A Study of Naming Practices of Enterprises in Traditional Pasar Senen Jakarta

Abstract

This present research aimed at the naming practices and the referents of enterprises owned by the Bataknese merchants in traditional Pasar Senen Jakarta. The object of this reseach was the naming of the enterprises belong to Bataknese collected by means of participatory observations, note taking and structured- interviews. All data have been selected and analyzed by using the lingustic theory of Bahasa Batak Toba in terms of morphology, syntax and semantic. The structured interview was conducted to validate the referents of the naming practices. The results of this research showed that the naming practices were written in Bahasa Batak, Bahasa Indonesia, English, the combination of Bahasa Batak – Bahasa Indonesia and the combination of Bahasa Indonesia-English. Most of the naming practices found were constructed by endocentric phrases consisting of coordinative, attributive and appositive. However, the phrases also followed the English pattern whose adjective always preceeds the noun, while in Bahasa Batak the pattern is always DM (diterangkan, menerangkan). The second result is that Semantically, the basis of the naming practices refers to concepts reflecting the values, local wisdom and world views which belong to Toba people such as clan and family member, places and plants, religion, traditional cloth, togetherness and solidarity.