coefficient of determination of 72.8% indicates that marketing communication through canvassing programs explains 72.8% of the variation in public trust. The regression test revealed a positive and significant effect, with a t-value of 17.014 and a p-value of <0.001. Thus, the canvassing program has proven to have a positive and significant impact on public trust.
Co-Authors Dede Sulaiman Hamluddin Hamluddin