Naming Local Coffee Shop in Citra Raya, Tangerang: A Linguistic Landscape Study

Abstract

This study examines the linguistic landscape of Citra Raya, a development by the Ciputra Group in Tangerang Regency, focusing on the dominant languages and meanings associated with the names of local coffee shops. The purpose of the research is to identify the prevalent languages used and analyze the significance behind the names of these establishments, reflecting the urban culture centered on coffee. A qualitative approach is employed, utilizing theories on language types and naming patterns to explore the impact of monolingualism, bilingualism, and multilingualism on the language and naming conventions. Primary data were gathered through direct interviews with informants. The results reveal that monolingual languages are predominant, with Indonesian and English each appearing on 34% of the 25 coffee shop signs. Bilingual signs are infrequent, with only one instance of Indonesian-Batak. The analysis of naming meanings shows a predominant focus on Social Actions, States, and Processes, with a notable theme of Comfort in associative meanings. Informants generally reported positive emotional responses, expressing happiness and contentment with the atmosphere of these coffee shops. The findings highlight the significant role of language in shaping the urban coffee culture of Citra Raya.