The Influence of Human Resource Management Analysis as an Instrument for Strengthening Halal Product Literacy on the Protection of Community Consumptive Behaviour towards Non- Halal Products in Medan City

Abstract

In fact, this article is the output of field research related to the phenomenon that emerged in the era of globalisation, namely the many new food and beverage products around us. The emergence of these food and beverage variants may cause negative prejudice regarding their halal status for the people of Medan who are quite religious. The variety of food and beverages whose halal status is not yet known is still considered to be one of the problems for the people of Medan that should be resolved, so that it does not become a burden on the people's minds. This article is intended as an answer and solution to the problems raised above, namely the analysis of the existence of social media communication as an instrument for strengthening halal product literacy towards the protection of people's consumer behaviour on non-halal products in the city of Medan. This study uses a method with a Grounded Theory approach, which is a qualitative research method that aims to develop a theory or model that explains social phenomena through systematic data collection and analysis.