AN ANALYSIS OF THE TRANSLATION METHODS USED BY CUSTOMERS TO TRANSLATE THE PALMA BALI CAFÉ'S MENU ITEMS

Abstract

This research is a study of consumer translation methods on food menu descriptions at Palma Bali Café Pontianak. This study aims to find out what translation methods are used by consumers of Palma Bali Café Pontianak in the description of their favorite food menu in English and what are the potential challenges in translating food menu descriptions at Palma Bali Pontianak. The research method used by the writer to analyze the research data is a qualitative approach and a descriptive approach by collecting data by means of observation and interviews. This research was conducted in West Kalimantan, Pontianak City, precisely at Palma Bali Café. The writer took ten respondents using the purposeful sample technique. The writer applies three stages in data analysis techniques, namely, data condensation, data presentation, and conclusion drawing. The result shows that the customers of Palma Bali Café are more likely to apply four translation methods out of eight translation methods and three potential translation challenges. The challenges and strategies used in translating the menu are related to the background of the customers. Customers with frequent English exposure and habits in experiencing Western menus happen to have no problems in understanding menu items.