Strategi Promosi Verbal Melalui Drama TikTok: Kajian Retorika Sosiolinguistik Digital

Abstract

This study aims to describe verbal promotion strategies in TikTok dramas based on Aristotle's rhetorical theory, which encompasses three main aspects: logos (rationality), pathos (emotion), and ethos (credibility). Utilizing a digital sociolinguistic approach, this research analyzes nine promotional drama videos from creators uploaded on the TikTok platform during the period of July–October 2025. Data were collected through documentation techniques by downloading and transcribing the video content, and then analyzed using a rhetorical strategy categorization table. The results indicate that logos, pathos, and ethos strategies were found across nine videos from seven TikTok creators. (1) The logos (rationality) strategy includes inductive, deductive, and causal types; (2) the pathos (emotion) strategy includes types of amazement, romance, jealousy, warmth, happiness, humor, empathy, and annoyance; and (3) the ethos strategy includes phronesis (wisdom and competence), arete (moral integrity), and eunoia (goodwill toward the audience). This research provides a critical contribution to the development of digital sociolinguistics in the context of social media, as well as practical implications for verbal promotion strategies in the marketing of products and services in Indonesia through social media content.