Integrasi Tindak Tutur Ekspresif Pembeli Pada Ulasan Produk Parfum Scarlett Di Platform TikTok Shop : Suatu Kajian Pragmatik
Abstract
Penelitian ini membahas tindak tutur ekspresif pembeli dalam ulasan produk parfum Scarlett di platform TikTok Shop dengan kajian pragmatik. Fokus penelitian diarahkan pada bentuk tindak tutur ekspresif berupa ucapan terima kasih, permintaan maaf, dan ungkapan penyesalan yang dituturkan pembeli setelah melakukan transaksi. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik dokumentasi, yaitu mengumpulkan data dari komentar atau ulasan pembeli pada toko resmi Scarlett Whitening di TikTok Shop. Data dianalisis melalui reduksi, klasifikasi sesuai kategori tindak tutur, penyajian, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa ulasan positif berupa ucapan terima kasih berfungsi memperkuat kepercayaan dan mendorong minat calon pembeli. Sementara itu, tindak tutur ekspresif berupa permintaan maaf dan penyesalan mencerminkan bentuk kritik maupun keluhan yang dapat dijadikan evaluasi bagi penjual dalam meningkatkan kualitas produk dan layanan. Oleh karena itu, tindak tutur ekspresif pada ulasan pembeli tidak hanya menjadi sarana komunikasi, tetapi juga berperan sebagai media evaluatif yang memengaruhi citra toko dan keputusan calon pembeli di platform belanja daring/ online.
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References
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