Shop Brand Names in Mataram Central Business District: A So- ciolinguistic Study on Language and Modernity

Yulia, Juwaeriah (2021) Shop Brand Names in Mataram Central Business District: A So- ciolinguistic Study on Language and Modernity. S1 thesis, Universitas Mataram.

[img] Text
THESIS YULIA_JUWAERIAH_E1D116070_Shop Brand Names in Mataram Central Business District A Sociolin.pdf
Restricted to Repository staff only
Download (4MB)

Abstract

Shop names in Mataram Central Business District (MCBD) have a tendency to follow the product category sold. This research describes the rationales behind shop names in MCBD and the relationship between the products sold and the language used in the shop names. This research applied quantitative descriptive method in collecting and analyzing the data. Photos of shop names on the signboard and the respond of respondents from the questionnaires were used as the main data. Based on the names of the shop, the coefficient contingency test of Chi-Square analysis was used to find out the correlation or the relationship between the products sold and the language used in the shop names. The test result was explained based on the language social stratification of English following William Labov’s concept of language and social stratification. The rationale behind the shop name and the lan- guage, onomastic studies and language as identity from sociolinguistic studies were used to explain the questionnaire results. The results of this study found that shops that sell modern products use English as their identity. Meanwhile, Bahasa Indone- sia is used when products categories are emergency or health sector and food and beverage which reflect Indonesian culinary. Therefore, there is a correlation be- tween the language used in shop names and the product being sold as its identity. Based on the questionnaires results from the shop owners, type of products sold, customers’ socio-economic level, business location, shop name has a history, and shop names base on the owner’s name are the rationales behind shop name.

Item Type: Thesis (S1)
Keywords (Kata Kunci): Keywords: Shop Name, Brand, Central Business District, Sociolinguistics, Modernization
Subjects: L Education > L Education (General)
Divisions: Fakultas Keguruan dan Ilmu Pendidikan
Depositing User: Rini Trisnawati
Date Deposited: 22 Jul 2021 07:02
Last Modified: 22 Jul 2021 07:02
URI: http://eprints.unram.ac.id/id/eprint/22721

Actions (login required)

View Item View Item
Repository UNRAM is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.