<![CDATA[This article will describe the form and function of illocutionary speech in Shopee ads on YouTube. This research is a type of qualitative research with the descriptive method and uses a pragmatic approach. The source of the data in this study is the Shopee ad video obtained from the Shopee YouTube account. The data were collected by using the documentation technique and taking notes freely, then the data in the research analyzed was reduced, presented the data, and concluded. The results showed that Shopee's advertising speech on YouTube was dominated by assertive function speech. In addition to these speeches, other forms of speech are directive, commissive, and expressive forms. The speech function in Shopee advertisements shows several specific purposes, namely the functions of informing, claiming, reporting, suggesting, requesting, inviting, advising, promising, offering, and thanking.ABSTRAKArtikel ini akan mendeskrispikan bentuk dan fungsi tuturan ilokusi pada iklan Shopee di YouTube. Penelitian ini merupakan jenis penelitian kualitatif dengan metode deskripstif dan menggunakan pendekatan pragmatik. Sumber data dalam penelitian ini yaitu video iklan Shopee yang didapat dari akun YouTube Shopee. Data dikumpulkan dengan teknik dokumentasi dan simak catat bebas, kemudian data pada penelitian dianalisis direduksi,disajikan data, dan disimpulkan. Hasil penelitian menunjukkan bahwa tuturan iklan Shopee di YouTube didominasi oleh tuturan fungsi asertif. Selain tuturan tersebut bentuk tuturan lainnya yaitu bentuk direktif, komisif, dan ekspresif. Fungsi tuturan pada iklan Shopee menunjukkan beberapa maksud tertentu yaitu fungsi menginformasikan, mengklaim, melaporkan, menyarankan, meminta, mengajak, menasihati, menjanjikan, menawarkan, dan berterima kasih.Kata kunci: ilokusi; iklan; dan pragmatik]]>
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