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M. Afifulloh
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Department of English Literature, Universitas Bangka Belitung, Babel Building I, Integrated Campus of Universitas Bangka Belitung, Balunijuk Village, Merawang Subdistrict, Bangka Regency, Bangka Belitung Islands Province, Indonesia, 33172
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Lire Journal (Journal of Linguistics and Literature)
Published by Universitas Bangka Belitung
ISSN : 25981803     EISSN : 25812130     DOI : https://doi.org/10.33019/lire
Core Subject : Humanities, Education, Art,
Arts Humanities Languange, Linguistic, Communication & Media
Lire Journal (Journal of Linguistics and Literature) is a peer-reviewed, open-access journal published biannually by the English Department, Universitas Bangka Belitung, Indonesia. The journal aims to provide a platform for high-quality research in linguistics, literature, and cultural studies, promoting innovative methodologies and critical perspectives. It covers a wide range of topics, from theoretical linguistics to literary analysis, fostering interdisciplinary insights. Accredited by SINTA 3, the journal is indexed in DOAJ and follows an open-access policy, encouraging global knowledge exchange. Lire Journal adopts a continuous publication model, ensuring timely dissemination of research.
Arjuna Subject : Seni dan Humaniora - Bahasa dan Linguistik
Articles 1 Documents
 1 
Search results for , issue "Vol. 10 No. 1 (2026): In Progress" : 1 Documents clear
THE FLAVOR OF NAMES: HOW YOGYAKARTA CAFÉS BRAND THEIR BEVERAGES Amanda, Fitria; Tur, Ajar Pradika Ananta
Lire Journal (Journal of Linguistics and Literature) Vol. 10 No. 1 (2026): In Progress
Publisher : Elite Laboratory Jurusan Sastra Inggris Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/lire.v10i1.549

Abstract

This research investigates the impact of beverage names on consumers' perceptions and decisions. For instance, names like "fruity loop" evoke specific feelings that may affect buying choices. Brand theory emphasizes the significance of menu names in defining a café's character, as such names play a crucial role in drawing in customers and enhancing their satisfaction. Culinary linguistics asserts that the names of products play a crucial role in the branding and communication of food and beverages. The names of drinks in cafés in Yogyakarta showcase naming trends that represent identity, values, and the customer experience, while also linking culinary language and marketing strategies.This study uses qualitative descriptive analysis to collect linguistic and cultural data through field observations. The study consists of four steps: collecting drink menus from well-known and diverse cafes in Yogyakarta, classifying drink names, taking photos and notes of the menus, and conducting in-depth data analysis. Key information includes beverage menu names called “culinaronyms,” which describe language, meaning, and culture. These names are important for products because unique names have the potential to attract consumers. This study highlights the linguistic features found in unique beverage menu titles, such as Vietnam Drip, Black Citrus, and Caramel Macchiato. These names were collected from cafes in Yogyakarta using Google Maps, Instagram, and YouTube. They combine narrative and imaginative language to build brand identity and express social and cultural values. The naming approach uses foreign vocabulary, figurative language, and unique linguistic creativity. This study analyzes the naming patterns of cafes in Yogyakarta, showing that beverage names reflect the personality and image of the cafe. These names are also classified based on meanings related to product identity, cultural connections, and emotional reactions.

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