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All Journal Jurnal Pendidikan Karakter LiNGUA: Jurnal Ilmu Bahasa dan Sastra Language Circle : Journal of Language and Literature PUJANGGA: Jurnal Bahasa dan Sastra Journal of English Language Studies KOMUNIKA Transformatika: Jurnal Bahasa, Sastra, dan Pengajarannya Jurnal Studi Komunikasi Jurnal Filsafat Eralingua : Jurnal Pendidikan Bahasa Asing dan Sastra Ranah: Jurnal Kajian Bahasa Cetta: Jurnal Ilmu Pendidikan Journal of Humanities and Social Studies Ultimacomm: Jurnal Ilmu Komunikasi Journal of English Language Teaching and Linguistics Deiksis Faktor Jurnal Ilmiah Kependidikan Jurnal Manajemen Komunikasi Scope: Journal of English Language Teaching Journal of English Language and Culture Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Kalijaga Journal of Communication Jurnal Pengabdian Masyarakat Madani Jurnal PkM (Pengabdian kepada Masyarakat) JEdu: Journal of English Education ASPIRATION Journal INFERENCE: Journal of English Language Teaching TRANSFORMATIKA: Jurnal Bahasa, Sastra, dan Pengajarannya
Engliana, Engliana
Universitas Katolik Indonesia Atma Jaya Jakarta
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia Jovid Jonathan Latukolan; Rustono Farady Marta; Engliana Engliana
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 2 (2021): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i2.1974

Abstract

English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands  in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm.  Laura Oswald’s marketing semiotics  is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that   are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.
Co-Authors Adityaratri Indrapratiwi Agus Sumantri Ahmad, Rosmalia Arrizki, Bani Christine Manara Cicilia Damayanti Damayanti, Cicilia Ekarina Ekarina Enggar Dyah Puntadewi Esa Dian Arifni Febrianty, Erricha Fernandes, Louis Fiara Yusliarti Hana Rochani Gustasari Panggabean Harang, Heronimus Helmi Azahari Ilham Kurnia Sukma Inge Rahmawatie, Inge Ira Miranti Ira Miranti, Ira Irma Nuraini Iskandar Iskandar Ita Suryani Jovid Jonathan Latukolan Junida, Isma Lanjar Mulyana Leni Tiwiyanti Mardliyah, Aisyah Marhaeni Fajar Kurniawati Kurniawati Mufid Salim, Mufid Muhammad Sulhan Muliyani, Nani Nina Dwiastuty Nufindra, Ardin Nurjanah, Nurjanah Octavia Putri Tjajadi Raden Mas Ransang Reynaldi, Reynaldi Ria Saraswati Romaria, Gustina RR. Ella Evrita Hestiandari Ruli Astuti Rustono - Rustono Farady Marta Rustono Farady Marta Sarasati, Fitri Saraswati Diana Saraswati, Ria Solihin, Mohammad Sudarsono, Achmad Budiman Sufi Arqom Supadi Supadi Susanto, Djoko Tjajadi, Octavia Putri Umar Umar Wahyuddin Wahyuddin Widodo, Aan Wijaya, Beby Chandra Yanti Yanti Zenith Nurandini Ramadhan Zumrotul Muniroh