A Linguistic Landscape Study of Naming and Language Use on the Signboards of Grocery and Photocopy Shops in Mendalo Jambi

Abstract

This study examines the linguistic landscape of business signboards covering photocopy and grocery shop in the Mendalo region, Jambi Province. Employing a qualitative descriptive approach through observation, documentation, and interview methods, this study analyzes business naming data across four main perspectives: language type, linguistic form, informational function, and symbolic function. The analysis of 14 data points reveals that Indonesian dominates the distinctive name elements, whether in the form of single words, phrases, or acronyms, frequently combined with loanwords or foreign terms (Photo Copy, Digital & Print Center). Informatively, the naming backgrounds are closely tied to prayers, hopes for blessings, and the personal identities of the owners (such as children's or spouses' names, or location references). Symbolically, public space naming functions not only as an ownership marker but also reflects family bonds, religious values, foreign language prestige, and ethnic identity representation through surnames (Hombing, Lingga) and regional vocabulary (Holong, Bejo). These findings confirm that business signboards in the Mendalo area serve as a sociolinguistic medium of expression that bridges personal identity, local cultural preservation, and adaptation to commercial modernity.