PENGGUNAAN RAGAM BAHASA PERSUASIF PADA IKLAN DIGITAL TRAVELOKA

FARHAN HAFIZ IMANI, . (2026) PENGGUNAAN RAGAM BAHASA PERSUASIF PADA IKLAN DIGITAL TRAVELOKA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text Cover.pdf Download (1MB)
	Text BAB 1.pdf Download (285kB)
	Text BAB 2.pdf Restricted to Registered users only Download (523kB)
	Text BAB 3.pdf Restricted to Registered users only Download (415kB)
	Text BAB 4.pdf Restricted to Registered users only Download (768kB)
	Text BAB 5.pdf Restricted to Registered users only Download (256kB)
	Text Daftar Pustaka.pdf Download (369kB)
	Text Lampiran.pdf Restricted to Registered users only Download (961kB)

Abstract

Perkembangan teknologi digital telah mengubah lanskap pemasaran, termasuk dalam industri perjalanan online. Iklan digital menjadi medium utama bagi platform online travel agent seperti Traveloka untuk menjangkau konsumen melalui berbagai strategi komunikasi persuasif. Penelitian ini bertujuan untuk mendeskripsikan ragam bahasa persuasif yang digunakan pada iklan digital Traveloka di platform YouTube. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui simak dan catat terhadap 30 video iklan digital Traveloka. Landasan teori yang digunakan adalah teknik persuasif dari Effendy yang membagi strategi persuasi menjadi lima bentuk: teknik asosiasi, teknik integrasi, teknik ganjaran, teknik tataan, dan teknik red herring. Ditemukan sebanyak 10 data teknik asosiasi, 11 data teknik integrasi, 19 data teknik ganjaran, 15 data teknik tataan, dan 2 data teknik red herring. Temuan penelitian menunjukkan bahwa teknik ganjaran mendominasi karena Traveloka berfokus pada penawaran keuntungan konkret seperti diskon, cashback, dan jaminan pengembalian uang untuk meyakinkan konsumen. Sementara itu, teknik red herring jarang digunakan karena Traveloka lebih memilih pendekatan komunikasi yang transparan dan langsung. Keberagaman teknik persuasif yang digunakan menunjukkan strategi komunikasi yang disesuaikan dengan tujuan pemasaran dan karakteristik target audiens, serta mencerminkan bagaimana bahasa persuasif dalam iklan digital tidak hanya bertujuan menarik perhatian, tetapi juga mempengaruhi keputusan konsumen secara efektif. ***** The development of digital technology has transformed the marketing landscape, including in the online travel industry. Digital advertising has become a primary medium for online travel agent platforms such as Traveloka to reach consumers through various persuasive communication strategies. This study aims to describe the variety of persuasive language used in Traveloka's digital advertisements on the YouTube platform. This research employs a qualitative descriptive approach with data collection techniques through listening and take notes of 30 Traveloka digital advertisement videos. The theoretical framework used is Effendy's persuasive techniques, which divide persuasion strategies into five forms: association technique, integration technique, reward technique, arrangement technique, and red herring technique. The findings revealed 10 instances of association technique, 11 instances of integration technique, 19 instances of reward technique, 15 instances of arrangement technique, and 2 instances of red herring technique. The research findings indicate that the reward technique dominates because Traveloka focuses on offering concrete benefits such as discounts, cashback, and money-back guarantees to convince consumers. Meanwhile, the red herring technique is rarely used because Traveloka prefers a transparent and direct communication approach. The diversity of persuasive techniques employed demonstrates communication strategies tailored to marketing objectives and target audience characteristics, reflecting how persuasive language in digital advertising not only aims to attract attention but also effectively influences consumer decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Asep Supriyana, S.S., M.Pd. ; 2). Drs. Krisanjaya, M.Hum.
Subjects:	Bahasa dan Kesusastraan > Linguistik Bahasa dan Kesusastraan > Kesusastraan > Sastra Indonesia
Divisions:	FBS > S1 Sastra Indonesia
Depositing User:	Users 33039 not found.
Date Deposited:	18 Feb 2026 02:36
Last Modified:	18 Feb 2026 02:36
URI:	http://repository.unj.ac.id/id/eprint/65461

Actions (login required)

View Item