Constructing Localization in Online Travel Agency Website

Abstract

This research examines the multimodal localization and translation strategies employed in the Indonesian version of the Agoda.com website, an online travel agency. It aims to identify the use of localization typologies and translation strategies, and to assess how these strategies contribute to the overall quality of the localization. The analysis draws on a theoretical framework that integrates concepts from website localization studies and translation studies, Pierini's framework serves as the basis for analyzing the adaptation of textual and visual elements through multimodal localization. To understand the structural and cultural adaptations of websites for Indonesian users, this research uses the four website localization dimensions formulated by Singh, Toy, and Wright. For the linguistic analysis, Chesterman's translation strategy model, encompassing syntactic, semantic, and pragmatic strategies, is used and further complemented by Hariyanto's classification of translation techniques for the Indonesian language. This research is conducted using a qualitative descriptive approach, with data collected through documentation and screenshots of the Agoda.com website in both its English and Indonesian versions. To ensure the validity of the analysis, two native Indonesian speakers were involved in the data verification process: a certified translator of the Indonesian Translators Association (HPI) and a translation lecturer with expertise in applied linguistics. The results of the research indicate four typologies of multimodal localization, namely full translation (76%), modified translation (15%), partial translation (7%), and re- translation (2%). The dominance of full translation on Agoda.com reflects its emphasis on ensuring comprehensive linguistic accessibility and clarity for Indonesian users. In terms of translation strategies, syntactic strategies are the most frequently applied (485 instances), followed by semantic strategies (155 instances) and pragmatic strategies (128 instances), indicating a balance between grammatical accuracy, meaning reformulation, and pragmatic adaptation. In conclusion, the results indicate that the localization of the Indonesian version of Agoda.com is not merely a matter of translation, but broader process of multimoda I and cultural adaptation. By integrating localization and translation strategies, the platform effectively strengthens user engagement, comprehension, and trust in the localized interface, thereby positioning Agoda as a linguistically inclusive and culturally responsive online travel service.