ABSTRACT
The indigenous Lampung people constitute one of Indonesia’s ethnic groups and are guided by the Piil Pesenggiri philosophy, which underpins their cultural values and social conduct. They communicate using various dialects of the Lampung language, including Dialect A, Dialect O, and the Cikoneng variant. This research examines the commodification of Lampung idioms and their connection to the Piil Pesenggiri philosophy as it relates to the indigenous Lampung people from two regions—Lampung and Banten Provinces in Indonesia. Piil Pesenggiri is a cultural philosophy centred on self-esteem, dignity and social harmony, expressed through language and daily practices. Using a qualitative phenomenological strategy, the study gathers data through field observations, literature reviews, and interviews. The results confirm that idioms in the Lampung language demonstrate phonological and lexical differences across Dialects A, O, and Lampung Cikoneng. Nonetheless, their meanings consistently reflect aspects of commodification, encompassing positive and negative connotations. These idioms illustrate how the Lampung people uphold the Piil Pesenggiri philosophy. Negative commodification is evident in idioms that prohibit behaviours deemed harmful to self-esteem—the core value of Piil Pesenggiri. The commodification of Lampung idioms contributes to the field of anthropolinguistics, particularly in preserving and deepening the understanding of the interplay between language and Piil Pesenggiri. Additionally, it offers a foundation for developing educational and cultural policies within a multicultural society.
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