ANALISIS PERSEPSI PUBLIK DI MEDIA SOSIAL TERHADAP PRODUK HALAL DI INDONESIA MENGGUNAKAN TEXT MINING
DOI:
https://doi.org/10.30989/ijds.v2i2.1487Kata Kunci:
Produk Halal, Media Sosial, Text Mining, Pemodelan Topik, Analisis SentimenAbstrak
Jaminan status halal suatu produk sangat penting bagi konsumen Muslim, terutama di Indonesia, negara dengan mayoritas penduduk Muslim terbesar di dunia. Pemerintah, melalui Kementerian Agama, telah menerapkan sertifikasi halal untuk menjamin validitas produk. Namun, penerapan sistem jaminan halal tetap kontroversial, dengan sebagian melihatnya sebagai upaya untuk keuntungan pemerintah, terutama Kementerian Agama melalui MUI (Majelis Ulama Indonesia). Sentimen negatif dari kelompok yang berlawanan dapat berpotensi eskalatif dan memengaruhi individu atau komunitas lain jika tidak ditangani dengan tepat. Salah satu langkah preventif adalah mempromosikan edukasi dan kesadaran produk halal melalui media digital, khususnya media sosial. Mengingat penggunaan media sosial yang luas, terutama di kalangan milenial, media sosial dapat menjadi platform yang efektif dan hemat biaya untuk edukasi dan promosi. Upaya edukasi melalui media sosial memerlukan strategi khusus untuk memastikan diseminasi informasi yang optimal sesuai harapan. Memahami pola dan karakteristik konten serta konteks sosio-kultural pengguna media sosial sangat penting. Pemahaman ini dapat dicapai melalui analisis komprehensif terhadap beragam dan melimpahnya konten yang dihasilkan pengguna di platform media sosial. Oleh karena itu, penelitian ini mengusulkan metode berbasis text mining untuk mengembangkan kerangka kerja dalam memahami karakteristik dan dinamika percakapan publik mengenai produk halal di media sosial.
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