Language in Commercial Contexts: The Use of Arabic on Shop Signs in Malang

Muassomah, Muassomah ORCID: https://orcid.org/0000-0003-0177-8896, Yurisa, Penny Respati ORCID: https://orcid.org/0000-0003-2050-7987 and Hakim, Arief Rahman ORCID: https://orcid.org/0000-0003-2669-965X (2025) Language in Commercial Contexts: The Use of Arabic on Shop Signs in Malang. ALSUNIYAT: Jurnal Penelitian Bahasa, Sastra, dan Budaya Arab. ISSN 2721-480X

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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:	Journal Article
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:	13 Jul 2026 09:04

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