Analysis on Code Mixing at “Marketing Plus 2000” by Hermawan Kertajaya: Marketing book

ABSTRACT

As result of language contact, code mixing is an interesting phenomenon that is facilitated by the rise of bilingual and multilingual. Code mixing gives new features to language since the language resulted is hard to be analyzed by any grammatical theory available. On the other hand code mixing itself has a distinct character: one language that stands as the main language and retain its grammatical function and the second language that loses its grammatical rule and stands only to support the main language in pieces.

Government policy on Indonesian National Language and English as the compulsory subject in education are the phenomena that growth in Indonesia, besides the rise of Indonesian scholars with foreign education that use code mixing in the writing books and articles. Code mixing at “Marketing Plus 2000” is one example that involves the mixing of two field, marketing knowledge that evolves in western and Indonesian that is used as mean of communication.

The purposes of this study are to describe the kinds of code mixing in the book Marketing Plus 2000 by Hermawan Kertajaya and to elaborate the way how the author utilize code mixing in the book. The study is the participation in discussing language contact phenomena that will be a brief explanation for the next researchers who intend to study the impact of English to Indonesian National Language.

This study uses descriptive research design to elaborate the kinds of code mixing and the way how Hermawan use code mixing in the book. The study adopts linguistics especially grammatical approach that is used to describe the features and the kinds of code mixing in the book.

The result of the study are the description of the kinds of code mixing in book Marketing Plus 2000 and the description of the way how code mixing is used by the author. There are three kinds of code mixing founded: code mixing of word insertion, code mixing of phrase insertion, and code mixing of clause insertion. It is also founded that there are many ways how the author utilize code mixing in the book: The author uses it by attaching English words with Indonesian affixes, by attaching English phrases with Indonesian suffix, by functioning English words directly as ؛)art of sentence, by attaching English words with Indonesian words or proper name to make longer phrases and functioning them as part of sentence, by functioning English phrases directly as part of sentence, by attaching English phrases with Indonesian words to make longer phrases and functioning them as part of sentence by functioning English clause directly as part of sentence and by inserting Indonesian Words to English clause and functioning it as part of Indonesian sentence. It is also found that sometimes the author uses Indonesian conjunction in functioning English clause, sometimes uses English conjunction, but sometimes doesn’t use any conjunction.