Kapitalisasi Politik Identitas dalam Produk Halal; Industri Fashion dan Kosmetika

Abstract

The issue of halal products is an industrial phenomenon close to identity politics. Halal products guarantee standard for religious norms compliant consumers especially related to the daily needs. Hijab and halal cosmetics are two examples of products that are fundamental to identity politics and seem to guarantee consumer needs for halal products. Various advertising materials and information about halal content in a product are an answer to consumer needs related to two halal products consumed mostly by women (Muslims). This study seeks to explain the views, perceptions, and responses to fashion and cosmetic products with guaranteed halal product obtained from questionnaires, analysis of halal product advertisements, and literature review related to the halal product material. The result shows that identity politics has strengthened as the increasing of hijab use, halal products have become the consumers choice, wearing certain brands has become a lifestyle, and advertisements for halal products have often created controversy among society.