| dc.description.abstract | This study focuses on the phenomenon of code switching and code mixing
that occurs in Indonesian beauty vloggers’ utterances. There are nine videos of
makeup products review from three selected Indonesian beauty vloggers that are
used as the sources of data. The classification of the types of code switching and
code mixing is being the first research question set. In addition, this study also
identifies whether code switching and code mixing influence the purchase
intention of female English Department Students in academic year 2017 as the
viewers or not. This study applies theory of code switching by Hamers and Blanc
(2004), theory of code mixing by Muysken (2000) and the indicators of purchase
intention by Schiffman and Kanuk (2009). This study applies qualitative research. In addition, this study uses two
methods namely transcription and questionnaire. Transcription is used for gaining
the whole utterances in term of written text. Questionnaire is used for getting to
know whether code switching and code mixing influence the viewers’ purchase
intention or not. The questionnaires are distributed to 75% of total number of
female English Department students in academic year 2017. Then, the utterances
of three selected Indonesian beauty vloggers are analysed using two theories. They are code switching by Hamers and Blanc (2004) who propose that the types
of code switching, namely Intersentential, Intrasentential and Extrasentential; and
code mixing by Muysken (2000) who mentions three types of code mixing, namely Insertion, Alternation and Congruent Lexicalization. Furthermore, the
result of the questionnaire is elaborated. The result of this study shows that there are several types of code
switching and code mixing in Indonesian beauty vloggers’ videos. There are 92
utterances that are classified as code switching. Further, there are 2 utterances of
intersentential code switching, 16 utterances of intrasentential code switching and
74 utterances of extrasentential code switching. Besides, there are 727 utterances
classified as code mixing that are derived from 662 insertion and 65 congruent
lexicalization. The further analysis shows that there are 209 words for beauty
terms and 141 words for greeting and addressing. Moreover, English words that
occur in the beauty terms such as kinds, ingredients, methods and quality of the
products are higher than the English expression for greeting and addressing. The
questionnaire shows that there are 42 students who have ever watched beauty
vlogs. They said that English words do not affect their purchase intention. Further, although English words do not give influence to viewers’ purchase intention, beauty vlogs are very influential to the viewers to choose the makeup products. | en_US |
