Peranan Media Sosial Sebagai Agen Sosialisasi Halal dalam Membangun Kesadaran Halal: Studi Netnografi
Keywords:
halal awareness, halal socialization agent, social media, netnography
Abstract
This study aims to determine public behavior related to the use of social media as a source of information and knowledge about halal and the role of social media and its function as an agent of socialization to transfer knowledge and information about halal and build halal awareness in the community. This research was conducted with a Netnographic study. Netnography is an interpretive approach to study consumer behavior from various cultures and communities in cyberspace or the Internet. This approach is also referred to as "digital ethnography" or "virtual ethnography". This study uses the 'halal corner' virtual community account as the object of study and data source to observe the process of transferring halal information and knowledge in shaping halal awareness in the community. This research found that social media acts as an agent for halal socialization and plays a role in shaping halal awareness of Muslim communities.
References
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Ali, M. (2016). Konsep Makanan Halal dalam Tinjauan Syariah dan Tanggung Jawab Produk Atas Produsen Industri Halal. Ahkam:Jurnal Ilmu Syariah, 16(02).
Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers. In Procedia - Social and Behavioral Sciences. Kuala Lumpur: INHAC.
Annisa, S. (2019). Studi Netnografi Aksi Beat Plastic Pollution Oleh United Nations Environment Di Instagram. Jurnal ASPIKOM, 03(06), 1109–1123.
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Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food & Agribusiness Marketing, 25(01), 1–23.
Bashir, A. M. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention. British Food Journal, 121(09), 1998–2015.
Birda, A. M., Kamid, & Rusdi, M. (2016). Proses Atensi Pengetahuan pada Siswa Attention Deficit Hyperactivity Disorder (ADHD) dalam Memecahkan Masalah Matematika Materi Aritmetika Sosial. Edu-Sains: Jurnal Pendidikan Matematika Dan Ilmu Pengetahuan Alam, 05(01), 10–19.
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Hasan, H. (2016). A Study on Awareness and Perception Towards Halal Foods A Muslim Students In Kota Kinibalu, Sabah. In Proceedings of the Australia-Middle East Conference on Business and Social Sciences 2016 (pp. 803–811). Dubai: in partnership with The Journal of Developing Areas, Tennessee State University, USA.
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Kaiser, T., & Menkhoff, L. (2017). Does Financial Education Impact Financial Literacy and Financial Behavior, and If So, When? The World Bank Economic Review, 31(03), 611–630.
Komariah, K., & Subekti, P. (2016). Penggunaan Media Massa Sebagai Agen Sosialisasi Dinas Kesehatan Kabupaten Tasikmalaya dalam meningkatkan Kesadaran Masyarakat akan pentingnya Imunisasi. PRofesi Humas : Jurnal Ilmiah Ilmu Hubungan Masyarakat, 01(01), 76–90.
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Lin, L., & Chen, C. (2006). The Influence of the Country‐of‐Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions: An Empirical Study of Insurance and Catering Services in Taiwan. Journal of Consumer Marketing, 23(05), 248–265.
Maharani, L., & Mustika, M. (2016). Hubungan Self Awareness dengan Kedisiplinan Peserta Didik Kelas VIII di SMP Wiyatama Bandar Lampung (Penelitian Korelasional Bidang BK Pribadi). KONSELI: Jurnal Bimbingan Dan Konseling, 03(01), 17–31.
Moschis, G., & Churchill, G. (1978). Consumer Socialization: A Theoretical and Empirical Analysis. Journal of Marketing Research, 15(04), 599–609.
Nasrullah, R. (2017). Etnografi Virtual (Riset Komunikasi, Budaya, dan Sosioteknologi di Internet). Bandung: Simbiosa Rekatama Media.
Notoatmodjo, S. (2003). Pendidikan dan Perilaku Kesehatan. Jakarta: Rineka Cipta.
Nurhayati, T., & Hendar. (2019). Personal Intrinsic Religiosity and Product Knowledge on Halal Product Purchase Intention: Role of Halal Product Awareness. Journal of Islamic Marketing, 11(09), 603–620.
Nyota, H. (2016). The Impact of Socialization Agents on The Financial Behaviour of University Students in Zimbabwe. Midlands State University.
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Qardhawi, M. Y. (1980). Halal dan Haram dalam Islam. Singapura: Himpunan Belia Islam.
Reuters, T., & Standard Dinar. (2018). State of the Global Islamic Economy Report 2018/2019. Dubai.
Rohmatun, K. I., & Dewi, C. K. (2017). Pengaruh Pengetahuan Dan Religiusitas Terhadap Niat Beli Pada Kosmetik Halal Melalui Sikap. Ecodemica: Jurnal Ekonomi, Manajemen & Bisnis Universitas Bina Sara Informatika, 01(01), 27–35.
S. Soesilowati, E. (2009). Peluang Usaha Produk Halal di Pasar Global: Perilaku Konsumen Muslim dalam Konsumsi Makanan Halal. Jakarta: Pusat Penelitian Ekonomi Lembaga Ilmu Pengetahuan Indonesia.
Sandra, L. J. (2013). Political Branding Jokowi Selama Masa Kampanye Pemilu Gubernur DKI Jakarta 2012 di Media Sosial Twitter. Jurnal E-Komunikasi, 01(02), 276–287.
Setyaningsih, E. D., & Marwansyah, S. (2019). The Effect of Halal Certification and Halal Awareness through Interest in Decisions on Buying Halal Food Products. Syi’ar Iqtishadi: Journal of Islamic Economics, Finance and Banking, 03(01), 64–79.
Siswanto, T. (2013). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Jurnal Liquidty, 02(01), 80–86.
Soesilowati, E. S., & Yuliana, C. I. (2013). Komparasi Perilaku Konsumen Produk Halal di Area Mayoritas dan Minoritas Muslim. Jurnal Ekonomi Dan Pembangunan, 21(02), 167–178.
Sohn, S.-H., Joo, S.-H., Grable, J. E., Lee, S., & Kim, M. (2012). Adolescents’ Financial Literacy: The Role of Financial Socialization Agents, Financial Experiences, and Money Attitudes in Shaping Financial Literacy Among South Korean Youth. Journal of Adolescence, 35(04), 969–980.
Solihat, M. (2008). Komunikasi Massa dan Sosialisasi. Mediator: Jurnal Komunikasi, 09(02), 105–112.
Soon, J. M., & Wallace, C. (2017). Application of Theory of Planned Behaviour in Purchasing Intention and Consumption of Halal Food. Nutrition & Food Science, 47(05), 635–647.
Sunarto, K. (2004). Pengantar Sosiologi. Jakarta: Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia.
Tajuddin, M., & Manan, A. (2017). Model Pemasaran Usaha Mikro Kecil Dan Menengah (Umkm) Berbasis Online Dalam Mendukung Pariwisata. MATRIK: Jurnal Manajemen, Teknik Informatika, Dan Rekayasa Komputer, 17(01), 66–74.
Wilson, J. A. J., & Liu, J. (2011). The Challenges of Islamic Branding : Navigating Emotions And Halal. Journal of Islamic Marketing, 02(01), 28–42.
Yasid, Farhan, F., & Andriansyah, Y. (2016). Factors Affecting Muslim Students Awareness of Halal Products in Yogyakarta, Indonesia. International Review of Management and Marketing, 06(48), 27–31.
Yunus, N. S. N. M., Rashid, W. E. W., Ariffina, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154.
Zulaekah, S., & Kusumawati, Y. (2005). Halal dan haram makanan dalam islam. Suhuf, 17(01), 25–35.
Abdul‐Talib, A., & Abd‐Razak, I. (2013). Cultivating Export Market Oriented Behavior in Halal Marketing: Addressing the Issues and Challenges in Going Global. Journal of Islamic Marketing, 04(02), 187–197.
Abuznaid, S. (2012). Islamic Marketing: Addressing the Muslim Market. An - Najah Univ. J. Res. (Humanities), 26(06), 1473–1503.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behaviour and Human Decision Processes, 50(02), 179–211.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(04), 411–454.
Ali, M. (2016). Konsep Makanan Halal dalam Tinjauan Syariah dan Tanggung Jawab Produk Atas Produsen Industri Halal. Ahkam:Jurnal Ilmu Syariah, 16(02).
Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers. In Procedia - Social and Behavioral Sciences. Kuala Lumpur: INHAC.
Annisa, S. (2019). Studi Netnografi Aksi Beat Plastic Pollution Oleh United Nations Environment Di Instagram. Jurnal ASPIKOM, 03(06), 1109–1123.
Anon. (2019). Sosialisasi. Retrieved from https://id.wikipedia.org/wiki/Sosialisasi
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food & Agribusiness Marketing, 25(01), 1–23.
Bashir, A. M. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention. British Food Journal, 121(09), 1998–2015.
Birda, A. M., Kamid, & Rusdi, M. (2016). Proses Atensi Pengetahuan pada Siswa Attention Deficit Hyperactivity Disorder (ADHD) dalam Memecahkan Masalah Matematika Materi Aritmetika Sosial. Edu-Sains: Jurnal Pendidikan Matematika Dan Ilmu Pengetahuan Alam, 05(01), 10–19.
Bukhari, S. F. H., Woodside, F. M., Hasan, R., Shaikh, A. L., Hussain, S., & Mazhar, W. (2019). Is Religiosity an Important Consideration in Muslim Consumer Behavior: Exploratory Study in the Context of Western Imported Food in Pakistan. Journal of Islamic Marketing, 10(04), 1288–1307.
Daniel, B. K. (2011). Handbook of Research on Methods and Techniques for Studying Virtual Communities: Paradigms and Phenomena. New York: United States of America byInformation Science Reference (an imprint of IGI Global).
Hasan, H. (2016). A Study on Awareness and Perception Towards Halal Foods A Muslim Students In Kota Kinibalu, Sabah. In Proceedings of the Australia-Middle East Conference on Business and Social Sciences 2016 (pp. 803–811). Dubai: in partnership with The Journal of Developing Areas, Tennessee State University, USA.
Ismoyowati, D. (2015). Halal Food Marketing: A Case Study on Consumer Behavior of Chicken-Based Processed Food Consumption in Central Part of Java, Indonesia. In Agriculture and Agricultural Science Procedia. Yogyakarta: The 2014 International Conference on Agro-industry (ICoA): Competitive and sustainable Agro-industry forHuman Welfare.
Jacoby, J., Troutman, T., Kuss, A., & Mazursky, D. (1986). Experience and Expertise in Complex Decision Making. ACR North American Advances, 13, 469–472.
Kaiser, T., & Menkhoff, L. (2017). Does Financial Education Impact Financial Literacy and Financial Behavior, and If So, When? The World Bank Economic Review, 31(03), 611–630.
Komariah, K., & Subekti, P. (2016). Penggunaan Media Massa Sebagai Agen Sosialisasi Dinas Kesehatan Kabupaten Tasikmalaya dalam meningkatkan Kesadaran Masyarakat akan pentingnya Imunisasi. PRofesi Humas : Jurnal Ilmiah Ilmu Hubungan Masyarakat, 01(01), 76–90.
Kozinets, R. V. (1998). On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture. Advances in Consumer Research, 25, 366–371.
Kozinets, R. V, Valck, K. de, Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(02), 71–89.
Kurniawati, D. A., & Savitri, H. (2019). Awareness Level Analysis of Indonesian Consumers toward Halal Products. Journal of Islamic Marketing, 11(01), 522–546.
Lin, L., & Chen, C. (2006). The Influence of the Country‐of‐Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions: An Empirical Study of Insurance and Catering Services in Taiwan. Journal of Consumer Marketing, 23(05), 248–265.
Maharani, L., & Mustika, M. (2016). Hubungan Self Awareness dengan Kedisiplinan Peserta Didik Kelas VIII di SMP Wiyatama Bandar Lampung (Penelitian Korelasional Bidang BK Pribadi). KONSELI: Jurnal Bimbingan Dan Konseling, 03(01), 17–31.
Moschis, G., & Churchill, G. (1978). Consumer Socialization: A Theoretical and Empirical Analysis. Journal of Marketing Research, 15(04), 599–609.
Nasrullah, R. (2017). Etnografi Virtual (Riset Komunikasi, Budaya, dan Sosioteknologi di Internet). Bandung: Simbiosa Rekatama Media.
Notoatmodjo, S. (2003). Pendidikan dan Perilaku Kesehatan. Jakarta: Rineka Cipta.
Nurhayati, T., & Hendar. (2019). Personal Intrinsic Religiosity and Product Knowledge on Halal Product Purchase Intention: Role of Halal Product Awareness. Journal of Islamic Marketing, 11(09), 603–620.
Nyota, H. (2016). The Impact of Socialization Agents on The Financial Behaviour of University Students in Zimbabwe. Midlands State University.
Purwanto, E., & Ilhalauw, J. J. O. . (2017). Bisikan dari Balik Layar: Netnografi Strategi Bisnis Berorientasi Pasar. Journal of Business & Applied Management, 09(02), 220–233.
Qardhawi, M. Y. (1980). Halal dan Haram dalam Islam. Singapura: Himpunan Belia Islam.
Reuters, T., & Standard Dinar. (2018). State of the Global Islamic Economy Report 2018/2019. Dubai.
Rohmatun, K. I., & Dewi, C. K. (2017). Pengaruh Pengetahuan Dan Religiusitas Terhadap Niat Beli Pada Kosmetik Halal Melalui Sikap. Ecodemica: Jurnal Ekonomi, Manajemen & Bisnis Universitas Bina Sara Informatika, 01(01), 27–35.
S. Soesilowati, E. (2009). Peluang Usaha Produk Halal di Pasar Global: Perilaku Konsumen Muslim dalam Konsumsi Makanan Halal. Jakarta: Pusat Penelitian Ekonomi Lembaga Ilmu Pengetahuan Indonesia.
Sandra, L. J. (2013). Political Branding Jokowi Selama Masa Kampanye Pemilu Gubernur DKI Jakarta 2012 di Media Sosial Twitter. Jurnal E-Komunikasi, 01(02), 276–287.
Setyaningsih, E. D., & Marwansyah, S. (2019). The Effect of Halal Certification and Halal Awareness through Interest in Decisions on Buying Halal Food Products. Syi’ar Iqtishadi: Journal of Islamic Economics, Finance and Banking, 03(01), 64–79.
Siswanto, T. (2013). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Jurnal Liquidty, 02(01), 80–86.
Soesilowati, E. S., & Yuliana, C. I. (2013). Komparasi Perilaku Konsumen Produk Halal di Area Mayoritas dan Minoritas Muslim. Jurnal Ekonomi Dan Pembangunan, 21(02), 167–178.
Sohn, S.-H., Joo, S.-H., Grable, J. E., Lee, S., & Kim, M. (2012). Adolescents’ Financial Literacy: The Role of Financial Socialization Agents, Financial Experiences, and Money Attitudes in Shaping Financial Literacy Among South Korean Youth. Journal of Adolescence, 35(04), 969–980.
Solihat, M. (2008). Komunikasi Massa dan Sosialisasi. Mediator: Jurnal Komunikasi, 09(02), 105–112.
Soon, J. M., & Wallace, C. (2017). Application of Theory of Planned Behaviour in Purchasing Intention and Consumption of Halal Food. Nutrition & Food Science, 47(05), 635–647.
Sunarto, K. (2004). Pengantar Sosiologi. Jakarta: Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia.
Tajuddin, M., & Manan, A. (2017). Model Pemasaran Usaha Mikro Kecil Dan Menengah (Umkm) Berbasis Online Dalam Mendukung Pariwisata. MATRIK: Jurnal Manajemen, Teknik Informatika, Dan Rekayasa Komputer, 17(01), 66–74.
Wilson, J. A. J., & Liu, J. (2011). The Challenges of Islamic Branding : Navigating Emotions And Halal. Journal of Islamic Marketing, 02(01), 28–42.
Yasid, Farhan, F., & Andriansyah, Y. (2016). Factors Affecting Muslim Students Awareness of Halal Products in Yogyakarta, Indonesia. International Review of Management and Marketing, 06(48), 27–31.
Yunus, N. S. N. M., Rashid, W. E. W., Ariffina, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154.
Zulaekah, S., & Kusumawati, Y. (2005). Halal dan haram makanan dalam islam. Suhuf, 17(01), 25–35.
