Analisis Konsep Branding Produk Kosmetik Halal di Media Sosial dalam Perspektif Rogers tentang Difusi Inovasi
DOI:
https://doi.org/10.15408/ap3vmf84Keywords:
Keywords, Branding, Halal cosmetics, Social media, Rogers theory on diffusionAbstract
The government through BPJPH MUI has launched an idea in the form of an innovation in implementing halal certificates for all consumer products and uses, especially cosmetics. This innovation is one way for the government to maintain the safety of a product so that it is guaranteed to be halal and free from harmful substances. The purpose of this study is to see how the diffusion of halal certificate innovation is in society. The research method used is descriptive qualitative. In this study, the researcher used the Diffusion of Innovation Theory by Everett M. Rogers and Floyd Shoemaker by analyzing 4 main indicators, namely innovation; time period; members of the social system and communication channels. The results of this study, the application of halal cosmetic product branding using this theory as a whole has met the diffusion indicators. In addition, the stages offered by this diffusion theory also help in branding halal cosmetics on social media, namely the stages of knowledge, persuasion, decision, implementation and conformation.
Pemerintah melalui BPJPH MUI mencanangkan sebuah ide berupa inovasi pemberlakukan sertikat halal untuk semua produk konsumsi dan gunaan khususnya kosmetik. Inovasi ini merupakan salah satu cara pemerintah dalam menjaga keamanan suatu produk agar terjamin halal dan terhindar dari bahan yang membahayakan. Tujuan dari penelitian ini adalah untuk melihat bagaimana proses difusi inovasi sertifikat halal pada masyarakat. Metode penelitian yang digunakan adalah deskriptif kualitatif. Dalam penelitian ini peneliti menggunakan teori difusi inovasi milik Everett M. Rogers dan Floyd Shoemaker dengan menganalisis empat indikator utama, yaitu inovasi, kurun waktu, anggota sistem sosial, dan saluran komunikasi. Hasil penelitian ini menunjukkan bahwa penerapan branding produk kosmetik halal secara keseluruhan sudah memenuhi indikator difusi. Selain itu, tahapan-tahapan yang ditawarkan oleh teori difusi ini juga membantu dalam branding kosmetik halal di media sosial yakni tahapan pengetahuan, persuasi, keputusan, implementasi, dan konformasi.
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