WORD OF MOUTH SEBAGAI BENTUK TINDAK TUTUR DIREKTIF DALAM ULASAN PLATFORM E-COMMERCE

Aditya Pratama, Wanda Yulia Utami

Abstract


Era digital menawarkan sebuah transformasi dalam dunia bisnis. Fenomena Word of Mouth (WOM) dalam ulasan produk pada platform e-commerce memiliki dampak bagi dunia pemasaran. Menariknya, kegiatan tersebut merupakan bentuk penggunaan bahasa yang dalam ilmu pragmatik dikenal dengan istilah tindak tutur direktif. Penelitian ini bertujuan untuk meninjau WOM sebagai bentuk tindak tutur direktif dengan mendeskripsikan ulasan konsumen terhadap produk pada platform e-commerce. Menggunakan pendekatan kualitatif dengan desain fenomenologi dan content analysis memperoleh hasil dan temuan bahwa dari 10 data sampel, menunjukkan indikator WOM yang merupakan bentuk dari tindak tutur direktif dengan maksud menyarankan.

 


Keywords


Word of Mouth; Tindak Tutur Direktif; E-Commerce..

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References


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DOI: http://dx.doi.org/10.30870/jmbsi.v9i1.24784

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