The Application of Persuasive Communication by the Village Head in Improving the Work Ethic of Fishermen in Balantang Village, Malili District East Luwu Regency

This study aims to examine the application of persuasive communication of village heads in improving the work ethic of fishermen in Baltang Village, Malili District, East Luwu Regency, and identify the challenges faced in the process. This study uses a qualitative approach with a qualitative descriptive method. Data collection was carried out through in-depth interviews, field observations, and documentation, while data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawn. The results of the study showed that village heads implemented persuasive communication through interpersonal communication, group communication, and public communication. The communication approach used refers to the values of qaulan hasanan, qaulan baligha, and qaulan layyinan, which are manifested in the form of motivation, direction, counseling, and example to fishermen. The application of communication plays a role in building awareness, work morale, and positive attitudes of fishermen towards their economic activities. However, the effectiveness of persuasive communication still faces various challenges, including low levels of education and understanding of fishermen, dependence on weather and seasonal conditions, limited capital and access to technology, and weak collective awareness and cooperation between fishermen. This study concludes that persuasive communication by village heads has an important role in improving fishermen's work ethic, but needs to be supported by increasing leadership communication capacity, strengthening community cooperation, and sustainable structural support.