ANNISA, NIDIA (2021) THE CUSTOMERS’ PERCEPTION TOWARDS THE IMPACTS OF ENGLISH FOR FOOD PRODUCTS BRANDING IN PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.
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Text (CHAPTER II LITERATURE REVIEW)
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Text (CHAPTER IV FINDINGS AND DISCUSSION)
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Text (CHAPTER V CONCLUSION AND SUGGESTION)
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Text (REFERENCES)
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Abstract
This research was conducted to investigate and detail the impacts of the use of English on food products branding in Palembang as a non-speaking English area in Indonesia. The purpose was to know the customers’ perception towards the use of English on food products. In line with the purpose, this research was conducted under a descriptive qualitative method to describe the existed phenomena. The participants were 15 persons who lived in Palembang. Fifteen of the participants were interviewed by individual in-depth interview. The results revealed that there were seven good impacts and three limitations of the use of English for food products branding in Palembang based on customers’ perception. The good impacts were English popularity, customers’ purchasing interest, business competition, buyers curiosity, buyers’ English vocabulary, customers’ modernity, and customers’ prestige. The limitation found about the other aspects of food products purchasing interest, way of promotion, and no pride in English labels.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Keywords: English, Food Products Branding, Customers’ Perception, Palembang |
| Subjects: | P Language and Literature > PE English |
| Divisions: | English > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 19 Jan 2023 01:56 |
| Last Modified: | 19 Jan 2023 01:56 |
| URI: | http://eprints.polsri.ac.id/id/eprint/11860 |
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