A Semiotic Analysis of English Words in the Menu of Khoe Pek Goan Bloemenstad Coffee Shop:217010034

Fuzna Rizqi Sophia, Husni Thamrin., M.Hum (2026) A Semiotic Analysis of English Words in the Menu of Khoe Pek Goan Bloemenstad Coffee Shop:217010034. Skripsi(S1) thesis, FISS UNPAS.

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Abstract

This study focuses on a semiotic analysis of English words used in the menu of Khoe Pek Goan Bloemenstad coffee shop in Bandung. The use of English in coffee shop menus has become a linguistic phenomenon that reflects not only the global influence of English but also marketing strategies to attract customers. The objectives of this study are to identify the types of signs represented through English words and to explain their meanings from a semiotic perspective. The study employs Roland Barthes’ theory of semiotics, which consists of denotation, connotation, and myth, as the main analytical framework. The research uses a qualitative descriptive method, and the data were collected through documentation of the official menu of Khoe Pek Goan Bloemenstad Coffee Shop. Each English word sound in the menu was analyzed to reveal its semiotic representation. The findings show that the English words used in the menu are not merely linguistic choice but also signs that carry cultural and symbolic meanings. At the connotative level, they suggest modernity, prestige, and lifestyle. Meanwhile, at the myth of coffee culture as a part of globalization and urban identity. This study concludes that the use of English words in the menu of Khoe Pek Goan Bloemenstad Coffee Shop serves as a semiotic strategy to construct meaning and shape consumer perception. The findings contribute to the understanding of language use in culinary industries and highlight the role of English in shaping cultural and social practices in Indonesian society. Keywords: Semiotics, English words, Menu, Coffee Shop, Roland Barthes.

Item Type:	Thesis (Skripsi(S1))
Subjects:	S1-Skripsi
Divisions:	Fakultas Seni dan Sastra > Sastra Inggris 2025
Depositing User:	mr FISS-Oman -
Date Deposited:	07 Apr 2026 06:24
Last Modified:	07 Apr 2026 06:24
URI:	https://repository.unpas.ac.id/id/eprint/82603

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