CODE SWITCHING IN TIKTOK VIDEO FOR ADVERTISING : A SOCIOLINGUISTIC APPROACH = CODE SWITCHING IN TIKTOK VIDEO FOR ADVERTISING : A SOCIOLINGUISTIC APPROACH

The aims of this research are to (1) identify the types of code switching used by sellers for advertising in Tiktok video, and (2) explain students’ perception abaout code switching used by sellers to promote their product. In this research, the researcher employed descriptive qualitative method. The researcher applied the theory proposed by Abdul Hakim Yassi in analyzed the types of code switching in product advertisements on Tiktok. Additionally, conducted interviews with students to identified their perception about the use on code switching in advertising. The data that are analyzed in this research are 20 product advertisements from online business TikTok accounts and 30 students interviewed data. The result of this research shows that there are five types of code switching found in product advertisements which are intraclausal, intraphrasal, intralexical, interclausal, and tag. The researcher found that the intraphrasal code switching type was dominant compared to other types. Additionally, researcher highlights a dominant positive response toward the use of code switching in product advertising, with a total of some students agreeing with the use of code switching which can increase buyers’ interest in buying products.

Keyword : Code Switching, Product Advertisements, Students’ Perception