PRINSIP KESANTUNAN DAN PRINSIP KERJA SAMA DALAM KOMUNIKASI DI ULASAN PRODUK PADA MARKETPLACE

Abstract

This article discusses the Indonesian language used in online business communication. The object of research is devoted to online businesses through the marketplace. Marketplace is an online platform or system that mediates transactions between sellers and buyers. Marketplace has a means of communicating between the seller and the buyer which consists of product description pages, product discussion pages, product review pages, and personal message pages. Of the four communication facilities, only the product description page, product discussion page and product review page can be accessed by the public. Personal message pages can only be accessed by account owners who are communicating with other account owners. The rules for doing business through the marketplace, one of which is the necessity to communicate through the messaging tools available on the platform. Thus, communication can only be done with written variety. Language is very important in offering, attracting interest, responding, and retaining customers. In fact, not all marketplace users look at language usage so that it can be pragmatically considered offensive or likely to interfere with the continuity of business interactions. Analysis is emphasized more on the language of the seller, because in the business the buyer is the party that must be served. The sample of this study is Tokopedia and Bukalapak. The two marketplaces are the largest online business media in Indonesia. 
 Keywords: pragmatics, business communication, marketplace, online business, business language