ANGGRAINI, DWI (2021) INVESTIGATING THE CUSTOMER’S PERCEPTION ON THE USE OF ENGLISH FOR GARMENT PRODUCTS BRANDING IN PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.
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The purpose of this research is to know how the use of English affects the customer’s perceptions of garment product branding in Palembang as one of nonspeaking area in Palembang. In this qualitative research, all participants were approached using snowball sampling. There were 15 participants, in which five of them participated in individual in-depth interviews and all the 15 participated in focus group interview. The collected data from all interviews were analyzed using a thematic analysis technique. The interviews data revealed that the use of English for garment branding mostly had effectiveness on the products sale. The effectiveness was found in eight points, namely (1) the popularity, (2) the purchasing interest, (3) the sales and revenue, (4) the business competition, (5) buyers’ curiosity, (6) the insight to the English vocabulary, (7) Symbol of Modernity, and (8) Self-Esteem/Prestige. However, no ineffectiveness found in the data because all participants agreed that the use of English positively affected the customer’s perceptions of garment product branding in Palembang. In facts, in the Focus Group Interview a point came up about the ineffectiveness as their concern on the local language or Bahasa Indonesia.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Keywords: affect, effectiveness, English, garment, product |
| Subjects: | P Language and Literature > PE English |
| Divisions: | English > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 19 Jan 2023 01:59 |
| Last Modified: | 19 Jan 2023 01:59 |
| URI: | http://eprints.polsri.ac.id/id/eprint/11876 |
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