THE RELATIONSHIP BETWEEN SOCIAL CHARITY FACTORS (WORSHIP OF GHAIRU MAHDAH) AND CITIZENS^ PREFERENCES FOR USING HALAL PRODUCTS Bambang Saiful Maarif
Universitas Islam Bandung
Abstract
Metropolitan Bandung is a dynamic, comfortable, and harmonious area, of which West Bandung Regency (KBB) is a significant area. Padalarang, the most populous district in West Bandung, boasts a unique and legendary history, culinary scene, and a wealth of tourism opportunities. Residents are also seen practicing their religion and heeding religious outreach programs promoting halal products. The theoretical framework of this research is based on the following theories: First, Persuasion Theory, specifically the Elaboration of Likelihood Model (ELM) by Petty and Cacioppo, which explains that information is processed using two pathways: the peripheral route and the central route. Persuasive communication assumes an interaction between sociodemographic and psychographic factors within the communication elements (figure, message, channel and media, and communication structure). Citizens^ actions are also observed through the communication media. This research uses quantitative methods, questionnaire data collection techniques, and in-depth analysis. In this study, we obtained data that: a) Ghairu mahdah worship plays a significant role in the preference for using halal products, b) Communication media has a significant influence on the use of halal products, positively with a large influence of 0.183 (18.3%), c) Islamic communication messages have a significant influence on the use of halal products, positively with a large influence of 0.547 (54.7%), d) The relationship model between Islamic communication messages (X_1), communication media (X_2), social networks (X_3) and the use of halal products (Y) can be written as follows: Y = 0.547X_1 + 0.183X_2 + 0.176X_3.
Keywords: Sociodemographic, da^wah communication, religious weight, halal products. Sample Abstract
