Open AccessKONSTRUKSI KONSUMEN MUSLIM TERHADAP LABELLING HALAL PADA PRODUK KOSMETIK (STUDI FENOMENOLOGI PENGGUNAAN KOSMETIK HALAL DI KALANGAN MAHASISWI DI KOTA MALANG
Author(s) -
Nabeta De Nastiti,
Luhung Achmad Perguna
Publication year - 2020
Publication title -
jurnal analisa sosiologi
Language(s) - English
Resource type - Journals
eISSN - 2615-0778
pISSN - 2338-7572
DOI - 10.20961/jas.v9i1.37671
Subject(s) - art
The role of the hijrah movement has implications for the manufacture of cosmetic products that are labeled halal. This study aims to determine the social construction of Muslim consumers on halal labeled cosmetic products. The theory used is Peter L. Berger's social construction theory which contains three stages of construction namely internalization, objectification, and externalization. The method in this research is to use a qualitative method with a phenomenological approach. The findings of this research are that the halal label found on cosmetic products is only considered as a sedative and has its own 'plus value' for consumers and halal labeling becomes a symbolic representation of Islam. An externalization process took place in the form of consumer implications considering cosmetic products labeled as halal as a form of symbolic representation of Islam. The objectification process was marked by changes in behavior that were more selective in using cosmetic products (the halal label listed in cosmetics was preferred), the internalization process with the influence of environmental factors (friends of informants) who use cosmetic products labeled as halal so that it affects consumers' decisions to buy cosmetics products that are labeled as halal. Keywords: Islam ; Commodity ; Halal ; Construction. Abstrak Peran gerakan hijrah berimplikasi pada pembuatan produk kosmetik yang diberi label halal. Penelitian ini memiliki tujuan untuk mengetahui konstruksi sosial konsumen muslim terhadap produk kosmetik berlabel halal. Teori yang digunakan adalah teori konstruksi sosial miliki Peter L. Berger yang memuat tiga tahapan konstruksi yaitu internalisasi, objektifikasi, dan eksternalisasi. Metode di dalam penelitian ini adalah menggunakan metode kualitatif dengan pendekatan fenomenologi. Adapun hasil temuan dari penelitian ini adalah label halal yang ditemukan pada produk kosmetik hanya dianggap sebagai penenang dan memiliki ‘nilai plus ’ tersendiri bagi konsumen serta labelling halal menjadi sebuah representasi simbolik Islam. Terjadi proses eksternalisasi berupa implikasi konsumen mempertimbangkan produk kosmetik berlabel halal sebagai bentuk representasi simbolik Islam, Proses objektifikasi ditandai dengan perubahan perilaku yang lebih selektif lagi dalam menggunakan produk kosmetik (label halal yang tercantum dalam kosmetik lebih diutamakan), Proses internalisasi dengan adanya faktor pengaruh dari lingkungan (teman-teman informan) yang menggunakan produk kosmetik berlabel halal sehingga mempengaruhi keputusan konsumen untuk membeli produk kosmetik berlabel halal. Kata kunci : Islam; Komoditas; Halal; Konstruksi.
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