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Yunia Dwie Nurchayanie
Universitas PGRI Adi Buana Surabaya
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A Content Analysis of the TikTok Account @amiirahanugrah: The Representation of Halal Food at 7-Eleven Stores in Thailand Mochammad Abdul Machfud; Asidigisianti Surya Patria; Abdul Hafidz; Nova Kristiana; Arieviana Ayu Laksmi; Yunia Dwie Nurcahyanie; David Nugroho
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 4 No. 12 (2025): Jim-id, December 2025
Publisher : Sean Institute

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Abstract

The rise of TikTok is particularly relevant in the food industry, where engaging visual content communicates product appeal. This study analyzes how halal food is represented in the TikTok account @amiirahanugrah, specifically regarding 7-Eleven Thailand products. The purpose is to identify the main themes and strategies used in presenting halal food. Using qualitative content analysis on three selected videos, the study reveals that the creator effectively acts as a "micro-halal ambassador" by integrating Islamic values into lifestyle content. The main findings indicate that halal perception is co-constructed through three key strategies: (1) the use of verbal religious expressions (e.g., Bismillah, Alhamdulillah) in non-ritual contexts; (2) visual transparency by displaying halal logos and ingredients; and (3) the demonstration of Islamic etiquette (adab) such as handwashing. Furthermore, audience analysis shows a mechanism of "social halal validation," where followers rely on trust in the creator's consistent persona and emotional tone rather than demanding formal verification, thereby effectively promoting cross-cultural halal tourism.
Co-Authors A.A. Ketut Agung Cahyawan W Abdul Hafidz Achmad Afandy Adi Winarno Afrista, Sitta Mega Alarsy, Alarsy Antonius Cahyono Antonius Cahyono Arieviana Ayu Laksmi Asidigisianti Surya Patria Baihaqi Baihaqi Binantoro, Patria Winahyu David Nugroho Dewi Sukmawati Dinar Ester Marturia Oktaviana Simanjuntak Dinda Cahya Novianti Djoko Adi Walujo Djoko Adi Walujo Djoko Adi Walujo Dwi Arman Prasetya Eva Rosita Firgiawan, Mohammad Rivo Gilang Surya Hanny Hafiar Jariyah Jati Abdhi Wasesa, Andarmadi Jelita Citrawati Jihan Khalid Walidi Koesdijati, Titik M. Hanif Zufikri M. Nushron Ali Mukhtar Maemonah, Maemonah Meita Santi Budiani Meita Santi Budiani, Meita Santi Misbahuddin, Agus Ridwan Mochammad Abdul Machfud Mulyana, Phonny Aditiawan nanda, famela berry Ni Wayan Sukmawati Puspitadewi NOVA KRISTIANA Olievia Prabandini Mulyana Olievia Prabandini Mulyana, Olievia Prabandini Panjaitan, Nismah Patria Winahyu Binantoro Prasetiyo, Bagus Prihono Prihono Prihono Prihono Prihono Prihono Prihono, Prihono Rohmadiani, Linda Dwi Rosariawari, Firra Rosita, Eva Rudiyantoro Rudiyantoro Rudiyantoro, Rudiyantoro Rusdiyantoro Rusdiyantoro Rusdiyantoro Rusdiyantoro Rusdiyantoro Rusdiyantoro, Rusdiyantoro Sagita Rochman Siti Nuurlaily Rukmana, Siti Nuurlaily Sitta Mega Afrista Suharyanto Suharyanto Suparman Suparman Titik Koesdijati Titik Koesdijati Titik Koesdijati Tjahjani, Ida Kusnawati Umi Anugerah Izzati Umi Anugerah Izzati, Umi Anugerah usuf Agung Zakaria Walidi, Khalid Yitno Utomo Yulianto , Muhammad Teguh Zakaria, Muhammad Zulvan