Tuturan Pada Ulasan Pembeli Produk di Toko Online Shopee (Suatu Kajian Pragmatik)

Abstract

This study examines buyers' utterances and sellers' responses in the product review feature of the Shopee online store through a pragmatic approach. The problems addressed cover three aspects: (1) the forms of buyers' illocutionary speech acts and the perlocutionary effects on sellers in Shopee product reviews; (2) the application of politeness principles in buyers' utterances; and (3) the perlocutionary effects generated from the interaction between buyers' utterances and sellers' responses toward prospective buyers. This study aims to describe these three aspects in order to understand the pragmatic impact of online buying and selling interactions on purchasing decisions and store credibility. This study employs a descriptive qualitative method with a pragmatic approach. The data consist of buyers' utterances and sellers' responses drawn from the product review feature across six categories, namely electronics, fashion, daily necessities, household appliances, health products, and food and beverages on the Shopee platform. Data collection was conducted through the listening method using the Non-Participatory Listening Technique (SBLC), tapping technique, and notetaking technique. Data analysis was carried out using the pragmatic identity method and contextual analysis method. The results indicate that from 61 data found, buyers' illocutionary speech acts are realized in three forms, namely expressive, directive, and representative speech acts. Expressive speech acts dominate as product reviews are predominantly affective in nature, encompassing the subtypes of satisfaction, complaint, and blaming. Buyers' illocutionary speech acts produce perlocutionary effects on sellers in the form of a conviction effect, a reassurance effect, and a distrust effect. In terms of linguistic politeness, buyers more frequently comply with politeness principles than violate them. Compliance is dominated by the maxim of approbation and the maxim of agreement, while violations are dominated by the maxim of approbation and the maxim of tact. The perlocutionary effects on prospective buyers are divided into three categories, namely positive effects, negative effects, and directional shift effects. This study concludes that product reviews on Shopee constitute a speech event with real pragmatic impact on prospective buyers' purchasing decisions. The quality of sellers' responses is the primary determining factor of the direction of perlocutionary effects experienced by prospective buyers. Sellers who respond empathetically and constructively are able to shift negative effects into trust toward the store's professionalism, whereas sellers who respond defensively further damage the store's image and hinder purchasing decisions. Keywords: Shopee buyer reviews, pragmatics, illocutionary speech acts, perlocutionary speech acts, politeness principles