Main Article Content
This research aims at studying persuasive message and its effects on decision to participate in direct sales business. This research uses 2 methodologies. First one is Textual Analysis to analyze text in company profile and recruitment document from 4 direct sales companies. The second is Experimental Research, design for one-group pretest posttest. 60 Samples are divided into 2 groups: g.1 (30 samples) age 18-34 years, and g.2 (30 samples) age 35-50 years. Both groups study the experimental documents and fill the questionnaire. The result shows that there are 12 persuasive messages in direct sales business such as 1) Successful of freedom career 2) Network, the base of success 3) Relationship with family and colleague 4) Reliability and Trust among colleague 5) Generousness and Help 6) You are creator 7) Freedom of life 8) Life changing within short period 9) Gratefulness to favor of parent 10) Pride of dignity 11) Success in upgrading to upper class and 12) Changing. These 12 persuasive messages have no significant effect on decision to participate in direct sales business. In addition, both experimental groups tend to prefer persuasive messages at moderate level. However, their trust is relatively low.