IMPLIKATUR PERCAKAPAN DALAM STRATEGI HOOK KONTEN KULINER TIKTOK DAN PEMANFAATANNYA SEBAGAI BAHAN AJAR TEKS IKLAN DI SMP

Abstract

Culinary content on TikTok frequently employs hook strategies containing implied meanings to attract audience attention. This phenomenon can be examined through conversational implicature as part of pragmatic studies. This study focuses on three research problems, namely conversational implicatures based on the use of conversational maxims, the functions of conversational implicatures in the hook strategy of TikTok content on the @somay.mekdi account, and their utilization as teaching materials for advertisement texts in junior high school. The study aims to describe these three aspects. This research employed a qualitative descriptive method using observation, note-taking, and documentation techniques. The data consisted of 15 hook utterances from TikTok content uploaded on the @somay.mekdi account between February 2024 and March 2026. Data analysis was conducted using the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The findings revealed that conversational implicatures were realized through the maxim of quality (5 data), the maxim of quantity (4 data), the maxim of relevance (3 data), and the maxim of manner (3 data). In addition, four functions of conversational implicatures were identified, namely attracting audience attention (6 data), arousing curiosity (3 data), implying product advantages (3 data), and influencing audience interest (3 data). The findings were utilized as teaching materials for advertisement texts in Grade VIII of junior high school in the form of Student Worksheets (LKPD). Therefore, conversational implicatures in TikTok hook strategies can be utilized as contextual learning resources in advertisement text learning.