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.

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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

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