MORPHOLOGICAL PROCESSES IN THE NAMING OF BATAK RESTAURANTS IN BANDUNG CITY

Abstract

The purpose of this study is to identify the morphological processes used in the naming of Batak restaurants in Bandung City and to reveal the forms of linguistic practices reflected in these names. The research focuses on identifying and classifying word-formation processes through semantic analysis of the names of Batak restaurants. This study employs a descriptive qualitative research design, utilizing data consisting of Batak restaurant names obtained through observation and documentation techniques. The data were analyzed by grouping linguistic elements based on their morphological processes, which include affixation, lexical composition, and other morphological processes. The results indicate that in the naming of Batak restaurants, lexical composition is the most dominant pattern, particularly through the combination of Batak and Indonesian language elements. Additionally, the use of specific affixes serves to emphasize local identity while reinforcing the naming function as a business identifier. These findings indicate that the naming of Batak restaurants reflects business owners’ strategic tendency to construct ethnic identity through linguistic structures. This study is expected to contribute to the development of applied morphology and onomastics by presenting culinary business naming data as a relevant and contextual source for linguistic analysis.