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The Strategic Use of Language in Commercial Signage: A Linguistic Landscape Study on Jalan Margonda, Depok

In: Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025)

Author

Listed:
  • Supriatnoko Supriatnoko

    (Department of Accounting)

  • Nur Hasyim

    (Department of Accounting)

  • Taufik Nur Hidayat

    (Institut Teknologi Dan Bisnis Swadharma, Faculty of Economics and Business)

Abstract

In increasingly globalized and multicultural urban societies, language plays a strategic role not only as a means of communication but also as a tool for marketing, a symbol of status, identity, and market value. This study explores how business owners along Jalan Margonda in Depok utilize language in commercial signage to target different consumer segments. Employing a linguistic landscape approach, data were collected through photographic documentation of 639 storefronts across 52 business categories, semi-structured interviews with 40 business owners, and field observations. The findings reveal a pattern of language-based market segmentation: Indonesian is used as the national unifying language to foster emotional proximity and local credibility; English is employed to appeal to younger consumers, international students, and those aligned with a digital-global lifestyle, while bilingual signage is adopted by premium service providers to reach a broader market. English carries high symbolic value, signaling modernity and professionalism, yet also poses the risk of linguistic exclusion for segments of the population less familiar with foreign languages. This study highlights that urban language use is an ideological arena representing social hierarchies, cultural aspirations, and commercial strategies. This study recommends the importance of more inclusive and context-aware language planning that reflects the diverse identities of urban communities in Indonesia.

Suggested Citation

  • Supriatnoko Supriatnoko & Nur Hasyim & Taufik Nur Hidayat, 2025. "The Strategic Use of Language in Commercial Signage: A Linguistic Landscape Study on Jalan Margonda, Depok," Advances in Economics, Business and Management Research, in: Muhammad Udin Harun Al Rasyid & Nurul Fahmi & Yuliana Sukarmawati & I Wayan Sutina & Upayana Wiguna (ed.), Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), pages 416-424, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-938-4_48
    DOI: 10.2991/978-94-6463-938-4_48
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