https://ejournal.unesa.ac.id/index.php/manadarin <p>Jurnal<strong>Bahasa Mandarin</strong>&nbsp;adalah jurnal penelitian yang diperuntukkan bagi seluruh kalangan pemerhati Mandarin</p> <p>&nbsp;</p> Program Studi Pendidikan Bahasa Mandarin Fakultas Bahasa dan Seni Universitas Negeri Surabaya en-US Jurnal Bahasa Mandarin https://ejournal.unesa.ac.id/index.php/manadarin/article/view/59080 Abstrak Penelitian ini bertujuan mendeskripsikan wujud dan fungsi koherensi pada wacana iklan produk makanan dan minuman ringan berbahasa Mandarin pada situs Bilibili. Penelitian ini merupakan penelitian deskriptif kualitatif dengan data penelitian berupa kata, frasa, klausa, dan kalimat yang mengandung koherensi dari teks transkripsi dialog video iklan. Data penelitian dikumpulkan menggunakan teknik simak bebas libat cakap dan teknik catat. Data penelitian dianalisis menggunakan metode analisis isi. Berdasarkan analisis data, ditemukan dua jenis koherensi yaitu koherensi berpenanda dan koherensi tidak berpenanda. Sebanyak 26 data koherensi berpenanda dan 24 data koherensi tidak berpenanda ditemukan pada penelitian ini sehingga jumlah total keseluruhan data koherensi yang ditemukan adalah 50 data. Pada penelitian ini jenis koherensi berpenanda yang paling banyak ditemukan adalah koherensi temporal, sedangkan jenis koherensi tidak berpenanda yang paling banyak ditemukan koherensi penahapan dan koherensi wacana dialog. Jenis koherensi berpenanda intensitas tidak ditemukan dalam penelitian ini. Secara umum, koherensi memiliki fungsi untuk menghubungkan makna satu kalimat dengan kalimat lainnya agar urut, logis, dan saling berkesinambungan. Akan tetapi, setiap jenis koherensi memiliki fungsi yang berbeda sesuai konteks yang melatarbelakanginya. Kata Kunci: Bilibili, Wacana Iklan, Jenis Koherensi, Fungsi Koherensi Abstract This research aims to describe the form and function of coherence in Chinese language advertising discourse for food and soft drink products on the Bilibili website. This research is a qualitative descriptive study with research data in the form of words, phrases, clauses and sentences that contain coherence from the transcription text of advertising video dialogue. Research data was collected using skillful free- involved listening and note-taking techniques. Research data was analyzed using the content analysis method. Based on data analysis, two types of coherence were found, namely marked coherence and unmarked coherence. A total of 26 marked coherence data and 24 unmarked coherence data were found in this study so that the total number of coherence data found was 50 data. In this study, the type of marked coherence that was most often found was temporal coherence, while the types of unmarked coherence that were most often found were staged coherence and dialogue discourse coherence. This type of intensity- tagged coherence was not found in this study. In general, coherence has the function of connecting the meaning of one sentence with other sentences so that they are sequential, logical and mutually sustainable. However, each type of coherence has a different function according to the context behind it. Keywords: Bilibili, Advertising Discourse, Types of Coherence, Functions of Coherence Nesya Anggeli Subandi Subandi ##submission.copyrightStatement## 2024-02-20 2024-02-20 2 1 1 12