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Linguistic Landscape to Shape Citizens’ Consumptive Behavior: A Case Study of the Pamulang Protocol Line
(1) Universitas Pamulang
(2) Universitas Pamulang
(3) Universitas Pamulang
(*) Corresponding Author
Abstract
The paper's core issue is the domination of the commercial word on store and restaurant signboards created by corporate actors, which has repercussions for developing citizens' consumer behavior. This essay seeks to clarify how language presentation, language preferences, and language signs employed by business actors are the foundation for developing citizens' consumer behavior. This essay uses a sequential explanatory design and mixed approaches. Data were gathered through photography techniques, interviews, and the distribution of questionnaires via Google Forms. Both narrative analysis and data interpretation techniques were used to analyze the data. The findings of this study revealed that 66.34% of presentations were in Indonesian, and that preference was due to similar speech communities among business actors and consumers, as well as the language signs being understood by the majority of shoppers and diners. This study concluded that inhabitants understand the language signs offered and preferred by business actors along the Pamulang protocol line, which also contributes to the creation of residents' consumer behavior.
Lanskap Linguistik untuk Membentuk Perilaku Konsumtif Warga: Studi Kasus Jalur Protokol Pamulang
Masalah utama tulisan ini adalah terdapatnya dominasi kata yang mengarah pada ranah komersial di papan nama toko dan restoran yang dibuat oleh aktor perusahaan sehingga memiliki dampak pada pengembangan perilaku konsumtif warga. Tulisan ini berusaha mengklarifikasi bagaimana penyajian bahasa, preferensi bahasa, dan tanda-tanda bahasa yang digunakan oleh pelaku usaha adalah sebagai dasar untuk mengembangkan perilaku konsumtif warga. Tulisan ini menggunakan desain penelitian sekuensial dan pendekatan campuran. Data dikumpulkan melalui teknik fotografi, wawancara, dan penyebaran kuesioner melalui Google Forms. Dalam rangka menganalisis data, penelitian ini menggunakan analisis naratif dan teknik interpretasi data. Temuan penelitian ini menunjukkan bahwa 66,34% presentasi dalam bahasa Indonesia dan preferensi itu disebabkan oleh komunitas tutur yang serupa di antara pelaku usaha dan konsumen serta tanda-tanda bahasa yang dipahami oleh mayoritas pembeli dan pengunjung. Penelitian ini menyimpulkan bahwa warga memahami rambu-rambu bahasa yang ditawarkan dan disukai oleh pelaku usaha di sepanjang jalan protokol Pamulang, yang juga berkontribusi pada terbentuknya perilaku konsumtif warga.
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DOI: 10.24235/ileal.v10i2.16723
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