AN ANALYSIS PERSUASIVE SPEECH ACTS IN E-COMMERCE PRODUCT REVIEWS

This study investigates persuasive speech acts found in e-commerce product reviews on TikTok Shop and Tokopedia. Consumer reviews serve not only as sources of product information but also as persuasive tools influencing purchase decisions. Grounded in Searle’s (1979) Speech Act Theory, Leech’s (1981) Meaning Theory, and Kress and van Leeuwen’s (2001) Multimodality Theory, this qualitative-descriptive research analyzes 100 product reviews (50 from TikTok Shop and 50 from Tokopedia). The analysis identifies three dominant types of persuasive speech acts directive, commissive, and expressive each supported by affective, connotative, and social meanings. Expressive acts dominate the dataset, showing emotions of praise, satisfaction, and gratitude; directives involve recommendations and invitations; commissives express commitments to repurchase.