Beyond Transactions:  Exploring Employee-Customer Interaction  in Retail Persuasion Scene

Wayan Pageyasa; Sarmadan Sarmadan

doi:10.31849/reila.v6i3.23227

Authors

Wayan Pageyasa Universitas Sembilanbelas November Kolaka, Kolaka, Indonesia, 93517
Sarmadan Sarmadan Universitas Sembilanbelas November Kolaka, Kolaka, Indonesia, 93517

DOI:

https://doi.org/10.31849/reila.v6i3.23227

Keywords:

Consumer language, Discourse analysis in retail, Employee-customer interaction, Interactional linguistics, Persuasive communication, Verbal persuasion

Abstract

This study investigates the role of persuasive communication in shaping customer behavior within retail environments, focusing on in-store interactions between customers and retail employees. Using a qualitative approach, we employed discourse analysis to examine the verbal and non-verbal communication strategies that influence customer decision-making and purchasing behavior. Data were collected from several retail locations across Indonesia, involving in-depth observations and recordings of employee-customer exchanges. The study highlights key persuasive techniques, including the use of urgency, social proof, and personalized recommendations, all of which were found to significantly affect customer engagement, perceived value, and purchase intent. Specifically, the findings reveal that communication strategies that align with customer interests and build a sense of urgency were most effective in encouraging immediate purchases. Moreover, the study identifies contextual factors, such as cultural nuances and the role of trust in the Indonesian retail context, that mediate the effectiveness of these persuasive techniques. These findings contribute to the broader understanding of how persuasion operates in retail settings, particularly in non-Western cultures. The research also has practical implications, suggesting that retail managers can enhance customer engagement and boost sales by training employees in specific communication strategies that foster trust and urgency. This study provides valuable insights into how persuasive communication can be optimized to influence consumer behavior and improve retail outcomes.

Author Biographies

Wayan Pageyasa, Universitas Sembilanbelas November Kolaka, Kolaka, Indonesia, 93517

Dr. Wayan Pageyasa, S.Pd., M.Pd., is a Senior Lecturer in the Indonesian Language Education Study Program, Faculty of Teacher Training and Education, Universitas Sembilanbelas November Kolaka. Born in Lamoare on March 5, 1975, he completed his bachelor's degree at Universitas Halu Oleo, his master's at Universitas Negeri Malang, and his doctorate at Universitas Negeri Jakarta, specializing in Indonesian Language and Literature Education. Dr. Wayan teaches Pragmatics, Sociolinguistics, and Speaking, with research focusing on pragmatics, literary appreciation, and language violence. Actively engaged in community service, he has authored numerous scholarly works, including books and articles in national and international journals, embodying dedication to advancing language education and inspiring academic excellence.
Sarmadan Sarmadan, Universitas Sembilanbelas November Kolaka, Kolaka, Indonesia, 93517

Dr. Sarmadan, S.Pd., M.Pd., is a dedicated lecturer in the Indonesian Language Education Undergraduate Program at the Faculty of Teacher Training and Education, Universitas Sembilanbelas November Kolaka (USN Kolaka), Southeast Sulawesi, Indonesia. He completed his bachelor's degree in Indonesian Language and Literature Education at Universitas Halu Oleo in 2011, a master's degree in Indonesian Language Education at Universitas Pendidikan Indonesia in 2013, and earned his doctorate in Applied Linguistics from Universitas Negeri Jakarta in 2022. Beyond teaching, Dr. Sarmadan actively contributes as an Assessor for the National Accreditation Board for Schools and Madrasahs, an LPDP Scholarship Reviewer, a Cultural Heritage Expert, and a Facilitator for the School Transformation Program.

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