Bahasa Dagang di Era Digital: Analisis Tindak Tutur dalam Live Streaming Shopping
Abstract
Penelitian ini bertujuan mengkaji bentuk lokusi, ilokusi, perlokusi dengan pendekatan pragmatik John Pragmatik Searle. Penelitian ini adalah jenis penelitian kualitatif yang bersfat deskriptif. Data dan sumber data yang di gunakan dalam penelitian ini adalah pedagang live streaming shooping. Dalam penelitian kualitatif, penggambar proses analisis data dimulai dari identifikasi data, klasifikasi data, sampai pada menarik kesimpulan sebagai akhir hasil. Pengumpulan data dalam penelitian ini memakai metode tehnik rekam layar dan transkrip data-data. Hasil penelitian ini menunjukkan bahwa dalam interaksi penjual dan pembeli dalam live streaming Shopee, tindak tutur memiliki peran sentral untuk memastikan komunikasi yang efektif. Analisis tindak tutur melibatkan tiga aspek utama: lokusi, ilokusi, dan perlokusi. Dalam teori tindak tutur, ketiga aspek ini memainkan peran penting dalam interaksi live streaming Shopee, membantu penjual menyampaikan informasi, memengaruhi perilaku pembeli, dan membangun hubungan positif. Kontribusi penelitian ke depan adalah sebagai strategi efektif dalam meningkatkan mutu komunikasi pelaku ekonomi berdasarkan aspek kebahasaan dan juga berkontribusi sebagai bahan ajar komunikasi efektif bagi siswa tingkat menegah berdasarkan aspek tindak tutur.
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