Code Switching and Code Mixing Used by Indonesian Beauty Vloggers and Its Influence to the Female English Department Students of Faculty of Humanities Universitas Jember

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.