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All Journal Prosiding Seminar Nasional Sains Dan Teknologi Fakultas Teknik English Review: Journal of English Education JURNAL IQRA´ Journal on Education Linguistik Indonesia Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Neo Teknika: Jurnal Ilmiah Teknologi JL3T (Journal of Linguistics, Literature and Language Teaching) e-Journal of Linguistics
Eri Kurniawan
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Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : e-Journal of Linguistics

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The Cognitive Shortcuts for Social Influence of MSME Food and Beverage Ads: The Corpus Based Analysis Eky Erlanda Edel; Eri Kurniawan; Rinaldi Supriadi
e-Journal of Linguistics Vol. 20 No. 1 (2026): January
Publisher : The Doctoral Studies Program of Linguistics of Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/ejl.2026.v20.i01.p01

Abstract

This study conducts a corpus-based analysis of MSME catalogs to illustrate how the cognitive shortcuts of persuasion techniques can effectively influence the target customer in food and beverage promotion, particularly from a psychological perspective. This qualitative descriptive study investigates a specialized corpus of MSME food and beverage promotions derived from the product catalogs at BRI EXPO (RT) 2025 from 6 categories of the cognitive shortcuts: authority, social proof, consistency, reciprocity, scarcity, and linking to increase social influence by Cialdini’s Principles of Persuasion. The data consists of product descriptions within the food and beverage category, resulting in 6814 tokens. The data is categorized using concordance software Sketch Engine. The data analysis used domain, taxonomic, componential, and cultural theme analysis. The final findings of this research reveal that MSME food and beverage ads predominantly use the cognitive shortcuts of commitment, reciprocity, scarcity, and social proof to persuade consumers linguistically. These shortcuts are often represented through verbs and adjectives emphasizing quality, trust, exclusivity, and community validation. Each product category applies these shortcuts differently, reflecting both market positioning and cultural values. While authority and liking are less frequently used, their inclusion could enhance emotional and credibility-based appeal. It is clear that this study contributes to the marketing corpus, particularly on promotion catalogs of MSMEs.
The Emergence of Neologisms and New Linguistic Forms that Impact Communication on TikTok Farida Hidayati; Ruswan Dallyono; Eri Kurniawan; Renaldy S. Yudistira
e-Journal of Linguistics Vol. 19 No. 2 (2025): July
Publisher : The Doctoral Studies Program of Linguistics of Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/e-jl.2025.v19.i02.p06

Abstract

Nowadays, the development of technology is advancing rapidly, including in the field of communication. Social interaction has shifted to the digital sphere, with TikTok being one of the most popular social media platforms that allow users to interact without geographical restrictions. This development has triggered the emergence of neologisms and new linguistic features in social media interactions. Therefore, this study aims to explore the most common forms of neologism and linguistic forms that have emerged on the TikTok platforms and illuminate the impact of these phenomena on social discourse. It also highlights the role of social media as both a platform for expression and a driving force behind linguistic change. A qualitative approach with an observation method was applied in this research to deeply explore these issues. The findings reveal that the most common type of neologism is lexicographic, with a percentage of occurrence at 50%, while the use of emojis represents the most dominant new linguistic form on TikTok. These phenomena have impacted linguistic changes in social discourse, with the potential for new words to be added to modern dictionaries. Consequently, vocabulary continues to expand in line with the advancement of technology. In addition, this difference in language changes may lead to communication gaps among generations.
Co-Authors Agustien Zulaidah Bradley McDonnel Dallyono, Ruswan Eky Erlanda Edel Farida Hidayati Haris Santosa Nugraha Hernawan Hernawan Juwintan Kevin Andrian Seda Lubis, Arif Husein Lushinta, Istiqomah Putri Michael Ewing Mu'alim Nur Ahsan Mustagfirin Mustagfirin Puji Basuki R. Dian Dia-an Muniroh Renaldy S. Yudistira Retty Isnendes Ricka Prasdiantika Supriadi, Rinaldi Suryawinata, Violita Zarkasih