TINDAK ILOKUSI PENJUAL AKSESORI SEBAGAI KEBERHASILAN TRANSAKSI DALAM LIVE SHOPPING DI AKUN @BMBSHOPE

Nurul Apriliyanti, - (2022) TINDAK ILOKUSI PENJUAL AKSESORI SEBAGAI KEBERHASILAN TRANSAKSI DALAM LIVE SHOPPING DI AKUN @BMBSHOPE. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Abstrak Penelitian ini dilatarbelakangi oleh kemampuan penjual menggunakan tuturannya untuk mempromosikan produk dalam waktu yang singkat pada kegiatan transaksi melalui live shopping. Kemampuan penjual dalam mempromosikan produk yang dijualnya melalui live shopping, sangat dibutuhkan agar penjualan berhasil. Berdasarkan hal tersebut, penelitian ini bertujuan untuk menganalisis tuturan penjual dan tanggapan pelanggan pada kegiatan transaksi melalui live shopping menggunakan kajian pragmatik analisis tindak ilokusi dan efek perlokusi. Tujuan penelitian ini, yaitu (1) mengetahui dan mengidentifikasi jenis dan bentuk tindak tutur ilokusi yang digunakan oleh penjual aksesori @BMBshope dalam kegiatan transaksi melalui live shopping, dan (2) mengetahui dan mengidentifikasi keberhasilan tuturan ilokusi penjual aksesori @BMBshope dalam kegiatan transaksi melalui live shopping. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Berdasarkan hasil analisis didapati temuan, bahwa dari 5 tayangan live shopping terdapat 87 data tuturan iokusi yang digunakan penjual, yakni (1) tindak ilokusi asertif, (2) tindak ilokusi direktif, (3) tindak ilokusi komisif, dan (4) tindak ilokusi ekspresif. Tindak ditemukan adanya tuturan dengan bentuk tindak ilokusi deklarasi pada tuturan penjual. Dari 87 tuturan ilokusi penjual, hanya ditemukan 31 data tuturan ilokusi yang berhasil memengaruhi pelanggan. Pengaruh atau efek perlokusi tersebut berupa tanggapan pelanggan, yakni (1) membuat pelanggan merasa tertarik terhadap produk yang dipromosikan, (2) membuat pelanggan membeli produk yang dipromosikan, (3) membuat pelanggan merasa khawatir karena ada peringatan dari penjual, (4) membuat pelanggan menyatakan konfirmasi pembayaran produk pesanan, dan (5) membuat pelanggan merekomendasikan produk tersebut kepada pelanggan lain. Berdasarkan hasil analisis didapati simpulan, bahwa tuturan ilokusi kurang berhasil memengaruhi pelanggan untuk melakukan transaksi melalui live shopping. Kata Kunci: Live Shopping, Keberhasilan Transaksi, Tindak Tutur Ilokusi, Efek Perlokusi Abstract The ability of sellers in using their speech to promote and provide product information in a short time on transaction activities through live shopping motivates the researche to conduct this study. The ability to promote the products through live shopping is needed for successful sales. This study aims to analyze the seller’s speech and the customers’s response using pragmatic study of the analysis of illocutionary speech acts and perlocutionary effects. This study aims to (1) identify the types and forms of illocutionary speech acts used by accessory sellers of @BMBshope in transaction activities through live shopping, and (2) to identify the success of illocutionary speech acts by @BMBshope in transactions activities through live shopping. This qualitative study used the descriptive method. The results showed that out of 5 live shopping show, there were 87 data on illocutionary acts used by sellers including (1) assertive, (2) directive, (3) commisive, and (4) expressive. There were no utterances in the form of a declaration in transactional and promotional activities by female accessory sellers of @BMBshope. Of the 87 illocutionary acts, 31 data of illocutionary utterances succeeded in influencing customers. The influence or perlocutionary effect was in the form of customer responses including (1) getting interested in the promoted product, (2) buying the promoted product, (3) feeling worried due to a warning from the seller, (4) stating payment confirmation for ordered products, and (5) recommending the product to other customers through comment collumns. Based on the results of the analysis, its concluded that illocutionary utterance were less successful in influencing customers to make transactions through live shopping. Keywords: Live Shopping, Transaction Success, Illocutionary Speech Acts, Perlocutionary Effect

Item Type: Thesis (S1)
Uncontrolled Keywords: Live Shopping, Transaction Success, Illocutionary Speech Acts, Perlocutionary Effect
Subjects: L Education > L Education (General)
P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa dan Sastra Indonesia > Program Studi Bahasa dan Sastra Indonesia (nonpendidikan)
Depositing User: Nurul Apriliyanti
Date Deposited: 29 Sep 2022 03:25
Last Modified: 29 Sep 2022 03:25
URI: http://repository.upi.edu/id/eprint/80617

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