Sustainable Business Using Code-switching Strategy in HMNS Digital Platform

Nowadays, a number of businesses uses digital platforms to promote their products and to maintain their relationships with customers. Language can be used as one of powerful tools. This study investigates how HMNS Perfumery promote their products in one of their digital platforms, Instagram, using code-switching. The purpose of this study is to identify HMNS’ use of code-switching and to find out the customers’ opinion regarding the use of code-switching in HMNS business account Instagram. The data are gathered from HMNS Instagram contents and through a questionnaire distributed to HMNS customers. The results show that in promoting HMNS products in their Instagram account, code-switching is used quite frequently - 32 in total from 15 data. In addition, it is indicated that the customers have positive views toward HMNS’ use of code-switching in their Instagram. In other words, they support HMNS using code-switching in promoting the products through the brand’s digital platform. Thus, it can be said that code-switching can be used as one sustainable business strategy to develop positive interaction between the brand and the customers.