Representasi Identitas Lokal-Modern melalui Bahasa pada Desain Produk Apparel Kapuyuak
DOI:
https://doi.org/10.31503/madah.v17i1.1294Kata Kunci:
representasi;, identitas, lokal, bahasa, kapuyuakAbstrak
This study examines the role of language as a central element in the design of Kapuyuak apparel, a local brand from West Sumatra. The research focuses on the texts printed on the products, which combine Minangkabau, Indonesian, and English to convey meaning, brand identity, and image. The study aims to describe the forms of code-mixing, the reasons for its use, and its functions in Kapuyuak product designs. A qualitative descriptive approach was employed, utilizing observation and note-taking to collect textual data from t-shirts, bags, and other merchandise. Data were analyzed using Muysken’s (2005) theory of code-mixing and Hoffman’s (1991) framework for understanding the reasons behind code-mixing. The findings reveal that the dominant form is the insertion of words or phrases, which are used to communicate messages effectively, reinforce solidarity, and express group identity. The main functions of code-mixing are expressive and social identity, making Kapuyuak apparel a medium to represent Minangkabau culture while reflecting a modern and global image.Referensi
Amiroh, P. D., Mukhlis, Ulfiyani, S., & Utami, H. R. (2025). Code-Switching and Code-Mixing in The Language Use of Influencer @Linglinglieanti on Tiktok. Konfiks: Jurnal Bahasa, Sastra dan Pengajaran, 12(1), 199–211. https://doi.org//10.26618/rhp8xg03
Apriliyani, A., & Manshur, A. (2024). Linguistic Neocolonialism in The Creative Industry: Case Study of The Film OOTD: Outfit of The Designer. Academic Journal Perspective: Education, Language, and Literature, 12(2), 133–149. https://doi.org/10.33603/perspective.v12i2.9932
Budiana, N., Safitri, S., Ratnasari, H., & Mustofa, M. (2025). Fenomena Campur Kode Pada Komunikasi Gen Z Analisis Wacana di Media Sosial Tiktok. Isolek: Jurnal Pendidikan, Pengajaran, Bahasa Dan Sastra, 3(2), 56–61.
Coupland, N. J. R. (2014). Sociolinguistic Change, Vernacularization and Broadcast British Media. In Mediatization and Sociolinguistic Change (pp. 67–96). Mouton de Gruyter.
Fauzi, D. F., & Haryani, H. (2024). Constructing Social Identity Through Language: The English Influence In Production Of Msmes. International Journal of English and Applied Linguistics, 4(3), 354–362.
Hafsari, R., & Suhandono, S. (2026). The Examining Code Choice and Speech Acts in Six Indonesian Cosmetic Taglines: A Comparative Analysis of Local Authenticity and Global Aspiration Brands. Journal of Language and Literature Studies, 6(1), 288–300. https://doi.org/10.36312/jolls.v6i1.3776
Heller, M., Pujolar, J., & Duchêne, A. (2014). Linguistic Commodification in Tourism. Journal of Sociolinguistics, 18(4), 539–566. https://doi.org/10.1111/josl.12082
Herman, Thao, N. Van, Purba, R., & Simanjuntak, N. S. U. (2022). Attracting Viewers Through Advertisement by Using Code Mixing: A Sociolinguistics Study. Anglophile Journal, 2(2), 80–88.
Hoffman, C. (1991). An Introduction to Bilingualism (Vol. 2). Longman.
Indah, Y. S., & Rachmawati, D. L. (2025). Code-Switching, Code-Mixing, and Stylistic Identity in the Teen Drama Asmara Gen-Z. Inatesol Journal, 2(2), 265–279.
Ishak, I., Arwen, D., & Mulyanah, E. Y. (2025). The Phenomenon of Language Mixing Used Among Gen Z in Indonesian Students. Al-Ishlah: Jurnal Pendidikan, 12(2), 2501–2511.
Jaworski, A., & Thurlow, C. (2010). Semiotic Landscape: Language, Image, Space. MPG Books Group.
Kelly-Holmes, H. (2005). Advertising as Multilingual Communication. Palgrave Macmillan.
Musonda, N., & Siame, P. (2025). The Impact of Language on Branding: A Comprehensive Analysis. Linguistics Exploration:Japan Bilingual Publishing Co, 2(1), 37–46.
Muysken, P., & Appel, R. (2005). Language Contact and Bilingualism. Edinburgh University Press.
Amiroh, P. D., Mukhlis, Ulfiyani, S., & Utami, H. R. (2025). Code-Switching and Code-Mixing in The Language Use of Influencer @Linglinglieanti on Tiktok. Konfiks: Jurnal Bahasa, Sastra dan Pengajaran, 12(1), 199–211. https://doi.org//10.26618/rhp8xg03
Apriliyani, A., & Manshur, A. (2024). Linguistic Neocolonialism in The Creative Industry: Case Study of The Film OOTD: Outfit of The Designer. Academic Journal Perspective: Education, Language, and Literature, 12(2), 133–149. https://doi.org/10.33603/perspective.v12i2.9932
Budiana, N., Safitri, S., Ratnasari, H., & Mustofa, M. (2025). Fenomena Campur Kode Pada Komunikasi Gen Z Analisis Wacana di Media Sosial Tiktok. Isolek: Jurnal Pendidikan, Pengajaran, Bahasa Dan Sastra, 3(2), 56–61.
Coupland, N. J. R. (2014). Sociolinguistic Change, Vernacularization and Broadcast British Media. In Mediatization and Sociolinguistic Change (pp. 67–96). Mouton de Gruyter.
Fauzi, D. F., & Haryani, H. (2024). Constructing Social Identity Through Language: The English Influence In Production Of Msmes. International Journal of English and Applied Linguistics, 4(3), 354–362.
Hafsari, R., & Suhandono, S. (2026). The Examining Code Choice and Speech Acts in Six Indonesian Cosmetic Taglines: A Comparative Analysis of Local Authenticity and Global Aspiration Brands. Journal of Language and Literature Studies, 6(1), 288–300. https://doi.org/10.36312/jolls.v6i1.3776
Heller, M., Pujolar, J., & Duchêne, A. (2014). Linguistic Commodification in Tourism. Journal of Sociolinguistics, 18(4), 539–566. https://doi.org/10.1111/josl.12082
Herman, Thao, N. Van, Purba, R., & Simanjuntak, N. S. U. (2022). Attracting Viewers Through Advertisement by Using Code Mixing: A Sociolinguistics Study. Anglophile Journal, 2(2), 80–88.
Hoffman, C. (1991). An Introduction to Bilingualism (Vol. 2). Longman.
Indah, Y. S., & Rachmawati, D. L. (2025). Code-Switching, Code-Mixing, and Stylistic Identity in the Teen Drama Asmara Gen-Z. Inatesol Journal, 2(2), 265–279.
Ishak, I., Arwen, D., & Mulyanah, E. Y. (2025). The Phenomenon of Language Mixing Used Among Gen Z in Indonesian Students. Al-Ishlah: Jurnal Pendidikan, 12(2), 2501–2511.
Jaworski, A., & Thurlow, C. (2010). Semiotic Landscape: Language, Image, Space. MPG Books Group.
Kelly-Holmes, H. (2005). Advertising as Multilingual Communication. Palgrave Macmillan.
Musonda, N., & Siame, P. (2025). The Impact of Language on Branding: A Comprehensive Analysis. Linguistics Exploration:Japan Bilingual Publishing Co, 2(1), 37–46.
Muysken, P., & Appel, R. (2005). Language Contact and Bilingualism. Edinburgh University Press.
Nurhadi, M., Silalahi, P. V., Arsa, S. D., & Bramantyo, A. (2023). Fashion Brands Identity Through the Use of Slogans: A Stylistics Analysis. Fashion Brands Identity Through the Use of Slogans: A Stylistics Analysis. Cultural Narratives, 1(2), 83–95. https://doi.org/10.59066/cn.v1i2.621
Piller, I. (2001). Identity And Language Use In The Intercultural Workplace. Language in Society, 30(1), 1–21.
Putra, P. D. L., & Putra, I. G. N. G. (2023). Fungsi Referensial dan Metalinguistik Campur Kode Bahasa Dalam Pementasan Wayang Cenk Blonk Lakon Ludra Murthi. Jurnal Damar Pedalangan, 3(2), 73–81.
Rahmania, A., Tresnawati, G., Nurlatipah, S., Nurkamila, S., & Lisnawati, I. (2025). Pengaruh Campur Kode Dalam Ekspresi Generasi Z Pada Komunikasi Sehari-Sehari. Jurnal Bastra, 10(4).
Rmadhani, I., & Sudarwati, E. (2025). From Local Flavor To Global Appeal: Language in Indonesian Beauty Branding. Language Literacy: Journal of Linguistics, Literature, and Language Teaching, 9(2), 447–459. https://doi.org/10.30743/ll.v1i1.11937
Rosalina, A. (2025). The Influence of Local Culture on English Code-Mixing Social Media. Vernacular: Linguistics, Literature, Communication, and Culture, 5(1), 356–366. https://doi.org/10.35447/vernacular.v5i1.1158
Rosmiaty, Ratnawaty, & Muhri, A. (2020). Investigating Code Mixing as Persuasive Strategies in Advertising: A Study of Code Mixing In Indonesian Commercial Context. ELT Worldwide: Journal of English Language Teaching, 7(1).
Rulianty, C., Lindawati, L., Bahren, B., & Hidayat, H. N. (2017). Metafora Pada Desain Baju Kaos Produksi Toko Kapuyuak dan Konco Clothing. Jurnal Elektronik Wacana Etnik, 6(2), 56–66. https://doi.org/https://doi.org/10.25077/we.v6.i2.69
Sadikhova, S. N. (2025). Culturonyms in Fashion Discourse: A Linguistic and Cultural Perspective. Acts Globalis Humanities et Lingurum, 2(4), 319–331.
Sintia, D. A., Alyani, E., Saepudin, N. C., Putri, R. A., & Nargis. (2025). A Sociolinguistic Analysis Of Code Mixing Usage Among Generation Z At Muhammadiyah University Of Tangerang. Variable Research Journal, 2(1), 154–168.
Sugiyono. (2017). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Alfabeta.
Syahrani, A., Andriani, B., Tambun, Y., Sembiring, B. C., Hartati, D. S., & Sitepu, I. R. K. (2025). Bahasa yang Menjahit Identitas: Peran Bahasa Indonesia dalam Merancang Citra Produk Busana. Journal of Multidiciplinary Inquiry in Science, Technology and Educational Research, 2(4), 4470–4482.
Tegar, F. (2025). Fenomena Campur Kode dalam Interaksi Digital Gen Z: Analisis Sosiolinguistik Kolom Komentar TikTok. Sarasvati: Bahasa, Sastra, Dan Pengajarannya, 7(1), 90–104.
Zurviana, E., & Mulyati, Y. (2025). Kreativitas Berbahasa: Variasi Fonologis dalam Neologisme Merek Dagang Indonesia. Estetik: Jurnal Bahasa Indonesia, 8(2), 441–462
##submission.downloads##
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Reno Novita Sari
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The author who published an article in the Madah journal has agreed on the following points.
- Author retain copyright and grant the journal of first publication with the work simultaneously licenced under Creative Commons Atribution Licence (CC BY-NC-SA 4.0) that allows other to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are allowed to publish articles that have been published by the Journal of Madah through separate contractual agreements for non-exclusive dissemination (e.g, placing them into an institutional repository or publishing them in a book) by keeping the first issue in the Madah journal.
- Authors are permitted and encouraged to disseminate their work in cyberspace (e.g, in institutional repositories or author pages) before and during the submission of the text document as it can support productive exchange of earlier and broader credits.
