HUBUNGAN TINGKAT RELIGIUSITAS MUSLIM DENGAN PENERIMAAN PESAN KAMPANYE TERKAIT KONSEP HALAL PADA MEREK WARDAH

DAFFA MARSHANDA, . (2024) HUBUNGAN TINGKAT RELIGIUSITAS MUSLIM DENGAN PENERIMAAN PESAN KAMPANYE TERKAIT KONSEP HALAL PADA MEREK WARDAH. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tingkat religiusitas mencerminkan sejauh mana individu menginternalisasi nilai-nilai agama dalam kehidupan sehari-hari. Individu yang memiliki tingkat religiusitas tinggi cenderung mempertimbangkan nilai agama ketika membuat keputusan penting dalam hidup, termasuk dalam pemilihan produk halal. Penelitian ini bertujuan untuk mengetahui hubungan antara tingkat religiusitas terhadap pesan kampanye halal Wardah, dengan latar sosial budaya yang mendukung nilai-nilai religius sebagai faktor penting dalam memperluas atau mempersempit penerimaan pesan. Berdasarkan teori Social Judgement, individu dengan tingkat religiusitas tinggi cenderung lebih menerima pesan yang sesuai dengan nilai-nilai agama mereka. Penelitian ini dilaksanakan dengan sampel penelitian yang berjumlah 95 orang yang dipilih menggunakan teknik sampel purposive. Pengumpulan data dalam penelitian ini menggunakan teknik analisis korelasi Pearson untuk mengukur hubungan antara tingkat religiusitas dan penerimaan pesan kampanye. Berdasarkan hasil penelitian dapat disimpulkan bahwa terdapat hubungan yang kuat dan signifikan antara tingkat religiusitas dengan penerimaan pesan kampanye Wardah, dengan nilai koefisien korelasi sebesar 0,631 pada taraf signifikansi 1%. Hasil penelitian menunjukkan bahwa tingkat religiusitas memiliki hubungan positif terhadap pemahaman dan sikap konsumen terhadap kampanye halal Wardah. Pesan kampanye yang menekankan kehalalan produk Wardah lebih diterima oleh individu yang memiliki tingkat religiusitas tinggi, karena sesuai dengan keyakinan dan nilai-nilai yang mereka pegang. Penelitian ini memberikan wawasan penting bagi strategi pemasaran dan komunikasi merek Wardah, serta relevansi konsep halal dalam industri kosmetik di Indonesia. **** The level of religiosity reflects the extent to which individuals internalize religious values in daily life. Individuals who have a high level of religiosity tend to consider religious values when making important decisions in life, including in the selection of halal products. This study aims to determine the relationship between the level of religiosity towards Wardah's halal campaign messages, with a socio-cultural background that supports religious values as an important factor in expanding or narrowing the acceptance of messages. Based on Social Judgement theory, individuals with a high level of religiosity tend to be more accepting of messages that are in accordance with their religious values. This research was conducted with a research sample of 95 people selected using purposive sampling technique. Data collection in this study used Pearson correlation analysis technique to measure the relationship between religiosity level and campaign message acceptance. Based on the results of the study, it can be concluded that there is a strong and significant relationship between the level of religiosity and the acceptance of Wardah campaign messages, with a correlation coefficient value of 0.631 at a significance level of 1%. The results showed that the level of religiosity has a positive relationship with consumers' understanding and attitude towards Wardah's halal campaign. Campaign messages that emphasize the halalness of Wardah products are more accepted by individuals who have a high level of religiosity, because it is in accordance with their beliefs and values. This research provides important insights for Wardah's marketing and brand communication strategies, as well as the relevance of the halal concept in the cosmetics industry in Indonesia. Keywords: Religiosity, Halal, Campaign, social judgment theory, ego involvement

Item Type:	Thesis (Diploma)
Additional Information:	1). Dr. Eko Nugroho, M.Si 2). Wina Puspita Sari, M.Si
Subjects:	Ilmu Sosial > Perdagangan, e-commerce
Divisions:	FIS > D III Hubungan Masyarakat
Depositing User:	Users 22535 not found.
Date Deposited:	18 Jul 2024 04:46
Last Modified:	18 Jul 2024 04:46
URI:	http://repository.unj.ac.id/id/eprint/45663

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