KETIDAKSANTUNAN PELANGGAN TERHADAP CUSTOMER SERVICE PROVIDER INTERNET DI TWITTER PADA AWAL PANDEMI COVID-19 (Customers’ Impoliteness Strategies toward ISP’s Customer Service on Twitter at The Beginning of Covid-19 Pandemic)

Nadhifa Indana Zulfa Rahman; Salma Qonitah; Suci Fitriany; Tomi Santoso

doi:10.26499/jk.v19i1.4086

KETIDAKSANTUNAN PELANGGAN TERHADAP CUSTOMER SERVICE PROVIDER INTERNET DI TWITTER PADA AWAL PANDEMI COVID-19 (Customers’ Impoliteness Strategies toward ISP’s Customer Service on Twitter at The Beginning of Covid-19 Pandemic)

Nadhifa Indana Zulfa Rahman, Salma Qonitah, Suci Fitriany, Tomi Santoso

Abstract

This study aims to describe the use of impoliteness strategies used by customers to customer service of one of Indonesia’s internet providers. The method used in this study has three stages. The first stage is data collection. Data collection was carried out using the non-participant observation method, tweet scraping using the python package, and note-taking technique with annotation. The second stage is data analysis. Data analysis was carried out by applying Culpeper's impoliteness theory. Third, the presentation of the results of data analysis with formal and informal methods. The results of this study indicate that there are several impoliteness strategies used by customers, namely: 1) insulting, 2) sarcasm, 3) threatening, 4) using taboo words, 5) using inappropriate terms of address, 6) not taking the speech partner seriously, 7) being unsympathetic, 8) using obscure/secretive language, and 9) withholding politeness.

Penelitian ini bertujuan mendeskripsikan penggunaan strategi ketidaksantunan pelanggan kepada customer service salah satu provider internet di Indonesia. Metode yang digunakan dalam penelitian ini ada tiga tahap. Tahap pertama adalah pengumpulan data. Pengumpulan data dilakukan dengan metode simak dengan teknik simak bebas libat cakap, tweet scraping menggunakan python package, serta teknik catat melalui proses anotasi. Data yang digunakan dalam penelitian ini berupa twit keluhan pelanggan salah satu provider di Indonesia kepada customer service yang disampaikan melalui akun Twitter resmi provider tersebut yang berjumlah sebanyak 2.500 twit dalam kurun waktu 15 April—30 Juni 2020. Tahap kedua adalah analisis data. Analisis data dilakukan dengan menerapkan teori ketidaksantunan Culpeper. Ketiga, penyajian hasil analisis data dilakukan dengan metode formal dan informal. Hasil penelitian ini menunjukkan ada beberapa strategi ketidaksantunan yang digunakan pelanggan, yaitu: 1) menghina, 2) menyindir, 3) mengancam, 4) menggunakan kata-kata tabu, 5) menggunakan sapaan yang tidak seharusnya, 6) menganggap tidak serius mitra tutur, 7) tidak simpatik, 8) menggunakan bahasa yang tidak jelas, dan 9) menahan kesantunan.

Keywords

impoliteness strategies of Culpeper; Twitter; customer service; strategi ketidaksantunan Culpeper; Twitter; customer service

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DOI: https://doi.org/10.26499/jk.v19i1.4086