TY - THES A1 - Nurliani Kustika, - A1 - Velayeti Nurfitriana Ansas, - A1 - Asma Azizah, - TI - PERBANDINGAN STRATEGI PERSUASIF PADA TAYANGAN HYUNDAI HOME SHOPPING KOREA SELATAN DAN LEJEL HOME SHOPPING INDONESIA : Kajian Retorika M1 - other N1 - https://scholar.google.com/citations?view_op=list_works&hl=en&user=zveo9dMAAAAJ Velayeti Nurfitriana Ansas : 6100520 Asma Azizah : 6705531 Y1 - 2025/07/30/ UR - http://repository.upi.edu/135250/ EP - 19 AV - restricted KW - home shopping KW - Hyundai KW - iklan infomersial KW - Korea?Indonesia KW - Lejel KW - strategi persuasif KW - retorika KW - tindak tutur persuasif KW - home shopping KW - Hyundai KW - Lejel KW - Korea?Indonesia KW - persuasive speech acts KW - persuasive strategy KW - rhetorica KW - ?? ?? KW - ?? ?? KW - ???? KW - ??? KW - ?? KW - ?? KW - ??-????? PB - Universitas Pendidikan Indonesia ID - repoupi135250 N2 - Penelitian ini bertujuan untuk menganalisis dan membandingkan strategi persuasif dalam tindak tutur yang digunakan dalam tayangan home shopping di Korea Selatan (Hyundai Home Shopping) dan Indonesia (Lejel Home Shopping), dengan pendekatan retorika dan teori strategi persuasif Jeon. Data diperoleh dari transkrip tuturan pada enam produk berbeda yang ditayangkan di kedua negara. Metode yang digunakan adalah deskriptif kualitatif, dengan klasifikasi strategi persuasif menjadi tiga kategori utama: speaker-oriented, listener-oriented, dan message-oriented, yang masing-masing terdiri dari lima jenis tuturan. Hasil penelitian menunjukkan bahwa Hyundai lebih dominan menggunakan strategi message-oriented (38.70%), dengan penekanan pada penyebutan komponen produk, penyajian angka, logika, dan bukti konkret. Sementara itu, Lejel lebih menonjolkan strategi speaker-oriented (41.44%), dengan gaya ekspresif, pengalaman personal, dan pendekatan emosional terhadap konsumen. Dari sisi speaker-oriented, Hyundai cenderung menampilkan kredibilitas melalui brand dan pengakuan implisit, sedangkan Lejel lebih eksplisit dalam menunjukkan kemampuan dan ajakan. Novelty dari penelitian ini terletak pada penggabungan teori tindak tutur dan strategi persuasif lintas budaya dalam konteks home shopping, yang belum banyak dikaji secara komparatif antara Korea dan Indonesia. Implikasi teoretisnya memperkaya kajian retorika lintas budaya, sementara secara praktis dapat digunakan sebagai bahan ajar Bahasa Korea dan acuan strategi komunikasi pemasaran antarnegara. Kata Kunci: home shopping, Hyundai, iklan infomersial, Korea?Indonesia, Lejel, strategi persuasif, retorika, tindak tutur persuasif This study aims to analyze and compare persuasive strategies in speech acts found in home shopping broadcasts from South Korea (Hyundai Home Shopping) and Indonesia (Lejel Home Shopping), using a rhetoric approach and Jeon?s theory persuasive strategy. Data were obtained from transcriptions of six different product presentations aired in both countries. This research employed a descriptive qualitative method and classified persuasive strategies into three main categories: speaker-oriented, listener-oriented, and message-oriented. Each category consists of five subtypes. The findings reveal that Hyundai Home Shopping predominantly uses message-oriented strategies (38.70%), focusing on presenting logical reasons, numerical data, and product specifications. In contrast, Lejel Home Shopping emphasizes speaker-oriented strategies (41.44%), appealing to consumer emotions, shared experiences, and interpersonal closeness. Regarding speaker-oriented strategies, Hyundai tends to highlight credibility through brand prestige and implicit authority, while Lejel explicitly demonstrates personal ability and direct suggestions. The novelty of this research lies in its cross-cultural comparison of persuasive speech acts in home shopping, combining pragmatic analysis with speech act theory, an area rarely explored in Korea?Indonesia contexts. Theoretically, it contributes to intercultural rhetoric studies, and practically, it offers insights for Korean language education and cross-border marketing communication strategies. Keywords: home shopping, Hyundai, Lejel, Korea?Indonesia, persuasive speech acts, persuasive strategy, rhetorica. ? ??? ?? (?? ???)? ????? (?? ???)? ??? ???? ???? ?? ???? ?? ??? ???? ???? ?? ??? ??, ??? ???? Jeon ? ??? ?? ???? ?????. ???? ???? ??? 6?? ?? ?? ?? ??????? ???? ???. ? ??? ??? ?? ??? ???? ?? ??? ?? ??, ?? ??, ??? ??? ? ?? ?? ??? ????, ?? 5 ?? ?? ???? ????. ?? ??? ??? ?? ???? ??? ??, ?? ???, ?? ??? ???? ? ??? ? ??? ?????? (38.70%) ?? ???? ??? ????. ??, ?? ???? ??? ??, ?? ??, ?? ???? ???? ?? ??? ??? (41.44%) ????. ?? ?? ??? ???? ??? ??? ??? ??? ??? ?? ???? ???? ??? ?? ??, ??? ?? ??? ???? ????? ????. ? ??? ???? ??? ??? ??-????? ???? ?? ???? ?? ???? ??? ???? ????? ??? ?? ?? ??? ?? ? ????? ??. ?????? ?? ? ???? ??? ????, ?????? ??? ??? ?? ? ??? ?????? ??? ?? ???? ????. ???: ?? ??, ?? ??, ????, ???, ??, ??, ??-????? ER -