Culinary Naming of Food Stalls in 4 Cities of Pendalungan: Semantic Study

This research delineates the meanings of food stalls within pendalungan area with 4 chosen cities, namely Jember, Bondowoso, Situbondo, and Banyuwangi. The data were collected through observation and making notes. Food stalls whose names are recorded as data were located on public spaces, namely market, town square, hospital, and ways along the trip to reach those selected areas. Employing Chaer's classification of naming things and revealing lexical and associative meanings, the names of collected food stalls were paired associatively with the classification of food names by Fitrisis. The result shows that among 272 food stalls' names, there are 4 of 9 Chaer's classification, to wit, the names of the inventors (in this culinary case, this classification includes the name of the sellers) with 12.5%; the origin place (covering names of city or country) where the food was initially known by public (including the place where the stalls are located) with 3,9%; abbreviation with 0,4%; and new naming with 83,3%. Further, the analysis on lexical and associative meaning results that food stalls' names such as PETIR (lightning), MERCON (firework), JUDES (bitchy), NYONYOR (bruise), TEROR (terror) etc. are associatively linked to the taste of the meals, while KABUT (fog) is associated with the color of the food, and BUTO (giant), MEGA (huge), KERIKIL (gravel), LONGSOR (landslide), and AMBYAR (mess/disordered) etc. representing their size and appearance. Among the aforementioned corresponding meanings, the names with taste likeness reach the highest number (67.6%) followed by the appearance and size of the dish, and color with 29.4% and 2.9% respectively. This research found that the more the unique names picked by the sellers, the more the customers' attention will be caught. In addition, even though the sellers may arbitrarily name their food stalls, even with negatively-sense of meanings, the names should mirror potentially the qualified taste and innovative dishes