Language in commercial contexts: The use of Arabic on shop signs in Malang (sertifikat hak cipta)

Muassomah, Penny Respati Yurisa dkk (2025) Language in commercial contexts: The use of Arabic on shop signs in Malang (sertifikat hak cipta). 000985525.

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Abstract

This research explores the phenomenon of Arabic language use in shop signage in Malang, Indonesia, a region known for its educational, cultural, and religious diversity. The study aims to analyze the linguistic patterns and commercial functions of Arabic elements used in shop names. Using a descriptive qualitative approach, data were collected through field observation and documentation of shop signboards across various districts in the city. The analysis was carried out using a morphological approach to identify the types and structures of the Arabic elements adopted. The results show that there are seven word forms commonly used: masdar (verbal noun), shifat (adjective), alam (proper noun), jamid (non-derived noun), fi'il (verb), huruf (particle), and dhomir (pronoun). In addition, the Arabic absorption appears in both individual words and phrase constructions. The findings indicate that the use of Arabic in commercial signage not only serves as a linguistic choice but also as a strategic branding tool to enhance consumer trust and religious identification, particularly in predominantly Muslim communities. This research contributes to the broader understanding of language commodification and its socio-cultural implications by offering insights into the intersection of language, religion, and economics within the context of local commercial practices.

Item Type:	Hak Cipta
Keywords:	Arabic; Cultural identity; Commercial linguistics; Language commodification; Shop sign
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2099 Other Language, Communication and Culture > 209999 Language, Communication and Culture not elsewhere classified
Divisions:	Faculty of Humanities > Department of Arabic Language and Letters
Depositing User:	Penny Respati Yurisa
Date Deposited:	20 Nov 2025 13:16

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