Persepsi Masyarakat Terhadap Tren Perkembangan Industri Halal Di Media Sosial: Analisis Respons Di Indonesia

Abstract

Penelitian ini bertujuan untuk menganalisis sentimen masyarakat yang diwakili oleh pengguna Twitter terkait industri halal setelah pandemi COVID-19. Metoda yang digunakan adalah Analisis Jaringan Sosial (SNA) dengan menggunakan Drone Emprit. Data diambil dari arsip atau dokumen tertulis, gambar, atau rekaman video yang diproduksi, didistribusikan, dan diterima oleh pengguna media sosial Twitter pada periode Maret 2022 hingga Agustus 2022. Hasil penelitian menunjukkan bahwa narasi yang berkembang di masyarakat memiliki sentimen positif terkait industri halal setelah pandemi. Narasi tersebut mencakup kebangkitan industri halal dan ajakan untuk menggunakan produk halal yang memiliki sertifikat halal dari MUI yang berasal dari akun-akun pemerintah dan influencer. Meskipun demikian, masih terdapat beberapa akun yang mengekspresikan keprihatinan mereka terhadap perkembangan industri halal yang kurang pesat di Indonesia, meskipun mayoritas penduduknya adalah Muslim. This study aims to look at public sentiment represented by Twitter users related to the halal industry after the Covid 19 pandemic. halal industry after the covid 19 pandemic. Data was collected using Drone Emprit Academic, which is in the form of archives or written documents, images, or video recordings produced, distributed, and responded to by Twitter social media users from March 2022 to August 2022. The results showed that the narratives that developed in the community had positive sentiments. The developing narrative related to the topic of the halal industry in the post-pandemic period is the stretching of the halal industry as well as appeals and invitations to use halal products that have certificates from MUI from government accounts and other influencers. In addition, there are still accounts that are concerned about the slow development of the halal industry in Indonesia, where the majority of the population is Muslim.

A Twitter Sentimen Analysis on Islamic Banking Using Drone Emprit Academic (DEA): Evidence from Indonesia

“…As for this collection using keyword restrictions, namely "bank", "banking", and "sharia". Furthermore, the Twitter developer provides the Twitter Search API to get near-real-time access to the latest collection of tweets published in the last 7 days filtered through a specific query (Miftahuddin et al, 2023). The results displayed were in the form of percentage trends, retweet relationships, mention trends graphs, most retweeted statuses, conversation trends.…”

“…Thus, these data can make a reference for reading various and current social phenomena (Arianto, 2020). The "lexicon" method is utilized to classify public conversations based on sentiment by collecting words classified as positive, negative, or neutral (Miftahuddin, 2023). As for the research process shown in Figure 1, the API performed a DEA search (Step 1) to collect the requested tweets and the data was collected from Twitter Streaming and Twitter Crawl (Step 2) and processed them into the index server based on the SOLR system described in the DEA big data architecture framework as shown in figure 2.…”

“…Drone Emprit Academic (DEA) presented interesting and significant results in conducting social media analysis in the form of netizen/public sentiment on the analyzed topic. According to Miftahuddin et al, (2023), the "lexicon" method is utilized to classify public conversations based on sentiment by collecting words classified as positive, negative, or neutral as illustrated in Figure 8 which is the result of sentiment analysis on the topic of Islamic banking and presented in more detail regarding sentiment trends based on time periods: Based on the analysis period, 66% or 96,307 netizen conversations had a positive sentiment and 28% or 41,330 conversations had a negative sentiment. Meanwhile, only 5% or 7,806 mentions were recorded as neutral.…”