Struktur Frasa Metafora dalam Penamaan Kedai Kopi di Kota Makassar Kajian Semantik
Abstract
Penelitian ini menganalisis struktur frasa metafora pada penamaan kedai kopi di Makassar dengan pendekatan semantik kognitif. Tujuannya adalah mengidentifikasi pola gramatikal, relasi makna, dan fungsi simbolik metafora dalam konteks branding bisnis kuliner. Data diperoleh dari observasi terhadap 15 nama kedai kopi yang dipilih secara purposif, kemudian dianalisis menggunakan teori Conceptual Metaphor (Lakoff & Johnson, 2003) dan semiotika sosial (van Leeuwen, 2021). Hasil penelitian menunjukkan tiga temuan utama: (1) Dominasi struktur frasa nominal yang membangun relasi asosiatif antara kopi dengan konsep sebagai ekspresi emosi; (2) Keberagaman fungsi metafora, mulai dari pembentukan ikatan emosional hingga penyampaian identitas kultural metafora akademik); (3) Kompleksitas makna yang dipengaruhi oleh pengetahuan budaya dan pengalaman sensorik konsumen. Penelitian ini memperkaya kajian linguistik kognitif dengan mengungkap kreativitas metaforis dalam konteks bisnis lokal, sekaligus memberikan implikasi praktis bagi pelaku usaha dalam strategi penamaan merek. Temuan juga menunjukkan bagaimana metafora tidak hanya berperan sebagai alat linguistik, tetapi juga sebagai medium konstruksi identitas sosial di ruang urban kontemporer.
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