<![CDATA[This study examines persuasive communication strategies used by a traditional healer known as Dukun Bedeng in convincing patients during alternative healing practices in Pasaman, West Sumatra. Public trust toward traditional healing still appears in many rural communities because patients often seek emotional comfort, spiritual support, and personal interaction during treatment. This research focuses on verbal and nonverbal communication employed by the healer in building patient confidence and treatment acceptance. The study applies a descriptive qualitative method through observation, in-depth interviews, and documentation. The analysis uses Carl Hovland’s persuasive communication theory, which emphasizes communicator credibility, message delivery, media, and audience response. The findings show that Dukun Bedeng applies persuasive communication through suggestive language, empathetic interaction, ritual symbols, calm intonation, and spiritual approaches. The healer also uses association, integration, pay-off, and icing methods in guiding patient perception toward healing optimism. These communication patterns create emotional closeness and strengthen patient belief during the treatment process. The study concludes that persuasive communication shapes patient trust and supports the continuity of traditional healing practices within local cultural life.]]>
Copyrights © 2026
