ANALYSIS OF TRANSLATION TECHNIQUES AND ACCURACY OF PERSUASIVE LANGUAGE ON TRAVELOKA WEBSITE

This study aims to analyze the types of persuasive language, translation techniques, and translation accuracy found on the Traveloka website. The study applies Lamb’s (2014) theory of persuasive language, Molina and Albir’s (2002) translation techniques, and Nababan et al.’s (2012) translation quality assessment, focusing specifically on the accuracy aspect. This research uses a descriptive qualitative approach. The data consist of 102 persuasive phrases and sentences collected from the customer, partnership, and corporate pages of the Traveloka website. The findings reveal that eight types of persuasive language were identified, namely appeals, evidence, emotive language, rhetorical question, colloquial language, inclusive language, jargon, and imagery, with appeals being the most dominant type. The analysis also shows that seven translation techniques were applied, namely literal translation, discursive creation, amplification, modulation, reduction, established equivalence, and borrowing, with literal translation being the most frequently used technique. The translations achieve an average accuracy score of 2.65, showing that most persuasive messages are transferred accurately into the target language despite several minor shifts in meaning.