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.

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.