NICODEMUS NUBATONIS Pengarang SEBASTIANUS FERNANDEZ Dosen Pembimbing 1 LENI AMELIA SUEK Dosen Pembimbing 2 John Bhae Ketua Penguji

This research analyzed linguistic landscape focused on shop names located in So’e city at Hayam Wuruk street. It examined the shop names, the reason of shop owners in choosing a particular language in naming their shop and also why these languages dominant in shop names at Hayam Wuruk street in So’e city. As the methodology, the researcher used qualitative and quantitative method in this research. The researcher took and observed 41 pictures of shop names at Hayam Wuruk street. The researcher also interviewed the shop owners at Hayam Wuruk street in So’e city to know the reason of shop owners in choosing a particular language in naming their shops. By the end of this research, the researcher found five languages in total: Indonesian, English, Arabic, Javanese, and Dawan language. Those languages were presented in monolingual, bilingual and multilingual. Indonesian had the highest percentage (73.17%) among the others which makes Indonesian become a dominant language used as the shop names at Hayam Wuruk street. The shop owners’ reasons in choosing particular language in the creation of shop names were: (1) costumers’ reactions, (2) an identity of a community (3) positive attitude. Why Indonesian dominant in shop names at Hayam Wuruk street in So’e city were caused by three things, there were language loyalty, language pride and awareness of language norms. Keywords: Linguistic Landscape, Shop Name, Language Attitude