| dc.description.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. | en_US |
