This study explores the linguistic landscape of coffee shop signboards in Purwokerto.
This is aimed to describe the types of language variations used and its impact on the
cutomers‘ choice. This research employes a qualitative approach. The data source
includes town coffee shops' only the brand signboards, with 42 customers surveyed and
14 interviewed to understand their perceptions and opinions on the language used. To
analyze the data, Landry and Bourhis‘s (1997) concepts were applied. Based on the
data analysis, languages in the monolingual signs include English (26%) and
Indonesian (18%), Javanese (2%), Japanese (2%), and Sundanese (2%). Meanwhile the
bilingual signs show the language pairs of Indonesian-English (26%), English-
Indonesian (2%), English-Dutch (2%), Greek-English (2%), Japanese-Indonesian
(2%), Arabic-English (2%), Javanese-English (8%), Indonesian-Javanese (4%),
Japanese-English (2%). No multilingual sign was identified in the field. Seven out of
ten signboards in coffee shops are in English, indicating a preference for this commonly
understood language. The findings from the customers‘ perception prove that the
wording on these signs can influence customer decisions through visual appeal,
company identity, inclusivity, and communication. The quality of goods and services
is crucial for attracting and retaining customers, and distinctive signage in coffee shops
can increase the likelihood of customer visits.