PENGGUNAAN BAHASA PERSUASIF IKLAN PINJAMAN ONLINE DALAM APLIKASI TIKTOK

Authors

  • Fahmi Royani Universitas Islam Sultan Agung, Indonesia
  • Aida Azizah Universitas Islam Sultan Agung, Indonesia

DOI:

https://doi.org/10.31851/pembahsi.v15i2.18325

Abstract

Bahasa persuasif merupakan bentuk komunikasi yang bertujuan membujuk atau memengaruhi seseorang agar menerima suatu ide, melakukan tindakan tertentu, atau mengubah pandangannya melalui pendekatan yang meyakinkan, baik secara logis maupun emosional (Evi Chamalah dkk., 2017). Penelitian ini bertujuan untuk mengkaji penggunaan bahasa persuasif dalam iklan pinjaman online di aplikasi TikTok, dengan fokus pada teknik persuasi rasionalisasi dan sugesti. Rumusan masalah yang dikaji adalah bagaimana bentuk penggunaan bahasa persuasif dalam iklan pinjaman online pada platform TikTok. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi pustaka. Teknik pengumpulan data meliputi penelusuran pustaka, studi kasus, dan pencatatan. Data yang dianalisis berasal dari 25 video pada akun @akulakuoficial. Hasil analisis menunjukkan bahwa dalam iklan pinjaman online ditemukan beragam bentuk penggunaan bahasa, baik yang bersifat persuasif maupun non-persuasif. Dari keseluruhan data, terdapat 8 teks dengan teknik rasionalisasi, 5 teks dengan teknik sugesti, serta 7 teks yang tergolong non-persuasif. Temuan ini mengindikasikan bahwa iklan pinjaman online di TikTok memanfaatkan strategi bahasa untuk membentuk opini dan memengaruhi audiens secara halus dan sistematis.

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Published

2025-07-14

Issue

Vol. 15 No. 2 (2025): Pembahsi (Pembelajaran Bahasa dan Sastra Indonesia)

Section

Articles

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Copyright (c) 2025 Fahmi Roy, Aida Azizah

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