THE USE OF CODE-MIXING IN THE TIKTOK ACCOUNT FASHION INDUSTRY @JOYBASIC.ID

Abstract

This study investigates the use of code-mixing in the promotional content of the TikTok fashion account @joybasic.id. It aims to identify the types, linguistic forms, and reasons for code-mixing found in both spoken utterances and on-screen written texts. This study employed a descriptive qualitative approach using observation and documentation techniques. The data consisted of 90 instances of code-mixing collected from 51 TikTok videos uploaded between February and May 2025 and were analyzed using Hoffman's (1991) theory of code-mixing. The findings reveal that intra-sentential code-mixing is the dominant type (78 occurrences), followed by intra-lexical code-mixing (10 occurrences) and code-mixing involving a change of pronunciation (2 occurrences). Word-level insertions are the most frequent linguistic form, followed by phrases and sentences. The primary reason for code-mixing is talking about a particular topic, especially fashion-related concepts, while expressing group identity and expressing feelings occur less frequently. These findings indicate that code-mixing functions as a strategic linguistic resource in TikTok fashion promotion, enabling content creators to communicate product information more effectively while presenting a modern and engaging promotional style. This study contributes to sociolinguistic research by demonstrating how bilingual language practices are strategically employed in digital fashion marketing through the integration of spoken and written promotional discourse.