Kompetisi Bahasa dalam Industri Kesehatan: Kajian Lanskap Linguistik Papan Nama Apotek di Kecamatan Muncar dan Cluring
DOI:
https://doi.org/10.30739/darussalam.v18i1.5203Abstract
Pharmacy signage in Muncar and Cluring Districts represents the dynamics of language competition in the linguistic landscape of public spaces in the developing healthcare sector amidst the competitive service economy. This study aims to identify the forms of language competition that emerge on pharmacy signage and analyze the social and economic factors that influence language choice. The study employed a qualitative sociolinguistic approach with a linguistic landscape case study design. Data were obtained through field observations and documentation of independent private pharmacy signage, with the researcher acting as the primary instrument. The results indicate that all the signage studied falls into the bottom-up sign category because it was created at the initiative of the business owner. The findings also show that pharmacy signage in Muncar District is dominated by bilingual forms combining Arabic, Javanese, and Indonesian, while in Cluring District, Indonesian is predominantly used monolingually. The use of language variations in Muncar serves to build a religious image and strengthen closeness to local identity, while the dominance of Indonesian in Cluring is oriented towards aspects of understandability, readability, and ease of access to information for the public. This study concludes that pharmacy signage not only serves as a marker of business identity but also serves as a medium for linguistic competition, reflecting the construction of social identity and economic marketing strategies through the use of language as symbolic capital and a commodity to enhance business competitiveness.
Downloads
References
AMPEL, M. N. N. U. I. N. S., & Yusuf, S. K. (n.d.). Bahasa Arab dalam Lanskap Linguistik di Rumah Sakit Umum Daerah Haji Surabaya.
An, R., & Zhang, Y. (2024). Language choice and identity construction: Linguistic landscape of Jianghan Road in Wuhan. Journal of Multilingual and Multicultural Development, 45(10), 4236–4253.
Aslan, A., & Ningtyas, D. T. (2025). Dialog Identitas: Integrasi Tradisi Keagamaan Lokal di Tengah Arus Budaya Global. Prosiding Seminar Nasional Indonesia, 3(2), 71–80.
Assyakurrohim, D., Ikhram, D., Sirodj, R. A., & Afgani, M. W. (2022). Metode studi kasus dalam penelitian kualitatif. Jurnal Pendidikan Sains Dan Komputer, 3(01), 1–9.
Azizah, N., Handayani, R., Arliani, D., Ramadhani, F., & Hasibuan, I. A. (2025). Analisis Peran Bahasa Indonesia dalam Menjalankan Usaha Mahasiswa Prodi Kewirausahaan: Penelitian. Jurnal Pengabdian Masyarakat Dan Riset Pendidikan, 4(2), 8171–8176.
Bryceson, D. F., & Vuorela, U. (2020). Transnational families in the twenty-first century. In The transnational family (pp. 3–30). Routledge.
Canakis, C. (2019). Further advances in linguistic landscape research: Language and identity-work in public space. Punctum, 5(1), 264–270.
Christiawan, P. I. (2019). Tipe urban sprawl dan eksistensi pertanian di wilayah pinggiran Kota Denpasar. Jurnal Wilayah Dan Lingkungan, 7(2), 79–89.
Desky, A. F., Pujiati, P., Simanihuruk, M., Ismail, R., & Manurung, R. (2017). Language as a status symbol of power in social interactions at a multicultural school in the city of Medan. Jurnal Ilmu Sosial Dan Ilmu Politik, 20(3), 264–277.
Febriansyah, R., Santoso, T., & Zeyhudan, A. (2025). Eksplorasi lanskap linguistik: Potret keberlangsungan bahasa lokal dalam modernitas area wisata di Manokwari. Jurnal Onoma: Pendidikan, Bahasa, Dan Sastra, 11(2), 1681–1695.
Fitria, S. L., & Setiawan, S. (2023). The Use of English on Linguistic Landscape in Tulungagung: The Initial Evidence of Language Battle in Public Space. E-Journal of Linguistics, 17(1), 76–92.
Gorter, D. (2019). 36. Language contact in the linguistic landscape. In Handbücher zur Sprach-und Kommunikationswissenschaft/Handbooks of Linguistics and Communication Science (HSK) (pp. 431–441). De Gruyter Mouton.
Hafli, H., Sugeng, S., & Muzekki, S. (2025). Analisis Dominasi Bahasa Formal dan Gaul Dalam Komunikasi Masyarakat Jakarta Studi Kasus Stasiun Pasar Senen Jakarta. Jurnal Cendekia Pendidikan, 3(1), 9–14.
Heller, M., & Duchêne, A. (2016). Treating language as an economic resource: Discourse, data and debate. Sociolinguistics: Theoretical Debates, 139, 156.
Holborow, M. (2018). Language, commodification and labour: The relevance of Marx. Language Sciences, 70, 58–67.
Ivushkina, T. (2017). Words as indices of social and cultural identity. International Journal of Language, Literature and Linguistics, 3(3), 96–102.
Jamilah, L., Rahmawati, Y., & Yuliani, M. (2025). Strategi Digital Marketing A3 Steakhouse dalam Meningkatkan Brand Image di Platform Instagram. Petanda: Jurnal Ilmu Komunikasi Dan Humaniora, 7(2), 291–303.
Jazul, M., & Bernardo, A. (2017). A look into Manila Chinatown’s linguistic landscape: The role of language and language ideologies. Philippine Journal of Linguistics, 48(1), 75–98.
Kemala, Z., & Fajri, K. (2024). EFEKTIVITAS PENGGUNAAN BAHASA INGGRIS DALAM PENAMAAN MENU KULINER DI MISSBEE PROVIDORE RESTAURANT. Bogor Hospitality Journal, 8(1), 99–116.
Li, J. (2026). Research on Urban Linguistic Landscapes in China and Abroad. In The Study of the Linguistic Landscapes: Shanghai as an international metropolis (pp. 1–29). Springer.
Luna, C. A. (2023). Exploring the Linguistic Landscape of a Heritage Town in the island province of Marinduque, Philippines. International Journal of Arts, Sciences and Education, 4(2), 203–215.
Madanipour, A. (2019). Rethinking public space: between rhetoric and reality. Urban Design International, 24(1), 38–46.
Metro-Roland, M. M. (2016). Tourists, signs and the city: The semiotics of culture in an urban landscape. Routledge.
Muniroh, S. (2016). Analisis Praktik Komodifikasi Bahasa Motivator dalam Acara Seminar Motivasi Berbayar. Paradigma, 4(3).
Mustikawati, A. H., Ardianti, D., & Hermawan, V. (2023). Strategi komunikasi lingkungan dalam penanganan sampah di Kampung Cibunut Berwarna Kota Bandung. Jurnal Diseminasi Kajian Ilmu Komunikasi, 1(1), 42–52.
Nikolaou, A. (2017). Mapping the linguistic landscape of Athens: The case of shop signs. International Journal of Multilingualism, 14(2), 160–182.
Nuraini, N., Syifa, H. T., Saputra, A. J., & Solihatin, E. (2024). Analisis Pemilihan Bahasa dalam Strategi Branding dan Marketing pada Akun TikTok@ baksomasroy. Innovative: Journal Of Social Science Research, 4(3), 18154–18169.
Nursanty, I. A., Narung, I. G. G., Wahyullah, M., Hidayat, S., & Wardani, R. (2025). Pembuatan Plang Nama Usaha Sebagai Upaya Penguatan Identitas Visual pada UMKM Dodol Ibu Eli di Kecamatan Narmada, Kabupaten Lombok Barat. Takuana: Jurnal Pendidikan, Sains, Dan Humaniora, 4(3), 532–540.
Oktavianus, O. (2022). Multimode and multirole of languages in public spaces. Jurnal Arbitrer, 9(1), 71–79.
Pasaribu, G., & Salmiah, M. (2024). The Function of Language at Medan Train Station: Linguistic Landscape Study. International Journal Linguistics of Sumatra and Malay, 3(1), 1–8.
Putri, A. Y., Purnomo, M. E., Sholikhah, H. A., & Salsabila, N. (2025). Dinamika Multibahasa di Ruang Publik Kota Palembang sebagai Cerminan Identitas dan Globalisasi: Kajian Lanskap Linguistik. Linguistik Indonesia, 43(2), 361–375.
Risqiyah, L. I., Rofiq, A., & Manshur, A. (2025). Bahasa dan Identitas Budaya: Studi Etnolinguistik pada Komunitas Osing di Daerah Macan Putih, Banyuwangi. Jurnal Onoma: Pendidikan, Bahasa, Dan Sastra, 11(2), 2161–2173.
Rosmayati, S., Maulana, A., & Gunadi, T. (2024). Peluang Dan Tantangan Ekonomi Bisnis Dan Kesehatan Di Era Society 5.0. Coopetition: Jurnal Ilmiah Manajemen, 15(1), 113–130.
Salahuddin, S. P. (2024). Komunikasi Dalam Organisasi Multikultural. Komunikasi Sosial Dan Lintas Budaya, 2(1), 45–58.
Sari, M., Kulsum, U., Al Bahar, A. H., Hula, I. R. N., & Pallawagau, B. (2025). Transformasi An-Na?t dalam Identitas Linguistik Muslim Multibahasa: Studi Kasus Media Sosial. Jurnal Onoma: Pendidikan, Bahasa, Dan Sastra, 11(4), 4508–4525.
Suri, I., & Datang, F. A. (2024). Language as social identity: A study of linguistic landscape in Meulaboh, West Aceh. JSPH (Jurnal Sosiologi Pendidikan Humanis), 9(2), 35–53.
Vesya, N. F., & Datang, F. A. (2022). Lanskap Linguistik Stasiun MRT Lebak Bulus Grab. Prosiding Konferensi Linguistik Tahunan Atma Jaya (KOLITA), 20(20), 232–243.
Widiyanto, G., & Kemdikbud, P. B. (2018). Pemakaian Bahasa Indonesia dalam Lanskap Linguistik di Bandara Internasional Soekarno-Hatta. Prosiding Seminar Dan Lokakarya Pengutamaan Bahasa Negara Lanskap Bahasa Ruang Publik: Dimensi Bahasa, Sejarah, Dan Hukum, 71–83.
Downloads
Published
Issue
Section
Citation Check
License
Copyright (c) 2026 Jurnal Darussalam: Jurnal Pendidikan, Komunikasi dan Pemikiran Hukum Islam
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Semua artikel yang dipublikasikan dapat diakses secara umum melalui online dan bersifat bebas download
http://creativecommons.org/licenses/by-sa/4.0/
