Persuasive Language Strategies Used in TikTok Live Shopping for Clothing Products

Anjarwati, Septiana and Dewi, Septi Riana (2025) Persuasive Language Strategies Used in TikTok Live Shopping for Clothing Products. Skripsi thesis, Universitas Teknologi Yogyakarta.

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Abstract

This study discusses persuasive language strategies hosts use as sellers in TikTok live shopping sessions. The trend of live shopping, especially on the TikTok platform, encourages sellers to attract customers’ attention through several ways, one of which is the use of persuasive language. This research focuses on five TikTok shop accounts that sell clothing products and actively conduct live shopping with a high number of viewers, including @kktops, @meinid, @knitgoods.id, @fashiontodayco, and @asaya.loveliness. This research uses a qualitative approach with Gorys Keraf (1982) theory of seven persuasion techniques, namely rationalization, identification, suggestion, compensation, conformity, displacement, and projection, which are then adapted in the context of TikTok live shopping. Data were obtained through screen recording of live shopping sessions, which were then analysed to identify utterances containing persuasion techniques. The results showed that there were 51 persuasive utterances distributed in five techniques, namely suggestion (28), rationalization (13), compensation (5), identification (4), and projection (1). Conformity and displacement techniques were not found in the data collected before. The most dominant technique is suggestion, which shows that this approach is the main strategy for attracting potential buyers. The dominance of the suggestion technique is also related to the interactive and fast-paced character of live shopping on TikTok, which encourages hosts to use an active persuasive approach that is also emotionally engaging.

Item Type: Thesis (Skripsi, Tugas Akhir or Kerja Praktek) (Skripsi)
Uncontrolled Keywords: live host, persuasive language, persuasive strategy, persuasion techniques, TikTok live shopping
Subjects: P Language and Literature > PR English literature
Divisions: Fakultas Humaniora > S1 Bahasa Inggris
Depositing User: Kaprodi S1 Bahasa Inggris UTY
Date Deposited: 11 Sep 2025 08:22
Last Modified: 02 Oct 2025 01:39
URI: http://eprints.uty.ac.id/id/eprint/18803

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