Halal Certification of Satan Noodles as an Islamic Marketing Strategy and Mass Media Coverage (Critical Discourse Analysis)

Abstract

Halal certification is often controversial among the public. Several issues related to Halal certification, including the certification process, certification rates, the authority of certification bodies, and the Halal logo. Historically, Halal certification originated from a polemic related to the need for guarantees of food products that are safe for consumption for Muslims. The latest furor came from the controversy over the Halal certification of "Satan" noodles. MUI rejects Halal certification for products that have brand names that are not following Islamic religious principles. The mass media is busy reporting on this issue using various points of view. Moreover, the media has a significant influence in shaping public opinion. This shows the impact of halal certification as an Islamic marketing strategy. What is the impact of halal certification as an Islamic marketing strategy in increasing sales of the Devil noodle food brand? Why is halal certification as an Islamic marketing strategy important in the sale of devil noodle food brands? What is the role of mass media in reporting halal certification as an Islamic marketing strategy in increasing sales of devil noodle food brands? This study seeks to reveal halal certification as an Islamic marketing strategy for increasing sales of the Devil's noodle food brand and the role of the mass media in reporting halal certification which has a major influence on the public's response as a consumer of the food brand. This research uses a qualitative data analysis method. The data is then interpreted using analytical tools so that it can be presented based on scientific facts found. This research uses Norman Fairclough's Critical Discourse Analysis (CDA) approach.