<![CDATA[This research is motivated by the emergence of Generation Alpha in urban Madura, who more frequently use simple, practical language, often mixed with Indonesian or, as it's called, social media language. This phenomenon has the potential to weaken the use of the language "Engghi bhunten" in daily life. Therefore, if not given special attention, it is feared that the value of tengka embodied in the use of the language engghi bhunten will fade. In this study, the researcher used qualitative research with a phenomenological approach. The purpose of this study is to determine the factors influencing the sustainability of the tengka value in the practice of using the engghi bhunten language among Generation Alpha in urban areas, and to identify efforts made to maintain the existence of the tengka value in the use of the engghi bhunten language among Generation Alpha in urban areas. The research findings indicate that the influencing factors include the dominance of national and global languages, the influence of technology and digital media, and urbanization. As for the efforts made to preserve the use of the Engghi Bhunten language, these include integrating regional languages into education, the role of families, cultural activities, and communities. Keywords: Tengka Value, Engghi Bhunten Language, Generation Alpha]]>
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