ANALYSIS OF USING CODE SWITCHING IN MAUDY AYUNDA YOUTUBE CHANNEL

This study aims to analyze the use of code-switching in selected videos on Maudy Ayunda’s YouTube channel. As a bilingual public figure and influencer, Maudy frequently alternates between Indonesian and English in her content. The research focuses on identifying the types of code-switching present in her videos, including tag switching, inter-sentential switching, and intra- sentential switching. This study uses a qualitative descriptive method by transcribing and analyzing four selected videos published between February and May 2023. The findings reveal a total of 26 instances of code-switching: 12 inter-sentential, 11 intra-sentential, and 3 tag switching. The dominant type used is inter-sentential code-switching. The results indicate that Maudy Ayunda uses code-switching not due to language limitations but to express her identity, enhance clarity, and connect with a broader audience. This phenomenon reflects the influence of her educational background and bilingual environment. The study contributes to sociolinguistic understanding by highlighting how code- switching is employed by influencers on social media, particularly on YouTube, as a means of communication and self-expression.