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All Journal Jurnal Bastra (Bahasa dan Sastra) Sintaks: Jurnal Bahasa dan Sastra Indonesia
Olivina Putri Noveni
Universitas Nurul Huda
Humanities Education Languange, Linguistic, Communication & Media

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Makna Leksikal dan Gramatikal dalam Bahasa Iklan Dompet Digital di Youtube: Kajian Semantik Indah Sulmayanti; Ni Komang Ambarawati; Niah Rahmadani; Olivina Putri Noveni; Ratna Susanti
Sintaks: Jurnal Bahasa & Sastra Indonesia Vol. 6 No. 2 (2026)
Publisher : Medan Resource Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57251/sin.v6i2.2103

Abstract

The rapid growth of digital advertising has transformed the use of language into a strategic tool for conveying information and persuading consumers, particularly in digital wallet advertisements disseminated through YouTube. This study aims to describe the lexical and grammatical meanings embedded in the language of digital wallet advertisements on YouTube. A descriptive qualitative approach was employed using data comprising words, phrases, and sentences extracted from the official advertisements of DANA, GoPay, OVO, and ShopeePay uploaded between February and September 2025. Data were collected through digital observation and note-taking and analyzed using the interactive model of Miles and Huberman. The findings identified six instances of lexical meaning and eight instances of grammatical meaning. Lexical meanings retained their dictionary definitions independent of grammatical context, whereas grammatical meanings emerged through morphological processes, including prefixation, suffixation, circumfixation, and compounding. These linguistic patterns demonstrate that lexical meaning primarily facilitates clear and explicit product communication, while grammatical meaning reinforces persuasive intent, strengthens consumer trust, and enhances the communicative effectiveness of digital advertising discourse. This study extends semantic research by providing a comprehensive analysis of lexical and grammatical meanings across the complete discourse of digital wallet advertisements on YouTube.
Polisemi dan Ambiguitas dalam Puisi “Susu Kayu” Karya Mashdar Zainal: Polysemy and Ambiguity in Mashdar Zainal’s Poem “Susu Kayu” Nessa Aristia; Anggun Junia Ervina; Dedi Febrianto; Fadhilatul Aliyah; Jessica Dwi Astuty; Olivina Putri Noveni
Jurnal Bastra (Bahasa dan Sastra) Vol. 11 No. 4 (2026): JURNAL BASTRA EDISI OKTOBER 2026
Publisher : Program Studi Pendidikan Bahasa dan Sastra Indonesia, FKIP, Universitas Halu Oleo Kampus Bumi Tridharma Andounohu Kendari, Provinsi Sulawesi Tenggara – Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36709/bastra.v11i4.2942

Abstract

Penelitian ini mengkaji polisemi dan ambiguitas dalam puisi Susu Kayu karya Mashdar Zainal melalui pendekatan semantik leksikal. Kajian ini dilatarbelakangi oleh kekayaan puisi kontemporer Indonesia yang kerap memanfaatkan makna ganda, diksi simbolik, dan keterbukaan tafsir untuk membangun kedalaman estetis serta tematis. Penelitian ini bertujuan mengidentifikasi bentuk polisemi dan ambiguitas dalam puisi serta menjelaskan fungsinya dalam pembentukan makna puitik. Penelitian menggunakan metode deskriptif kualitatif. Data berupa kata, frasa, dan larik yang mengandung kegandaan makna serta rujukan yang taksa. Data dikumpulkan melalui teknik simak dan catat, kemudian dianalisis melalui identifikasi, klasifikasi, interpretasi leksikal, interpretasi kontekstual, dan triangulasi teori. Hasil penelitian menunjukkan bahwa polisemi dan ambiguitas bergerak dari citraan tubuh ibu menuju citraan ekologis dan kosmologis. Kegandaan makna tersebut membangun kritik terhadap relasi manusia dan alam. Implikasinya, semantik leksikal dapat mengungkap kedalaman estetis, ekologis, dan interpretatif puisi kontemporer.
Co-Authors Anggun Junia Ervina Dedi Febrianto Fadhilatul Aliyah Indah Sulmayanti Jessica Dwi Astuty Nessa Aristia Ni Komang Ambarawati Niah Rahmadani Ratna Susanti