DOMINASI BAHASA ARAB DAN EFEK BAHASA GLOBAL PADA LANSKAP PEMASARAN PRODUK MUSLIM
DOI:
https://doi.org/10.14421/ajbs.2025.090104Kata Kunci:
lanskap bahasa , tanda toko, nama toko, produk muslim, multilingualismeAbstrak
Yogyakarta, kota dengan populasi muslim yang sangat besar, menyaksikan peningkatan jumlah toko produk muslim yang melayani permintaan konsumen lokal dan global. Toko-toko ini menggunakan sumber daya kebahasaan yang beragam untuk menarik basis pelanggan yang luas, hal ini mencerminkan pengaruh nilai-nilai budaya lokal dan tren komersial global. Penelitian ini bertujuan menggali bagaimana bahasa digunakan dalam penamaan toko-toko produk muslim di kota tersebut. Penelitian ini dilakukan untuk 1) mendeskripsikan penggunaan bahasa dalam nama-nama toko produk muslim, 2) menjelaskan pola penggunaan bahasa pada nama-nama toko, dan 3) mengidentifikasi sintaksis unik nama-nama toko. Penelitian ini mengadopsi pendekatan kualitatif-deskriptif, dengan metode survei. Data dikumpulkan dengan mengamati toko-toko produk muslim di kota Yogyakarta dan merekam data etalase/fasad toko dengan merekamnya dengan kamera digital pada ponsel. Selain itu, pengumpulan data juga dilakukan melalui survei digital melalui Google Maps. Hal ini dilakukan untuk melengkapi hasil survei konvensional dan juga sebagai langkah verifikasi data. Secara khusus, penelitian ini secara khusus akan fokus pada data tekstual nama-nama toko. Data dianalisis secara interaktif untuk dikategorikan berdasarkan bentuk linguistik, unsur-unsur pembentuk, dan pola sintaksis nama-nama toko. Berdasarkan hasil analisis, dapat disimpulkan 1) empat bahasa digunakan dalam nama toko: bahasa Indonesia, bahasa Inggris, bahasa Arab, bahasa Jawa. Keempat bahasa tersebut digunakan dalam tanda nama ekabahasa, dwibahasa, dan tribahasa, 2) penamaan toko menunjukkan unsur-unsur nama, produk, kualitas, dan target konsumen; umumnya nama identitas dalam bahasa Arab, dan produk dalam bahasa Inggris, dan 3) secara struktural, frasa nama toko bahasa Indonesia menggunakan kaidah bahasa Inggris, sehingga polanya menyimpang, yang menyiratkan adanya pengaruh kuat dari bahasa global tersebut, yakni dari pola normal DM menjadi MD, seperti pada Ahsan Kijing, dan Elzatta Hijab.
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