ABSTRACT
This study aims to critically elaborate representations of ideology and sociocultural values in politeness
strategies among Minangkabau traders. The respondents of this research were traders of Pasar Raya, Padang.
Data were collected using the technique of engaging listening and recording techniques. The data collected
in the recorder is then transcribed into a transcript of the conversation and coded. Data analysis was carried
out by referring to the qualitative analysis stages of Miles and Huberman consist of data reduction, data
presentation, and conclusion drawing. The results showed that there were six positive politeness strategies
used by Minangkabau traders: exaggerate (9,1%); intensify interest to hearer (15,5%); joke (6,5%); assert
common ground (18,1%); offer and promise (30,3%); be optimistic (20,5%). This research shows that there
is a typical utterance ideology among Minangkabau traders. Minangkabau traders have a strong sociocultural
background in the trade sector. In this research, it is proved by their language ability in communicating with
buyers.
Keywords: politeness strategies, ideology, sociocultural value, Minangkabau traders.