Conversational Maxims and Persuasive Communication: Verbal Offer Strategies Among Sellers in Aceh Traditional Markets

Cut Nurul Azmar; Kismullah Abdul Muthalib; Yunisrina Qismullah Yusuf; Septhia Irnanda; Asma Sohaib Khan

doi:10.19105/ojbs.v19i1.16910

Cut Nurul Azmar Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh 23111 https://orcid.org/0009-0007-8221-5142
Kismullah Abdul Muthalib Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh 23111 https://orcid.org/0000-0002-7063-344X
Yunisrina Qismullah Yusuf Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh 23111 https://orcid.org/0000-0002-7187-5117
Septhia Irnanda Department of English Education, Faculty of Teacher Training and Education, Universitas Serambi Mekkah, Banda Aceh 23245 https://orcid.org/0000-0002-1209-031X
Asma Sohaib Khan English Division, University of Education, Lahore 54700 https://orcid.org/0009-0006-3258-4604

https://doi.org/10.19105/ojbs.v19i1.16910

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Keywords: Aceh traditional markets, Gricean Cooperative Principle, maxims, pragmatics, utterances, verbal offers

Abstract

This research explores the use of conversational maxims and verbal offers in traditional market interactions in Pasar Aceh, Banda Aceh, Indonesia, aiming to expand the understanding of communication strategies that enhance seller-customer interactions. Despite extensive studies on Grice's Cooperative Principle in various contexts, limited research has examined how sellers in traditional markets strategically engage with these maxims to persuade customers. The study involved detailed observations, audio recordings, and interviews with eight Acehnese clothing sellers chosen for their active roles in daily market interactions. Using Grice's Cooperative Principle, which includes the maxims of quantity, quality, relevance, and manner, the findings reveal that these eight sellers strategically employ these maxims to persuade customers, with occasional variations encouraging smoother and more effective interactions. The analysis identified seven distinct verbal offer types: direct product mentions, polite customer calls, pricing discussions, product origin mentions, customer needs assessment, store entry invitations, and color-based product promotions. These findings provide a grounded theory of seller-customer interactions in traditional markets, presenting persuasive techniques that may enhance market engagement and consumer satisfaction. This study provides communication patterns within traditional market settings, especially in Aceh, and cross-cultural market communication research.

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Author Biographies

Cut Nurul Azmar, Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh 23111

CUT NURUL AZMAR graduated with a Bachelor's degree in English Education from Uversitas Islam Negeri Ar-Raniry, Banda Aceh, Indonesia, in 2019, and earned her Master’s degree in English Education from Universitas Syiah Kuala (USK), Banda Aceh, Indonesia, in 2023. Her research interests include linguistics, literature, and English education. She is currently a research assistant at the Department of English Education, Faculty of Teacher Training and Education, USK.

Kismullah Abdul Muthalib, Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh 23111

KISMULLAH ABDUL MUTHALIB is a lecturer at the English Education Department, Faculty of Teacher Training and Education, USK. He holds a PhD in Applied Linguistics from Deakin University in 2018, a Master’s in Applied Linguistics from La Trobe University in 2008, and a Bachelor’s in English Education from USK in 2004. His expertise includes English teaching, classroom pedagogy, dialectology, literacy, and applied linguistics. He teaches both undergraduate and postgraduate courses, covering linguistics, language skills, and English literature. His research focuses on English education, language change, and applied linguistics.

Yunisrina Qismullah Yusuf, Department of English Education, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Banda Aceh 23111

YUNISRINA QISMULLAH YUSUF is a Professor of Phonology/Linguistics at the Department of English Education, Universitas Syiah Kuala (USK). She earned her Ph.D. in Phonology in 2013 and Master’s in Linguistics in 2006 from Universiti Malaya and her Bachelor’s in English Education in 2002 from USK. She is the Head of the Center for Scientific Journal Development at USK and Editor-in-Chief of Studies in English Language and Education. Her research focuses on linguistics, English education, and literature, and she actively reviews for national and international journals.

Septhia Irnanda, Department of English Education, Faculty of Teacher Training and Education, Universitas Serambi Mekkah, Banda Aceh 23245

SEPTHIA IRNANDA is a lecturer in the English Education Program at Universitas Serambi Mekkah, Banda Aceh, Indonesia. She holds a Ph.D. from the University of the West of England in 2019, an M.TESOL from Deakin University in 2011, and a Bachelor's in English Education from Universitas Syiah Kuala in 2009. Her research interests include bilingualism and multilingualism, EFL, phonology-orthography, sound change, and vocabulary.

Asma Sohaib Khan, English Division, University of Education, Lahore 54700

ASMA KHAN is an Assistant Professor of English at the University of Education, Lahore, Pakistan. Her research interests include English language teaching, linguistics, and literary studies. She has published in national and international journals and actively participates in academic conferences. With expertise in language education, she contributes to curriculum development and research in English studies. She is committed to developing critical thinking and effective communication skills among students.

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