Social Media and Halal Industry in Indonesia

Abstract

Social media is an important thing in the industry. In 2022, the Republic of Indonesia's Ministry of Religion altered the halal logo, sparking many debates and conversations on social media. This study examines social media user behavior in modifying the halal logo. This study adopted a qualitative netnography methodology as its approach. The study's sample size comprises 1,747,941 comments on five renowned YouTube channels with a combined 803,875 views. NAWALA software is used for data mining, and NVIVO software is used for data processing. The study's findings indicate that when it comes to modifying the halal logo, two topics are discussed online: the government and logo design. The Ministry of Religion and the MUI are two-term discussed in every video sample. The second contention among online users is the logo's puppet-like design, which has both proponents and opponents. The netnography approach is used in this study, which is the first to investigate changes in halal logo design to examine users' online behavior concerning such changes. The research's findings show that any policy will have benefits and drawbacks, so it is important to develop strategies to gauge public and online opinion before establishing the policy to avoid a disagreement. This study suggests strategies to handle online media conversations about the Ministry of Religion policy. The new thing in this research is using netnography to examine halal issues with a large sample size.