Pengaruh Kesantunan Berbahasa Terhadap Rating Driver Online: Strategi Kesantunan Brown dan Levinson
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh strategi kesantunan berbahasa menurut teori Brown & Levinson terhadap rating yang diberikan penumpang kepada driver transportasi online. Penelitian menggunakan pendekatan kuantitatif dengan desain survei, melibatkan 150 responden yang menilai pengalaman interaksi dengan driver. Empat strategi kesantunan dianalisis, yaitu Positive Politeness, Negative Politeness, Bald-on-Record, dan Off-Record. Data dikumpulkan melalui kuesioner daring yang mengukur persepsi kesantunan driver serta rating aktual yang diberikan dalam aplikasi. Analisis statistik dilakukan melalui tabel distribusi frekuensi, diagram batang, serta uji korelasi untuk melihat hubungan antara strategi kesantunan dan rating. Hasil penelitian menunjukkan bahwa strategi Positive Politeness memiliki korelasi paling kuat dan signifikan terhadap tingginya rating, diikuti oleh Negative Politeness yang juga berhubungan positif tetapi dengan kekuatan hubungan yang lebih moderat. Strategi Off-Record menunjukkan hubungan positif tingkat sedang, sedangkan Bald-on-Record menunjukkan korelasi paling rendah terhadap rating. Distribusi data dalam diagram batang memperlihatkan bahwa mayoritas driver yang menerapkan kesantunan positif memperoleh rating 4–5, sementara penggunaan strategi langsung tanpa mitigasi cenderung menghasilkan rating lebih rendah. Secara keseluruhan, penelitian ini menegaskan bahwa semakin tinggi tingkat kesantunan berbahasa yang digunakan driver, semakin tinggi pula rating yang diberikan penumpang.
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