This research , titled "The Application of Language Forms, Meanings, and Functions in Ruangguru Advertisements on Instagram (Pragmasemantic Study)," aims to describe (1) the language forms in Ruangguru’s Instagram advertisement texts, (2) the linguistic meaning and speaker’s intention containing pragmasemantic elements in the texts, and (3) the language  functions within Ruangguru’s advertisement texts on Instagram. The main objective of this research is to understand the content of Ruangguru advertisement texts on Instagram using Bernd Schmidt’s pragmasemantic theory. This study falls under qualitative descriptive research, and data analysis was conducted using Miles and Huberman’s techniques. The data analyzed includes the narrative of language forms, linguistic meaning, and speaker’s intentions with pragmasemantic aspects, as well as language functions in Ruangguru advertisement texts on  Instagram according to the research focus.

The results indicate that the language forms in Ruangguru advertisements on Instagram include argumentative, descriptive, expository, narrative, and persuasive language forms. Ruangguru’s advertisement texts tend to use persuasive language to attract audience attention by emphasizing service advantages and explaining how Ruangguru provides solutions for students enrolled in its programs. Expository and narrative forms are used to convey information clearly, while argumentative and descriptive language helps explain the features of the advertisement. Furthermore, the findings related to linguistic meaning and speaker’s intention with pragmasemantic nuances indicate that the texts carry linguistic meaning to explain the advertisement's function or convey information about the services and testimonials offered. The overall speaker’s intention is to influence readers to be interested and motivated to use or joinRuangguru’s tutoring services.

In the analysis of language functions, this study found that Ruangguru advertisements contain directive, expressive, aesthetic, phatic, and informative functions. The advertisements tend to emphasize directive and expressive functions to prompt the audience to take action and convey positive emotions that inspire enthusiasm. The phatic function is used to build and maintain close communication with the audience. The informative function serves to provide detailed and clear information about the services offered, while the aesthetic function is present to communicate the benefits and features of the service using language that captures attention.

In summary, Ruangguru’s advertisements effectively integrate various language forms and functions to convey the message, allowing the linguistic meaning and speaker’s intention in the advertisement to be understood. Through a blend of persuasive, descriptive, expository, argumentative, and narrative language styles, along with directive, expressive, informative, phatic, and aesthetic language functions, the text of Ruangguru’s advertisements successfully delivers a message that is not only informative but also engaging and persuasive, aligning with the main goal of attracting more new users.

Keywords: Text Forms, Linguistic Meaning and Speaker’s Intention, Language Functions, and Pragmasemantics