Implikatur Pada Unggahan Endorsement Produk Kecantikan Di Instagram (Kajian Pragmatik)

The study aims to describe and explain the types of implicatures, pragmatic implications, and implicature functions found in the beauty product endorsements on Instagram. The type of research used is qualitative research with a qualitative descriptive method, with the object studied in this study in the form of uploads made by beauty product endorsment programs on Instagram. The data source obtained is a collection of ungghan done by celebrities on Instagram accounts. The data collection technique used watch and note, the data analysis technique used the pragmatic match-match method. The results of the study obtained the types of implicatures and implications of conversations and statements, as well as implicature functions, from the data on the conventional implicature, the number of appearances was 86.6% (26 conversations / statements) while the conversation implicature was 13.3% (4). conversation / statement), and the implicature function includes assertive and expressive functions with 13.3% expressive functions with reminiscent contexts, and expressive functions with 6.6% expressive functions with context providing clarity.