Lansakap Linguistik Sifat Fitur Bottom Up Di Daerah Kota Mataram Nusa Tenggara Barat

Abstract

The main purpose of this study is to analyze the linguistic landscape with a specific focus on bottom-up features of advertisements and product promotions in Mataram City, West Nusa Tenggara. This research aims to reveal the dominance of language choices and the underlying motivations that influence linguistic expressions in public promotional spaces. A qualitative method was applied using documentation through photographs and transcription of data, followed by analysis through intralingual and extralingual comparative techniques. The results indicate that Indonesian is more dominant compared to foreign languages (English) and the local language (Sasak). Linguistic motivations identified include solidarity, religiosity, foreign cultural influence, modern lifestyle, originality of products, quality, affordability, and strategies to arouse curiosity. These findings highlight that language functions not only as a communication tool but also as a marker of social identity, an economic strategy, and a reflection of cultural dynamics within the multilingual context of Mataram City.