Tuturan Hinaan dan Makian Pembeli dalam Interaksi Jual Beli pada Kolom Ulasan Tiktok Shop: Kajian Pragmatik Siber

Moh. Agus Kurniawan (Universitas Islam Negeri Madura, Indonesia)
Agus Purnomo Ahmad Putikadyanto (Universitas Islam Negeri Madura, Indonesia)

DEIKTIS: Jurnal Pendidikan Bahasa dan Sastra
Vol. 6 No. 3 (2026)

This study examines insult and abusive speech as the highest severity level of consumer complaints in the Olshtain and Weinbach complaint severity scale within buyer-seller interactions on TikTok Shop review columns. Using a descriptive qualitative approach within a cyberpragmatics framework, data were collected from the review columns of two TikTok Shop accounts, @mayazaskiakosmetik and @lisaolshope1, through documentation and direct observation on the digital platform. Of 161 complaint data identified, 13 data (8.1%) were categorized as insult or abusive speech. The analysis reveals that insult and abusive speech in TikTok Shop reviews are characterized by the use of offensive words, degrading comparisons, personal expletives, and direct verbal attacks against sellers or products. These utterances function as expressions of extreme anger that exceed the bounds of dissatisfaction expression and constitute highly face-threatening acts. The findings contribute to the development of cyberpragmatics studies, particularly in understanding the dynamics of aggressive speech in digital commerce ecosystems.