Penggunaan Slanga dalam Urusan Jual Beli di TikTok
The Use of Slang in Buying and Selling Transactions on TikTok
DOI:
https://doi.org/10.11113/lspi.v12.24433Keywords:
Slang, Bundle, Communication, Online Transactions, TikTokAbstract
The use of slang by sellers to attract buyers’ attention often leads to confusion, especially among new buyers or those unfamiliar with these terms, resulting in misunderstandings about products and influencing purchasing decisions. Therefore, this study aims to identify the characteristics of slang used by bundle sellers on TikTok and analyze its impact on communication and transaction effectiveness. The researcher uses a triangulation method to collect primary data, including observation, content analysis, surveys and interviews. Observations and content analysis of 13 live-stream sessions reveal that slang can be categorized into three main characteristics; changes in original meaning, borrowed vocabulary and newly created terms. Findings indicate that terms like net, kautim and joy buyer facilitate communication between sellers and experienced buyers. However, terms like skoda and jackpot cause confusion due to differing interpretations among users, depending on their backgrounds. Based on the Communication Accommodation Theory (1973), sellers’ efforts to adjust their communication can enhance engagement, but balance is necessary to avoid alienating new buyers. The implications of this study suggest that a simple glossary of slang terms should be developed as a reference, not only to improve buyers’ understanding but also to support inclusive and user-friendly communication strategies within the e-commerce industry. Consequently, this study reflects the evolution of digital language and opens up opportunities for further research on the linguistic influence on consumer behavior and transaction effectiveness in a competitive digital environment.
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