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All Journal Deiksis: Jurnal Pendidikan Bahasa dan Sastra Indonesia
Ziyan Annisah
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Education Languange, Linguistic, Communication & Media

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Presuposisi Dalam Strategi Branding Kosmetik Di Shopee Live Ziyan Annisah; Nasiha Amirotul Khoiriyah; Tatu Siti Rohbiah
Deiksis : Jurnal Pendidikan Bahasa dan Sastra Indonesia Vol 13 No 1 (2026): Deiksis
Publisher : Universitas Swadaya Gunung Jati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33603/dj.v13i1.11223

Abstract

This study aims to comprehensively analyze the pragmatics ofpresuppositions used in cosmetics branding on Shopee Live and toidentify the linguistic strategies used by sellers in buildingrelationships with buyers. This study adopted a descriptivequalitative method, using observational data from ten Shopee Livesession recordings of popular cosmetic brands (Emina, Glad2Glow,IMPLORA, Instaperfect, Mother of Pearls (MOP), OMG, Pinkflash,Sea Makeup, Somethinc, and Wardah) recorded between April 19-21, 2025. Data collection involved systematic observation, verbatimtranscription of sellers' conversations, and detailed analysis of theuse of presuppositions and other interpersonal linguistic strategies.The results show that presuppositions serve as a crucial strategiccommunication tool, effective in forming shared assumptions,implicitly conveying product information and benefits, and subtlycreating purchase urgency without explicit commands. Furthermore,this study identified that sellers strategically use presuppositionswithin broader linguistic strategies, such as personal greetings andpersonal usage testimonials, to build closeness and trust, therebyinfluencing buyers' purchasing decisions by appealing to emotionalvalues and fostering brand loyalty
Co-Authors Nasiha Amirotul Khoiriyah Tatu Siti Rohbiah