Speech Acts in E-Commerce Customer Service: A Library Research on Pragmatic Strategies in Digital Communication
Keywords:
speech act, e-comerce, pragmatic, digital, communicationAbstract
This study investigates the use of speech acts in customer service conversations on Shopee, focusing on problem resolution and consumer complaints. Through a library research approach, the study examines existing literature on pragmatics and speech act theory, analyzing how directives, commissives, and expressives are used in managing customer service interactions in ecommerce platform such as Shopee, Lazada and Tokopedia. By reviewing relevant studies on speech acts in digital communication and customer service contexts, this research identifies common patterns and strategies employed by customer service representatives to address complaints and ensure customer satisfaction. The findings provide theoretical insights into the role of speech acts type such as expressive, directive and representative in e-commerce communication, contributing to a deeper understanding of effective customer service practices in shopping online platforms.
References
Arifin, M. (2022). Tindak Tutur Ekspresif Dalam Kolom Komentar di Aplikasi Belanja Daring. Jurnal Penelitian, Pendidikan, dan Pembelajaran, 17(2).
Auliya, N. (2023). Strategi Tindak Tutur Mengeluh Pembelanjaproduk Pakaian Berbasis Gender Pada E-Commerce Shopee: Sebuah Kajian Pragmatik (Doctoral dissertation, UNS (Sebelas Maret University)).
Auliya, N., Djatmika, D., & Abdullah, W. (2021) Strategi Mengeluh Online Shoppers Berbasis Gender: Sebuah Kajian Pragmatik. In Prosiding Seminar Nasional Linguistik dan Sastra (Semantiks) (Vol. 3, pp. 118-126).
Austin, J. L. (1975). How to Do Things with Words. Oxford: Oxford University Press.
de Wannal, N. I., & Heryono, H. (2020). Types And Functions In Measuring Subjects Of E-Commerce E-Mail: A Pragmatics Study. English Journal Literacy Utama, 4(1), 261-271.
Fadlan, A., Yusuf, M., & Pernanda, H. (2023). The Effect of Using Digital Technology on the Selling Power of MSMEs Products After the Covid-19 Pandemic at Klambir V Kebun Village. Best Journal of Administration and Management, 1(4), 173-177.
Fiqih, E. A., & Sudana, D. (2022). The speech acts of consumers' complaining and sellers' responses on the review page of the e-commerce platforms. AMCA Journal of Science and Technology, 2(1), 14-17.
Foolen, A. (2016). Expressives. In N. Riemer (Ed.), The Routledge Handbook on Semantics (pp. 473–490). London & New York: Taylor and Francis.
Illyunda, S. C. (2024). Strategi Tindak Ilokusi Dalam Live Shopping Di Platform Shoppe: Kajian Pragmatik (Doctoral dissertation, Universitas Pendidikan Indonesia).
Izar, J., Afria, R., Kamiyatein. (2020). Bentuk dan Fungsi Tindak Tutur Ekspresif dalam Film Dokumenter The Mahuzes Karya Watchdoc Image. Lingue: Jurnal Bahasa, Budaya, dan Sastra, 2(1), 1-11. http://dx.doi.org/10.33477/lingue.v2i1.1382
Izar, J., Nasution, M. M., Afria, R., Harianto, N., & Sholiha, M. (2021). Expressive Speech Act in Comic Bintang Emon’s Speech in Social Media about Social Distancing. Titian: Jurnal Ilmu Humaniora, 5(1), 148-158. Retrieved from https://online-journal.unja.ac.id/titian/article/view/13100
izar, julisah, Afria, R., & Sanjaya, D. (2019). Analisis Aspek Gramatikal dan Leksikal pada Cerpen Ketek Ijo Karya M. Fajar Kusuma. Titian: Jurnal Ilmu Humaniora, 3(1), 55 - 72. https://doi.org/10.22437/titian.v3i1.7026
Kurniawan, R. A., Chendra, M., Kelvin, K., Anderson, K., & Yudianto, W. (2021). Analisis faktor-faktor yang berpengaruh terhadap minat penggunaan e-commerce: Studi kasus di Shopee Indonesia. Teknologi: Jurnal Ilmiah Sistem Informasi, 11(2), 84-92.
Leech, G.N. (1983). Principles of pragmatics. London: Longman.
Losi, R. V., & Rosida, S. (2022). Persuasive Language Used on Advertisements of Instagram Posts. Titian: Jurnal Ilmu Humaniora, 6(1), 54-64.
Losi, R. V., Fadlan, A., Fitriani, E. S., & Fadhwa, R. A. (2024). Politeness Strategy Used on E-Commerce’s Live Streaming to Support MSMEs Marketing for Developing Sustainable Economy.
Maíz-Arévalo, C. (2017). Expressive speech acts in educational e-chats. Pragmática sociocultural/Sociocultural pragmatics, 5(2), 151-178.
Masruri, A., Hafifah, A. W., Fiamanillah, F., & Fatmawati, F. (2023). Tindak Tutur Ekspresif Pembeli dalam Aplikasi TikTok. Sajak: Jurnal Penelitian dan Pengabdian Sastra, Bahasa, dan Pendidikan, 2(3), 10-18.
Nasution, M. M., Afria, R., & Izar, J. (2022). The Kinds of Illocutionary Act by Yusuf Hamka in Youtube Channel Deddy Corbuzier Podcast. Titian: Jurnal Ilmu Humaniora, 6(2), 375-380. https://doi.org/10.22437/titian.v6i2.22539
Nasution, M. M., Afria, R., & Izar, J., Putri, E. Y. (2023). Prinsip Kerjasama pada Keterangan Saksi Susi Asisten Rumah Tangga Ferdy Sambo pada Sidang Lanjutan Bharada Eliezer Ditinjau dengan Kajian Pragmatik. Jurnal Sastra Indonesia, 12(1), 31-39. https://doi.org/10.15294/jsi.v12i1.65038
Pratama, A., & Utami, W. Y. (2024). Word Of Mouth Sebagai Bentuk Tindak Tutur Direktif Dalam Ulasan Platform E-Commerce. Jurnal Membaca Bahasa dan Sastra Indonesia, 9(1).
Pratiwi, H., & Ramdani, S. D. (2021). Analisis bentuk bahasa penolakan dalam transaksi jual beli online. KODE: Jurnal Bahasa, 11(3), 161-173.
Searle, J.R. (1979). Expression and meaning. Cambridge: Cambridge University Press.
Soecherman, N. M. K., & Fatinova, D. (2020, October). Tindak Tutur Ilokusi Antara Administrator E-Commerce Dengan Customer Karenina Store (Kajian Pragmatik). In Seminar Nasional Bahasa dan Sastra Indonesia Unpam.
Suryani, I., Izar, J., & Afria, R. (2023). Examining The Politeness Principles in The Oral Tradition of Jawab Dilaman Malay Society in Kemingking Village, Jambi Province. Mudra Jurnal Seni Budaya, 38(2), 141–152. https://doi.org/10.31091/mudra.v38i2.2273
Triandana, A., & Afria, R. (2023). Pelanggaran Maksim Kerjasama dalam Stand-Up Comedy Chris Rock. Titian: Jurnal Ilmu Humaniora, 7(1), 91-104. https://doi.org/10.22437/titian.v7i1.25436
Twitchell, D. P., Adkins, M., Nunamaker, J. F., & Burgoon, J. K. (2004, June). Using speech act theory to model conversations for automated classification and retrieval. In Proceedings of the International Working Conference Language Action Perspective Communication Modelling (LAP 2004) (pp. 121-130).
Warah, M., & Satini, R. (2022). Tindak Tutur Ekspresif Pembeli dalam Aplikasi Shopee. Jurnal Bahasa dan Sastra, 10(1), 95-102.
Wei, J., Wang, Z., Hou, Z., & Meng, Y. (2022). The influence of empathy and consumer forgiveness on the service recovery effect of online shopping. Frontiers in Psychology, 13, 842207.
Xiao, D. (2023). An Analysis of Direct and Indirect Speech Strategies of Chinese E-commerce Anchors’ Language in Selling Goods. International Journal of Linguistics, Literature and Translation, 6(3), 144-149.
Yao, L. (2024). An Analysis of Pragmatic Presupposition in E-commerce Live Language. Lecture Notes on Language and Literature, 7(5), 203-208.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Eka Surya Fitriani, Sisi Rosida, Ahmad Fadlan, Lestari Sylvana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Proceeding International Conference on Malay Identity (ICMI) is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.
Penulis yang mempublikasikan manuskripnya di Proceeding International Conference on Malay Identity (ICMI) ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Proceeding International Conference on Malay Identity (ICMI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Proceeding International Conference on Malay Identity (ICMI)
.png)
