Lip services of address and offering used by Javanese traders in Malang

ABSTRACT

The majority of the people who live in Malang are Javanese. Therefore, the language that is used in daily activities also Javanese. Norms and culture of Javanese influence Malang people. So, politeness or unggah-ungguh should be applied. Although in the market Javanese society must apply politeness. So, It is interesting to discuss lip services of address and offering used by Javanese traders.

There are two kinds of research problem in this study; what terms of lip services are used by Javanese traders to address and to offer? And what Javanese speech levels are used by Javanese traders to communicate with the customers.

The scope of this study is term of lip services is used by Javanese traders to address and to offer and also Javanese speech levels in marketing. It is purposing to awaken the reader’s interest in developing culture and improve the prospective reader’s attitude toward our precious culture values. Furthermore, It can introduce the Javanese culture to the whole Indonesian and may enhance as cross culture understanding so that people from other provinces know more about Javanese.

The writer use qualitative research to discuss this thesis, because the data are mostly use of words and statements. The writer just intends to describe the data obtained as they were found in the fields. The writer uses participant observation to get the data. It is suitable to provide the picture about the real condition in the field. The writer also uses interview to get the direct information. The writer uses triangulation in this study. She chooses the methodological triangulation and data sources.

From this study it is found out that some utterances and address terms that are used to bias and to respect the customers, those are; den, mas, mase, pak, bu, jeng, mbak. And to continue the bargaining the sellers combine those words by offering words: monggo, ningali, mirsani, ngersaake. This research find out that there are two kinds of code used in trading: ngoko speech level and krama speech level. And also code switching can occurs in clothes trading, between Javanese language and Indonesia language.

From the study the writer suggests that the concept of unggah-ungguh should be applied in everywhere. Although in the market, we must apply it.