Analysis of Code-Mixing in SOMETHINC’s Instagram Captions

Abstract

This study examines the phenomenon of code-mixing in the Instagram captions of the Indonesian skincare brand, SOMETHINC. The data consists of 20 captions from the @somethincofficial Instagram account. The first research question addresses the classification of different types of code-mixing. Additionally, the study investigates whether the use of English words influences consumer purchase intentions. Muysken’s (2000) theory of code-mixing is applied in this research. A mixed-method approach is utilized, incorporating both document analysis and questionnaires. The document method is employed to analyze the Instagram captions as written texts, while the questionnaire is used to assess whether code-mixing affects consumer purchase intentions. The questionnaires were distributed to 50 Instagram users. The 20 selected captions were analyzed according to Muysken’s framework, which identifies three types of code-mixing: Insertion, Alternation, and Congruent Lexicalization. Furthermore, the results of the questionnaire are elaborated upon. The findings of this study reveal various types of code-mixing in the @somethincofficial Instagram captions. The analysis identified 58 instances of code-mixing, with 36 instances (62.7%) classified as insertion, 18 instances (31.03%) as alternation, and 4 instances (6.27%) as congruent lexicalization. The questionnaire results indicate that 94.1% of respondents noticed the use of English words in SOMETHINC's captions, and 96.1% found these English words to make the captions more attractive. Notably, 27 respondents indicated that the use of English words attracted them to purchase SOMETHINC's products. However, other factors such as product quality and pricing were also identified as important in influencing consumer purchase intentions.This research contributes to the understanding of code-mixing in social media marketing within the beauty industry, highlighting its effectiveness in engaging bilingual consumers while also acknowledging the complexity of factors influencing consumer behavior