The A Sociopragmatic Analysis of Speech Acts in Digital Marketing Communication between MSME Actors and Buyers in Surakarta

Abstract

This study aims to analyze the use of speech acts by Micro, Small, and Medium Enterprises (MSMEs) in interactions with buyers as a digital marketing communication strategy in Surakarta. Employing a qualitative descriptive approach with a sociopragmatic perspective, data were collected through observations, interviews, and documentation of both face-to-face and digital interactions and analyzed using an interactive analysis model. The findings reveal that MSMEs strategically employ assertive, directive, commissive, expressive, and declarative speech acts to provide product information, persuade consumers, build trust, maintain emotional relationships, and ensure transactional certainty. The novelty of this study lies in demonstrating that these speech acts do not operate independently but are dynamically integrated into a sociopragmatic communication strategy that adapts to transactional contexts and digital interactions. Unlike previous studies that primarily classify speech act types, this research explains how speech acts function as relational marketing resources that simultaneously strengthen persuasion, trust, and customer engagement. Theoretically, the study extends sociopragmatic perspectives by linking speech act theory with digital marketing communication, showing that linguistic choices constitute strategic business practices rather than merely communicative acts. These findings provide practical implications for MSMEs in designing more effective communication strategies while contributing to the development of sociopragmatic studies in digital business communication.