Factors Causing the MSMEs to Use Code Switching Advertisement to Promote Their Products: A Social Discourse Based Analysis

Since the MSME is considered as one of the main factors to improve the tourism sector, they promote their products on advertisement by using code-switching to attract the domestics and international customers. English and Indonesian language linguistics features have been becoming current issue for the MSMEs to promote their product information. This research was to analyse the causing factors of the MSMEs using code-switching advertisements to promote their product. It is expected to highlight the MSMEs point of view related to the code-switching advertisement. It used descriptive qualitative research by using case study design. Data were collected by using interview question on a semi structured interview. There were 9 respondents were selected by using purposive sampling. Data were analysed by using a social discourse proposed by Fairclough. The research shows that there are several big factors causing the MSMEs using code-switching advertisements to promote their products such as: to reach the various type of customers, location of business, familiar diction by the customers, and to manipulate the customers to use the product. This research has been limited to the micro enterprises of West Sumatera, Indonesia.