BAHASA PEDAGANG ETNIS TIONGHOA DALAM INTERAKSI JUAL BELI DI PASAR HONGKONG KOTA SINGKAWANG: KAJIAN SOSIOLINGUISTIK

Abstract

This study aims to describe the language used by ethnic Chinese merchants during sales interactions at the Hongkong Market in Singkawang City, based on a sociolinguistic perspective. The research focuses on language variations, code-switching, and code-mixing employed in transactions with buyers from diverse ethnic backgrounds. A qualitative approach with a descriptive method was adopted. Data consisted of the merchants' spoken utterances, collected through observation, recording, and note-taking. Data analysis involved the stages of data reduction, data presentation, and conclusion drawing. The findings reveal that merchants utilize Indonesian, Singkawang Malay, and elements of Chinese languages. Code-switching occurs both internally and externally, depending on the communication context and the buyer's background, while code-mixing manifests through the insertion of words and phrases. The use of these language variations serves to facilitate transactions, foster rapport, and demonstrate the merchants' social identity within the multi-ethnic market environment.