THE REPRESENTATION OF HALAL CULTURE IN IG POSTS OF NON-CERTIFIED HALAL RESTAURANTS IN JAKARTA

MUTIA RAHMA ALIA PUTRI, . (2025) THE REPRESENTATION OF HALAL CULTURE IN IG POSTS OF NON-CERTIFIED HALAL RESTAURANTS IN JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text cover skripsi.pdf Download (685kB)
	Text bab 1 skripsi.pdf Download (304kB)
	Text bab 2 skripsi.pdf Restricted to Registered users only Download (395kB) | Request a copy
	Text bab 3 skripsi.pdf Restricted to Registered users only Download (257kB) | Request a copy
	Text bab 4 skripsi.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text bab 5 skripsi.pdf Restricted to Registered users only Download (221kB) | Request a copy
	Text daftar pustaka skripsi .pdf Download (321kB)
	Text lampiran skripsi.pdf Restricted to Registered users only Download (4MB) | Request a copy

Abstract

Penelitian ini berfokus pada bagaimana restoran di Jakarta yang belum memiliki sertifikasi halal resmi membangun citra halal melalui unggahan Instagram. Tiga restoran yang dianalisis, yaitu Leten Paradise Dynasty, Dragon Hot Pot, dan Taeyang Sung, menggunakan strategi visual dan tekstual seperti label “No Pork No Lard”, simbol religius, serta narasi keislaman untuk menarik konsumen Muslim. Dengan pendekatan kualitatif dan metode Multimodal Discourse Analysis berdasarkan teori Kress dan van Leeuwen serta sistem transitivitas Halliday, ditemukan bahwa aspek visual didominasi oleh representasi konseptual dan simbolik, sementara aspek teks banyak menggunakan proses material yang bersifat ajakan. Hasil penelitian menunjukkan bahwa nilai halal telah dikomodifikasi dan digunakan sebagai strategi branding dalam budaya konsumsi urban, di mana makna religius halal direduksi menjadi elemen estetika dan pemasaran untuk membentuk persepsi dan kepercayaan konsumen tanpa sertifikasi resmi.***This study focuses on how restaurants in Jakarta without official halal certification construct a halal image through their Instagram posts. The three restaurant that had been analysed, Leten Paradise Dynasty, Dragon Hot Pot, and Taeyang Sung, employ visual and textual strategies such as “No Pork No Lard” labels, religious symbols, and Islamic narratives to attract Muslim consumers. Using a qualitative approach and Multimodal Discourse Analysis based on Kress and van Leeuwen’s theory and Halliday’s transitivity system, the findings reveal that the visual aspects are dominated by conceptual and symbolic representations, while the textual elements frequently use material processes in the form of persuasive messages. The study shows that halal values are commodified and used as a branding strategy within urban consumer culture, where the religious meaning of halal is reduced to aesthetic and marketing elements to shape consumer perception and trust without official certification.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Eva Leiliyanti, Ph.D. 2). Narita Pratiwi, M.Hum.
Subjects:	Bahasa dan Kesusastraan > Sastra Inggris
Divisions:	FBS > S1 Sastra Inggris
Depositing User:	Mutia Rahma Alia Putri .
Date Deposited:	18 Aug 2025 13:53
Last Modified:	18 Aug 2025 13:53
URI:	http://repository.unj.ac.id/id/eprint/61316

Actions (login required)

View Item