THE ROLE OF NAMING IN SHAPING HOUSING IDENTITY IN SUMEDANG

Abstract

Housing names in Sumedang today often mix local and international words. This shows how developers try to connect with different kinds of people and follow modern trends. This research investigates the use of language in the naming of housing areas in Sumedang, a region where cultural heritage and urban development coexist. Employing an ethnolinguistic approach, the research aims to identify the language features present in housing names and examine how these names are used to attract specific buyer groups. The collected names were analyzed using qualitative content analysis, where lexical patterns were identified and interpreted to uncover their cultural, social, and linguistic meanings. The analysis revealed nine language features of housing names: Griya, Bumi, Residence, Grand, Cluster, Regency, Village, location-based names, and unique names. Each category reflects particular cultural meanings, social identities, and marketing strategies. The findings based on the analysis of nine naming features demonstrate that housing names are not merely functional but play a strategic role in shaping perceptions of lifestyle, modernity, and community values.