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All Journal Jurnal PENA : Penelitian dan Penalaran Indonesian Journal of Chemical Science Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya Insect (Informatics and Security): Jurnal Teknik Informatika Jurnal Lentera (Jurnal Pendidikan dan Pengajaran Bahasa Indonesia) BAHTERA : Jurnal Pendidikan Bahasa dan Sastra Journal of Holistic and Health Sciences (Jurnal Ilmu Holistik dan Kesehatan) Sosfilkom : Jurnal Sosial, Filsafat dan Komunikasi JIPB (Jurnal Inovasi Pembelajaran Biologi) eMBeJi : Manajemen dan Bisnis Jurnal Mahakarya: Students' Journal of Cultural Sciences Jurnal Teknik Sipil Macca Mitra Pilar: Jurnal Pendidikan, Inovasi, dan Terapan Teknologi Kajian Ilmiah Mahasiswa Administrasi Publik (KIMAP) Dirasa Islamiyya: Journal of Islamic Studies
Anita Rahayu
Program Studi Pendidikan Ilmu Pengetahuan Sosial FKIP Untan Pontianak
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Mahakarya: Students' Journal of Cultural Sciences

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PRAGMATIC STRATEGIES OF MALE AND FEMALE CUSTOMERS ON ONLINE CUSTOMER REVIEW AND RATING IN TOKOPEDIA Rahayu, Anita; Djatmika; Nugroho, Miftah
Mahakarya: Jurnal Mahasiswa Ilmu Budaya Vol. 6 No. 1 (2025)
Publisher : IAIN Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/msjcs.v6i1.11383

Abstract

This research aims to analyze the pragmatic strategies of male and female customers while giving a nebulizer product review sold by Omron Healthcare in Tokopedia's online customer review and rating. The theories used in this research are gender and politeness strategies. This research is qualitative descriptive because the reality of the data depends on the context and is then described based on the context as well. The data source is in Tokopedia's online customer review, whereas the data are transcripts of male and female customers' comments on Omron Healthcare's nebulizer product. This research finds 50 data: 25 are male, and 25 are female customers. The findings show that male and female customers mostly use positive politeness while giving product reviews. However, females only use two sub-strategies of positive politeness, whereas males use four. Furthermore, the research finds that male customers use negative politeness strategies more often. Additionally, males use more off-record than females. Lastly, only males use the off-record strategy. In short, male and female customers give positive comments, but female customers use more hyperbolic expressions, while male customers use reciprocity and approval. Keywords: gender, online customer review, politeness strategy, pragmatics  
Co-Authors - Jumaeri Afini, Dewi Agus Hari Wibowo Ainurrahma, Shinta Amri, Irman Dewi Muliyati Djatmika Hanafi Ashad Haryanto, Irwan Ida Ayu Putu Sri Widnyani Indrawati, Novy Karmelita Jaelan Usman, Jaelan Jani Subakti Laksono Trisnantoro Lukman Hakim Miro, Abbas Baco Muhammad Ilham Maulana Mumu Zainal Mutaqin Nugroho, Miftah Palengkey, Rahmi Dewanti Rahim, Sumarni Rohmah, Nada Humaida Soekarta, Rendra Sri Handayani Sumarlam Sumarlam, Sumarlam Syafrima Wahyu Syahrum Agung Triastuti Sulistyaningsih Ulfah, Ardhika Wahyu Setyawan, Bagus Wakhidah, Siti