Kreativitas Berbahasa: Variasi Fonologis dalam Neologisme Merek Dagang Indonesia

Authors

  • Elvi Zurviana Universitas Pendidikan Indonesia, Indonesia
  • Yeti Mulyati Universitas Pendidikan Indonesia, Indonesia

DOI:

https://doi.org/10.29240/estetik.v8i2.13244

Keywords:

fonologi merek dagang, identitas budaya, kreativitas bahasa, neologisme, strategi branding lokal

Abstract

Penelitian ini mengkaji variasi fonologis dalam nama merek dagang Indonesia sebagai bagian dari bentuk kreativitas bahasa yang mendukung strategi branding dan identitas lokal. Masalah utama yang dibahas adalah dominasi penggunaan istilah asing dalam penamaan merek yang mengurangi pemanfaatan potensi fonologis bahasa Indonesia. Tujuan penelitian ini untuk mengidentifikasi bentuk-bentuk variasi bunyi dalam merek dagang di Indonesia serta menganalisis faktor-faktor yang melatarbelakangi pembentukannya. Dengan pendekatan kualitatif deskriptif melalui dokumentasi dan observasi pada berbagai merek dagang populer di Indonesia, penelitian ini menunjukkan adanya pola bunyi, seperti penghilangan bagian awal atau akhir kata, penambahan bunyi, penggandaan kosonan, serta penyesuian pelafalan dari bahasa asing. Teknik-teknik penamaan ini menciptakan nama merek yang unik, mudah diingat, relevan secara budaya, dan terdengar khas di telinga konsumen lokal. Hasil studi ini menekankan pentingnya optimalisasi unsur fonologis bahasa Indonesia untuk memperkuat identitas merek dan meningkatkan daya saing produk di pasar global. Penelitian ini mendorong pelaku usaha untuk lebih mendukung pemanfaatan fonologi bahasa Indonesia dalam dunia bisnis.

Downloads

Download data is not yet available.

References

Adejobi, D. A., & Adejobi, A. O. (2023). Phonological analysis of digital advertising campaigns in Nigerian media platforms and their implications for sustainable consumer education. Lead City University Postgraduate Multidisciplinary Conference Proceedings, 99–112. https://www.journals.lcu.edu.ng/index.php/LCUPGMCP/article/view/862

Anisimova, A. G., & Tikhonova, N. Y. (2022). Neologisms: From author use to dictionary entry. Litera, 6, 96–106. https://doi.org/10.25136/2409-8698.2022.6.38197

Arthur, J., & Bejaei, M. (2025). Evaluating and classifying Apple brand names: Criteria and trends over a century. Horticulturae, 11(2), 127. https://doi.org/10.3390/horticulturae11020127

Azis, H. N., & Rahmawati, L. E. (2021). Alih Kode dan Campur Kode dalam Pembelajaran Bahasa Indonesia. ESTETIK: Jurnal Bahasa Indonesia, 4(1), 55–64. https://doi.org/10.29240/estetik.v4i1.2288

Azizah, N. A., & Setyawan, B. W. (2022). Analisis Kesalahan Penulisan Fonologi Bahasa Jawa Pada Lirik Lagu Satru 2 Karya Denny Caknan. ESTETIK: Jurnal Bahasa Indonesia, 5(2), 137–144. https://doi.org/10.29240/estetik.v5i2.4757

Boetti, R. (2020). Analysing the linguistic, paralinguistic and extralinguistic contexts for branding and advertising. Università Ca’ Foscari Venezia.

Chacoma, A., Almeira, N., Perotti, J. I., & Billoni, O. V. (2020). Model for phonetic changes driven by social interactions. Physical Review E, 101(2), 1–12. https://doi.org/10.1103/PhysRevE.101.022312

Choe, B., Lee, I., & Lee, S. (2020). Korean morphological analyzer for neologism and spacing error based on sequence-to-sequence. Journal of KIISE, 47(1), 70–77. https://doi.org/10.5626/JOK.2020.47.1.70

Crystal, D. (2008). A dictionary of linguistics and phonetics (O. U. Garsington Road (ed.); 6th ed.). Blackwell Publisher. https://onlinelibrary.wiley.com/doi/pdf/10.1002/9781444302776.fmatter

Dalimunthe, S. F., Sitompul, A., Ramadan, B. P., Napitupulu, D., Purba, D. R., Tambunan, D. M., Miftahussa’idah, M., & Sibuea, N. (2024). Analisis kesalahan berbahasa Indonesia: Perubahan, penambahan, dan penghilangan fonem pada beberapa kemasan produk makanan ringan di Indonesia. Journal of Citizen Research and Development, 1(2), 836–841. https://doi.org/10.57235/jcrd.v1i2.3958

Donandi S., S., & Cakranegara, P. A. (2021). The Implementation of Well-Known Trademarks Doctrine in Indonesian Commercial and Supreme Court. Fiat Justisia: Jurnal Ilmu Hukum, 15(2), 159–182. https://doi.org/10.25041/fiatjustisia.v15no2.2016

Dwirika, L. (2021). Fenomena-Fenomena Fonetis dalam Bahasa Indonesia dan Relasi Ortografisnya. Prosiding Kolita 19, 232–238.

Fetscherin, M., Diamantopoulos, A., Chan, A., & Abbott, R. (2021). How are brand names of chinese companies perceived by Americans? Journal of Product and Brand Management, 24(2), 110–123. https://doi.org/10.1108/JPBM-02-2014-0501

Firdausi, M. M., Yannuar, N., & Basthomi, Y. (2022). Effectiveness of linguistic features for attracting audience: A study of coworking space websites’ headlines. JEES (Journal of English Educators Society), 7(1), 84–92. https://doi.org/10.21070/jees.v7i1.1647

Fromer, J. C. (2023). The Role of Creativity in Granting and Limiting Trademark Rights. In Charting Limitations on Trademark Rights (pp. 31–51). Oxford University PressOxford. https://doi.org/10.1093/oso/9780198871248.003.0003

Grewal, R., Gupta, S., & Hamilton, R. (2021). Marketing Insights from Multimedia Data: Text, Image, Audio, and Video. Journal of Marketing Research, 58(6), 1025–1033. https://doi.org/10.1177/00222437211054601

Gürtler, S., & Miller, B. (2022). Branded for Survival: Naming Effects on the Life Expectancy of New Companies. Marketing, Zeitschrift Fur Forschung Und Praxis, 44(2), 44–58. https://doi.org/10.15358/0344-1369-2022-2-44

Hartati, L., & Rozi, R. (2022). Daya Saing Bahasa Indonesia di Era Industri Kreatif (Studi Perbandingan Terhadap Pelabelan Produk pada UMKM Mahasiswa Universitas Bangka Belitung). SeBaSa, 5(2), 389–397. https://doi.org/10.29408/sbs.v5i2.6049

Haryani, H. (2024). Penggunaan Istilah Asing Versus Kebanggaan Pada Bahasa Nasional. Kebangsaan RI, 2(1).

Hernández, J. G. V. (2021). Strategic Organizational Sustainability. Circular Economy and Sustainability, 1(2), 457–476. https://doi.org/10.1007/s43615-020-00003-y

Hornikx, J., & Meurs, F. Van. (2021). Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective. In Advertising and Branding (pp. 952–972). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch043

Jalonen, H. (2024). Phonetic Symbolsm In Brand Names Perceptions of Finnish University Students [University of Jyväskylä]. https://jyx.jyu.fi/bitstreams/9656bc9e-a166-4c92-8881-3b8e998f017f/download

Jang, H., Jang, J. Y., & Kim, D. Y. (2024). How Brand Names Affect Consumer Perceptions: An Experimental Study on the Sound Symbolism of Foreign Brand Names. Journal of Global Marketing, 37(2), 119–137. https://doi.org/10.1080/08911762.2023.2299011

Juliana, J., & Arafah, S. (2018). The multimodal analysis of advertising tagline "Tolak Angin Sidomuncul” through systemic functional linguistics approach. Journal MELT (Medium for English Language Teaching), 3(2), 127–136. https://doi.org/10.22303/melt.3.2.2018.127-137

Juwita, S. R., Anshori, D. S., Sunendar, D., & Kuwing, A. (2023). Preservation of Indonesian language Buttonscarves and Erigo in public spaces (Implementation of Law Number 24 of 2009 and PERMENDAG No. 73/M-Dag/Per/9/2015). Bahastra, 43(1), 1–11. https://doi.org/10.26555/bs.v43i1.299

Downloads

Published

2025-12-02

How to Cite

Elvi Zurviana, & Yeti Mulyati. (2025). Kreativitas Berbahasa: Variasi Fonologis dalam Neologisme Merek Dagang Indonesia. ESTETIK : Jurnal Bahasa Indonesia, 8(2), 442–464. https://doi.org/10.29240/estetik.v8i2.13244

Issue

Vol. 8 No. 2 (2025): In Progress

Section

Articles

Citation Check

License

Copyright (c) 2025 Elvi Zurviana, Yeti Mulyati

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with ESTETIK : Jurnal Bahasa Indonesia agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Similar Articles

1 2 3 4 5 6 7 8 > >> 

You may also start an advanced similarity search for this article.