Language and Communication Behavior of Bugis Ethnic Traders to Prospective Buyers

Communication behavior of Bugis ethnic traders to prospective buyers in Manonda market Palu has its own characteristics. It has a variety of speech acts based on cultural values and habits that are still inherent to Bugis ethnic traders so that this communication behavior creates a special meaning that affects the prospective buyers. The aims of this research are (1) to find out and describe the language and communication behavior of ethnic Bugis traders to the prospective buyers, (2) to reveal the meaning of the message caused by the variation of speech acts in communication behavior to prospective buyers. The researcher used a descriptive-qualitative method by choosing 5 (five) Bugis ethnic traders as informants who trade in Manonda market through predetermined criteria. This research used purposive sampling. Instruments of data collection were participatory-observation, interviews, listening, and taking note. The results of this research revealed that; (1) Language and communication behavior of Bugis ethnic traders to prospective buyers used verbal and nonverbal communication simultaneously. The traders dominantly used perlocutionary speech acts with expressive and commissive types of speech through accommodative and persuasive communication models. To end communication, the traders used phatic speech acts. They applied a conative attitude structure. (2) The meaning of the message expressed by the traders was more affective. The traders often applied low context culture to the prospective buyers rather than high context culture.