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

Supriatnoko Supriatnoko (), Nur Hasyim and Taufik Nur Hidayat
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Supriatnoko Supriatnoko: Department of Accounting
Nur Hasyim: Department of Accounting
Taufik Nur Hidayat: Institut Teknologi Dan Bisnis Swadharma, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 416-424 from Springer

Abstract: 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.

Keywords: Commercial Signage; Depok; Language Branding; Linguistic Landscape; Market Segmentation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-938-4_48

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DOI: 10.2991/978-94-6463-938-4_48

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