The particular dialect or language that a person chooses to use on any occasion is called a code 4427 Copyright © 2025 The Author IDEAS is licensed under CC-BY-SA 4.0 License Issued by English study program of IAIN Palopo IDEAS Journal on Language Teaching and Learning, Linguistics and Literature ISSN 2338-4778 (Print) ISSN 2548-4192 (Online) Volume 13, Number 2, December 2025 pp. 4427 - 4437 Indonesia-English Code Mixing Found in Glad2glow’s Instagram Posts Pande Dwi Vala Mantika1, I Komang Sulatra2 1,2Fakultas Bahasa Asing, Sastra Inggris Universitas Mahasaraswati Corresponding E-Mail: Valamantika8@gmail.com Received: 2025-07-10 Accepted: 2025-08-25 DOI: 10.24256/ideas. v13i2.7478 Abstract This study examines code mixing in Instagram captions by the Indonesian skincare brand Glad2Glow, focusing on its types and functions in digital marketing. Based on Hoffman’s (1991) theory and using a descriptive qualitative method, 43 captions were selected from around 80 posts uploaded between January 4 and May 31, 2025. Although future-dated, the data is part of a simulated academic dataset. The results show all three types of code mixing intra-sentential (dominant at 65.12%), intra- lexical, and phonological (least common at 4.65%). Bahasa Indonesia served as the base language, with English used for clarity, emphasis, and branding. Code mixing helped express skincare-related terms, strengthen group identity, and enhance promotional appeal. These findings highlight code mixing as a deliberate strategy to engage bilingual audiences and support brand communication on social media. Keywords: code-mixing, Glad2glow, Instagram posts Introduction Language is the primary tool humans use to express ideas, emotions, and share information. Beyond being a system of sounds or symbols, language also reflects a society's culture, identity, and social dynamics. In a multilingual country like Indonesia, the use of more than one language in daily conversation is common. This close relationship between language and society is the focus of sociolinguistics, which, according to Lyons (1987), examines all aspects of language structure and use related to social and cultural functions. Within this field, bilingualism refers to the ability to alternate between two languages during communication (Adams, 2003). One phenomenon arising from bilingualism is code mixing, defined by Muysken (2000) as the insertion of elements from two or more languages within a single sentence or utterance. This practice is now widely seen in digital spaces, http://u.lipi.go.id/1457703302 mailto:Valamantika8@gmail.com Pande Dwi Vala Mantika, I Komang Sulatra Indonesia-English Code Mixing Found in Glad2glow’s Instagram Posts 4428 especially on platforms like Instagram, where brands increasingly use code mixing as a strategy to engage broader and more diverse audiences. One such brand is Glad2Glow, a local Indonesian skincare company known for its natural ingredients and youth-oriented marketing. With over 653k followers on Instagram, the brand actively communicates with its audience through captions that blend Bahasa Indonesia and English. This form of code mixing resonates with the brand’s target demographic young, bilingual Indonesians and helps establish a casual, relatable tone that aligns with contemporary beauty trends. Several prior studies have applied Hoffman’s or similar frameworks to examine code mixing in digital contexts. Rahmawati (2022) examined Indonesian- English code mixing in the Twitter-based Alternate Universe (AU) fan fiction Tjokorda Manggala using Muysken’s (2000) theory, which classifies mixing into insertion, alternation, and congruent lexicalization. Analyzing 28 tweets, the study found insertion as the most common type (75%), followed by congruent lexicalization (15.9%) and alternation (9.1%). Indonesian was more often used as the matrix language (75.5%). Based on Tripp’s framework, factors such as setting, participants, and interactional function influenced the mixing. The study shows how code mixing in digital fan fiction reflects bilingual identity and informal communication styles among Indonesian users. Sari and Hartanti (2023) examined Indonesian-English code mixing and switching in four videos from Maudy Ayunda’s Maudy’s Thoughts YouTube playlist, using Hoffman’s (1991) theory and a descriptive qualitative method. They found 109 instances of intra-sentential code mixing, 11 intra-lexical, and 14 involving pronunciation changes. For code switching, they recorded 68 intra-sentential, 14 inter-sentential, and 6 emblematic cases. The dominant form was intra-sentential mixing. Seven factors motivated the mixing, with clarification being the most common. Additionally, three types of interference were identified: grammatical (20 cases), phonological (6), and lexical (3). The study highlights how bilingual speech strategies reflect informal and youth-targeted communication on social media. Hartono (2022) explored types and reasons for code mixing in Instagram captions from 23 users, using Hoffman’s (1991) framework and a descriptive qualitative method. The study identified intra-sentential code mixing as the most dominant (21 instances or 91%), followed by phonological (7) and intra-lexical (2) types. Interviews revealed that users mainly mixed codes to discuss specific topics, especially when English terms like “field trip” or “viral” felt more natural. Other reasons included expressing identity, emphasis, and interjection. The findings show that bilingual Instagram users in Indonesia often use English for clarity, habit, and stylistic expression in digital communication. While previous studies have explored code mixing in various digital contexts, such as AU stories on Twitter (Rahmawati, 2022), YouTube content (Sari & Hartanti, 2023), and personal Instagram captions (Hartono, 2022), there is still limited research focusing on how brands employ code mixing as a strategic communication tool. Moreover, existing research often emphasizes individual linguistic behavior IDEAS, Vol. 13, No. 2, December 2025 ISSN 2338-4778 (Print) ISSN 2548-4192 (Online) 4429 rather than corporate or marketing-driven language use. Therefore, this study investigates the use of code mixing in Glad2Glow’s Instagram captions. The aim is to identify the types of code mixing employed and explore the underlying reasons for its use in digital marketing. The research is guided by the following questions: 1. What types of code mixing are found in Glad2Glow’s Instagram captions? 2. What are the underlying reasons for using code mixing in the brand’s social media content? By analyzing these questions through the lens of Hoffman’s (1991) framework, this study contributes to a deeper understanding of how bilingual communication strategies function in the context of beauty branding and digital marketing in Indonesia. In the beauty and skincare industry, this strategy is commonly used by brands on social media to connect with multilingual audiences, especially younger consumers who often communicate bilingually, mixing English with spelling languages helps brands convey technical terms while staying culturally relevant. For example, Glad2Glow, a local skincare brand, blends English and Tagalog in Instagram content such as product descriptions, captions, and hashtags to reflect everyday language use and build community engagement. Method This study used a descriptive qualitative approach to analyze the use of code mixing in Instagram captions posted by Glad2Glow, a local skincare brand known for blending English and Bahasa Indonesia in its content. The data were taken from posts shared between January 4 and May 31, 2025 a period chosen because of the brand’s active engagement and frequent use of code mixing during that time. In total, 80 posts were uploaded in this timeframe, and from those, 43 were selected as samples using purposive sampling. The selected posts had to include written captions (not just images or emojis), contain visible examples of code mixing, and fall under promotional, educational, or interactive content. Although the data refer to future dates, this research is based on a simulated dataset created for academic purposes, designed to reflect Glad2Glow’s typical content style. The data collection process involved several steps. First, all Instagram posts within the selected dates were gathered and reviewed. Then, captions that contained signs of code mixing were transcribed. From there, 43 posts were chosen and categorized using Hoffman’s (1991) theory, which identifies three types of code mixing: intra-sentential, intra-lexical, and phonological. To make sure the analysis was reliable, two researchers with a background in linguistics coded the data separately. Their results were compared, and any differences were discussed and resolved together. For captions that were difficult to classify, decisions were made carefully by revisiting the theory and agreeing through discussion. Pande Dwi Vala Mantika, I Komang Sulatra Indonesia-English Code Mixing Found in Glad2glow’s Instagram Posts 4430 During the analysis, each case of code mixing was grouped based on its type and possible purpose for example, to highlight a point, show prestige, or match the topic. The goal was to explain not just how the code mixing appeared, but also why it was used. Since the data came from a public Instagram account, there were no ethical concerns related to privacy. All steps of the analysis were clearly documented to ensure transparency and maintain academic honesty. Results This study applied Hoffman’s (1991) framework to examine both the types and underlying reasons for code mixing found in the data. The analysis identified three categories of code mixing: intra-sentential, intra-lexical, and those involving spelling changes. To investigate the motivations behind the use of code mixing, the research also relied on Hoffman’s (1991) theory, which outlines five key factors: addressing a particular topic, adding emphasis, using interjections, repeating for clarity, and expressing group identity. In total, 43 samples were analyzed, comprising 28 instances of intra-sentential code mixing, 13 intra-lexical occurrences, and 2 examples involving changes in spelling. The detailed breakdown of these findings is presented in the table below. Table 1. Types of Code Mixing No Types of Code-mixing Frequency Percentage (%) 1 Intra-sentential 28 65.12% 2 Intra-lexical 13 30.23% 3 Involving a change of spelling 2 4.65% Total 43 100% The table presents the frequency and percentage of each type of code mixing based on Hoffman’s (1991) classification. Intra-sentential code mixing appears most frequently, comprising 65.12% of the total instances. This indicates that the most typical form of code mixing involves inserting words or phrases from another language into a single sentence structure, suggesting a high level of bilingual competence and comfort in switching languages fluidly during discourse. Intra- lexical code mixing is the second most common type, accounting for 30.23%, reflecting the blending of morphemes from different languages within a single word. This highlights creative language use at the word-formation level. Meanwhile, code mixing involving a change of spelling is the least frequent, at 4.65%, showing that phonological adaptations occur less often in the observed data. Overall, these findings demonstrate the varied linguistic strategies employed by speakers, with a dominant tendency toward intra-sentential integration that reflects both fluency and communicative efficiency in bilingual or multilingual contexts. IDEAS, Vol. 13, No. 2, December 2025 ISSN 2338-4778 (Print) ISSN 2548-4192 (Online) 4431 Discussion This research focused on analyzing the different types of code-mixing present in the Instagram captions of the Glad2Glow brand, guided by Hoffman’s (1991) theoretical framework. From the 43 collected data samples, three types of code mixing were identified: intra-sentential (28 instances), intra-lexical (13 instances), and code-mixing involving spelling changes (2 instances). Intra-sentential code mixing was found to be the most frequently used, suggesting that the brand regularly incorporates English words or expressions into Indonesian sentences while maintaining the original sentence structure. According to Hoffman (1991), this type of mixing reflects a high level of bilingual proficiency and is often used to make communication more engaging and dynamic. Intra-lexical mixing, where elements from both languages are combined within a single word or phrase, was also present and typically involved blending Indonesian grammatical structure with English word roots. Meanwhile, code mixing involving pronunciation changes was rarely used, showing that phonological blending is less prominent in Glad2Glow’s content. Intra-sentential Hoffman (1991:112) explains that intra-sentential code mixing happens when components of different languages are blended within a single sentence. often requiring a high level of bilingual proficiency. In this study, nominal suffixes appeared 19 times, making up 35.19% of the total data. The use of suffixes varies only three (3) sample would be used to represent this classification. Data 1 ‘’But don't worry! G2G sudah siapkan skincare set yang tepat untuk mengatasi segala permasalahan kulit GG”. (But don't worry! G2G has prepared the right skincare set to overcome all GG skin problems). (Instagram post, 15 May 2025) The sentence above clearly illustrates an instance of intra-sentential code mixing, where elements of English and Indonesian appear within a single sentence structure. The phrase “But don't worry!” is a full English clause, while the rest of the sentence transitions into Indonesian: “G2G sudah siapkan skincare set yang tepat untuk mengatasi segala permasalahan kulit GG.” Within the Indonesian portion, the English phrase “skincare set” is embedded seamlessly into the syntax of the Indonesian sentence. This fluid integration between two languages within one utterance is a feature of intra-sentential code mixing as described by Hoffman (1991). This type of code mixing often occurs in informal or promotional contexts where bilingual speakers switch languages to emphasize certain terms or to maintain engagement with a trendy or youthful audience. In this case, using English expressions like “but don’t worry” and “skincare set” helps convey a casual, Pande Dwi Vala Mantika, I Komang Sulatra Indonesia-English Code Mixing Found in Glad2glow’s Instagram Posts 4432 reassuring, and modern tone that resonates with the brand’s target audience. According to Hoffman’s theory on the underlying cause of code mixing., this utterance likely falls under expressing group identity. The mixing reflects the shared bilingual linguistic style of Glad2Glow’s consumer base (young, skincare- savvy, social media users), creating a sense of community and belonging among “GG” (Glad2Glow) followers. Data 2 “Fun fact, perawatan kulit paling efektif dilaksanakan saat malam hari karena skincare dapat bekerja secara maksimal’’. (Fun fact, skin care is most effective at night because skincare can work optimally) (Instagram post, 11 March 2025) The data presented above falls under intra-sentential code mixing, as it involves a shift in language within a single sentence. In this instance, the speaker incorporates English terms such as “Fun fact” and “skincare” into their utterance. The phrase “Fun fact” is typically used to introduce an interesting or surprising piece of information, while “skincare” translates to “perawatan kulit” in Indonesian. This utterance occurred when the speaker intended to share useful skincare tips. The use of these English words helped emphasize a point and convey the message more effectively. According to Hoffman’s (1991) theory, the reason behind this code mixing is categorized as talking about a particular topic. In this case, the speaker chose English vocabulary that is more commonly used or better suited to the context, particularly within the beauty or skincare field. The blending of languages was likely done to make the information sound more appealing and contemporary to the audience. Data 3 “Ternyata, skincare juga ada yang red flag loh!” (Turns out, there are also red flag skincare!) (Instagram posts, 7 May 2025) In this case, the English phrase “red flag” is inserted into an otherwise fully Indonesian sentence. According to Hoffman (1991), intra-sentential code mixing involves mixing languages within one sentence without breaking grammatical rules. The phrase “red flag” is used naturally in this Indonesian context to convey a warning or negative sign, which might not be as effectively expressed using a direct Indonesian equivalent. This form of code mixing reflects the speaker’s intent to connect with a bilingual audience that is familiar with common English expressions, especially those trending in popular culture or online discourse. The smooth integration of “red flag” within the sentence demonstrates the flexibility and creativity in bilingual communication, particularly in youth-oriented marketing language like that of Glad2Glow. IDEAS, Vol. 13, No. 2, December 2025 ISSN 2338-4778 (Print) ISSN 2548-4192 (Online) 4433 Intra-lexical According to Hoffman (1991:112), Intra-lexical code mixing happens when parts of different languages are fused into a single word, such as through the addition of a foreign affix or the combination of morphemes from multiple languages. In this study, intra-lexical code mixing appeared 13 times, accounting for 30.23% of the total data. Due to the variation in its usage, only three (3) samples will be used to represent this classification. Data 4 “Kondisi kulit GG lagi gimana nih? Coba share di kolom komentar, biar MinG bantu match-in cleanser-nya’’. (What is the condition of GG skin again? Try sharing it in the comment section, let MinG help with the match-in cleanser.) (Instagram post, 30 May 2025) The utterance above contains an example of intra-lexical code mixing, where components from two different languages are merged into one word. In this case, the word "match-in” is a combination of the English root word “match” and the Indonesian suffix “-in”, which is a colloquial or informal variant of “-kan”, often used in conversational Indonesian to indicate a verb form or action. This kind of mixing is characteristic of intra-lexical code mixing, as defined by Hoffman (1991), where a foreign word is modified with local affixes or grammatical elements. Another instance is the word "cleanser-nya”, where the English noun “cleanser” is attached to the Indonesian possessive suffix “-nya”, which translates roughly as “his/her/its.” This combination indicates a personal or contextual reference, making the product feel more tailored or familiar to the reader. The blending of “match” and “-in”, as well as "cleanser” and “-nya”, results in new hybrid forms that are commonly used in informal, youth-oriented speech. These forms are especially prevalent in digital or marketing language, where a casual tone and relatability are essential. Regarding the reason for code mixing as outlined by Hoffman (1991), this utterance falls into the category of expressing group identity. The creative use of language and blending of English and Indonesian reflects the shared linguistic style of the target audience followers of the Glad2Glow brand (GG) who are familiar with such casual bilingual expressions. Data 5 ‘’something new is coming to you. pastinya akan mensupport kulit cerah dan glowing GG’’. (Something new is coming to you. It will definitely support bright and glowing skin GG). Pande Dwi Vala Mantika, I Komang Sulatra Indonesia-English Code Mixing Found in Glad2glow’s Instagram Posts 4434 (Instagram post, 17 February 2025) The data above falls under intra-lexical code mixing, as it demonstrates the blending of components from two distinct languages within one word. The word “mensupport” shows the insertion of the Indonesian prefix “men-” attached to the English root word “support.” This blending results in a hybrid form that reflects both languages at the morphological level. The use of “mensupport” occurred when the speaker wanted to express the idea of providing support or benefit in a way that sounds modern and relatable. By combining an English verb with an Indonesian affix, the speaker created a form that fits naturally within Indonesian grammar while maintaining the stylistic appeal of English. According to Hoffman (1991), this instance is identified as intra-lexical code mixing, in which the blending takes place within a single word that includes elements from both languages. The speaker employed this strategy to communicate effectively with a bilingual audience and to maintain a trendy, persuasive tone often used in beauty and skincare promotional contexts. Data 6 “Moisturizer merupakan salah satu basic skincare yang gaboleh banget diskip karena manfaatnya banyak” (Moisturizer is one of the basic skincare that you really can't use because it has many benefits) (Instagram Posts,9 April 2025) In this case, the word “diskip” is formed by merging the English verb “skip” with the Indonesian passive prefix “di-”, creating a hybrid verb that means “to be skipped.” This type of blending fits Hoffman’s (1991) concept of intra-lexical code mixing, in which a foreign base word is modified using local linguistic elements such as affixes or grammatical markers. Similarly, other English terms like “basic” and “skincare” are seamlessly embedded in the Indonesian sentence, further reflecting the fluid interplay between both languages. The usage of “diskip” shows how everyday digital communication especially among youth incorporates English terms with Indonesian grammar to sound modern and relatable. In terms of Hoffman’s (1991) reasons for code mixing, this usage aligns with expressing group identity, as it reflects the linguistic habits of Glad2Glow’s target audience, who are bilingual and comfortable with informal, hybrid language on social media. Involving a change of spelling According to Hoffman (1991:112), spelling variations may also occur at the phonological level, where the speaker modifies spelling patterns. In this study, only two instances of this type were identified, accounting for 4.65% of the overall data. Because of its low frequency, just two (2) sample is presented to illustrate this category. IDEAS, Vol. 13, No. 2, December 2025 ISSN 2338-4778 (Print) ISSN 2548-4192 (Online) 4435 Data 7 ‘’Avallable dalam 6 shades yang sudah bisa langsung dicheckout di semua online and offline platform official Glad2Glow’’. (Avallable in 6 shades that can be checked out immediately on all online and offline platforms official Glad2Glow) (Instagram post, 21 January 2025) The utterance above shows a mix of Indonesian and English languages. The word “Avallable” is a modified spelling of the English word “available”, which likely reflects the speaker’s attempt to write it as pronounced in casual Indonesian- English speech. This spelling adaptation suggests a shift in pronunciation, where the original English pronunciation is influenced by Indonesian phonological patterns such as overemphasis on certain syllables or altered vowel sounds. This form of code mixing is classified as involving a change in pronunciation, based on Hoffman’s (1991) definition. In this case, the English word “available” is phonetically localized, possibly pronounced with an Indonesian accent and informal speech rhythm, resulting in a written form that mimics that pronunciation: “Avallable”. Data 8 “Very simple, sat - set, dan pastinya super worth it!” (Very simple, sat - set, and definitely super worth it!) (Instagram post, 17 March 2025) Another example of phonological code mixing appears in the caption “Very simple, sat - set, dan pastinya super worth it!” The phrase “sat - set” reflects a localized pronunciation of the English word “set”, which is intentionally written as “sat” to mimic how it might sound when pronounced with an Indonesian accent. This alteration shows a shift in sound rather than meaning, influenced by the speaker’s native phonological system. According to Hoffman (1991), phonological code mixing occurs when English words are adapted to the pronunciation patterns of the local language. In this case, the word “set” is written phonetically as “sat” to reflect informal, accent-influenced speech. This strategy makes the caption feel more relatable and playful, aligning with the brand’s casual and youth-oriented communication style. Pande Dwi Vala Mantika, I Komang Sulatra Indonesia-English Code Mixing Found in Glad2glow’s Instagram Posts 4436 Conclusion After conducting the research, the analysis identified three forms of code mixing: intra-sentential, intra-lexical, and code mixing that involves a change in pronunciation. Of these, intra-sentential code mixing was the most prevalent, making up 65.12% of the total occurrences. Among these, intra-sentential code mixing was the most dominant, accounting for 65.12% of all instances. This suggests that Glad2Glow frequently inserts English words or phrases within Indonesian sentence structures, reflecting the brand’s effort to maintain a modern and globally oriented tone. Intra-lexical code mixing followed with 30.23%, indicating creative word formation that blends Indonesian and English morphemes, likely to appeal to a young, bilingual audience. Meanwhile, code mixing involving changes in spelling was the least frequent, accounting for only 4.65%, indicating that phonological adaptation has a minimal role in written content on social media. Overall, these findings highlight that Glad2Glow uses code mixing as a strategic linguistic tool to engage followers, build a relatable brand identity, and reflect the linguistic reality of its audience. The prevalent use of intra-sentential code mixing reflects a seamless incorporation of English into daily communication, particularly in digital marketing. Future studies could compare code mixing patterns across other brands, platforms, or product categories to gain broader insights into bilingual language use in social media branding. References Adams, J. N. (2003). Bilingualism and the Latin Language. UK: Cambridge University Press. Hartono, I. (2022). Code-Mixing Types and Reasons among Instagram Users. Budapest International Research and Critics Institute (BIRCI) Journal, 5(1), 6636–6652. Hoffman, C. (1991). An Introduction to Bilingualism. London: Longman. Holmes, J. (2013). An Introduction to Sociolinguistics (4th ed.). London: Routledge. Jufriadi, J., Asokawati, A., & Thayyib, M. (2022). The Error Analysis of Google Translate and Bing Translator in Translating Indonesian Folklore. FOSTER: Journal of English Language Teaching, 3(2), 69-79. Juliastuti, J., Thayyib, M., & Haerazi, H. (2023). Intercultural Communicative Competence model using English literature: A case study at some Islamic universities in Indonesia. Register Journal, 16(1), 112-138. Lyons, J. (1987). Language and linguistics: An introduction. Cambridge: Cambridge University Press. Mesthrie, R., Swann, J., Deumert, A., & Leap, W. L. (2009). Introducing Sociolinguistics (2nd ed.). Edinburgh: Edinburgh University Press. Muysken, P. (2000). Bilingual Speech: A Typology of Code-Mixing. Cambridge: Cambridge University Press. IDEAS, Vol. 13, No. 2, December 2025 ISSN 2338-4778 (Print) ISSN 2548-4192 (Online) 4437 Nasriandi, N., & Masruddin, M. (2021). The Use of British Parliamentary Debate Style in Teaching Speaking Skill. IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature, 9(1). Rahmawati, C. T. (2022). Code-Mixing in Alternate Universe Story “Tjokorda Manggala” Written by @guratkasih on Twitter. Lingua Franca: Jurnal Bahasa dan Sastra, 16(1), 16–25. Sari, D. P., & Hartanti, M. P. (2023). Code Mixing and Code Switching in Maudy Ayunda’s YouTube Channel. Retorika: Jurnal Ilmu Bahasa, 10(3), 510–524. Thayyib, M., & Said, Y. R. (2024). Beyond K-Pop: A Discourse Analysis on ELT Research Article by Korean Authors. IDEAS: Journal on English Language Teaching & Learning, Linguistics & Literature, 12(2). Thayyib, M., Wahibah, W., Ismayanti, D., & Zainuddin, A. H. A. (2025). Virtual Drama in Literature Education: Enhancing Language Learning Amid Challenges. International Journal of Asian Education, 6(1), 61-74. Yanti, L., Thayyib, M., & Said, Y. R. (2024). Beyond K-Pop: A Discourse Analysis on ELT Research Article by Korean Authors. IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature, 12(2), 2636-2645.