Presupposition in Cosmetic Branding Strategy on Shopee Live

Abstract

This study aims to comprehensively analyze the pragmatics of
presuppositions used in cosmetics branding on Shopee Live and to
identify the linguistic strategies used by sellers in building
relationships with buyers. This study adopted a descriptive
qualitative method, using observational data from ten Shopee Live
session recordings of popular cosmetic brands (Emina, Glad2Glow,
IMPLORA, Instaperfect, Mother of Pearls (MOP), OMG, Pinkflash,
Sea Makeup, Somethinc, and Wardah) recorded between April 19-
21, 2025. Data collection involved systematic observation, verbatim
transcription of sellers' conversations, and detailed analysis of the
use of presuppositions and other interpersonal linguistic strategies.
The results show that presuppositions serve as a crucial strategic
communication tool, effective in forming shared assumptions,
implicitly conveying product information and benefits, and subtly
creating purchase urgency without explicit commands. Furthermore,
this study identified that sellers strategically use presuppositions
within broader linguistic strategies, such as personal greetings and
personal usage testimonials, to build closeness and trust, thereby
influencing buyers' purchasing decisions by appealing to emotional
values and fostering brand loyalty