Fungsi Informatif Dan Fungsi Simbolik Pada Penamaan Kafe Di Kota Jambi: Studi Lanskap Linguistik

Abstract

This study aims to describe and analyze the informative and symbolic functions of cafe naming in Jambi City from a linguistic landscape perspective. This study used a descriptive method with a qualitative approach. The research data consisted of words and phrases in the names of 25 local cafes in Jambi City, obtained through field observation, visual documentation, and semi-structured interviews with cafe owners or managers, then analyzed using the interactive analysis model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results show that every cafe name carries an informative function as a marker of business identity while also conveying the concept and reasoning behind the naming, based on the interview results with the owners. In addition, all data also show a symbolic function representing social meaning, social identity, cultural orientation, and language attitude through the use of Indonesian, English, regional languages, and other foreign languages. Based on the classification of language use, two naming patterns were found: monolingual (16 data) and bilingual (9 data), while no multilingual form was found. Indonesian and English are the most dominant languages used in cafe naming in Jambi City. These findings indicate that cafe naming does not merely function as a medium for conveying information, but also as a representation of identity, a marketing strategy, and an expression of the cultural values and social orientation of business owners in public space.