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All Journal INTERACTION: Jurnal Pendidikan Bahasa Ar-Rasyid: Jurnal Publikasi Penelitian Ilmiah
Melinda Aulia
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Imperative Utterances in Shopee Advertisements Candra Wartina; Kurnia Tika; Rahimi Munthe; Juli Yani; Melinda Aulia; Ridho Kurniawan
INTERACTION: Jurnal Pendidikan Bahasa Vol. 11 No. 2 (2024): INTERACTION: Jurnal Pendidikan Bahasa
Publisher : Program Studi Pendidikan Bahasa Inggris, Universitas Pendidikan Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36232/interactionjournal.v11i2.550

Abstract

The rapid growth of e-commerce applications has intensified competition among various platforms. As new e-commerce platforms emerge, advertising strategies have become critical for capturing consumer attention. Language elements in advertisements play a vital role, as the rhetorical style used can significantly influence consumer interest. This study aims to analyze the effectiveness of using imperative speech acts in Shopee advertisements. A qualitative method was employed in this research, utilizing documentation from selected advertisements. The study analyzed three Shopee advertisement videos to identify and assess the types of imperative speech acts used. The findings reveal that Shopee advertisements prominently feature direct and literal imperative speech acts. These acts serve to encourage specific actions, such as downloading the app, making purchases, or participating in promotional campaigns, thus enhancing audience engagement. The analysis indicates that the use of imperative speech acts in Shopee advertisements is highly effective. The platform's ability to compel consumers through clear and action-oriented language contributes to its success in the competitive e-commerce market. The effectiveness is evident from the widespread adoption of the Shopee application among consumers. This study highlights the importance of strategic language use in advertising and underscores how tailored rhetorical approaches can influence consumer behavior, solidifying Shopee’s position in the e-commerce industry.
BUKAN SEKEDAR SKILL: MENGUJI PERAN ETHOS KERJA DAN ETIKA DALAM MENENTUKAN MASA DEPAN KARIR PENGEMUDI OJEK ONLINE DI JAKARTA Melinda Aulia; Naysilla Ayu Pradista; Sun Rumondang; Lusia Liangbine Jawan
Ar-Rasyid: Jurnal Publikasi Penelitian Ilmiah Vol. 1 No. 5 (2025): Ar-Rasyid: Jurnal Publikasi Penelitian Ilmiah (Bulan November 2025)
Publisher : PT. Saha Kreasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64788/ar-rasyid.v1i5.41

Abstract

Penelitian ini bertujuan untuk menganalisis secara mendalam bagaimana nilai-nilai pribadi, yaitu ethos kerja dan etika, berfungsi sebagai strategi agensi individu dalam memengaruhi perkembangan karir pengemudi ojek online di Jakarta. Dengan menggunakan pendekatan kualitatif, kami melakukan wawancara mendalam semi-terstruktur terhadap 11 pengemudi ojek online dengan latar belakang pengalaman dan platform yang beragam. Temuan kunci menunjukkan bahwa pengemudi yang memiliki etos kerja kuat meliputi disiplin, ketekunan, dan semangat pantang menyerah dikombinasikan dengan etika tinggi seperti kejujuran, sopan santun, dan kepatuhan aturan terbukti efektif dalam mencapai stabilitas pendapatan, peningkatan rating pelanggan, serta peluang karir jangka panjang di ekosistem digital. Namun, ketidakstabilan orderan, persaingan ketat, dan minimnya dukungan struktural dari platform menghambat kemajuan karir, sehingga pekerjaan ini masih dianggap sebagai solusi finansial sementara oleh mayoritas responden. Hasil ini menekankan bahwa di tengah ekonomi gig, etos dan etika bertindak sebagai modal utama untuk membangun kepercayaan dan meningkatkan produktivitas. Kami merekomendasikan intervensi terstruktur dari platform dan pemerintah, termasuk program pelatihan etika, regulasi ketat, dan program pengembangan karir yang lebih jelas untuk menciptakan ekosistem transportasi online yang adil dan berkelanjutan.
Co-Authors Candra Wartina Juli Yani Kurnia Tika Lusia Liangbine Jawan Naysilla Ayu Pradista Rahimi Munthe Ridho Kurniawan Sun Rumondang