This study is motivated by the phenomenon of PSHT Rayon Purwosari as a local martial arts organization that actively invites village youth to join and shapes their character. The recruitment and character-building process for youth is not done through a rigid formal approach, but through a relaxed approach in public places as well as the trainers' ability to overcome various communication barriers in the field. This study aims to analyze the persuasive communication strategies and barriers of PSHT Rayon Purwosari in recruiting new members using Social Identity Theory based on three aspects: group pride, self-esteem, and social status. This study uses a qualitative approach with data collection techniques through interviews, observation, and documentation. Informants in this study consist of Trainer DPR, Trainer RDR, Student FSN, Student KTP, and Student MAN. The results of this study show that persuasive communication strategies play a key role in the success of recruitment and youth behavior change. Open and caring communication relationships allow organizational values to be well received by students. In the recruitment strategy, a relaxed approach in coffee shops is effective in attracting initial interest from youth until they change into active members. In handling psychological barriers, trainers successfully reduced students' resentment caused by collective punishment through encircling discussions after practice. For environmental barriers, parental prohibitions due to school exam anxiety were resolved through polite home visits and providing leave dispensations. For physical barriers, students' fatigue and pseudo-compliance were overcome by giving encouragement through an explanation of the white cloth belt (mori) symbol. Through social identity theory, the group pride aspect successfully changed forced compliance into sincere awareness. The self-esteem aspect is reflected in the increased confidence of students to invite other friends, and the social status aspect is formed through a new status as a "Warga" which provides a new role and honor for youth in the Purwosari Village community.

Keywords: Persuasive Communication, Communication Barriers, Recruitment, Adolescent Transition, PSHT.