Perceptions of Customers of Astra Honda Siliwangi Semarang ... · PERCEPTIONS OF CUSTOMERS OF ASTRA...

PERCEPTIONS OF CUSTOMERS OF ASTRA HONDA

SILIWANGI SEMARANG TOWARD THE USE OF ENGLISH

LANGUAGE IN HONDA MOTOR’S ADVERTISEMENTS FOUND

IN SUARA MERDEKA NEWSPAPERS

THESIS

Submitted in Partial Fulfillment

of the Requirements for the Degree of

Sarjana Pendidikan

Florentina Melisa Sutowidjojo

112011004

ENGLISH TEACHER EDUCATION PROGRAM

FACULTY OF LANGUAGE AND LITERATURE

SATYA WACANA CHRISTIAN UNIVERSITY

SALATIGA

2015

i





THESIS



Sarjana Pendidikan


112011004

ENGLISH TEACHER EDUCATION PROGRAM

FACULTY OF LANGUAGE AND LITERATURE

SATYA WACANA CHRISTIAN UNIVERSITY

SALATIGA

2015

ii





THESIS



Sarjana Pendidikan


112011004

Approved by:

E. Titik Murtisari, S.Pd., M.TransStud, PhD Neny Isharyanti, M.A

Supervisor Examiner

iii

COPYRIGHT STATEMENT

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course or accepted for the fulfillment of any degree or diploma in any university. To

the best my knowledge and my belief, this contains no material previously published

or written by any other person expect where due references is made in the text.

Copyright@2015. Florentina Melisa Sutowidjojo and E. Titik Murtisari, S.Pd.,

M.TransStud, PhD

All right reserved. No part of this thesis may be produced by any means without

permission of at least one of the copyright owner or the English Department, Faculty

of Language and Literature, Satya Wacana Christian University, Salatiga


iv

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community, I verify that:

Name : Florentina Melisa Sutowidjojo

Student ID Number : 112011004

Study Program : Language and Literature

Kind of Work : Undergraduate Thesis

In developing my knowledge, I agree to provide SWCU with non-exclusive royalty

free right for my intellectual property and the contents therein entitled:

Perceptions of Customers of Astra Honda Siliwangi Semarang toward the use of

English language in Honda Motor’s Advertisements Found in Suara Merdeka

Newspapers

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Approved by:

Thesis Supervisor Thesis Examiner

E. Titik Murtisari, S.Pd., M.TransStud, PhD Neny Isharyanti, M.A

v

TABLE OF CONTENT

Inside Cover Page ........................................................................................................... i

Approval Page ................................................................................................................ ii

Approval Statement ..................................................................................................... iii

Publication Agreement Declaration .............................................................................. iv

Table of Content ............................................................................................................ v

List of Table ................................................................................................................. vii

List of Figures ............................................................................................................ viii

Abstract .......................................................................................................................... 1

A. INTRODUCTION .................................................................................................. 1

1.Statement of the Problem .................................................................................... 2

2.Research Question ............................................................................................... 2

3.Significance of the Study ..................................................................................... 3

B. LITERATURE REVIEW ....................................................................................... 3

1. Definition of Advertisement ............................................................................. 4

2. Functions of Advertisement .............................................................................. 4

3. Parts of Advertisement ...................................................................................... 5

4. The Language of Advertising ........................................................................... 6

5. The Use of English Language in Advertisements............................................. 7

6. Code Mixing and Code Switching .................................................................... 8

7. Perception ......................................................................................................... 9

8. Suara Merdeka Newspaper ............................................................................. 10

9. Honda Motor ................................................................................................... 10

10. Astra Honda Siliwangi Semarang ................................................................. 11

C. THE STUDY ........................................................................................................ 11

1. Type of Research ............................................................................................ 11

2. Context of the Study ....................................................................................... 12

3. Participants ...................................................................................................... 12

4. Instrumentation ............................................................................................... 13

5. Data Analysis .................................................................................................. 14

vi

D. FINDINGS AND DISCUSSION ......................................................................... 14

1. Participants‟ Perceptions toward the Use of English Language in Honda

motor‟s Advertisements ................................................................................... 15

2. Participants‟ Perceptions toward Negative Issues Related to the Use of

English Language in Indonesia Advertisements as Commonly Practiced in the

Media ............................................................................................................... 19

3. Participants‟ Perceptions toward Positive Issues Related to the Use of

English Language in Indonesia Advertisements as Commonly Practiced in the

Media ............................................................................................................... 21

4. Participants‟ Perceptions toward English Language.................................... 27

E. CONCLUSION ....................................................................................................... 31

F. ACKNOWLEDGEMENT ....................................................................................... 34

G. REFERENCES........................................................................................................ 35

H. APPENDIX ............................................................................................................. 38

vii

LIST OF TABLE

Table 1. Case Processing Summary ............................................................................ 23

Table 2. Descriptives ................................................................................................... 23

Table 3. Tests of Normality ......................................................................................... 24

Table 4. Frequency Table of Question 1-6 .................................................................. 25

Table 5. Frequency Table of Question 7-10 ................................................................ 25

Table 6. The Result of Spearman Correlation Test ..................................................... 26

viii

LIST OF FIGURES

Figure 1. Participants’ Perceptions based on the Two Functions of Advertisement

..............................................................................................................………………15

Figure 2. Participants’ Perceptions toward Negative Issues Related to the Use of

English language in Indonesia Advertisements as Commonly Practiced in the Media

......................................................................................................................................20

Figure 3. Participants’ Perceptions toward Positive Issues Related to the Use of


......................................................................................................................................21

Figure 4. Participants’ Perceptions toward English Language .................................28

1

PERCEPTIONS OF CUSTOMERS OF ASTRA HONDA SILIWANGI

SEMARANG TOWARD THE USE OF ENGLISH LANGUAGE IN HONDA

MOTOR’S ADVERTISEMENTS FOUND IN SUARA MERDEKA

NEWSPAPERS


Abstract

Nowadays, many companies offer their products and services through many

kinds of fascinating advertisements, trying to persuade readers through the form and

the language they used. The researcher found many advertisements in Indonesia mass

media used English language, although English language is still considered as a

foreign language. This phenomenon made the researcher wanted to find out about

readers‟ perceptions toward such use of English. There have been some studies about

the use of English language in advertisements, but mostly done on magazines. With

this in mind, a different context has been selected for this study, i.e. on Honda

Motor‟s advertisements found in Suara Merdeka newspapers. Then, the researcher

also used questionnaires to know about customers‟ perceptions. The findings of this

study show that the customers tended to be positive toward the use of English

language in Indonesia advertisements.

Keywords: advertisement, English language, perception, Suara Merdeka newspaper,

Honda Motor.

A. INTRODUCTION

Nowadays, many companies offer their products and services through many

kinds of fascinating advertisements. It makes people easily find advertisements in

their daily life. It is supported by Cook (1992) who stated that “Advertising is not

some external curiosity which we examine, from which we are separate and superior,

but something of which we are part, and which is part of us.”(p. 182). People can find

many kinds of advertisements in newspapers, magazines, tabloids, billboards,

televisions, radios, films and internet, even in public transportations. There are many

advertisements which try to persuade their readers through the form and the language

they use.

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1. Statement of the Problem

In recent times, many advertisements in Indonesia mass media use English

language, instead of Indonesian. Piller (2003) claimed a language which is most

repeatedly used in advertisements in non-English speaking countries is English

language (p. 175). There are some advertisements in Indonesia using English

language on the entire text and/or mix it with Indonesian language, although English

language is still considered as a foreign language. This phenomenon made the

researcher wanted to find out about readers‟ perceptions toward such use of English.

The investigation however will focus on code mixing, which is the mixing of

language within the sentence level. Further, the main concern in this study is in how

advertisements which use English language appeal to the readers and give information

to them.

2. Research Question

In this study, the researcher aims to find out the perceptions of customers of Astra

Honda Siliwangi Semarang toward the use of English language in Honda motor‟s

advertisements found in Suara Merdeka newspapers. It would be based on the two

functions of advertisement: how it appeals to the readers and gives information to

them. Therefore, the research question of this study is:

What are perceptions of customers of Astra Honda Siliwangi Semarang on the

use of English language in Honda motor‟s advertisements found in Suara

Merdeka newspapers?

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3. Significance of the Study

Some studies about the use of English language in advertisements have been

done. One of them is Gerritsen, Nickerson, Hooft, Meurs, Nederstigt, Starren and

Crijns (2007) who did the study in some countries in Europe in which English is the

second language of those countries. The result of the study is the high percentage of

advertisements using English language in the Elle magazine in five countries in

Europe. This study stimulated the researcher do a similar study, but in a different

context.

The researcher hoped that the findings of this study can enrich readers‟

knowledge, especially the advertisers about how English language can fulfill those

two functions of advertisement based on the customers‟ perceptions. It can give

references for advertisers on the choice of language(s) for their advertisements.

Besides, it can also give information about the customers‟ perceptions toward some

issues related to the use of English language in Indonesia advertisements as

commonly practiced in the media and also their perceptions about English language

itself.

B. LITERATURE REVIEW

This literature review discusses some relevant theories and studies on the

scope of the use of English language in advertisement to know deeply about the

theoretical framework of this study.

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1. Definition of Advertisement

There are some experts who define the term of advertisement and their

definitions are either similar or different, but they complete each other. The first

definition comes from Belch and Belch (2004). They defined advertising as a form to

promote products or services which is frequently used because it is noticeable (p.16).

From this definition, we can see that an advertisement is a tool that can help a

company to promote their products or services since it can grasp people‟s attention.

The second definition comes from Kannan and Tyagi (2013) who stated, “…,

advertising is the art of influencing human action and awakening of a desire to

possess products and services.” (p.10). This second definition tells us clearly that an

advertisement is an art to persuade people to buy certain products and services. It

helps companies to sell their products or services. From these two definitions, it can

be concluded that advertisement can be one of the best tools to persuade many people

to buy products and services. An advertisement may determine the success to the

products or services advertised. However, there are some aspects which an

advertisement must have to be a successful advertisement. One of them is about the

language.

2. Functions of Advertisement

Some functions of advertisement according to Bovee and Arens (1986, p.89)

are:

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1. Giving consumers the ability to recognize the product and distinguish it from

other products.

2. Delivering information about the characteristics, features, and how to gain the

products.

3. Persuading consumers to buy new products and rebuy the products.

4. Encouraging the circulation of products.

5. Raising the consumers‟ frequency of using the products.

6. Making consumers become loyal with a certain brand.

Those functions of advertisement show that an advertisement can be one of the

factors which support the success of products or services advertised. By using suitable

form and language, advertisements may persuade many people to buy that product or

service. In the current study, the researcher has narrowed the scope by only paying

attention to the second and the third function of advertisement. The second function is

in delivering information about the products (give information to readers) and the

third function is in persuading consumers to buy the products (how it appeals to

readers). These two functions were chosen because those were believed by the

researcher as the most important functions of advertisement.

3. Parts of Advertisement

Advertisement contains of some parts which complete each other to be able to

fulfill the functions of advertisement. There are headline, body copy, slogan, standing

detail and product name. Belch and Belch (2004) defined headline as the part which

6

people will read it first in an advertisement (p. 283). They also added that a headline

should be able to attract people‟s attention to read the whole message in an

advertisement. This definition shows that a headline is one of the important parts of

advertisement which can determine whether people want to read the advertisement or

not. Then, Leech (1966) defined body copy as the central part of an advertisement (p.

59). Belch and Belch (2004) also supported this by saying that “…body copy is

usually the heart of advertising message…” (p. 285). These definitions explain that

the main message which the advertisement wants to deliver is located in the body

copy. The other part of advertisement is slogan. Cook (1992) defined slogan as “a

short phrase or clause regularly accompanying the name of the product” (p. 231). As

to standing detail, Gerritsen et al (2007) defined it as one of the advertisement parts

which gives information about how to buy the product advertised, such as website

URL, e-mail address, retailer‟s location and telephone or fax number (p. 300). Then,

Gerritsen et al also defined product name as the brand name or brand name combined

with another name which is raised in an advertisement.

4. The Language of Advertising

Language is an important instrument for people to have communication with

others efficiently (Kannan and Tyagi, 2013). Therefore, language plays an important

role in advertising. This was supported by Wells, Burnett and Moriarty (1995), “Good

ads work on two levels: They engage the mind of consumer and at the same time

deliver a selling message.” (p. 6). Language becomes important because it determines

how an advertisement can deliver a selling message to the readers. This was also

supported by Kannan and Tyagi (2013, p. 3). They stated that the form of an

7

advertisement can attract customers, but the language of an advertisement makes

customers able to recognize a product and distinguish it from others. It means that

advertisers may use catchy word(s) or phrase(s) to make people know that the word(s)

or phrase(s) are absolutely related with these products or services. It may build

people‟s awareness toward the products or services through the advertisements that

may increase the selling rate. It is also supported by Geis (1982), Goddard (1998),

Han (1991), Vestegaard and Schroder (1985) and Zhang (2001), who stated that

language plays an important role to influence readers to buy the products or services

advertised. Because of that, the use of suitable language may give much contribution

to the success of an advertisement.

5. The Use of English Language in Advertisements

Gerritsen et al conducted the study on the use of English language in five

countries in Europe. The result of their study shows a high percentage of the use of

English language in product advertisements in countries which English is not their

first language. Further, a previous study by Piller (2001) indicated a similar result,

although they had different contexts in their research. Piller claimed that 60 until 70

percent of advertisements in Germany used English language. These studies have

demonstrated the frequent use of English in advertisements in non-English-speaking

countries.

The above research findings relate to the perceptions of people toward English

language. Alm (2003), Bhatia (1992, 2001), Kelly-Holmes (2005), and Piller (2001)

claimed that English language is very close with globalism, modernity, and prestige.

It means that English brings prestige because it shows the modernity of someone in

8

this globalization era. People do not think whether they really understand it or not.

This is supported by Piller (2001), who pointed out that “even if the audience does not

understand the denotational message of the English […] they will recognize that the

message in English, and they will activate their stereotypes about English.”(p. 163).

Those aspects may become one reason of advertisers to use English language,

rather than local language. It also happens in Indonesia. Many advertisements use

English language or mix it with Indonesian. Nerghes (2011) claimed that many

advertisers in Indonesia use English language purposefully in their advertisements

because English language is associated with values such as youth, prestige and

modernity. These can help an advertisement to catch people attention, especially if the

products or services are related with modern people life style. Chukueggu (2010) also

supported that many Indonesians have the same perceptions toward the use of English

language in daily life since English language has a high value in Indonesia. The

values of English language in Indonesia are the main reason of why many advertisers

tend to use English language or mix it with Indonesian in advertisements.

6. Code Mixing and Code Switching

Currently, many advertisements in Indonesia tend to use English language.

Some advertisers seem to believe that English language can support the success of

advertisements. Even some of them use English and Indonesian language at the same

time in the same advertisement. They try to attract readers by switching or mixing the

language they use in advertisements. This phenomenon is called code switching or

code mixing. Many advertisers tend to use these linguistic creativity phenomena as

their strategies to attract more customers. Because of that, the definition of code

9

switching and code mixing is needed in this study. The definition of code-switching

by Poplack (1980) is “the alternation of two languages within a single discourse,

sentence or constituent” (p. 583). Then, how to differentiate code switching and code

mixing? According to Obiamalu and Mbagwu (2008), “Code-switching refers to the

alternate use of sentences from two languages in a single discourse, while code-

mixing refers to the alternate use of constituents from two languages within a

sentence”(p. 27). From these two definitions, we can see clearly how code-switching

and code-mixing work differently. For example, the writer of this sentences “My

mother is a great mom for me. Ibu selalu menyayangiku sepenuh hati” switches the

code from English (first sentence) to Indonesian (second sentence). In these

sentences, we can see that the writer does code-switching. This is very different with

this sentence “Saya ke Mangga Dua yesterday, shopping banyak baju.”. The writer

mixes English and Indonesian language in one sentence. It means that the writer does

code-mixing.

7. Perception

Since perception becomes the basis of this study, it is important to know

further about what perception is and how it differs from attitude or behavior. Belch

and Belch (2004) stated that perception is “the process by which an individual

receives, selects, organizes, and interprets information to create meaningful picture of

world.” (p. 119). From this definition, we can know that perception is a process which

involves only an individual. Each individual will have different perception because

each individual has their own principles, beliefs, needs and expectations. Blake and

Sekuler (2006) also added that perception is the result of a process of human sense to

10

see, hear, taste, smell or feel all things around them (p. 515). It means that perception

is a situation where people give response(s) toward what he or she sees, hears, tastes,

smells and feels. From these two definitions, it can be concluded that perception is

individual response(s) in form of opinion toward something happened around them. It

is very different from attitude or behavior. Pickens (2005) stated that attitude involves

actions toward what people feel. Thus, perceptions in the present study only include

readers‟ responses in the form of their opinions toward the use of English language in

Indonesia advertisements. It is important to know Indonesian readers‟ perceptions

toward it because readers‟ perceptions determine the success of advertisements. It is

supported by Belch and Belch (2004) who stated that perception is one of the factors

that can influence consumers in making decision (p. 139). Therefore, readers‟

perceptions on the use of English language in Indonesia advertisements become the

result of this study.

8. Suara Merdeka Newspaper

Suara Merdeka newspaper is a well-known daily newspaper which is

distributed in Central Java area. This newspaper broadcasts updated news which

happen in Indonesia, especially in Central Java. The target reader of this newspaper is

citizens of Central Java who has middle to high level of economy. The number of

total printing is around 150,000 copies per day.

9. Honda Motor

Honda motor is originally from Japan and it was founded since 1946. It is one

of the famous brands of motor in Indonesia. Honda motor in Indonesia has produced

11

many kinds of motor to fulfill customers‟ desires since the demand of motorcycle in

Indonesia is quite high. The number of sales in the year of 2014 in Indonesia is

around 5 million Honda motors.

10. Astra Honda Siliwangi Semarang

Astra Honda Siliwangi Semarang is one of the big dealers of Honda motor in

Semarang. It is located at jalan Jendral Sudirman 320 B. In addition, Astra Honda

Silwangi Semarang also provides a service center and sells spare parts to give the best

service for their customers. The number of customers is around 35 customers per day.

C. THE STUDY

1. Type of Research

This current study used descriptive study. According to Bickman and Roy

(1998), a descriptive study is one type of research which data is collected without

manipulating the environment. Then, they also added that this type of research can

answer questions such as “what is” or “what was” which is related with the research

question of this study.

The researcher used mixed methods in this study, qualitative and quantitative.

Creswell (2003, p. 179) stated that qualitative procedure based on text and image data.

Therefore, the researcher used Honda Motor‟s advertisements published in Suara

Merdeka newspapers on October and November 2014 to help her in designing the

questionnaire. Then, the researcher also used quantitative research to find out

perceptions of customers of Astra Honda Siliwangi Semarang. Based on Creswell

12

(2003, p. 153), quantitative research is a survey which has a quantitative or numeric

description of trends, attitudes, or opinions of population by studying a sample of the

population. Besides, the researcher also used spearman rho correlation which is

included in non-parametric inferential statistic because the distribution answers in the

results of the questionnaire are not normal.

2. Context of the Study

There have been some studies about the use of English language in

advertisements, but mostly done on magazines (Gerritsen et al (2007), Abigail

(2011)). With this in mind, a different context has been selected for this study, i.e. on

Honda Motor‟s advertisements found in Suara Merdeka newspapers, whose target

readers have Indonesian or Javanese language as their first or second language. The

researcher narrowed the scope of the advertisements to Honda Motor‟s advertisements

in order to increase the reliability and validity of the data because the researcher could

identify the target readers of Honda Motor‟s advertisements.

2. Participants

The participants in this study were 100 Honda motor‟s customers because they

are the target readers of Honda motor‟s advertisements. The researcher used

convenience sampling method because not all of customers willing to participate in

fulfilling the questionnaire. Since 100 Honda motor‟s customers are very small

portion of the population, this study is included as a case study. Moreover, the

researcher chose customers of Astra Honda Siliwangi Semarang, which is a big

Honda motor dealer in Semarang as the participants in this study. These people also

13

happened to be the target reader of Honda motor‟s advertisements published in Suara

Merdeka newspapers.

3. Instrumentation

Questionnaire was used by the researcher to gather the data of perceptions of

customers of Astra Honda Motor Siliwangi Semarang on the use of English language

in Honda motor‟s advertisements found in Suara Merdeka newspapers. The researcher

designed a close ended questionnaire which contained of 13 items. The close-ended

type was chosen because this type saves more time and the researcher able to control

the limitation of questionnaire answer. The close-ended questionnaire used a four-

point Likert scale (strongly disagree, disagree, agree and strongly agree) in order to

make the participants to be able to express their perceptions by choosing rating points

on a scale. Based on Likert (1932), in using a Likert scale, the researcher must give

some statements with certain area for participants‟ judgments.

Then, four-point scale was chosen in order to increase the reliability and the

validity of the data. According to Cronbach (1950), this use of an even-number Likert

scale can reduce the possibility of participants in choosing the middle options or

neutral answers because middle options will give ambiguous results. In designing the

questionnaire, the researcher used data which she obtained from Honda Motor‟s

advertisements published in Suara Merdeka newspapers in October and November

2014. Those data were used by the researcher to give some examples in the

questionnaire to make all the participants have same image with the advertisement,

such as “(Contoh: ‘It’s fun to find my scoopy blue!’)”, “(Contoh: “New racing color

& stripe”, “Sporty under cowl”)”. The researcher also gave an open-ended question

14

to find out more about participants‟ opinions toward the use of English language in

Indonesia advertisements. Participants can give their opinions which do not emerge

yet in close-ended questions. Indonesian was used for the questionnaire because

English is a foreign language in Indonesia. Then, the questionnaire was piloted before

administered to the participants.

4. Data Analysis

The data from the participants were analyzed using non-parametric descriptive

statistics, i.e. descriptive statistic and non-parametric inferential statistic.

D. FINDINGS AND DISCUSSION

The questionnaire consists of thirteen questions which can be categorized into

four points. First point (question 1-6) is about participants‟ perceptions toward the use

of English language in Honda motor‟s advertisements. Second and third point are

about participants‟ perceptions toward some issues related to the use of English

language in Indonesia advertisements as commonly practiced in the media. The

second point (question 7 & 8) discusses negative issues and the third point (question 9

& 10) discusses positive issues. Then, fourth point (question 11-13) is about

participants‟ perceptions toward English language. The second until the fourth points

were used by the researcher to find out the participants‟ background reasons toward

the results of the first point.

15

1. Participants’ Perceptions toward the Use of English Language in Honda

motor’s Advertisements

Figure 1 shows the data collected from the questionnaires about participants‟

perceptions on Honda motor‟s advertisements which will be based on the two

functions of advertisement: how it appeals to the readers and gives information to

them.

Figure 1. Participants’ Perceptions based on the Two Functions of Advertisement

1a. Question 1: Perception on how the use of English language can make the

advertisement more interesting

The responses to the first question show that most of the participants (80%)

agreed or strongly agreed that mixing English and Indonesian language in Honda

motor‟s advertisements make the advertisements more interesting. This result is in

line with a previous study about an analysis of Faculty of Letters students‟

perceptions on the use of English language in advertisements in Gogirl! magazines

16

which was held in Soegijapranata Catholic University Semarang with 130 students of

faculty of letters as the participants. This study found 61.5% from the participants

stated agree that the use of English and Indonesian language makes the

advertisements more interesting (Abigail, 2011). This indicates that the use of

English can enhance the appeal of Indonesian advertisements. Moreover, mixing

English and Indonesian language may become one strategy which seem to be able to

evoke readers‟ curiosities, thus they may read the entire of the advertisement. This

result may relate to participants‟ perceptions toward English language itself which the

researcher asked in the last three questions in the questionnaire.

1b. Question 2 - 5: Perception on the use of English language in different parts of the

advertisement

Then, for the second to the fifth question, the participants were asked about

their perceptions toward the use of English language in different parts of Honda

motor‟s advertisement based on the first function of advertisement: how it appeals to

readers. As discussed in the literature review, there are five parts of advertisement:

headline, body copy, slogan, standing detail and product name. However, the

researcher only chose headline, slogan, products‟ name, and body copy to be asked in

the questionnaire because the researcher found that there is not standing detail part in

Honda motor‟s advertisements published in Suara Merdeka newspapers in October

and November 2014. The finding of this study shows that most of the participants

agreed or strongly agreed that the use of English language in different parts of

advertisements make the advertisements more interesting. Tree parts of advertisement

such as product‟s name (94%), slogan (89%) and body copy (88%) have different

numbers in the results, but the different is not too significant. It indicates that the use

17

of English language in these tree parts in an advertisement tend to make the

advertisement more interesting. However, for headline part, there were only 71 % of

the participants agreed or strongly agreed. Hence, the researcher can assume that the

use of English language in product‟s name, slogan and body copy part can attract

more readers to read the advertisements rather than in headline part. Besides that,

these results can support the result of question number one because no matter what

part of advertisement which uses English language, the majority of participants still

agreed that the use of English language in Indonesia advertisements can make

advertisements become more interesting. It means that the advertisements may attract

more readers to read the advertisement.

1c. Question 6: Perception on how the use of English language can make the

advertisements more understandable

Then, in the sixth question, the researcher wanted to know about participants‟

perceptions toward the use of English language based on the second advertisement‟s

function: give information to readers. Based on the result, the majority of participants

(77%) agreed or strongly agreed that Honda motor‟s advertisements are more

understandable, if they mix English and Indonesian language in their advertisements.

In this study, „understandable‟ means that the mix of English and Indonesian language

in advertisements can give clear information which make readers can comprehend the

information which the advertisements want to deliver easier. This result is in line with

the previous study (Abigail, 2011) which found 48.4% of 130 participants agreed with

that statement. The results prove that English language can fulfill function of

18

advertisement in giving information to the readers, although English language is not

their first language.

This is supported by some participants who answered the open-ended

question. As many as 6 participants stated it is OK to use English language in

Indonesia advertisement as long as they use simple and familiar English word(s) or

phrase(s). This is in line with de Mooij (1994) who stated that advertisers should use

simple English “with few words and no colloquialisms…” (p. 205). It has aim to

make all readers can understand those English word(s)/phrase(s) because readers have

different background of education. Therefore, readers can comprehend the

information given in an advertisement. For instance, Honda motor‟s slogan “One

Heart” is very simple and familiar which eases readers to know the meaning of the

phrase.

Besides, there was one participant who answered the open-ended question by

stating that body copy part of Honda motor‟s advertisements need to use English

language since there are some products‟ features which use automotive term. Those

products‟ features when they are translated in Indonesia language instead of English

will be too difficult for readers to comprehend them. This is supported by Takahashi

(1990: 329) and Friedrich (2002: 22) who stated that there are some words and

phrases in English language which cannot be translated to the target language because

they will be longer and more complex in the target language. It means that there is no

equivalent word in Indonesia which can replace terms which are based on English

specific terms. Then, it can be concluded that advertisers should be selective in

mixing English and Indonesian language in their advertisements. It will be better if

19

advertisers do not translate terms which are based on English language in Indonesia

language.

Therefore, the researcher can draw conclusion that advertisers should use

English language in their advertisements to attract more readers, but they should use

simple and familiar English word(s) and/or phrase(s) to make the advertisements

more understandable. Then, advertisers should not translate terms which have English

specific terms in Indonesia language in order to make the advertisements more

understandable for all readers.

2. Participants’ Perceptions toward Negative Issues Related to the Use of English

Language in Indonesia Advertisements as Commonly Practiced in the Media


perceptions toward negative issues related to the use of English language in Indonesia

advertisements. These issues are known from informal interviews that the researcher

did with some participants before designing the questionnaire.

20

8%10%

52%

64%

33%

24%

7%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Question 7 Question 8

Strongly Disagree Disagree Agree Strongly Agree

Figure 2. Participants’ Perceptions toward Negative Issues Related to the Use of


For the question number seven, the participants were asked about their

perceptions toward the statement that the use of English language in Indonesia

advertisements shows the degradation of nationalism of Indonesian citizens. As it can

be seen from figure 2 above, the result is 60% of the participants disagreed or strongly

disagreed. The result tends to be positive toward the use of English language in

Indonesia advertisement, but it has to be noted that there are 40% of participants,

which is a significant number agreed or strongly agreed with the statement.

The responses to the question number eight show that the majority of

participants (74%) disagreed or strongly disagreed that the use of English language in

Indonesia advertisements can threaten the existence of Indonesian language itself.

This result supports the result of question number seven. Then, it can be concluded

21

that most of the participants did not believe that English language can give negative

aspect to Indonesia, especially to the Indonesian language.

3. Participants’ Perceptions toward Positive Issues Related to the Use of English

Language in Indonesia Advertisements as Commonly Practiced in the Media

1% 2%

10%13%

71%

62%

18%23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Question 9 Question 10

Strongly Disagree Disagree Agree Strongly Agree

Figure 3. Participants’ Perceptions toward Positive Issues Related to the Use of


As shown in figure 3, most of the participants (89%) agreed or strongly agreed

toward a statement that the use of English language in Indonesia advertisements is a

form of creativity from advertisers. Here the participants may see the use of English

language as a strategy in the use of language. Unique language which advertisers use

in an advertisement can attract more readers to read the advertisement. This is

supported by Kannan and Tyagi (2013) who stated that the form of an advertisement

can attract customers, but the language of an advertisement makes customers able to

recognize a product and distinguish it from others (p. 3). Hence, advertisers can be

22

creative in language by mixing native/local with international language which often

attracts people to read. Mixing English with Indonesian language seem to be able to

evoke readers‟ curiosities because they may want to find out the meaning. As a result,

readers may be more easily attracted and they will read the entire of the advertisement

to fulfill their curiosities. These curiosities may encourage readers want to know more

about the products advertised. Besides that, the unique languages used in

advertisements may also build people‟s awareness toward the products or services

advertised.

Then, for the question number ten, as many as 85% of the participants agreed

or strongly agreed that the use of English language in Indonesia advertisements can

help them in learning English language. It shows that the participants already realize

that English language is important in this world of globalization since this language is

a global language that can help them to improve the quality of their life. There were 4

participants who answered the open-ended question by stating that the use of English

language mixed with Indonesian language is good because they can also learn English

language and it can enrich their English vocabulary. Further research is necessary to

find out some strategies of advertisements‟ readers in learning English language

through the media of advertisement.

To better understand the issue, the researcher also examined if there is any

correlation between the results of question 1-6 with the results of question 7-10. The

researcher did the analysis by using the statistical program SPSS 19. In this study, the

researcher used spearmen correlation which is included as non-parametric test. It is

due to the result of the test of normality below.

23

Case Processing Summary

100 100.0% 0 .0% 100 100.0%

100 100.0% 0 .0% 100 100.0%

Question 1-6

Question 7-10

N Percent N Percent N Percent

Valid Missing Total

Cases

Table 1. Case Processing Summary

Descriptives

18.2000 .23656

17.7306

18.6694

18.2111

18.0000

5.596

2.36558

12.00

24.00

12.00

3.00

-.216 .241

.402 .478

11.5500 .18661

11.1797

11.9203

11.5444

12.0000

3.482

1.86610

7.00

16.00

9.00

2.00

-.023 .241

.040 .478

Mean

Lower Bound

Upper Bound

95% Conf idence

Interv al for Mean

5% Trimmed Mean

Median

Variance

Std. Dev iat ion

Minimum

Maximum

Range

Interquart ile Range

Skewness

Kurtosis

Mean

Lower Bound

Upper Bound

95% Conf idence

Interv al for Mean

5% Trimmed Mean

Median

Variance

Std. Dev iat ion

Minimum

Maximum

Range

Interquart ile Range

Skewness

Kurtosis

Question 1-6

Question 7-10

Stat istic Std. Error

Table 2. Descriptives

24

Tests of Normali ty

.156 100 .000 .970 100 .021

.175 100 .000 .956 100 .002

Question 1-6

Question 7-10

Stat istic df Sig. Stat istic df Sig.

Kolmogorov-Smirnova

Shapiro-Wilk

Lillief ors Signif icance Correct iona.

Table 3. Tests of Normality

Based on the results of test of normality (Kolmogorov-Smirnov) above, it can

be seen that the results of question 1-6 and also the results of question 7-10 are not

distributed normally. The researcher used Kolmogorov-Smirnov because the total of

sampling in this study is above 50. To determine whether the result is normal, the

significant value of the test should have more than 0.05. Then, we can see from the

table 3 above that the results of the test have less than 0.05. It means that the results of

question 1-6 and the results of question 7-10 are not distributed normally.

25

Frequency Table

Question 1-6

2 2.0 2.0 2.0

1 1.0 1.0 3.0

4 4.0 4.0 7.0

7 7.0 7.0 14.0

8 8.0 8.0 22.0

9 9.0 9.0 31.0

22 22.0 22.0 53.0

20 20.0 20.0 73.0

14 14.0 14.0 87.0

7 7.0 7.0 94.0

2 2.0 2.0 96.0

2 2.0 2.0 98.0

2 2.0 2.0 100.0

100 100.0 100.0

12.00

13.00

14.00

15.00

16.00

17.00

18.00

19.00

20.00

21.00

22.00

23.00

24.00

Total

Valid

Frequency Percent Valid Percent

Cumulat iv e

Percent

Table 4. Frequency Table of Question 1-6

Question 7-10

1 1.0 1.0 1.0

6 6.0 6.0 7.0

7 7.0 7.0 14.0

13 13.0 13.0 27.0

15 15.0 15.0 42.0

35 35.0 35.0 77.0

9 9.0 9.0 86.0

7 7.0 7.0 93.0

5 5.0 5.0 98.0

2 2.0 2.0 100.0

100 100.0 100.0

7.00

8.00

9.00

10.00

11.00

12.00

13.00

14.00

15.00

16.00

Total

ValidFrequency Percent Valid Percent

Cumulat iv e

Percent

Table 5. Frequency Table of Question 7-10

From the two tabels above, we can see the scores of the results of question 1-6

and the results of question 7-10. Some scores in question 1-6 (Table 4), such as score

18, 19, 20 have higher frequency rather than the other scores. In question 7-10 (Table

26

5), the score 10, 11, 12 also have higher frequency rather than the other scores. This

frequency tables can be used as the evidence that the results of question 1-6 and the

results of question 7-10 are not distributed normally. Because of that, the researcher

should use non-parametric statistics in which there are two options: spearman‟s

correlation coefficient and kendall‟s correlation coefficient to check the correlation

between the results of question 1-6 with the results of question 7-10. In this study, the

researcher used spearman correlation test, rather than Kendall‟s because the total of

the participants is quite big (more than 30 participants). This is in line with Field

(2005) who stated that Kendall‟s correlation coefficient is “like Spearman‟s but

probably better for small samples.” (pg. 186). Moreover, spearman's rank correlation

coefficient is the more widely used rank correlation coefficient.

Correlations

1.000 .533**

. .000

100 100

.533** 1.000

.000 .

100 100

Correlation Coef f icient

Sig. (2-tailed)

N

Correlation Coef f icient

Sig. (2-tailed)

N

Question 1-6

Question 7-10

Spearman's rho

Question 1-6 Question 7-10

Correlation is signif icant at the 0.05 level (2-tailed).**.

Table 6. The Result of Spearman Correlation Test

Based on Field (2005), spearman correlation is included in bivariate

correlation coefficients, a correlation between two variables. In this study, the first

variable is the results of question 1-6 and the second is the results of question 7-10.

Moreover, a two-tailed test was used because the researcher cannot estimate the

nature of the relationship. The significant value for this correlation coefficient is less

27

than .05. It can be concluded that the results of question 1-6 and question 7-10 have

significant relationship. It means that respondents who favoured toward the use of

English language in Indonesia advertisements (question 1-6) normally did not believe

in the negative issues (question 7 & 8), but agreed or strongly agreed toward the

positive issues (question 9 & 10). Based on these results, the researcher assume that

the results of question 7-10 can become the background reasons of why participants

tend to be positive toward the use of English language in Indonesia advertisements

(the results of question 1-6).

4. Participants’ Perceptions toward English Language


perceptions toward English language itself. English language is neither a first language

nor an official state language in Indonesia, but many Indonesians often use it and/or

mix it with Indonesian language, especially in Indonesian advertisements. Thus, the

researcher also wanted to find out about participants‟ perceptions about English

language.

28

Figure 4. Participants’ Perceptions toward English Language

4a. Question 11: Perception on How the Use of English language in Indonesia

advertisements can give More Prestige to the Advertised Products

For the three last questions (question 11-13), the researcher wanted to find out

about participants‟ perceptions toward English language. According to Alm (2003),

Bhatia (1992, 2001), Kelly-Holmes (2005), and Piller (2001), English language

relates to globalism, modernity and prestige. It means that English language can give

more prestige because it shows the modernity of someone in this globalization era.

That is in line with the result of question number eleven. The majority of participants

(85%) agreed or strongly agreed that the use of English language in Honda motor‟s

advertisements is aimed to give more prestige to the product advertised. Therefore,

this result supports the results of question 1-6 about participants‟ perceptions toward

the use of English language in Honda motor‟s advertisements which based on the two

functions of advertisement. People agreed that the use of English language can make

29

an advertisement become more interesting because English language can bring more

prestige to products advertised and to the people who use them.

4b. Question 12: Perception on How the Use of English language in Indonesia

advertisements can improve the Image of the Advertised Products

Next the twelfth question asked the participants‟ perceptions if the use of

English language in Honda motor‟s advertisements was aimed to show that the

advertised product has sophisticated technology. From the total participants, there are

75% of the participants who stated „agree‟ or „strongly agree‟. Then, the researcher

can assume that English language has high value to improve image of products

advertised. Moreover, based on two participants who answered the open-ended

question, the use of English language can also show to the readers that the advertised

product internationally recognized and has international standard quality. However,

because of limited source in this study, further research is needed.

4c. Question 13: Perception on How the Use of English language in Indonesia

advertisements can give Modern Image to the Advertised Products

The last question (the question number 13) asked participants‟ perceptions if

the use of English language in Honda motor‟s advertisements was meant to give

modern image to the product. The result is 88% of the participants agreed or strongly

agreed. It shows us that English language can be used to advertise a product

associated with modernity. It is supported by Martin (2002; 2006: 164), Alm (2003),

Piller (2003;175), Kelly Holmes (2000; 2005: 104), Ustinova and Bhatia (2005), and

30

Lee (2006) who stated that English language is used in global advertisement because

this language has connection with the modernity.

From the above results, it may be concluded that the majority of participants

already have good or positive perceptions toward English language. This is in line

with Chukueggu (2010) who stated that many Indonesians have same thought in

tolerating the use of English language in daily life since English language has high

value in Indonesia. Therefore, they also have good or positive perceptions toward the

use of English language in Indonesia advertisements. Prestige, value and modern

aspect which English language brings may help an advertisement in fulfilling their

functions.

31

E. CONCLUSION

This research was aimed to find out about perceptions of customers of Astra

Honda Siliwangi Semarang toward the use of English language in Honda motor‟s

advertisements found in Suara Merdeka newspapers.

The first finding of this study showed that English language could help

advertisements in fulfilling its functions: how it appeals to readers and also gives

information to them. Most of the participants agreed that the use of English language

mixed with Indonesian language in any different parts of Honda motor‟s

advertisements can make the advertisements more interesting. Based on the results,

product‟s name, slogan and body copy were the most attractive parts in an

advertisement which uses English language which can attract people to read the whole

advertisement. Moreover, the majority of participants believed that the use of English

language mixed with Indonesian language in an Indonesia advertisement could make

the advertisement more understandable.

Second finding is about customers‟ perceptions toward negative issues related

to the use of English language in Indonesia advertisements as commonly practiced in

the media. Almost half of participants did not believe that the use of English language

in Indonesia shows the degradation of nationalism of Indonesian citizen. Then, most

of customers also disagreed or strongly disagreed that the use of English language in

Indonesia advertisements can threat the existence of Indonesian language.

The third one is about participants‟ perceptions toward the positive issues. The

majority of participants favoured that the use of English language in Indonesia

32

advertisements is a form of creativity from advertisers. The advertisers can be creative

in making an advertisement, not only in the design, but also in the language which

they use. Moreover, most of the participants believed that the use of English language

can help them in learning English. It showed that participants could already accept

English as the important aspect which can improve their life.

Fourth finding is the majority of participants believed that English language is

a language which can bring more prestige, value, and also modern image to the

product advertised. The results of customers‟ perceptions toward English language

may become the reason of their perceptions toward the use of English language in

Indonesia advertisements which are mentioned in previous paragraphs. From all

findings which found in this study, the researcher finds that participants tend to be

positive toward the use of English language mixed with Indonesian language in

Indonesia advertisements.

This study on customers‟ perceptions may help advertisers, especially

advertisers of Honda Motor in choosing suitable language for their advertisements.

Because the majority of customers can accept English language, even they want to

learn it to improve the quality of their life, advertisers may use English language more

often and/or mixing it with Indonesian language in their advertisements. It would be

better if they use simple or familiar English word(s) or phrase(s) in the product‟s

name, slogan and body copy because English language brings prestige, value and

modern image to the product advertised. For further research, the researcher suggests

to do this study in different kinds of product and different media which is used to

advertise. Thus, we can know customers‟ perceptions of other products, such as food

33

or drink advertised in other media, like television, radio, film and internet as the

electronic media.

34

F. ACKNOWLEDGEMENT

During my study in this college and also the process of writing this thesis, I

learn to be thankful for everything Jesus has given to me. Jesus gives his love through

support, love and pray from many people around me. Therefore, I would like to take

this opportunity to express my gratitude to:

1. My supervisor, E. Titik Murtisari, S.Pd., M.TransStud, PhD, who always help,

guide and support me in finishing my thesis.

2. My examiner, Neny Isharyanti, M.A, who help me in examining my thesis.

3. My father in heaven, my mother and all of my family who always pray and

give the best for me.

4. My beloved one, Bram Luska, who always give support, pray and delicious

homemade food for me.

5. Cik Anna Rosselin and relatives who help me in spreading the questionnaires.

6. My friends, TSU (Ayu, Andira, Bebe, Vani, Cindy), cc2 group(Yunie, Iin,

Christine, Wulan, Fani, Phelin, Wenda, Chintya), and Le2, Stella, Ferra who

always care, help and support me.

7. All people who I cannot mention them one by one.

35

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38

H. APPENDIX

Kepada pelanggan Astra Honda Siliwangi Semarang,

Saya adalah mahasiswi pendidikan bahasa Inggris Universitas Kristen Satya Wacana

yang sedang melakukan penelitian untuk skripsi saya. Kuisioner ini bertujuan untuk

mengetahui persepsi para pelanggan Astra Honda Siliwangi Semarang mengenai

penggunaan bahasa Inggris dan bahasa Indonesia yang digunakan bersamaan pada

iklan, terutama iklan motor Honda. Di kuisioner ini, terdapat beberapa pernyataan dan

pilihan jawaban, silahkan memilih salah satu pilihan jawaban berdasarkan opini anda.

Hasil dari kuisioner ini tidak untuk dipublikasikan, melainkan untuk kepentingan

penelitian semata. Atas bantuan, ketersediaan waktu dan kerjasamanya saya ucapkan

terimakasih.

Silahkan beri tanda centang (√) pada kolom pilihan jawaban anda. Anda hanya

dapat memberi 1 jawaban.

No Pernyataan Sangat tidak

setuju

Tidak setuju

Setuju Sangat setuju

1

Menurut saya, iklan motor Honda yang

menggunakan bahasa Inggris dan bahasa

Indonesia secara bersamaan menjadi lebih

menarik.

2


menggunakan bahasa Inggris pada bagian

judul (headline) menjadi lebih menarik.

(Contoh: ‘It’s fun to find my scoopy blue!’)

3



slogan menjadi lebih menarik. (Contoh:

‘One Heart’)

4



nama produk menjadi lebih menarik.

(Contoh: Grand, Beat, Mega-Pro, Tiger,

CBR-Street Fighter)

5



fitur produk menjadi lebih menarik.

(Contoh: “New racing color & stripe”,

39

“Sporty under cowl”)

6


menggunakan bahasa Inggris dan bahasa

Indonesia secara bersamaan lebih mudah

dipahami.

7

Penggunaan bahasa Inggris pada iklan

menunjukkan kurangnya nasionalisme

masyarakat Indonesia.

8


dapat menggerus keberadaan bahasa

Indonesia.

9


merupakan bentuk kreatifitas dari

pembuat iklan.

10


membantu saya melatih kemampuan

bahasa Inggris saya.

11


menggunakan bahasa Inggris bertujuan

untuk meningkatkan prestige pada produk

yang diiklankan.

12



untuk menunjukkan bahwa motor Honda

memiliki teknologi yang canggih.

13



untuk memberikan kesan modern pada

produk yang diiklankan.

Silahkan tuliskan jawaban anda pada tempat yang telah disediakan.

1. Apakah anda memiliki pendapat lain mengenai penggunaan bahasa Inggris dan

bahasa Indonesia secara bersamaan pada iklan? Jika ada, anda dapat menuliskan

nya beserta dengan alasannya.

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

40

____________________________________________________________________________________________________

____________________________________________________________________________________________________

Informasi Pelanggan

Pendidikan terakhir : ________________________________________

Jenis Kelamin : Pria / Wanita (Silahkan lingkari pada pilihan jawaban anda)

Apabila saya membutuhkan informasi lebih mengenai hasil kuisioner anda, dapatkah

saya menghubungi anda untuk melakukan wawancara?

Ya / Tidak (Silahkan lingkari pada pilihan jawaban anda)

Nama : ________________________________________

No. HP yang bisa dihubungi : ________________________________________

Terimakasih

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