Pengaruh Media Sosial terhadap Kesadaran Halal Generasi Milenial di Indonesia

Abstract

The development of social media and the halal industry in Indonesia has transformed the consumption patterns of Muslim communities, particularly among millennials who actively use digital platforms to seek information about halal products. This condition has positioned social media as an important space in shaping halal awareness, consumer perceptions, and purchasing decisions amid the increasing flow of digital communication. This study aims to analyze the influence of social media on the halal awareness of Indonesian millennials. The study employed a qualitative method with a library research approach through the analysis of scientific journals, academic books, and official documents related to social media, halal consumption behavior, and halal product assurance regulations. The findings indicate that social media has a major influence on increasing halal awareness through information dissemination, digital campaigns, influencers, and online social interactions that shape consumer perceptions of halal products. The study also found that social media can strengthen halal consumption interest while simultaneously creating opportunities for the spread of unverified halal information, causing consumers to be influenced by the virality and popularity of digital content. The study concludes that social media plays an important role in shaping the halal awareness of Indonesian millennials, but strengthening digital halal literacy and information verification remains necessary to maintain the credibility of halal information in digital spaces.