STRATEGI PERSUASIF DALAM SIARAN LANGSUNG BRAND GLAD2GLOW DI TIKTOK: KAJIAN IMPLIKATUR PERCAKAPAN TEORI GRICE

Rezki Ameliyah; Andi Sahtiani Jahrir; Aswati Asri

doi:10.36989/didaktik.v12i3.18869

Rezki Ameliyah Universitas Negeri Makassar
Andi Sahtiani Jahrir Universitas Negeri Makassar
Aswati Asri Universitas Negeri Makassar

DOI: https://doi.org/10.36989/didaktik.v12i3.18869

Keywords: Keywords: Pragmatics, Conversational Implicature, Grice’s Maxims, Persuasive Strategies

Abstract

This study aims to describe the types of conversational implicatures used by live hosts in Glad2Glow brand live streaming sessions on TikTok, the observance and violation of conversational maxims based on Grice’s theory, and the persuasive strategies employed in the hosts’ utterances. This research employed a qualitative approach with a descriptive method. The findings revealed that there were two types of conversational implicatures used, namely generalized conversational implicatures and particularized conversational implicatures. The dominance of generalized conversational implicatures indicates that hosts tend to use utterances that are easily understood by audiences so that promotional messages can be delivered quickly and effectively. In addition, the study found observance and violation of the maxims of quantity, quality, relevance, and manner. Maxim observance was utilized to build credibility and audience trust through clear, relevant, and informative communication, whereas maxim violation was strategically employed to strengthen persuasive power and encourage audiences to purchase products. The persuasive strategies identified in this study include urgency strategies, persuasive educational strategies, trust-building strategies, social proof strategies, direct appeals, and the use of the hosts’ personal experiences. The integration of conversational implicatures, maxim observance and violation, and persuasive strategies resulted in marketing communication that was interactive, natural, and effective in influencing audiences’ purchasing decisions on the TikTok platform.

References

Bala, A. (2022). Kajian tentang hakikat, tindak tutur, konteks, dan muka dalam pragmatik. Retorika: Jurnal Pembelajaran Bahasa dan Sastra Indonesia, 3(1), 36–45.
Cunningham, S., & Craig, D. (Eds.). (2021). Creator culture: An introduction to global social media entertainment. NYU Press.
Fatoni, A. F., Setiawati, L., & Mubarok, A. (2023). Implikatur percakapan dalam proses negosiasi penjual pakaian dan pembeli di Pasar Pagi Kota Samarinda (analisis pragmatik). Segara Widya: Jurnal Penelitian Seni, 11(2), 52–59.
Fawziyyah, S., Wahyudi, D. B., & Santoso, B. W. J. (2017). Implikatur percakapan pada iklan kosmetik di televisi: Kajian pragmatik. Seloka: Jurnal Pendidikan Bahasa dan Sastra Indonesia, 6(3), 323–330.
Grice, H. P. (1975). Logic and conversation. In P. Cole & J. L. Morgan (Eds.), Syntax and semantics (Vol. 3, pp. 41–58). Academic Press.
Kumala Suri, N., Noviyanti, S., & Tri Agustina, A. (2024). Peran pragmatik dalam komunikasi pembelajaran bahasa. Jurnal Review Pendidikan dan Pengajaran, 7(4), 17628–17676.
Mailani, O., Nuraeni, I., Syakila, S. A., & Lazuardi, J. (2020). Bahasa sebagai alat komunikasi dalam kehidupan manusia. KAMPRET Journal, 1(2), 1–10.
Surono. (2014). Pragmatik: Konteks penggunaan bahasa dalam komunikasi. Universitas Diponegoro Press.
Yolandini, R. P., Patindra, G., Kuntarto, E., & Kusmana, A. (2024). Implikatur percakapan guru dan siswa dalam interaksi pembelajaran bahasa Indonesia: Kajian pragmatik H. Paul Grice. Titian: Jurnal Ilmu Humaniora, 8(2), 365–379.
Zani, Y. (2022). Penerapan prinsip kerja sama pada tuturan penjual dan pembeli di Pasar Simpang Bata Kota Jambi. DIKBASTRA: Jurnal Pendidikan Bahasa dan Sastra, 5(2), 30–40.