PUJI RAHAYU, 121514253015 (2017) CYBERPRAGMTIC WORKS IN DIRECT COMPLAINT OF EBAY BY AMERICAN CUSTOMERS. A CASE STUDY: GTI‘S COMPLAINT DATA OF EBAY 2016-2017. Thesis thesis, Universitas Airlangga.

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Abstract

Cyberpragmatics is aimed at applying pragmatics to the computer-mediated communication or cyber-communication. Since cyber-communication nowadays is such our second main communication after conventional interaction, people freely communicate their expressions through cybercommunication-media even for expressing complaint. Since the phenomena of cyber-complaint in online shopping media especially ecommerce is compelling need to be analyzed. American customers‟ complaint on eBay is chosen as the data since the complaint take the highest amount in peak season. This research is aimed to know how complaint strategies and politeness strategies are used in complaint expressed by American customers of eBay, what kind of rudeness applied by them in expressing complaint with bald on record politeness strategy and how is American culture influencing their complaining communication. Employing qualitative method with purposive sampling, this present study is conducted with analyzing 33 samples of complaint. The results show that the most dominant complaint strategies used are below to the level of reproach with 9 complaints and disapproval strategy with 4 complaints with still enclosing politeness markers. While for threat, explicit complaint and accusation and warning complaint strategies are found minimally used. Furthermore, the most dominant complaint strategies used in product dissatisfaction complaints are accusation & warning and disapproval with 6 complaints for each, while explicit complaint strategy with 5 complaints. For politeness strategies in product delivery complaints are found negative politeness dominantly used with 13 complaints and bald on record politeness used in only 3 complaints. While in product dissatisfaction complaints is found bald on record politeness dominantly used with 9 complaints and negative politeness with 6 complaints. While positive politeness is minimally used. In addition, motivated rudeness with rudeness aimed at achieving purposes are mostly used with 11 complaints from total 12 complaints in which brings consideration that American customers in expressing rudeness is based on true intention for demanding solutions. The analysis of cultural effects on American complaint expressions shows positive result. American culture does influencing the American customers‟ complaint expressions on eBay regarding the communication pattern, time concept, thinking pattern, tolerance for failure, individualism culture (egalitarian and meritocracy), tolerance for failure, and cultural pattern in complaint.

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