VARIASI LANSKAP BAHASA RUANG PUBLIK DI KOTA MATARAM

This research discusses the form and function of the language landscape used in naming places in Mataram City. This research aims to record the use of language in naming places in Mataram City to see the dominance of language and its function. Place naming is limited to the names of hotels, restaurants/cafes and shops in Mataram City. The data collection method uses observation and observation techniques. The results of research on linguistic landscape variations on 155 names of public spaces in Mataram City consist of 4 forms, namely (1) Indonesian, (2) regional languages, (3) foreign languages, (4) Indonesian and foreign languages. Based on data analysis, the naming of public spaces is dominated by English. Meanwhile, the function of naming places in Mataram City is based on the attractiveness of foreign languages ​​which are considered more "selling" than Indonesian or regional languages, especially for the younger generation.