The Association of Persuasive Communication and Extra-Communication Factors with Financial Literacy and Inclusion in Rural Communities

Authors

  • Eka Sri Dana Afriza Postgraduate School of Sahid University, Jakarta, 12870, Indonesia
  • Themotia Titi Widianingsih Postgraduate School of Sahid University, Jakarta, 12870, Indonesia
  • Nafiah Ariyani Postgraduate School of Sahid University, Jakarta, 12870, Indonesia
  • Puji Lestari Department of Communication Science, Universitas Pembangunan Nasional "Veteran" Yogyakarta, 55281, Yogyakarta

DOI:

https://doi.org/10.12928/commicast.v7i2.17098

Keywords:

Elaboration likelihood model, Financial inclusion, Financial literacy, Persuasive communication, Rural communities

Abstract

This study aims to develop a persuasive communication model capable of improving financial literacy and inclusion in rural communities. The study employed a mixed methods approach. A quantitative study was conducted on 174 MSMEs in Cikembar Village, Sukabumi Regency, analyzing the associations between message arguments, message periphery, message source, and extra-communication factors with financial literacy and financial inclusion, with elaboration level specified as a moderator.  using Partial Least Squares Structural Equation Modeling (PLS-SEM). The qualitative study employed thematic analysis of secondary data. Qualitative data from interviews, webinars, and financial literacy program documentation were analyzed thematically to provide contextual interpretation of the quantitative findings. Message argument (β = 0.37, p < 0.001), message source (β = 0.22, p = 0.006), and extra-communication factors (β = 0.28, p = 0.001) were positively associated with financial literacy. Financial literacy was also positively associated with financial inclusion (β = 0.21, p = 0.046), while the direct association between message argument and financial inclusion was not statistically significant (β = 0.13, p = 0.069). Elaboration level significantly moderated the associations of message argument and extra-communication factors with financial inclusion, whereas message periphery was not statistically significant. The qualitative findings contextualized these relationships by identifying implementation mechanisms. The study contributes to theory by contextualizing persuasion within a communication-readiness environment, showing that financial persuasion in rural settings involves message processing and the social and institutional conditions that support the translation of financial information into literacy and inclusion.

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Published

2026-09-14

How to Cite

Sri Dana Afriza, E., Titi Widianingsih, T., Ariyani, N., & Lestari, P. (2026). The Association of Persuasive Communication and Extra-Communication Factors with Financial Literacy and Inclusion in Rural Communities. COMMICAST, 7(2), 201–221. https://doi.org/10.12928/commicast.v7i2.17098

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Vol. 7 No. 2 (2026): September

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