Satyaningrum, Nisrina (2023) LOCALIZATION OF SPOTIFY WEBSITE FROM ENGLISH TO INDONESIAN. Undergraduate thesis, Universitas Diponegoro.

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Abstract

The demands for a globalized and digitalized society have been impacting global
companies to provide their products and services across various markets through the
process of GILT (Globalization, Internationalization, Localization, Translation). Spotify is
among the successful companies that have succeeded in localizing its products to the
Indonesian market. This study is aimed to analyze the aspects of Spotify website
localization to Indonesian. Through a qualitative approach and case study method, this
study focused on verbal and nonverbal elements in Premium, Support, Download, and
Legal webpages. The findings of this study revealed several important aspects, namely
technical aspect, content aspect, and linguistic aspect, in the localization of the Spotify
website to Indonesian. In terms of technical aspects, the HTML codes for the layout and
overall functionality of the Indonesian version of the Spotify website closely followed the
source website, with minor hyperlink modifications to redirect to specific pages for the
Indonesian market. The content aspect retained design consistency while making
adjustments to images and texts based on user preferences. Finally, the linguistic aspects
employed all pragmatic, semantic, and stylistic dimensions, with a dominance of the
semantic dimension. Additionally, price localization, payment method adjustment,
copywriting strategy, the use of loanwords, TL equivalent words, and naturalized words
were also identified. This study concluded a close resemblance of the Indonesian Spotify
website to the source website, which appears to have resulted from the internationalization
process. This study provides valuable insights into Spotify's successful website localization
practices for global companies aiming to expand into the Indonesian market, and it offers
a reference for future research in the field of website localization.
Keywords: website localization, translation, GILT

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