STRATEGI PENINGKATAN LITERASI HALAL DALAM MEMBANGUN HALAL AWARENESS TERHADAP KONSUMSI PRODUK FASHION

Abstract

Abstrak: Penelitian mengenai literasi halal pada konsumsi produk fashion umumnya berfokus pada hubungan antara literasi halal, halal awareness, dan keputusan pembelian, sementara penelitian yang mengembangkan strategi peningkatan literasi halal berbasis organisasi keagamaan masih terbatas. Penelitian ini bertujuan menganalisis tingkat literasi halal, halal awareness, serta merumuskan strategi peningkatan literasi halal pada konsumsi produk fashion di kalangan aktivis Muhammadiyah Surabaya. Penelitian menggunakan pendekatan kuantitatif deskriptif yang diperkuat wawancara mendalam terhadap sepuluh informan. Data kuantitatif diperoleh dari 30 responden menggunakan kuesioner skala Likert dan dianalisis dengan statistik deskriptif, sedangkan data kualitatif dianalisis menggunakan content analysis. Hasil penelitian menunjukkan bahwa literasi halal berada pada kategori tinggi (mean = 4,20) dan halal awareness pada kategori sangat tinggi (mean = 4,30), meskipun kemampuan mengidentifikasi aspek kehalalan produk fashion masih perlu ditingkatkan. Kontribusi utama penelitian ini adalah pengembangan kerangka strategi literasi halal yang mencakup edukasi kontekstual, transparansi informasi dan sertifikasi halal, optimalisasi media digital, serta integrasi nilai halal dalam halal lifestyle.

Abstract: Previous research studies on halal literacy in fashion consumption have primarily examined the relationships among halal literacy, halal awareness, and purchasing decisions, while limited attention has been given to developing strategic models for enhancing halal literacy within religious organizations. This study aims to analyze the level of halal literacy and halal awareness and to formulate strategies for improving halal literacy among Muhammadiyah activists in Surabaya regarding fashion product consumption. A descriptive quantitative approach was complemented by in-depth interviews with ten informants. Quantitative data were collected from 30 respondents using a Likert-scale questionnaire and analyzed through descriptive statistics, while qualitative data were examined using content analysis. The findings reveal that halal literacy was at a high level (mean = 4.20) and halal awareness at a very high level (mean = 4.30), although respondents' ability to identify the halal aspects of fashion products remains limited. The main contribution of this study is the development of a halal literacy strategy framework encompassing contextual education, information transparency and halal certification, digital media optimization, and the integration of halal values into a halal lifestyle.