In doing communication, polite behaviour is very influence in creating comfortable
atmosphere. Polite behaviour can be in the form of verbal and nonverbal. This
research described the positive and negative strategi that related to the unity of the
form of direct speech at STKIP Muhammadiyah Pringsewu. This research was
sosiopragmatic study with qualitative descriptive approach. The data analysis
technique used in his research was interactive model which was contain of data
reduction, data serve, and conclution or verification. Based on the result of the
research, the politeness strategy in the direct speech which was applied at STKIP
Muhammadiyah Pringsewu Lampung were using positive and negative strategy.
Based on the analysis result, they were some factors that influenced the positive
strategy happen. They were as follows: kind of attention, the solidarity between
person, the feeling of being appreciated and giving appreciation, giving praise,
avoiding incompatibality and creating jokes. Meanwhile, the negative strategy were
influenced by some factors. They were as follows: indirect speech, pesimistic attitude,
reducing coercion, using passive voice, apology, and using plural form. The positive
and negative strategy that happened was the effort to create the politeness in doing
communication.
Key Note: Strategi Kesantunan, tuturan direktif, sosiopragmatik