Strategi Tindak Tutur dalam Konten Review Gadget Pada Platform Digital Youtube

Abstract

This study aims to identify and describe the speech act strategies employed by YouTube tech reviewers to influence viewers' perceptions and purchasing decisions. The research focuses on the classification of illocutionary acts—specifically assertive, directive, and expressive acts. A qualitative descriptive method with a pragmatic approach was utilized. Data were collected from thirteen gadget review videos randomly selected from ten Indonesian YouTube channels: GadgetIn, Jagat Review, Nerd Reviews, Sobat HAPE, Putu Reza, Dhiarcom, K2Gadgets, Bestindotech, DK ID, and BangRipiu. Data collection employed the "listen and note" method, while the pragmatic identity method was used for analysis. The results indicate that assertive speech acts are the most frequently used strategy to build viewer trust. Objective information is conveyed through expressive speech acts to create a positive impression and foster purchase recommendations. The study concludes that the effectiveness of persuasive content in tech reviews depends on the objectivity of the information, evaluations, and advice provided to the audience.