Main Article Content
Abstract
The rise of a digitally and globally integrated society has pushed global companies to adapt their products across various markets through GILT. Among the businesses that have successfully localized their platform for the Indonesian market is Spotify. Using a qualitative case study approach, this study examines the verbal and nonverbal components of the Premium, Support, Download, and Legal webpage localization of Spotify. The study identifies three core localization aspects: technical, content, and linguistic. It also highlights adjustments like price localization, payment methods, copywriting strategies, and the use of loanwords, target language equivalents, and naturalized terms. The analysis comes to the conclusion that due to internationalization and market localization, the Indonesian Spotify website closely mirrors the original, while also being localized for the target locale.
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References
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References
Adomavičiūtė, M. (2020). Analysis of localization strategies of McDonald’s brand. https://epubl.ktu.edu/object/elaba:58777624/
Anindyanari, E. S. (2020). The Indonesian Translation of Agoda and Booking.com Websites: A Study of Localization Strategies and Readability. Universitas Sanata Dharma.
Costales, A. F. (2009). Translation 2.0. The localization of institutional websites under the scope of functionalist approaches. Selected Proceedings Of The Cetra Research Seminar In Translation Studies. http://www.kuleuven.be/cetra/papers/papers.html
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (Fifth Edition). SAGE Publications.
Depalma, D. A., Sargent, B. B., & Beninatto, R. S. (2006). Can’t Read, Won’t Buy: Why Language Matters on Global Websites An International Survey of Global Consumer Buying Preferences. Common Sense Advisory, Inc. www.commonsenseadvisory.com/en/citationpolicy.html
Dörnyei, Z. (2007). Research Methods in Applied Linguistics: Quantitative, Qualitative, and Mixed Methodologies. Oxford Applied Linguistics.
Dunne, K. J. (Ed.). (2006). Perspectives on Localization: Vol. XIII. John Benjamins Publishing Company. https://doi.org/10.1075/ata.xiii
Esselink, B. (2000). A Practical Guide to Localization (Vol. 4). John Benjamins Publishing Company. https://doi.org/10.1075/LIWD.4
Ezzoubeyr, M. (2021). Exploring website translation techniques. Cahiers de Traduction, 24(1), 504–514.
Hariyanto, S. (2016). Website Translation: With special reference to English – Indonesian language pair. CV Transkomunika Kencana.
Hariyanto, S. (2019). Adaptasi dalam Penerjemahan Situs Web Pemasaran Mobil Mewah dari Bahasa Inggris ke dalam Bahasa Indonesia. Proceedings of Seminar Internasional Kebahasaan “Memajukan Peran Bahasa Dalam Kancah Kontemporer Bahasa Indonesia: Penguatan Strategi Dan Diplomasi Kebahasaan Di Berbagai Bidang, 506–515.
Jakarta Jive. (2021). Indonesian Consumers Seek Immersive Audio-Visual Experiences in the Neo Normal. https://www.jakartajive.com/2021/07/indonesian-consumers-seek-immersive-audio-visual-experiences-in-the-neo-normal/
Jiménez-Crespo, M. A. (2013). Translation and Web Localization. Routledge. https://doi.org/10.4324/9780203520208
Krimme, M., Wagner, M., & McAllister, F. (2022, December). Designing for the World: An Introduction to Localization. https://spotify.design/article/designing-for-the-world-an-introduction-to-localization
Lako, C. (2014). Localizing Websites: Shifting Focus onto the End-User [Unpublished PhD Thesis, Alexandru Ioan Cuza University]. https://doi.org/10.13140/RG.2.1.3135.5361
Lipsey, R., & Swedenborg, B. (2007). Explaining Product Price Differences Across Countries. NBER Working Paper No. W13239. https://ssrn.com/abstract=999034
LISA. (2003). The Localization Industry Primer (A. Lommel, Ed.; 2nd Edition). Localization Industry Standards Association. http://www.lisa.org
LISA. (2007). The Globalization Industry Primer. The Localization Industry Standards Association.
Maroto, J., & De Bortoli, M. (2001). Web site localization. European Languages and the Implementation of Communication and Information Technologies (Elicit) Conference.
Mulligan, M. (2022). Music subscriber market shares 2022. https://midiaresearch.com/blog/music-subscriber-market-shares-2022
Petrova, Y., Bogemova, O., & Lantikova, O. (2021). Translation Of University Web Sites As A Stage Of Web Site Localization. European Proceedings of Social and Behavioural Sciences. https://www.europeanproceedings.com/article/10.15405/epsbs.2021.07.02.32
Sandrini, P. (2008). Localization and Translation. MuTra Journal, 2, 167–191.
Spotify. (2023). About Spotify. https://newsroom.spotify.com/company-info/
Spotify Advertising. (2023). Spotify Advertiser Insights. https://ads-insights.spotify.com/?country=ID
Varian, H. R. (1989). Price discrimination. Handbook of Industrial Organization, 1, 597–654. https://doi.org/10.1016/S1573-448X(89)01013-7