<![CDATA[Kelantan Malay dialect is one of the major dialects that reflects the cultural identity of the East Coast community. However, in the era of globalization and digitalization, its position is increasingly influenced by Standard Malay, English, and digital language use. This study examines the language attitudes of youth in Bachok towards the Kelantan dialect based on the theoretical framework of Garvin & Mathiot (1968), which emphasizes three main components: language loyalty, language pride, and awareness of norms. A quantitative method was employed, using questionnaires administered to respondents aged 15 to 30. Data were analyzed using the Likert scale to assess language attitudes empirically. Findings reveal that Bachok youth maintain positive attitudes towards the Kelantan dialect, particularly within family and community domains. This demonstrates that the dialect functions not only as a medium for communication but also as a symbol of cultural identity and social solidarity. The study contributes significantly to Malay sociolinguistics, language policy, and cultural empowerment efforts to maintain the sustainability of local dialects. Keywords: Kelantan dialect, Language attitude, Language loyalty, Language pride, Norm awareness.]]>
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