The Role of Social Media in Marketing Tourism Halal to the International Market Challenges and Opportunities
DOI:
https://doi.org/10.61194/economics.v2i3.205Keywords:
Social Media, Halal Tourism, MarketingAbstract
This research aims to determine people's behavior regarding the use of social media as a source of information and knowledge about halal as well as the role of social media and its function as a means of marketing halal tourism to the international market. This research was conducted using quantitative methods with an associative approach. Data collection techniques using questionnaires, interviews and observation. The population used in this research was 560 respondents. And the samples used were 132 samples. The results of this research found that social media plays a positive and significant role in marketing halal tourism to the international market. The conclusion of this research is that social media has a positive and significant effect on marketing halal tourism to international markets. The suggestion in this research is to increase the marketing of halal tourism to the international market, so that social media promotion via TikTok and Histagram media is very effective and efficient, so it needs to be developed optimally.
References
Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and Halal Cosmetic Products: Knowledge, Religiousity, Attitude and Intention. Journal of Islamic Marketing, 6(1), 148-163. DOI: https://doi.org/10.1108/JIMA-09-2013-0068
Ali, M. (2016). The Concept of Halal Food in Sharia Review and Product ResponsibilityTop Halal Industrial Producers. Ahkam: Journal of Sharia Science, 16(02).
Agag, G., Ali Durrani, B., Hassan Abdelmoety, Z., Mostafa Daher, M., & Eid, R. (2024). Understanding the link between net promoter score and e-WOM behavior on social media: The role of national culture. Journal of Business Research, 170(September 2022). https://doi.org/10.1016/j.jbusres.2023.114303 DOI: https://doi.org/10.1016/j.jbusres.2023.114303
Amalia, R., Jeanny Maria, F., & Muhammad, F. (2023). Utilization of the Tlusure Application as Social Media Based on Smart Tourism. Journal Of Social Science Research, 3, 5143–5152.
Arianto, B. (2022). The Role of Social Media in Strengthening MSME Businesses in Serang City, Banten. Tirtayasa Business and Management Research Journal, 6(2), 130–145. https://jurnal.untirta.ac.id/index.php/JRBM/article/view/19025
Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim customers in Turkey. International Journal of Gastronomy and Food Science, 32(April). https://doi.org/10.1016/j.ijgfs.2023.100726 DOI: https://doi.org/10.1016/j.ijgfs.2023.100726
Bashir, A. M. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers' Purchase Intention. British Food Journal, 121(09), 1998–2015. DOI: https://doi.org/10.1108/BFJ-01-2019-0011
Birda,AM, Kamid, & Rusdi, M. (2016). Knowledge Attention Process in Attention Deficit Hyperactivity Disorder (ADHD) Students in Solving Mathematical Problems on Social Arithmetic Material. Edu-Science: Journal of Mathematics and Natural Sciences Education, 05(01), 10–19. Bukhari, SFH, Woodside, F
Bryman, A. (2016). Social Research Methods (5th ed.). Oxford University Press.
Chou, S., Chen, C. W., & Wong, M. (2023). When social media meets low-cost airlines: Will customer engagement increase customer loyalty? Research in Transportation Business and Management, 47(April 2022). https://doi.org/10.1016/j.rtbm.2023.100945 DOI: https://doi.org/10.1016/j.rtbm.2023.100945
Creswell, J. W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
El-Gohary, H. (2016). Halal tourism, is it really Halal? Tourism Management Perspectives, 19, 124–130. https://doi.org/10.1016/j.tmp.2015.12.013 DOI: https://doi.org/10.1016/j.tmp.2015.12.013
Fuller, R., & Jacobs, J. (2021). Social Media as an Agent of Socialization. In Sunarto (Ed.), Social Media and Society (pp. 45-60). Springer.
Global Islamic Economy Report. (2019). State of the Global Islamic Economy 2018/2019 Report. Thomson Reuters.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2020). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications. DOI: https://doi.org/10.1007/978-3-030-80519-7
Han, H., Al-Ansi, A., Olya, HGT, & Kim, W. (2019). Exploringhalal-friendly destination attributes in South Korea: Perceptions and behaviors of Muslim travelers toward a non-Muslim destination. Tourism Management, 71(July 2018), 151–164. https://doi.org/10.1016/j.tourman.2018.10.010 DOI: https://doi.org/10.1016/j.tourman.2018.10.010
Hasan, H. (2019). The Role of Media in Promoting Halal Awareness among Muslim Consumers. Journal of Islamic Marketing, 10(3), 746-761.
Kurniawati, A., & Savitri, E. (2019). Public Awareness of Halal Products: The Role of Media and Religiosity. International Journal of Halal Research, 1(2), 89-103.
Li, X., Abbas,J., Dongling, W., Baig, NUA, & Zhang, R. (2022). From Cultural Tourism to Social Entrepreneurship: Role of Social Value Creation for Environmental Sustainability. Frontiers in Psychology, 13(July).https://doi.org/10.3389/fpsyg.2022.925768 DOI: https://doi.org/10.3389/fpsyg.2022.925768
Liu, Z., Wang, A., Weber, K., Chan, E. H. W., & Shi, W. (2022). Categorization of cultural tourism attractions by tourist preference using location-based social network data: The ase of Central, Hong Kong. Tourism Management, 90(January), 104488. https://doi.org/10.1016/j.tourman.2022.104488 DOI: https://doi.org/10.1016/j.tourman.2022.104488
Marchesani, F., Masciarelli, F., & Ceci, F. (2024). Digitaltrajectories in contemporary cities: Exploring the interplay between digital technology implementation, the amplitude of social media platforms, and tourist inflow in cities. Cities, 146(December 2023). https://doi.org/10.1016/j.cities.2023.104749 DOI: https://doi.org/10.1016/j.cities.2023.104749
Moshin, A., Brochado, A., & Rodrigues, H. (2020). Halal tourism is traveling fast: Community perceptions and implications. Journal of Destination Marketing and Management, 18(September). https://doi.org/10.1016/j.jdmm.2020.100503 DOI: https://doi.org/10.1016/j.jdmm.2020.100503
Nugraha, WS, Chen, D., & Yang, SH (2022). The effect of a Halal label and label size on purchasing intent for non-Muslim consumers. Journal of Retailing and Consumer Services, 65(October 2021). https://doi.org/10.1016/j.jretconser.2021.102873 DOI: https://doi.org/10.1016/j.jretconser.2021.102873
Nurhayati, T., & Hendar, H. (2019). Halal Knowledge and Religiosity on Halal Food Purchasing Decision. Journal of Islamic Marketing, 10(3), 839-857.
Puspitarini, DS, & Nuraeni, R. (2019). Utilization of Social MediaAs Promotional Media. Common Journal, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.1950 DOI: https://doi.org/10.34010/common.v3i1.1950
Rohmatun, E., & Dewi, A. (2021). Exploring the Determinants of Halal Product Awareness among Indonesian Muslim Consumers. Journal of Halal Studies, 3(1), 102-118.
Slamet Widodo, Arlina Nurbaity Lubis, Prihatin Lumbanraja, Syafrizal Helmi Situmorang (2023), Pengembangan Pariwisata Halal Menuju Sustainable. Andalan Bintang Ghonim. ISBN : 978-623-5965-81-9, HKI : 000572939
Soesilowati, S. (2019). The Impact of Social Media on Consumer Behavior towards Halal Products in Indonesia. Halal Journal of Marketing, 4(2), 113-126.
Soesilowati, S. (2022). Building Halal Awareness through Religious Education: A Case Study from Indonesia. Journal of Islamic Studies, 11(4), 290-309.
Sunarto. (2023). The Role of Social Media in Halal Awareness: Theoretical Perspectives and Empirical Findings. Journal of Communication and Media Research, 15(1), 45-60.
Syahrivar, H. (2021). Religious compensatory consumption in the Islamic context: the mediating roles of religious social control and religious guilt. Emerald Insight. DOI: https://doi.org/10.1108/APJML-02-2021-0104
Widodo, S., et al. (2020). Social Media Marketing of Halal Products: An Empirical Study in Indonesia. Journal of Islamic Marketing, 11(1), 183-199.
Xu, Y., Chen, W., & Ow, T. T. (2023). The effects of social media posts' characteristics on customer engagement: Evidence from WeChat. Information and Management, 60(7). https://doi.org/10.1016/j.im.2023.103854 DOI: https://doi.org/10.1016/j.im.2023.103854
Yasid, M., Farhan, M., & Andriansyah, Y. (2022). Consumer Behavior and Halal Product Awareness: Evidence from Indonesia. Journal of Halal Studies, 4(3), 210-225.