Analisis Penggunaan Campur Kode Pada Iklan Superindo di Instagram
Abstract
Perkembangan media sosial sebagai sarana komunikasi pemasaran digital mendorong perusahaan seperti Superindo menggunakan strategi kebahasaan yang menarik, salah satunya melalui campur kode. Penggabungan bahasa Indonesia dan Inggris dalam iklan digital berfungsi sebagai alat komunikasi sekaligus strategi branding. Penelitian ini menganalisis penggunaan campur kode dalam konten Instagram @infosuperindo dengan fokus pada identifikasi jenis-jenisnya. Metode yang digunakan adalah kualitatif deskriptif dengan teknik dokumentasi terhadap 30 iklan yang diposting antara Januari–April 2025. Hasil penelitian menunjukkan bahwa hanya dua jenis campur kode yang ditemukan, yaitu insertion (26 kali) dan alternation (4 kali). Insertion ditandai dengan penyisipan unsur leksikal bahasa Inggris dalam struktur bahasa Indonesia, sementara alternation melibatkan pergantian klausa antarbahasa. Temuan ini menunjukkan adanya strategi linguistik yang sengaja digunakan untuk membangun citra modern dan menarik bagi konsumen urban bilingual di ranah digital.
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