A VARIASI BAHASA DALAM IKLAN BIG SALE RAMADHAN  SEBAGAI STRATEGI MARKETING

Enggar Pratamanti; Rini Indah  Sulistyowati; Ganda  Januarta; Martinus Aditya  Pardiyanto

doi:10.56707/jmela.v5i02.286

Authors

Enggar Pratamanti Universitas Semarang
Rini Indah Sulistyowati Universitas Semarang, Indonesia
Ganda Januarta Universitas Semarang, Indonesia
Martinus Aditya Pardiyanto Universitas Semarang, Indonesia

DOI:

https://doi.org/10.56707/jmela.v5i02.286

Keywords:

Indonesia

Abstract

ABSTRACT: Shopee is one of the most popular e-commerce platforms in Indonesia. The appeal of Shopee's e-commerce ads stems from the language used. Shopee consistently creates ads with unique, distinctive, and unheard-of language variations, creating the impression that these language variations are unique to Shopee. This is one of Shopee's marketing strategies to promote the services and features available within its online shopping app. This study examines the language variations in Shopee's online shopping app ads as a marketing strategy to increase sales of services and products marketed within the app. The purpose of this study is to identify the language variations found in Shopee's Ramadan Big Sale ads and to describe the application of these language variations as a marketing strategy within the app. This research is a qualitative study using netnography, a study focused on understanding cyberspace, where people interact with each other and form their own culture and social systems. Thus, the research method is based on observational research, where researchers not only join a virtual community but also actively participate. This method utilizes the AMS (Cyber Media Analysis) analysis technique, which examines four levels: media space, media document, media object, and experience.

Keywords: language variation, Shopee, marketing strategy

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