STUDI EKSPLORATORI PERSEPSI LOGO HALAL LPPOM MUI OLEH KONSUMEN MUSLIM DAN NON MUSLIM DI UNIVERSITAS SURABAYA

  • Kartika Fiona Himawan Jurusan Managemen / Universitas Surabaya

Abstract

INTISARI Penelitian ini bertujuan untuk mengeksplorasi persepsi logo halal LPPOM MUI, pesan penting logo halal LPPOM MUI dan persepsi terhadap lembaga sertifikasi halal LPPOM MUI. Dalam penelitian ini, sumber data yang digunakan adalah data primer yang diperoleh dari wawancara secara mendalam dengan 8 informan yang telah dipilih sesuai dengan karakteristik yang telah ditetapkan, menggunakan metode pengambilan sampel purposive sampling. Pengolahan data dalam penelitian ini menggunakan open coding, axial coding, selective coding dan interpretasi. Temuan dalam penelitian menunjukkan bahwa terdapat keberagaman persepsi logo halal LPPOM MUI, pesan penting logo halal LPPOM MUI dan persepsi terhadap lembaga sertifikasi halal LPPOM MUI oleh para konsumen Muslim dan Non-Muslim di Universitas Surabaya.


Kata Kunci: Preferable element, Eye-catching element, Preferable color, Logo attribute


ABSTRACT The study aims to explore perceptions of halal logos LPPOM MUI, important messages of halal logo LPPOM MUI and perception of halal certification institution LPPOM MUI by Muslim and Non-Muslim consumers at Universitas Surabaya. Data resources used is primary data obtained from in-depth interviews with 8 informants who have been selected in accordance with the characteristics that have been set, using purposive sampling technic method. Data processing uses the open coding, axial coding, selective coding and interpretation. The findings of the research indicate that there are any various of perceptions of halal logo LPPOM MUI, important messages of halal logo LPPOM MUI and perception of halal certification institution LPPOM MUI by Muslim and Non-Muslim consumers at Universitas Surabaya.


Keywords: Preferable element, Eye-catching element, Preferable color, Logo attribute

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Published
2019-09-01
How to Cite
HIMAWAN, Kartika Fiona. STUDI EKSPLORATORI PERSEPSI LOGO HALAL LPPOM MUI OLEH KONSUMEN MUSLIM DAN NON MUSLIM DI UNIVERSITAS SURABAYA. CALYPTRA, [S.l.], v. 8, n. 1, p. 784-797, sep. 2019. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/3716>. Date accessed: 23 nov. 2020.