SEMANTIC STUDY: Reasons for Naming Culinary Business Places as a Reflection of Business Actors' Identity, Characteristics, and Creativity

Abstract

Naming a business unit, especially in the culinary field, has a strategic role in shaping consumer perceptions and supporting the success of promotions. In an era of tight competition, a business name not only functions as an identity, but also as a symbol of attraction, cultural values, and persuasive marketing strategies. This study aims to analyze the meaning and causes of naming culinary business units in Padang City through a semantic approach. This study uses a qualitative descriptive method with data collection techniques in the form of documentation of business names and interviews with business owners. Data were analyzed based on the type of meaning (figurative, referential, denotative, and connotative) and the causes of naming such as similarity, use of adjectives, origin of place, and owner identity. The results of the study show that names such as Rajo Seblak, Mie Yo Padeh, Nyedots, Geprek Bang Jago, Kebab Ajo, and Pondok Bakso Goyang Lidah Solo not only describe the product, but also contain cultural and social values, and branding strategies that are adjusted to the target market. The use of local languages, popular expressions, and metaphors strengthens the business identity and creates emotional closeness with consumers. Thus, naming a culinary business is an important part of strategic communication that combines linguistic, cultural, and economic aspects. This study shows that semantic analysis of business naming can provide a deeper understanding of how language functions in shaping the identity and image of a product in the public space.