Efektivitas Teks Persuasif dalam Strategi Komunikasi Pemasaran Digital di Platform TikTok

Abstract

This study aims to describe the forms and strategies of persuasive sentences used
in sales advertisements on the TikTok platform, focusing on the local account
@TikLove.id. The background of this study is based on the importance of
language as the main tool in digital marketing communication, especially in
social media that demands speed, interactivity, and an emotional approach to the
audience. The aim is to describe the forms and strategies of persuasive sentences
they use in advertising content. Using a qualitative descriptive method,
researchers collected data in the form of 12 advertising sentences described in
terms of language form, communicative intent, and persuasive strategies applied.
The results show that direct invitation sentences (imperatives) and exclamations
(interjections) are most widely used. Strategies such as creating a sense of
urgency, building emotional closeness, and adjusting to the lifestyle of the digital
audience are key to attracting attention. The novelty of this study lies in its specific
approach exploring persuasive language in short video content that is local,
practical, and close to the daily lives of Indonesian people. This study not only
adds insight into how language works on social media, but also provides a real
picture of how small business actors utilize the right communication style to reach
consumers. This research bridges the gap between linguistic studies and current
digital marketing practices.