WORD FORMATION IN PRODUCT NAMING ON SNACK BRANDS

: Word formation processes have become one of the most important steps for company in creating brand names. This study aims to identify and describe the word formation processes on snack brands. There were 30 objects of snack brands in this study. The object of this study was snack names found in Alfamart and Indomaret. Qualitative descriptive method was applied in this study. The results show that that there were six words formation processes found on snack names, namely blending, compounding, borrowing, acronyms, coinage and multiple processes. From the data, the writer found 53,3% compound words, 23,3% blending words, 13,3% borrowing words, and 3,3% acronyms, 3,3% coinage and 3,3% multiple processes.


INTRODUCTION
The business world has rapid competition. The company put some value into conveying their representative product. The choice of words in the brand name is not only the name but also the brand of the company itself. A brand is used to show the characteristics and images of a product.
According to Saldivar (2016), a snack is a small portion of food that can be eaten during the day for either feeling hungry or supplying energy. Thus, snacks are products that attract many customers to buy them.
Almost all people of all ages eat snacks these days. With tons of snack products available in the markets, the number of people who consume them is also increasing. This led to high competition among companies to attract more customers and earn benefits. One of the approaches to achieving this goal is through the product name.
Promoting products requires strategies.
One of the strategies in marketing is branding.
It consists of letters, words, and even numbers.
Wheeler (2012) stated that when a brand has a legally protected name, it is called a trademark. A brand represents all information about a product or service. Through a brand, a product can differ from others. A brand also shows ownership. When buyers are faced with similar products, they are able to recognize the differences through the brand name.
One of a company's efforts to attract consumers is making advertisements.
Advertisement helped companies reach their target market. Among many companies that offer the same products, each company has to build its own identity. The name of a product is an essential thing to make consumers able to differentiate one product from another.
Through its brand, the company is able to communicate the types of products that it offers and their characteristics. There are several things that should be considered in creating a new product name. In marketing strategies, linguistic aspects are used as legal points of view. First, there is the chance of creating an offensive brand name. A product name is made up of letters and sounds that may contain offensive meanings for a particular language. It is necessary to create a product name that does not offend others, especially one that is intended for international marketing purposes. Second, the name must consist of letters that are easy for buyers to spell, even in other languages. Buyers would not buy something that could not even be named, so it is important to create a simple name in both sound and lettering. Third, creating a catchy name that is memorable for the buyers will make the product easily recognized. This is when creativity is needed in naming a new product. A catchy name is proven to be well-known in advertising. This is relevant to Anandan (2009), who stated that good brand names will affect the success of a product.
Chaer (2003)  Word formation is essential because it expands a vocabulary that is useful for communication.
For these reasons, the product name is an interesting topic to be discussed. It is known that there are correlations between word-formation processes and the creation of product names. As a result, the writers is curious about the word-formation processes found in snack product names. The writers conduct a study entitled "Word Formation in Product Naming on Snack Brands".
Therefore, this study aims to identify and describe the word formation processes of snack brands and to find out the relation between snack brands and their meaning.
Furthermore, this study is limited to minimarket stores snack products.

METHODS
Throughout the process, qualitative descriptive method was applied in this study. Lambert (2012) stated that qualitative study concerns about word rather than number.
Qualitative descriptive study was used in this study because it focused on specific issues or events that experienced by people or groups.
Furthermore, Patton and Cochran (2002, p.3) stated that qualitative research aims to understand some aspects of social life. This study was conducted by collecting, classifying, and analyzing the data. In qualitative study, the writer collected the data through some methods.

RESEARCH METHODOLOGY
The source of data for this study was collected through direct observation to each minimarket and the writer noted the snack product that fits with word formation process.
There were several steps taken in this study:  (Arikunto, 2001, p.183). The writer only chose the samples which were marked by "snack" in its packaging.
Every name that had been found would be collected.
The data would be analyzed through some steps. Miles and Huberman (1994, p.12) classified the analysis into three processes.
They were reducing data, displaying data, verifying data, finding data, concluding data.
1. Reducing the data was the process where the writer chose the most relevant data and focus on the object of the study. In this step, the data which had no correlation with word formation was excluded.
2. Displaying the data was the process where the writer presented the obtained data. In this step, the writer classified the data into groups and described them one

RESULT
The data were analyzed to find the types of word formation processes on snack brands. The writer described them with the following table.

Borrowing
Borrowing is a process where words taken from another language. Borrowing is used because language may have words that have no equal meaning in other languages.
There were 4 borrowed words on snack brands found in this study. Overall, most used languages for borrowing are English, Latin, and French.

Acronyms
An acronym is a process where first letters of the words are put together. These letters are often used as new words in daily life. There was one acronym found on snack brand in this study. Even though using acronym is a unique way, many companies do not apply this method. Using acronyms is somewhat making the names become unclear and harder to understand. Thus, avoiding this method is the best way for companies since letters own various meaning. Mr.P is a snack with peanuts as its main ingredients. Thus, its name is taken from its own ingredient.

Coinage
Coinage is a process to create new words purposely or accidentally. It is also words formed in commercial products and has become common terms for other versions of that product. There was one coinage name found in this study. Coinage is one of the least used word formations. As a totally new term, this invention is rarely used by companies because it cannot be easily found. Therefore, this method is very rare and uncommon. In addition, most companies prefer to create a simple but well-memorized name that does not accidentally made through certain event. In contrast, companies which prefer this method are those who have had established themselves for a long period and thus are able to ensure their business stability. Oreo Mondelez International stated that oreo is a combination of "re" taken from "cream" and between the two "o" in "chocolate", so that "o-re-o" is created, in 1923 the first advertisement for Oreos appeared which showed "rotate" in a basket

Multiple Processes
Some words can be formed through more than just one word formation process. In this case, it is called multiple processes. Not many companies are interested in applying this method. This method is occasionally used by companies as its creation is not as simple as other processes. In this study, there was only one multiple process found. Due to its complex procedure, it might cost longer time for companies to decide the names. Thus, multiple processes are the least way companies use in making brand names. Clipping & Blending (multiple proses).
The name was taken from their slogan which said " aku suka kamu suka" it means you and I.

BLENDING
The There are 3 characteristics of deleting the words that are found in blending name snack brand name. The first is back partial deletion that is deleted the back part of the second bases found in name twist-ko. The second is deleted last letter of the first base and first letter of the second base that found in name chi-tato, pota-bee, choco-latos, and cheetos. The third is front partial deletion that is deleted the first part of the second bases found in name rich-eese. The fourth is back partial deletion that is deleted the back part of the first bases found in name bis-kuat. As a proof of this the statement, Harley (2006)  which is a combination of "re" taken from "cream" and between the two "o" in "chocolate", so that "o-re-o" is created.

MULTIPLE PROCESSES
Multiple processes are a word formation process where there are more than two processes included (Yule, 2010:60). The processes can include borrowing and clipping or borrowing and derivation and many others.
There was only one multiple process found in this study. It is "Kusuka" which are based on the words "Aku" and "Suka". The processes used are clipping and blending. The word "Aku" is shortened to "Ku" and it is combined with "Suka".
Even though the use of multiple The fifth is referring to advantage as found in name Kusuka and good time The meaning of it name refers to the advantage of consuming the product. The sixth is referring to a movement as found in Kris Bee. It refers to the movement of eating the product. The writer found 30 data which was identified into word formation processes. From the data, the writer found 53,3% compound words, 23,3% blending words, 13,3%