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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Belda Evelyna Kris
Universitas Trunojoyo Madura
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Analisis Peran Bahasa Indonesia dan Bahasa Madura dalam Meningkatkan Efektivitas UKM dan Interaksi Sosial Masyarakat Kecamatan Tanah Merah Nur Lailatul Fajriyah; Nurkholis Biraly Utomo; Belda Evelyna Kris; Bima Kurniawan
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/5gds3j30

Abstract

This study aims to describe the patterns of Indonesian and Madurese language use, identify the factors influencing language choice, and analyze the role of both languages in enhancing the effectiveness of Micro, Small, and Medium Enterprises (MSMEs) and social interaction among the community in Tanah Merah District, Bangkalan. The research employed a qualitative descriptive method with an ethnographic case study design and discourse analysis. Data were collected through direct observation at Tanah Merah Market, in-depth interviews with MSME actors, and documentation in the form of photographs and interview recordings. The findings reveal that Madurese dominates daily communication because it fosters closeness and trust with local customers, while Indonesian functions as a lingua franca when interacting with buyers from outside Madura. Code-switching between the two languages proved to be an adaptive communication strategy primarily motivated by the need for social capital maintenance rather than market expansion alone. The implications of this study confirm that bilingual competence constitutes both an economically and socially valuable communicative asset for MSME actors in multiethnic regions, warranting greater attention in MSME development programs by relevant stakeholders.  
Co-Authors Bima Kurniawan Nur Lailatul Fajriyah Nurkholis Biraly Utomo