Illocutionary Acts on Samsung Indonesia's Instagram captions in releasing its new products

Fazri, Mohammad Fahmi Fariza (2025) Illocutionary Acts on Samsung Indonesia's Instagram captions in releasing its new products. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This research aims to analyse the illocutionary act on Samsung Indonesia’s Instagram caption. The research has two main objectives; first, to identify the types of illocutionary acts used; and second; to analyse how the illocutionary acts is used. The data of this research was taken from @samsungindonesia Instagram caption about new release product in 2024. This research uses descriptive qualitative method and illocutionary act theory proposed by Searle. The results are: First, assertive is the most common type found in Samsung Indonesia’s Instagram captions by 49 occurrences, followed by directive with 42 occurrences, commissive with 25 occurrences, and expressive with 3 occurrences. No declarative speech acts were identified, as Samsung’s caption does not aim to alter social status or situations rather to advertise their products and encourage customers to buy their products. Second, 14 distinct ways of how these illocutionary acts used were identified. The most frequent use of the illocutionary acts is informing with 43 occurrences, ordering with 21 occurrences, and offering with 23 occurrences. Other, such as advising, praising, and guaranteeing were less common, while several ways such as apologizing, promising, and congratulating were not found. This is because Samsung’s captions focus on advertising the new product rather than complaining, expressing something unrelated to the product, forcing customers or making formal declarations.

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