IMPLIKATUR CAPTION TOKO DARING DAN DAMPAKNYA TERHADAP KEBERHASILAN PROMOSI

Abstract

The rapid growth of social media users is a potential for the digital economy, many online
shops utilizes social media as a means of promotion. Promotion has a huge influence on the
success of online shops among the increasingly fierce competition, but often found various
kinds of violations in its speech. This research is a cross-discipline between linguistics and
economics. The main objective of this research is to uncover and describe the implications of
the caption of online shops' uploads in promotional activities on social media and their
impact on the success of the promotion. This research is a qualitative descriptive study. The
research data is in the form of speech found in online shops’ caption on social media. The
data is obtained by observing and taking notes. The collected data is then analyzed with
Grice’s cooperative principles and Sernovitz’s word of mouth consisted of elements as
follows: talker, topic, tools, talking part, and tracking. The result shows that online shop’s
caption tends to violate maxim of relation and the implicature is a part of amplified word of
mouth which gives a positive impact on the success of promotion.