Sekularisasi Sinyal Keagamaan Pada Pasar Multikultural: Model Jalur Ganda Konsumsi Halal Di Indonesia

M. Afif Shahputra Zen (Universitas Islam Negeri Sumatera Utara)
Saparuddin Siregar (Universitas Islam Negeri Sumatera Utara)
Sugianto Sugianto (Universitas Islam Negeri Sumatera Utara)
Muhammad Habibi Siregar (Universitas Islam Negeri Sumatera Utara)

INOVASI: Jurnal Politik dan Kebijakan
Vol 23 No 1 (2026): INOVASI Jurnal Politik dan Kebijakan

This study aims to deconstruct the psychological architecture of consumer preferences for halal products within a multicultural market transitioning toward a mandatory certification regime. Amidst the theoretical schism between religious approaches (Theory of Planned Behavior) and utilitarian perspectives (Lancaster’s Theory), this research proposes an integrative model to explain how a single religious symbol acts as a driver for consumption across diverse faith groups simultaneously. Employing a Mixed-Methods Sequential Explanatory design, this study analyzed data from 182 respondents in Medan City using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Multi-Group Analysis (MGA), followed by a qualitative deepening through Reflexive Thematic Analysis of 25 informants. The MGA results reveal a sharp and statistically significant behavioral divergence. In the Muslim group, the direct pathway from religion to preference is substantial (β = 0.293), driven by a mechanism of "Transcendental Compliance" which is largely inelastic. Conversely, in the Non-Muslim group, the influence of religion is negligible (β = 0.002). Qualitative findings illuminate this statistical anomaly through the phenomenon of "Symbol Secularization," where Non-Muslim consumers deconstruct the halal label from its theological attributes and reconstruct it as a functional indicator of quality assurance and hygiene (Hifz al-Nafs). The primary conclusion of this study is that market equilibrium is achieved because the halal label operates as a Polysemic Signal; a single visual signifier that transmits meanings of "sanctity" for the in-group (Muslim) and "quality assurance" for the out-group (Non-Muslim) concurrently. This research recommends that industry players adopt ambidextrous marketing strategies, emphasizing universal quality standards without compromising the authenticity of Sharia values. Keywords: Halal Certification, Multicultural Market, Polysemic Signal, Symbol Secularization, Multi-Group Analysis, Mixed-Methods.