Peranan Media Sosial Sebagai Agen Sosialisasi Halal dalam Membangun Kesadaran Halal: Studi Netnografi

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.

Keywords

• halal awareness
• halal socialization agent
• social media
• netnography