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All Journal Adi Widya : Jurnal Pengabdian Masyarakat PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) Pendas : Jurnah Ilmiah Pendidikan Dasar Akademika: Jurnal Manajemen Pendidikan Islam LOFIAN: Jurnal Teknologi Informasi dan Komunikasi
Yudhistiro Pandu Widhoyoko
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Computer Science & IT Education Social Sciences Other

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EXTRA CAUSER AS A HIDDEN PERSUASIVE STRATEGY IN UMKM COPYWRITING Yudhistiro Pandu Widhoyoko; Riyadi Santosa; Djatmika; Tri Wiratno
PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) Vol 7 (2026): ICTESS 7th
Publisher : Universitas Slamet Riyadi Surakarta

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Abstract

This study investigates the strategic deployment of extra causer—a recently theorized lexicogrammatical category in Systemic Functional Linguistics (SFL)—as a hidden persuasive mechanism in the digital copywriting of Micro, Small, and Medium Enterprises (MSMEs) in Ngringo Village, Indonesia. Drawing on a corpus of 68 WhatsApp promotional texts, 19 instances of extra causer were identified and classified into four subtypes: attributor (8 texts), assigner (6 texts), inducer (4 texts), and initiator (1 text). Through qualitative discourse analysis, the study reveals how MSMEs implicitly construct product value and social legitimacy without explicit self-promotion—aligning with local Javanese cultural values such as andhap asor (humility). Findings demonstrate that extra causer enables ethical persuasion by attributing moral qualities (e.g., “without preservatives” → “healthy”), assigning social identity (e.g., “PKK subscriber” → “trustworthy”), and inducing emotional responses (e.g., “salak e” → “delicious”). This research contributes theoretically by operationalizing Santosa’s (2003) extra causer as an analytical tool in marketing discourse and practically by offering a culturally grounded training template for MSME communication. The study positions extra causer as a critical bridge between SFL theory and community-based economic practice.   Keywords: Extra causer, Digital marketing, Hidden persuasion, Javanese cultural values, MSME copywriting, systemic functional linguistics.
Co-Authors Ananda Putra, Canakya Bima Anita Trisiana Catur Wijayanto Daryono Daryono Distan Budi Utomo Djatmika . Febryan Aji Nur Wahid Haidar Farras Roihan Hera Heru Sri Suryanti Nanda Istiqomah Oktiana Handini Paskalis Limur Riyadi Santosa Siti Supeni Sri Handayani Tri Wiratno