SPEECH ACTS ANALYSIS ON SHASA ZHANIA’S UTTERANCES ON HER TIKTOK ACCOUNT

Abstract

This study aims to analyze the speech acts used by Shasa Zhania in her endorsement content on TikTok. As a well-known influencer, her utterances have the power to shape perceptions and influence followers’ behaviors. The research focused on two questions: (1) what types of speech acts are found in her utterances, and (2) how her speaker intentions are revealed based on the Intentionalist Model by Bach & Harnish (1979). Using Austin’s (1962) speech act theory, Searle’s (1969) classification, and Bach & Harnish’s framework, this study employed a descriptive qualitative method. Data were collected from seven endorsement videos through observation and documentation. The findings indicate that the most dominant speech acts are locutionary statements with 104 data: assertive (85), directive (4), expressive (14), and commissive (1). From the intentionalist perspective, constatives, directives, commissives, and acknowledgments were identified. These results suggest that Shasa Zhania strategically uses speech acts to strengthen persuasive communication in digital marketing through TikTok.