Directive Acts Across Call-to-Action Typologies in Dinzzur’s TikTok Digital Storytelling

Abstract

The development of TikTok as a digital marketing platform encourages content creators to utilize digital storytelling and soft selling strategies in promoting products to audiences. One important persuasive element in this strategy is the use of Call-to-Action (CTA), which pragmatically can be understood as a directive speech act aimed at influencing audience behavior. This study aims to identify the typology of Call-to-Action used in the promotional content of the Dinzzur TikTok account and analyze the types of directive speech acts realized in the Call-to-Action expressions. This study uses a qualitative descriptive method with a sociopragmatic approach. The research data consists of utterances containing Call-to-Action in promotional videos uploaded to the Dinzzur TikTok account during the period of May 2025 to April 2026. Data were collected through documentation, listening, recording, and transcription techniques, then analyzed using domain analysis and Spradley componential analysis techniques. The results of the study indicate four typologies of Call-to-Action, namely Exploratory Consumption Call-to-Action, Navigational Access Call-to-Action, Interactive Engagement Call-to-Action, and Transactional Conversion Call-to-Action. The most dominant typology is Exploratory Consumption Call-to-Action, which indicates that the promotional strategy focuses more on encouraging the audience to explore and try the product rather than making a direct purchase. In addition, five types of directive speech acts were found, namely command, request, plead, invite, and advise, with invite as the most dominant type. The findings of this study indicate that Dinzzur's promotional communication strategy relies on a soft selling approach through storytelling and persuasive language to build audience engagement, encourage product exploration, and gradually guide the audience towards a purchasing decision.