ANALISIS STRATEGI KOMUNIKASI PADA MARKETPLACE FACEBOOK DAN KEPUTUSAN MEMBELI BAGI GENERASI Z

Arum wulandari Fakultas Komunikasi (Universitas Boyolalo)
Retno Wahyuningtyas (Universitas Boyolali)
Roso Prajoko (Universitas Boyolali)

Jurnal Komunitas (Komunikasi Tiada Batas)
Vol. 12 No. 2 (2026): Jurnal KOMUNITAS, Vol.12 No. 2, Edisi September 2026-Februari 2027 (Forthcomin

This research aims to find out how the effectiveness of Facebook Marketplace in influencing young people's purchasing decisions, by reviewing in terms of marketing communication strategies and the level of consumer engagement. This research uses a qualitative approach with a case study method, which focuses on interviews, observation and documentation of online product sales activities on the platform. The results show that visually appealing marketing strategies, the use of persuasive and casual language, and quick responses from sellers greatly influence young consumers' buying interest. In addition, forms of engagement such as comments, price negotiations, and trade-in offers reflect the active involvement of buyers who play an important role in decision-making.