Study of Interpersonal Influence in Chicken Farmers Whatsapp Group: A Rhetorical Analysis

Information plays an important role in determining farmer’s ability to optimize their livestock productivity. External sources of information, both digital and traditional, are crucial for farmers and greatly influence their decision-making process. Online community group chat is one of the sources that are widely used among farmers in which interpersonal influence tends to occur. This study aims to analyze interpersonal influences in “Peternak Ayam” group chat from May 2021. The method used is Netnography and based on Aristotle’s rhetorical appeal framework (pathos, logos, and ethos). The result of this study showed that members used interpersonal influences in the group, including setting expectations, prescribing, claiming expertise, celebrating acquiescence, and mutuality. Claiming expertise interpersonal influence and ethos appeal were found the most in the chat messages. Marketers should adopt these types of interpersonal influence and rhetorical appeals when promoting livestock farming products in the “Peternak Ayam” group. Keywords: Decision Making, Farmers, Interpersonal Influence, Rhetorical Strategie