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All Journal Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Seminar Nasional Informatika (SEMNASIF) JURNAL MEDIA INFORMATIKA BUDIDARMA SEIKO : Journal of Management & Business Jiko (Jurnal Informatika dan komputer) International Journal of Supply Chain Management Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming EconBank : Journal Economics and Banking Jurnal Ilmiah Edunomika (JIE) Jurnal Informatika Ekonomi Bisnis JTIULM (Jurnal Teknologi Informasi Universitas Lambung Mangkurat) Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Darma Agung Jurasik (Jurnal Riset Sistem Informasi dan Teknik Informatika) Jurnal Pengabdian Masyarakat Indonesia Brilliance: Research of Artificial Intelligence Jurnal Inovasi Masyarakat Computing Jurnal Informatika International Journal of Multidisciplinary Sciences and Arts Jurnal Informatika Ekonomi Bisnis "Journal of Data Science
Fitrah Rumaisa
Universitas Widyatama
Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Nursing Public Health Social Sciences Transportation Other

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Journal : "Journal of Data Science

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Phonological Features in Indonesian Social Media Marketing Texts: A Natural Language Processing Approach Rumaisa, Fitrah; Darajat, Zakiah; Yan Puspitarani
Journal Of Data Science Vol. 4 No. 01 (2026): Journal Of Data Science, 2026
Publisher : Sean Institute

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Abstract

The expansion of social media platforms has significantly reshaped marketing communication strategies, particularly in countries with highly active digital audiences such as Indonesia. Among these platforms, TikTok has become a dominant channel for promotional messaging, where short textual captions play a crucial role in attracting user attention. Within this context, the phonological structure of language may influence how promotional messages are perceived, remembered, and shared. This study investigates the phonological characteristics of Indonesian marketing captions on social media using a Natural Language Processing (NLP) framework. A dataset consisting of user-generated promotional captions from TikTok was collected and processed through several stages, including text normalization, tokenization, and noise removal. The cleaned text was then transformed into phoneme sequences using a hybrid grapheme-to-phoneme (G2P) conversion approach. From these phoneme representations, several phonological features were extracted, including vowel–consonant ratios, syllable length distribution, phoneme entropy, and phonotactic surprisal. The analysis reveals several recurring sound patterns in Indonesian promotional language. In particular, captions tend to favor open syllable structures, vowel-rich word formations, and repetitive phoneme sequences that contribute to rhythmic flow and memorability. Words containing dominant vowels such as /a/ and /i/ appear frequently in marketing expressions, suggesting that phonological aesthetics may play a role in shaping audience engagement. Overall, the findings suggest that phonological structure is not merely a linguistic artifact but may also function as a subtle persuasive mechanism in digital marketing discourse. By combining computational phonology with marketing analysis, this study offers new insights into how sound patterns embedded in written promotional texts can influence communication effectiveness in the Indonesian social media landscape.
Co-Authors Ai Rosita Akhmad Rafi Oktavian Azizah Zakiah Benny Susanto Darajat, Zakiah Dora, Yenny Maya Galih Raspati Iwan Rijayana Khoirunnisa, Fathimah Fadhilah Muchsam, Yoki Muhamad Hadziq Ilham Mulyana, Hadist Laroibafi Nurul Fiona Damayanti Obsatar Sinaga Rosita, Ai Rosmawati Rumondor, Aaron Sriyani Violina Sulianta, Feri Susanto, Benny Tanti Nurafianti Ulfah, Khaerani Vincentius Westley Dimitrius Thomas Wahdiaman, Wahdiaman Yan Puspitarani Yuningsih , Yuyun Yuniati Zainudin, Zalina