WHY DO THEY USE IT? AN ANALYSIS OF ENGLISH CAPTION USAGE ON INSTAGRAM POSTS BY BUSINESS ACCOUNT USERS IN PONTIANAK
Social media has become an integral aspect of people's lives in the current day, particularly millennials. Instagram, one of the most popular social media platforms, is a photo and video sharing platform with various features. Among the improvements is the ability for users to create business accounts if they want to use Instagram to do business. In social media, English is often used by Indonesian people. This study aims to ascertain why users of Instagram business accounts in Pontianak choose to caption their Instagram posts in English. The qualitative method is used in this study. Observation and interviewing are the methods used to obtain data. Ten business Instagram account users were interviewed, two from five suggested company account kinds. The obtained data is evaluated through data reduction, grouping, and narrative techniques. The writer discovered that the majority of Instagram business account users in Pontianak who utilize English in their Instagram post captions do so to appear cooler, modern, and up to date. Finally, practically all informants will continue to utilize English in the captions of their Instagram postings in the future.