A STUDY OF LINGUISTIC LANDSCAPE IN THE COFFEE SHOPS IN PADANG CITY

Abstract

This research analyzes the linguistic landscape in shopping malls in Padang City especially in coffee shops by using Landry and Bourhis' theory (1997). This research aims to analyze how the linguistic landscape used in coffee shops in Padang city, to identify the most dominant language used in coffee shops in Padang city, and to analyze the functions of the linguistic landscape in coffee shops in Padang city. The data were analyzed using qualitative methods. The writers identify the data according to the point of linguistic landscape, they are (1) to adapt to the times, (2) to help and attract local and international visitors, and (3) for branding identity and marketing purposes. In addition, the writer found the language most dominantly used in coffee shops area in Padang is English language. And also the writer found 158 data from 22 coffee shops in Padang they are, (1) Informational function (in Monolingual) (2) Symbolic functions in (Monolingual) (3) Informational function (in Bilingual) (4) Symbolic function (in Bilingual) (5) Symbolic function (in multilingual). The most common linguistic landscape in the coffee shops in Padang City is the English language and the most dominant function is an informational function (in Bilingual).