PERAN KEPEMIMPINAN OPINI DAN PENGETAHUAN BAHASA UNTUK MENINGKATKAN NIAT ENGGUNAAN BAHASA SUNDA
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Date
2014
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Jurnal Manajemen Usahawan Indonesia, Lembaga Management FEUI, Vol.43, No.4, Oktober-Desember
Abstract
ASEAN Economic Community (AEC) is one of the three pillars that comprised of
ASEAN community. One of forms of economic cooperation is tourism economics.
This research related to the preservtion of one element of culture in Indonesia,
that is the Sundanese language. To preserve the Sundanese language is to maintain
the cultural diversity as one of the commodities that can be traded among ASEAN
countries. This research motivated by two contradictory phenomena, firstly is the
decrease of use of Sundanese language in Bandung as capital city of West Java,
the most province that inhabited by Sundanese. Secondly, UNESCO declares
that mother tongue is one of the culture factors that must be preserved. One
of the factors that can .increase the intention to use the Sundanese language is
the role of opinion leaders, therefore, this study examines the role of Sundanese
language knowledge and Sundanese opinion leaders in improving intention
students i Bandung to use Sundanese language. The role is explored through
the relationship amongs the three variables that examined, and the result is
that two independent variables, these are knowledge of Sundanese, and opinion
leaderships have significant relationships with intention to use· Sundanese
language. Contribution of opinion leaders on the intention to use Sundanese
greater than knowledge of the language. This means that the opinion leaders who
can be seen as a factor of external locus of control is more decisive than knowledge
as part of an internal locus of control. This shows, opinion leaders can be used as
a mediator in preserving the language. Consequently the government of Bandung
City should have a specific strategy to dvelop Sundanese language, it is not just
through formal education, but emphasize on the promotion of the Sundanese
language through opinion leaders or word of mouth communication.
Description
Keywords
ASEAN Economic Community, Tourism, Sundanese Language, Opinion Leader