LANGUAGE DIVERSITY IN COMMERCIAL SIGNAGE ON JALAN MARGONDA DEPOK

Abstract

This study investigates language diversity in commercial signage along Jalan Maronda, one of the busiest urban corridors in Depok, Indonesia. As a rapidly growing city adjacent to Jakarta, Depok has become a dynamic multilingual environment where languages intersect in public and commercial spaces. Using a linguistic landscape approach, this research examines the types of languages displayed on commercial signs, with particular attention to monolingual, bilingual, and multilingual practices. The findings reveal the monolingual signage is dominant, primarily in Bahasa Indonesia, which reflects the national language’s strong role as the medium of commerce and identity. English also appears as a monolingual choice, often used to convey modernity, prestige, and global orientation. Bilingual signage frequently combines Indonesian with English, representing both local accessibility and international appeal, while a smaller portion blends Bahasa Indonesia with regional languages, indicating cultural identity and community ties. Multilingual signs, though limited, incorporate combinations such as Bahasa Indonesia English Korean, and Bahasa Indonesia English Japanese, reflecting global cultural flows and the influence of foreign businesses or popular culture. The analysis suggests that language choices on signage are not merely functional but also index social meanings, including modernity, local identity, and globalization. Overall, Jalan Margonda’s commercial linguistic landscape exemplifies how languages are strategically used to attract diverse audiences, negotiate cultural identities, and symbolize socioeconomic aspirations in an urban Indonesian context.