Tindak Ilokusi dan Perlokusi yang Digunakan dalam Takarir Instagram Skintific Malaysia: Sebuah Analisis Pragmatik = Illocutionary and Perlocutionary Acts Used in Skintific’s Malaysia Instagram Captions: A Pragmatic Analysis

Background. Social media has transformed from a platform for sharing personal photos and videos into an effective tool for businesses to advertise and promote their products. Instagram offers brands effective ways to engage with potential customers through features such as captions, comments, and direct messages. Aims. This research analyzes the illocutionary acts used in Skintific's Malaysia Instagram captions and how these acts achieve perlocutionary effects, as observed in audience comments. Method. Utilizing Searle’s and Hurford et al.’s theories, the data were analyzed using a descriptive qualitative method. Results. The findings show two types of illocutionary acts used by Skintific Malaysia: assertive and directive. Assertive acts (19 utterances). The direct illocution involves asserting and announcing, while the indirect illocution involves promising, persuading, recommending, inviting, suggesting, ensuring, and urging. Meanwhile, directive acts (11 utterances). The direct illocution involves commanding and asking, while the indirect illocution involves promising, persuading, inviting, suggesting, directing, and urging. Perlocutionary acts observed in the comments reveal various audience responses, including a desire to try the product, purchase intentions, positive responses, need, excitement, trust, love, satisfaction, and admiration, information seeking, and sharing personal experiences. Conclusion. This study highlights that language in digital advertising serves not only to inform but also to shape audience perception, making it a powerful tool for persuasive communication on social media.

Keyword : Speech acts, digital advertising, social media, audience response, brand communication.