FENOMENA PENAMAAN KEDAI KOPI DI DAERAH ISTIMEWA YOGYAKARTA: SUATU TINJAUAN ETNOLINGUISTIK
THE PHENOMENON OF NAMING COFFEE SHOPS IN THE SPECIAL REGION OF YOGYAKARTA: AN ETHNOLINGUISTIC REVIEW
DOI:
10.26499/wdprw.v53i1.974Downloads
Abstract
Coffee shop businesses are rife in society, especially among young people who live in student cities, such as those in the Special Region of Yogyakarta (DIY). Often, we can find coffee shops with unique and interesting names. The name of a coffee shop plays an important role in marketing to attract customers. This study was conducted to describe the categorization of the naming of coffee shops in DIY based on the language used and categorization based on their meaning. The data collected were 100 names of coffee shops in 4 regencies (Sleman, Bantul, Kulon Progo, Gunungkidul) and one city (Yogyakarta) in DIY Province via Google Maps. This study used a qualitative and quantitative method. The results of this research are (1) the naming of coffee shops in DIY using monolingual and bilingual. As for the intensity of the emergence, monolingual (Indonesian leads with 35%, followed by English 21% and Javanese 13%), whereas bilingual 31%. (2) Regarding meaning categorization, various meanings were found, namely those related to places, people or characters, affection, social, and particular themes.
Usaha kedai kopi marak dijumpai di masyarakat terutama di kalangan anak muda, apalagi di kalangan mereka yang tinggal di kota pelajar seperti di Daerah Istimewa Yogyakarta (DIY). Tidak jarang, dapat dijumpai kedai kopi dengan nama-nama yang unik dan menarik. Nama kedai kopi memerankan salah satu faktor penting di bidang pemasaran guna menggaet pelanggannya. Penelitian ini dilakukan guna mendeskripsikan kategorisasi penamaan kedai kopi di DIY berdasarkan bahasa yang digunakan dan maknanya. Data terkumpul sejumlah 100 nama kedai kopi dari 4 kabupaten (Sleman, Bantul, Kulon Progo, Gunungkidul) dan satu kota (Yogyakarta) di Provinsi DIY melalui Google Maps. Penelitian ini menggunakan metode kualitatif dan kuantitatif. Hasil penelitian ini adalah (1) penamaan kedai kopi di DIY menggunakan monolingual dan bilingual. Adapun intensitas kemunculannya, yaitu monolingual (bahasa Indonesia 35%, bahasa Inggris 21% dan bahasa Jawa 13%), sedangkan bilingual 31%. (2) Dalam hal kategorisasi maknanya, ditemukan makna-makna yang beragam, yakni berkaitan dengan tempat, orang atau karakter, afeksi, sosial, dan tema tertentu.
Keywords:
name, coffee shop, language, meaningReferences
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