AN ANALYSIS OF THE TRANSLATION QUALITY OF JEWELRY TERMINOLOGY IN DIGITAL MARKETPLACE PRODUCT DESCRIPTIONS

Abstract

The rapid growth of digital marketplaces has increased the need for accurate product translation to support cross-linguistic communication. This study aims to analyze the translation quality of jewelry terms in Shopee product descriptions based on three aspects: accuracy, acceptability, and readability. Using a descriptive qualitative approach, the study examined 20 jewelry-related terms collected from bilingual product descriptions and analyzed them using the Translation Quality Assessment model developed by Nababan, Nuraeni, and Sumardiono (2012). The findings indicate that most jewelry terms were translated accurately and acceptably, particularly those with established Indonesian equivalents, such as necklace, ring, and bracelet. However, several specialized terms, including hoop earrings, choker necklace, and cubic zirconia, were retained in their original forms, affecting their acceptability and readability. Overall, the translation quality of jewelry terminology in Shopee product descriptions was found to be satisfactory, although challenges remain in translating technical and industry-specific terms. These findings highlight the importance of terminology management in improving translation quality within multilingual digital commerce environments.