A PRAGMATIC STUDY OF CONVERSATIONAL IMPLICATURE IN TRANSACTIONAL CONVERSATION CLOTHING SALES IN PASAR GOTONG ROYONG

Abstrak

This study analyzes the conversational implicature functions in verbal exchanges between sellers and buyers at Omah Daleman stall in Pasar Gotong Royong, Probolinggo. The research aims to identify the forms and functions of implicature based on Leech’s conversational implicature theory, including the maxims of Tact, Approbation, Generosity, Agreement, and Modesty. Using a descriptive qualitative design, data were collected through observation, recording, and interviews involving one seller and three buyers representing Javanese, Madurese, and Pandalungan ethnic backgrounds. The results show that four maxims are applied: Tact Maxim appears most frequently (12 utterances), followed by Approbation Maxim (8 utterances), Generosity Maxim (7 utterances), and Agreement Maxim (4 utterances), while Modesty Maxim is absent as it does not suit sales contexts. These implicatures serve to soften refusals, praise products, offer benefits, and build consensus, all while maintaining implicature and social harmony. It is concluded that implicature is not merely a linguistic tool but a cultural strategy that sustains positive relationships and supports business competitiveness in traditional markets.