TINDAK TUTUR KOMISIF DALAM PROMOSI SEPATU SEPAK BOLA DI AKUN INSTAGRAM @gilangstore

This research discusses commissive speech acts in the buying and selling of football shoes through the Instagram account @gilangstore. Language as a medium of communication plays an important role in supporting effective interaction through the application of politeness principles. This study aims to describe the forms and contexts of commissive speech acts used by the seller in promotions to build trust and attract buyers. The analysis uses Searle’s (1979) speech act theory and a contextual pragmatic approach supported by Dell Hymes’ S.P.E.A.K.I.N.G model as a framework to understand the utterance context.
This study applies a descriptive qualitative analytical approach to explore the meanings, contexts, and communication strategies contained in promotional captions. Data were collected through documentation by gathering image, video, and caption posts from January to December 2024. The research instrument, a Commissive Speech Act Analysis Sheet, was used to identify the types of commissive speech acts. Data were analyzed based on Austin and Searle’s speech act theory through classification, meaning interpretation, and contextual analysis. Data reduction was carried out to filter information relevant to the research focus. Data validity was ensured through triangulation and discussions with experts in pragmatics and communication.
The results show that there are three dominant types of commissive speech acts used, namely promises, offers, and swear that. The researcher found 4 posts containing promises, 12 containing offers, and 4 containing swear that on the @gilangstore account. From these findings, it can be concluded that offers are the most dominant, indicating that @gilangstore most frequently uses offering strategies as a means of communication with consume