Constructing Meaning of Linguistic Landscape in Commercial Spaces: Signages at Mall of Serang, Banten

Abstract

This study aims to analyze the linguistic landscape of commercial signage at the Mall of Serang in Banten. The research focuses on identifying the languages used on the signage, analyzing their semantic and pragmatic meanings, and examining the social and symbolic functions represented through language use in commercial spaces. This study employs a qualitative descriptive method with data collection techniques involving documentation through photographing signage found within the shopping mall area. The results indicate that signage at the Mall of Serang is dominated by the use of Indonesian and English, both in monolingual and bilingual formats. English is used to convey a sense of modernity, prestige, and globalization, while Indonesian is used to clarify information for local visitors. Semantically, signage carries lexical, contextual, and associative meanings, while pragmatically, it functions as an informative, persuasive, and symbolic medium to attract consumer attention and build brand identity. This study demonstrates that the linguistic landscape at the Mall of Serang reflects the relationship between local identity, marketing strategies, and the influence of globalization within commercial public spaces.