Konten Religi dan Sikap Perempuan Muslimah terhadap Produk Berlabel Halal:(Studi Perbandingan Tentang Konten Religi di Televisi, Majalah, dan Radio terhadap Sikap Perempuan Muslimah pada Produk Berlab

Nina Indahsari, Pulung Setiosuci Perbawani

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT Nowadays various media in Indonesia provide information for their viewers using religious content. Initially, the given information was only in small parts, but then it becomes an identity for those media. Mass media namely television, magazine, and radio with each distinct characteristics create different impacts to each person receiving the information. The phenomenon of religious content usage in media was found at the same time with Indonesians’ fanatism over halal certification. Media has strong power to change someone’s attitude throughout their information. S-R theory is applied in this research in order to comprehend of the stimulus given by the media is able to change muslimah women’s attitude in Yogyakarta towards halal certified products. As seen from the survey, it can be inferred that muslimah women who access more media with more frequency or received more stimulus will tend to follow the rules of consuming halal certified products. Television still becomes the strongest media that gives the strongest influence, followed by radio and magazine. Radio is a media which is not accessed as many as magazine by muslimah women in Yogyakarta, however the result shows that radio with religious content accessed by muslimah women gives more significant impact for them to consume halal certified products.

Kata Kunci : Iklan, Merk