Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal At-Taradhi: Jurnal Studi Ekonomi
Putri Ayushifa Kurniati
Universitas Gunadarma
Economics, Econometrics & Finance Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Transformasi Kesadaran Halal di Era Media Sosial: Studi Netnografi Pada Konten Instagram di Indonesia MUTIARA SALSABIILAA; Putri Ayushifa Kurniati; Maulana Syarif Hidayatullah
At-Taradhi Jurnal Studi Ekonomi Vol 17 No 1 (2026): At-Taradhi: Jurnal Studi Ekonomi
Publisher : Islamic Economics and Business Faculty of UIN Antasari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18592/taradhi.v17i1.18584

Abstract

Amid Indonesia's ambition to become a global halal hub, this study examines how halal awareness among Indonesian Muslims is transformed in the digital era through Instagram, addressing a gap in prior research that has treated social media's role in this process largely descriptively. Using a qualitative netnographic approach, the study traces interactions, narratives, and digital practices on the @halalcorner account, analyzing four high-engagement posts through the combined lenses of the Theory of Planned Behavior and Uses and Gratifications Theory. The findings show that Instagram functions not only as a communication medium but also as a space for digital da'wah, public education, and halal identity formation, with halal awareness unfolding across four stages — knowledge, attitude, practice, and lifestyle. Educational content, clarification of halal-related controversies, and two-way communication between account administrators and audiences strengthen Muslim consumers' halal literacy, while younger generations, digital communities, and influencers expand the halal value network and accelerate the modern internalization of sharia principles. The study confirms Instagram's significant role in shaping halal awareness amid Indonesia's digital culture, extending TPB and Uses and Gratifications Theory to naturally occurring audience discourse.
Co-Authors Maulana Syarif Hidayatullah Mutiara Salsabiilaa