This study aims to identify various factors that influence language choice in communication, as well as to analyze how the use of appropriate language can have a positive impact on the success of message delivery. The method used is qualitative research with a descriptive approach. Data were collected through documentation techniques and analyzed using thematic methods. The results of the study indicate that success in delivering messages is greatly influenced by language choice, which depends on a number of factors, such as communication context, communication objectives, audience background and characteristics, media or communication channels, and relationships between speakers. The selection of appropriate language has been shown to improve message clarity, build emotional connections, strengthen the credibility of the communicator, avoid misunderstandings, and increase the appeal and memorability of the message. These findings emphasize the importance of choosing the right language in the communication process so that messages can be delivered effectively and easily understood as they should.

This study aims to analyze the phenomenon of code-mixing and code-switching that occurs aong 4th-semester students of the Indonesian Language and Literature Education Study Program (PBSI) at Universitas Nurul Huda. Using a descriptive quaitative approach, the research collects data through observation, conversation recordings, and interviews in campus environments as well as on social media. The findings indicate that PBSI students actively use intersentential code-mixing (between Indonesian and regional languages), intrasentential code-mixing (involving foreign languages), and mixed code-mixing. Meanwhile, code-switching occurs both internally (within the same language family) and externally (with foreign languages). Factors influencing these phenomena include the multilingual linguistik background of students, the influence of social edia and digital platforms, as well as expressive goals in communication. This research provides insights into the dynamics of language use in academic and social contexts, as well as the importance of linguistik awareness in Indonesian language education.

The purpose of this study is to evaluate how the use of Indonesian language in cosmetic advertisements on the TikTok application affects customer attraction. Indonesian, as the official language used by most Indonesians, is very important for building successful relationships between sellers and buyers, especially in digital marketing. The method of data collection is to thoroughly look at user ratings and comments on cosmetic product promotional videos on TikTok. The number of likes or comments, as well as the language patterns used in the content and user responses, especially those using Indonesian, are recorded to obtain data. To get a better picture, several additional criteria are also examined, such as the number of views and engagement rate. The results of the study indicate that using formal, clear, and innovative Indonesian in product descriptions, reviews, and promotions can increase customer trust and comfort and have a positive impact on their level of interaction. These results strengthen the theory of marketing communication and consumer perception, which states that marketing content with the right language can increase consumer loyalty and strengthen brand image. In addition, this study provides deeper insight into language-based marketing tactics in e-commerce, especially on TikTok, and offers suggestions on how to optimize local communication to support business success.