The study, entitled Persuasion Discourse Analysis on Advertisement of Beauty
Products on Social Media aimed to describe the form of speech acts (locution,
illocutionary, and perlocutionary), persuasion techniques, and communication aspects
expressed in the persuasion discourse on the sale of beauty products on social media.
This is a qualitative descriptive research. The data in this study are sentences with
persuasion discourses used by salespeople in promoting beauty products on social
media. Successful data obtained were 30 discourses of persuasion. The data source is
social media like BBM, Facebook, Instagram, and WhatsApp. From each of these
social media accounts, sales of beauty products with different types of products and
brands are obtained. This research phase consists of three stages, namely the stage of
providing data, the stage of data analysis, and the stage of presenting the results of
data analysis. The data supply phase uses a referral method with advanced techniques
of Uninvolved Conversation Observation (SLBC) Technique. The data supply phase
uses a referential equivalent method, and a pragmatic matching method with
adetermination tool in the form of a speech partner or speech partner, and with a
contextual determination tool. Both methods use the basic Determine Determination
Element (PUP) basic technique. The stage of presenting the results of data analysis
uses informal methods. From the result of the reseach, it can be concluded that
persuasion discourse fulfilling the complete form of speech acts can be found in this
study (locution, illocution, and perlocution). Furthermore, the use of persuasion
techniques in advertising sales of beauty products on social media includes are
rationalization techniques (8 data), identification techniques (5 data), suggestion
techniques (22 data), conformity techniques (4 data), and compensation techniques (6
data) . While the most widely used persuasion technique is the suggest technique (22
data), and the least technique is the conformity technique (4 data). In the discourse of
persuasion in advertising sales of beauty products on social media, replacement
techniques and projection techniques were not found in thi study. There is no
discourse on persuasion in advertising sales of beauty products on social media using
seven complete persuasion techniques. In addition, there are aspects of
communication in the sale of beauty products on social media including: physical
aspects (13 data), psychological aspects (2), economic aspects (6 data), social aspects
(2 data), and cultural aspects (1 data) . While the most used aspects are physical
aspects (13 data) and the least technique is the cultural aspect (1 data). However,
discourse of persuasion in advertising sales of beauty products on social media does
not use all the five aspects of communication.