Ragam Bahasa Penjual di Pasar Senen Siulak Kabupaten Kerinci Kajian Sosiolinguistik

Abstract

Language is a key feature that distinguishes humans from other creatures and serves a social function as a communication tool and a way to identify social groups. This research explores the language varieties and their influencing factors among vendors at the Siulak Senen Market. The study aims to contribute to the development of linguistics, particularly in sociolinguistics, and to expand the terminology related to market language varieties. Using a descriptive qualitative method, the research examines the speech of vendors and buyers, identifying 16 varieties of business language and 7 each for casual and familiar language. The prevalence of business language is due to vendors' efforts to attract customers, while casual and familiar varieties arise from the regional connections between vendors and buyers. The factors influencing these language varieties include situational context, age, familiarity, time, place, and gender.