IMPLIKATUR PERCAKAPAN DALAM KOMENTAR AUDIENS PADA KONTEN PROMOSI MOISTURIZER DI AKUN TIKTOK @EMINACOSMETICSID

DANIA ARMILLA, . (2026) IMPLIKATUR PERCAKAPAN DALAM KOMENTAR AUDIENS PADA KONTEN PROMOSI MOISTURIZER DI AKUN TIKTOK @EMINACOSMETICSID. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mendeskripsikan bentuk implikatur percakapan dalam komentar audiens pada konten promosi moisturizer di akun TikTok @eminacosmeticsid. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan pragmatik. Sumber data penelitian berupa satu konten promosi moisturizer yang diunggah pada akun TikTok @eminacosmeticsid dan memperoleh 304 komentar, sedangkan data penelitian berupa 41 komentar audiens yang mengandung implikatur percakapan. Data dikumpulkan melalui teknik simak dan teknik catat, kemudian dianalisis berdasarkan teori implikatur percakapan Grice (1975). Hasil penelitian menunjukkan bahwa ditemukan 41 data yang terdiri atas 20 implikatur percakapan umum (generalized conversational implicature) dan 21 implikatur percakapan khusus (particularized conversational implicature). Implikatur yang ditemukan merepresentasikan berbagai maksud penutur, seperti mengungkapkan kepuasan terhadap produk, menunjukkan ketertarikan untuk membeli, menyampaikan kritik, mengajukan pertanyaan secara implisit, memberikan saran, serta menyampaikan penilaian berdasarkan pengalaman penggunaan produk. Temuan penelitian menunjukkan bahwa pemaknaan komentar audiens tidak hanya ditentukan oleh makna literal tuturan, tetapi juga dibangun melalui konteks komunikasi yang melatarbelakangi tuturan tersebut. Penelitian ini memberikan kontribusi terhadap pengembangan kajian pragmatik, khususnya xii dalam memahami penggunaan implikatur percakapan pada interaksi di media sosial, terutama dalam kolom komentar konten promosi di TikTok. Kata Kunci: Pragmatik, Implikatur Percakapan, TikTok, Komentar Audiens *** This study aims to describe the forms of conversational implicature found in audience comments on moisturizer promotional content posted on the TikTok account @eminacosmeticsid. The research employed a qualitative descriptive method with a pragmatic approach. The data source consisted of one moisturizer promotional content uploaded to the TikTok account @eminacosmeticsid, which generated 304 comments, while the research data comprised 41 audience comments containing conversational implicatures. The data were collected through observation and note-taking techniques and analyzed based on Grice's (1975) theory of conversational implicature. The findings reveal a total of 41 data, consisting of 20 generalized conversational implicatures and 21 particularized conversational implicatures. These implicatures represent various communicative intentions, including expressing satisfaction with the product, indicating purchase intention, criticizing the product, asking questions implicitly, offering suggestions, and providing evaluations based on personal experience. The findings also demonstrate that the interpretation of audience comments is influenced not only by the literal meaning of the utterances but also by the communicative context in which they occur. This study contributes to the development of pragmatic studies, particularly in understanding the use of conversational implicature in social media interactions, especially within the comment sections of promotional content on TikTok. Keywords: Pragmatics, Conversational Implicature, TikTok, Audience Comments

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Asep Supriyana, S.S., M.Pd. 2). Dr. Miftahulkhairah Anwar, S.S., M.Hum.
Subjects:	Bahasa dan Kesusastraan > Linguistik Bahasa dan Kesusastraan > Kesusastraan
Divisions:	FBS > S1 Sastra Indonesia
Depositing User:	Dania Armilla .
Date Deposited:	20 Aug 2026 03:26
Last Modified:	20 Aug 2026 03:26
URI:	http://repository.unj.ac.id/id/eprint/72302

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