The Cognitive Shortcuts for Social Influence of MSME Food and Beverage Ads: The Corpus Based Analysis
Abstract
This study conducts a corpus-based analysis of MSME catalogs to illustrate how the cognitive shortcuts of persuasion techniques can effectively influence the target customer in food and beverage promotion, particularly from a psychological perspective. This qualitative descriptive study investigates a specialized corpus of MSME food and beverage promotions derived from the product catalogs at BRI EXPO (RT) 2025 from 6 categories of the cognitive shortcuts: authority, social proof, consistency, reciprocity, scarcity, and linking to increase social influence by Cialdini’s Principles of Persuasion. The data consists of product descriptions within the food and beverage category, resulting in 6814 tokens. The data is categorized using concordance software Sketch Engine. The data analysis used domain, taxonomic, componential, and cultural theme analysis. The final findings of this research reveal that MSME food and beverage ads predominantly use the cognitive shortcuts of commitment, reciprocity, scarcity, and social proof to persuade consumers linguistically. These shortcuts are often represented through verbs and adjectives emphasizing quality, trust, exclusivity, and community validation. Each product category applies these shortcuts differently, reflecting both market positioning and cultural values. While authority and liking are less frequently used, their inclusion could enhance emotional and credibility-based appeal. It is clear that this study contributes to the marketing corpus, particularly on promotion catalogs of MSMEs.
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References
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Bogdanova, Maya. (2010). Use of English in Advertising and Journalistic Discourse of the Expanding Circle. Stockholms Universitet.
Bogetz, J.F., Weiss, E.M. & Opel, D.J. (2021). Use of cognitive shortcuts in decision-making for children with severe neurologic impairment, Pediatrics, 147(3).
Cam, Mehmet Safa. (2015). Aristotle is Still Persuading Us: Content Analysis About The Rhetorical Structure of Magazine Advertisements in Turkey. Aksaray University. Turkey. International Journal of Multidisciplinary Thought, CD-ROM. ISSN: 2156-6992 :: 05(02):203–214 (2015).
Eagly, A. H., and Chaiken, S. (2007). The advantages of an inclusive definition of attitude. Soc. Cogn. 25, 582–602. doi: 10.1521/soco.2007.25. 5.582
Fogg, B. J., & Nass, C. (1997). Silicon sycophants: The effects of computers that flatter. International Journal of Human-Computer Studies, 46(5), 551–561. https://doi.org/10.1006/ijhc.1996.0104
Grewal, Dhruv et al. (2021). Retailing and Emergent Technologies. Journal of Business Research, Volume 134, September 2021, Pages 198-202. https://doi.org/10.1016/j.jbusres.2021.05.004
Kirsi Halttu & Harri Oinas-Kukkonen (2022) Susceptibility to social influence strategies and persuasive system design: exploring the relationship, Behaviour & Information Technology, 41:12, 2705-2726, DOI: 10.1080/0144929X.2021.1945685
Kumusmastuti, Ima. (2018). Multimodal Analysis Of TV Commercials In Teaching Advertisement: Stimulating Students’ Critical Thinking. IJEE (Indonesian Journal of English Education). DOI: 10.15408/ijee.v5i1.8072. https://journal.uinjkt.ac.id/index.php/ijee/article/view/8072
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Mas’ud, Hazima & Eka Vicraien Dangkua (2023). Pelatihan Peningkatan Branding dan Penjualan UMKM Melalui Digitalisasi dan Kreativitas Promosi. Devotion: Jurnal Pengabdian Pada Masyarakat, Vol. 2, No. 1, Januari 2023, hal. 77 - 89 , p-ISSN: 2809-4344, e-ISSN: 2809-4352, 207–217. https://ejurnal.ung.ac.id/index.php/devotion/article/download/24681/8394
Setiawati, Wita et.al (2024). Peran Marketing Terhadap Omset Penjualan UMKM. MENAWAN: Jurnal Riset Dan Publikasi Ilmu Ekonomi, Volume. 2 No. 5 September 2024, e-ISSN: 3025-4728; p-ISSN: 3025-5899, Hal 52-61. DOI: https://doi.org/10.61132/menawan.v2i5.782. https://journal.areai.or.id/index.php/MENAWAN.
Sugiharto, Bagus Hari. (2024). The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0. Institut Teknologi dan Bisnis Yadika. Management Studies and Business Journal (PRODUCTIVITY) Vol 1 (1) 2024: 99-107.
Suprakisno. (2015). Analisis Multimodal Iklan “Indomie”. Jurnal Unimed (Universitas Negeri Medan). https://jurnal.unimed.ac.id/2012/index.php/bahas/article/view/5532
Sholikhah, Ika Maratus. (2019). Language of Ads: Exploring Persuasive Strategies of Promotional Discourse. ISBN: Prosiding Seminar Nasional Linguistik dan Sastra (Semantiks) “Kajian Linguistik pada Karya Sastra” ISBN: 978-623-90740-6-7. https://jurnal.uns.ac.id/prosidingsemantiks
Syamsudin et.al. (2015). Dessain Kemasan Makanan Kub Sukarasa di Desa Wisata Organik Sukorejo Sragen. Benefit: Jurnal Managemen dan Bisnis, volume 19, No.2, Desember 2015. DOI: 10.23917/benefit.v19i2.2317. https://journals.ums.ac.id/benefit/article/view/2317
Tauhidi, Helmi. (2009). Pengaruh Pemberian Merek Berbahasa Asing, Iklan dan Media terhadap Persepsi Konsumen (Produk Minuman Kesehatan Vita Charm). Universitas Islam Negeri Syarif Hidayatullah. Jakarta.
Zulkifly, Hani Zulaikha & Norsham Firdaus. (2014). Persuasion and the Online Consumers: Investigating Copywriting Strategies in Native Advertisements. International Journal of Social Science and Humanity, Bol.4, No.6, November 2014. DOI: 10.7763/IJSSH.2014.V4.393
Book
Cialdini, R. B. (2007). Influence: The psychology of persuasion (Vol. 55). Collins.
Fairclough, Norman. (2015). Language and Power; Third Edition. Routledge, Taylor & Francis Group. New York.
Jefkins, F. (1995). Advertising. London: Pitman Publishing.
Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux. DOI: 10.1007/s00362-013-0533-y. Springer.
Prayoga, Dewa Eka (2018). Easy Copywriting. Billionaire store.
Santosa, R. (2021). Dasar-Dasar Metode Penelitian Kualitatif Kebahasaan. Surakarta: UNS Press.
Simons, H. W., & Jones, J. (2011). Persuasion in Society. Taylor & Francis.
Wahyudi, Slamet (2022). Jingle: Untuk Promosi Produk Industri- Copywriting untuk Marketing. Brilian Internasional Surabaya.
Wijaya, Desi. (2022). Formula Copywriting; Seni Merangkai Kata untuk Lejitkan Penjualan. Laksana. Yogyakarta.
Paper published in the proceedings
Duckworth, A. L., Quirk, A., Gallop, R., Hoyle, R. H., Kelly, D. R., & Matthews, M. D. (2019). Cognitive and noncognitive predictors of success. Proceedings of the National Academy of Sciences, USA, 116(47), 23499–23504. https://doi.org/10.1073/pnas.1910510116
Brown, J., 2005. Evaluating surveys of transparent governance. In: UNDESA (United Nations Department of Economic and Social Affairs), 6th Global forum on reinventing government: towards participatory and transparent governance. Seoul, Republic of Korea, 24-27 May 2005. New York: United Nations.
Published Dissertation or Thesis
Kabir, J. M. (2016). Factors influencing customer satisfaction at a fast-food hamburger chain: The relationship between customer satisfaction and customer loyalty (Publication No. 10169573) [Doctoral dissertation, Wilmington University]. ProQuest Dissertations & Theses Global.
Zambrano-Vazquez, L. (2016). The interaction of state and trait worry on response monitoring in those with worry and obsessive-compulsive symptoms [Doctoral dissertation, University of Arizona]. UA Campus Repository. https://repository.arizona.edu/handle/10150/620615
Report by A Government Agency
Junaidi, M. (2023). UMKM Hebat, Perekonomian Nasioanl Meningkat. Ministry of Finance of Republic Indonesia. https://djpb.kemenkeu.go.id/portal/id/berita/lainnya/opini/4133-umkm-hebat,-perekonomian-nasional-meningkat.html
Musukhal, Wahyu. (2023). Pengembangan Knowledge Management dengan Pendekatan Kolaborasi dan Networks. Ministry of Finance of Republic Indonesia. https://djpb.kemenkeu.go.id/portal/id/berita/lainnya/opini/4129-pengembangan-knowledge-management-dengan-pendekatan-kolaborasi-dan-networks.html
Website
Linkumkm (2024, January 1). Kesalahan Digital Marketing yang Menghambat Keberhasilan UMKM. Retrieved from https://linkumkm.id/news/detail/14177/kesalahan-digital-marketing-yang-menghambat-keberhasilan-umkm
Barca, Annye & Pierpaolo Dondio. (2023). Persuasive Communication Systems: A Machine Learning Approach to Predict the Effect of Linguistic Styles and Persuasion Techniques. Journal of Systems and Information Technology Vol. 25 No. 2, 2023 pp. 160-191 Emerald Publishing Limited 1328-7265 DOI 10.1108/JSIT-07-2022-0166
Bogdanova, Maya. (2010). Use of English in Advertising and Journalistic Discourse of the Expanding Circle. Stockholms Universitet.
Bogetz, J.F., Weiss, E.M. & Opel, D.J. (2021). Use of cognitive shortcuts in decision-making for children with severe neurologic impairment, Pediatrics, 147(3).
Cam, Mehmet Safa. (2015). Aristotle is Still Persuading Us: Content Analysis About The Rhetorical Structure of Magazine Advertisements in Turkey. Aksaray University. Turkey. International Journal of Multidisciplinary Thought, CD-ROM. ISSN: 2156-6992 :: 05(02):203–214 (2015).
Eagly, A. H., and Chaiken, S. (2007). The advantages of an inclusive definition of attitude. Soc. Cogn. 25, 582–602. doi: 10.1521/soco.2007.25. 5.582
Fogg, B. J., & Nass, C. (1997). Silicon sycophants: The effects of computers that flatter. International Journal of Human-Computer Studies, 46(5), 551–561. https://doi.org/10.1006/ijhc.1996.0104
Grewal, Dhruv et al. (2021). Retailing and Emergent Technologies. Journal of Business Research, Volume 134, September 2021, Pages 198-202. https://doi.org/10.1016/j.jbusres.2021.05.004
Kirsi Halttu & Harri Oinas-Kukkonen (2022) Susceptibility to social influence strategies and persuasive system design: exploring the relationship, Behaviour & Information Technology, 41:12, 2705-2726, DOI: 10.1080/0144929X.2021.1945685
Kumusmastuti, Ima. (2018). Multimodal Analysis Of TV Commercials In Teaching Advertisement: Stimulating Students’ Critical Thinking. IJEE (Indonesian Journal of English Education). DOI: 10.15408/ijee.v5i1.8072. https://journal.uinjkt.ac.id/index.php/ijee/article/view/8072
Lewinski P, Fransen ML and Tan ES (2016) Embodied Resistance to Persuasion in Advertising. Front. Psychol. 7:1202. doi: 10.3389/fpsyg.2016.01202
Mas’ud, Hazima & Eka Vicraien Dangkua (2023). Pelatihan Peningkatan Branding dan Penjualan UMKM Melalui Digitalisasi dan Kreativitas Promosi. Devotion: Jurnal Pengabdian Pada Masyarakat, Vol. 2, No. 1, Januari 2023, hal. 77 - 89 , p-ISSN: 2809-4344, e-ISSN: 2809-4352, 207–217. https://ejurnal.ung.ac.id/index.php/devotion/article/download/24681/8394
Setiawati, Wita et.al (2024). Peran Marketing Terhadap Omset Penjualan UMKM. MENAWAN: Jurnal Riset Dan Publikasi Ilmu Ekonomi, Volume. 2 No. 5 September 2024, e-ISSN: 3025-4728; p-ISSN: 3025-5899, Hal 52-61. DOI: https://doi.org/10.61132/menawan.v2i5.782. https://journal.areai.or.id/index.php/MENAWAN.
Sugiharto, Bagus Hari. (2024). The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0. Institut Teknologi dan Bisnis Yadika. Management Studies and Business Journal (PRODUCTIVITY) Vol 1 (1) 2024: 99-107.
Suprakisno. (2015). Analisis Multimodal Iklan “Indomie”. Jurnal Unimed (Universitas Negeri Medan). https://jurnal.unimed.ac.id/2012/index.php/bahas/article/view/5532
Sholikhah, Ika Maratus. (2019). Language of Ads: Exploring Persuasive Strategies of Promotional Discourse. ISBN: Prosiding Seminar Nasional Linguistik dan Sastra (Semantiks) “Kajian Linguistik pada Karya Sastra” ISBN: 978-623-90740-6-7. https://jurnal.uns.ac.id/prosidingsemantiks
Syamsudin et.al. (2015). Dessain Kemasan Makanan Kub Sukarasa di Desa Wisata Organik Sukorejo Sragen. Benefit: Jurnal Managemen dan Bisnis, volume 19, No.2, Desember 2015. DOI: 10.23917/benefit.v19i2.2317. https://journals.ums.ac.id/benefit/article/view/2317
Tauhidi, Helmi. (2009). Pengaruh Pemberian Merek Berbahasa Asing, Iklan dan Media terhadap Persepsi Konsumen (Produk Minuman Kesehatan Vita Charm). Universitas Islam Negeri Syarif Hidayatullah. Jakarta.
Zulkifly, Hani Zulaikha & Norsham Firdaus. (2014). Persuasion and the Online Consumers: Investigating Copywriting Strategies in Native Advertisements. International Journal of Social Science and Humanity, Bol.4, No.6, November 2014. DOI: 10.7763/IJSSH.2014.V4.393
Book
Cialdini, R. B. (2007). Influence: The psychology of persuasion (Vol. 55). Collins.
Fairclough, Norman. (2015). Language and Power; Third Edition. Routledge, Taylor & Francis Group. New York.
Jefkins, F. (1995). Advertising. London: Pitman Publishing.
Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux. DOI: 10.1007/s00362-013-0533-y. Springer.
Prayoga, Dewa Eka (2018). Easy Copywriting. Billionaire store.
Santosa, R. (2021). Dasar-Dasar Metode Penelitian Kualitatif Kebahasaan. Surakarta: UNS Press.
Simons, H. W., & Jones, J. (2011). Persuasion in Society. Taylor & Francis.
Wahyudi, Slamet (2022). Jingle: Untuk Promosi Produk Industri- Copywriting untuk Marketing. Brilian Internasional Surabaya.
Wijaya, Desi. (2022). Formula Copywriting; Seni Merangkai Kata untuk Lejitkan Penjualan. Laksana. Yogyakarta.
Paper published in the proceedings
Duckworth, A. L., Quirk, A., Gallop, R., Hoyle, R. H., Kelly, D. R., & Matthews, M. D. (2019). Cognitive and noncognitive predictors of success. Proceedings of the National Academy of Sciences, USA, 116(47), 23499–23504. https://doi.org/10.1073/pnas.1910510116
Brown, J., 2005. Evaluating surveys of transparent governance. In: UNDESA (United Nations Department of Economic and Social Affairs), 6th Global forum on reinventing government: towards participatory and transparent governance. Seoul, Republic of Korea, 24-27 May 2005. New York: United Nations.
Published Dissertation or Thesis
Kabir, J. M. (2016). Factors influencing customer satisfaction at a fast-food hamburger chain: The relationship between customer satisfaction and customer loyalty (Publication No. 10169573) [Doctoral dissertation, Wilmington University]. ProQuest Dissertations & Theses Global.
Zambrano-Vazquez, L. (2016). The interaction of state and trait worry on response monitoring in those with worry and obsessive-compulsive symptoms [Doctoral dissertation, University of Arizona]. UA Campus Repository. https://repository.arizona.edu/handle/10150/620615
Report by A Government Agency
Junaidi, M. (2023). UMKM Hebat, Perekonomian Nasioanl Meningkat. Ministry of Finance of Republic Indonesia. https://djpb.kemenkeu.go.id/portal/id/berita/lainnya/opini/4133-umkm-hebat,-perekonomian-nasional-meningkat.html
Musukhal, Wahyu. (2023). Pengembangan Knowledge Management dengan Pendekatan Kolaborasi dan Networks. Ministry of Finance of Republic Indonesia. https://djpb.kemenkeu.go.id/portal/id/berita/lainnya/opini/4129-pengembangan-knowledge-management-dengan-pendekatan-kolaborasi-dan-networks.html
Website
Linkumkm (2024, January 1). Kesalahan Digital Marketing yang Menghambat Keberhasilan UMKM. Retrieved from https://linkumkm.id/news/detail/14177/kesalahan-digital-marketing-yang-menghambat-keberhasilan-umkm
Published
2025-11-07
How to Cite
EDEL, Eky Erlanda; KURNIAWAN, Eri; SUPRIADI, Rinaldi.
The Cognitive Shortcuts for Social Influence of MSME Food and Beverage Ads: The Corpus Based Analysis.
e-Journal of Linguistics, [S.l.], v. 20, n. 1, p. 01--14, nov. 2025.
ISSN 2442-7586.
Available at: <http://ojs.unud.ac.id/index.php/eol/article/view/131155>. Date accessed: 08 nov. 2025.
doi: https://doi.org/10.24843/e-jl.2026.v20.i01.p01.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License
