Thematic Analysis Uses in Interpreting Muslim Consumers' Awareness on Halal Logo

Abstract

Pertimbangan sebagai manusia adalah diperlukan untuk memahami bagaimana pengguna Muslim memberi reaksi terhadap tahap kesedaran mereka pada halal logo. Sewajarnya, ia harus dirumuskan secara berkesan bagi mengekspressikan pendapat mereka yang berkualiti, dipercayai, menjelaskan maklumat dan memenuhi matlamat kajian. Tujuan kajian adalah untuk menganalisis kesedaran pengguna terhadap halal logo menggunakan kaedah Braun dan Clarke (2006). Transkripsi lisan daripada interview berstruktur digunakan secara sistematik menggunakan analisis thematic, dipercayai boleh memberi makumat yang kaya, berguna dan telus. Mengaplikasikan procedure enam langkah diperkenalkan oleh Braun dan Clarke (2006), kajian telah berjaya mentafsirkan berbagai perspektif daripada kelopok kajian, yang membantu dalam menangani pengurusan data dan menghasilkan laporan kajian.

The awareness levels on halal logo amongst Muslim consumers are still low, yet have to be directed analytically to demonstrate their expressions. It is due that the Halal logo intensely perceived as a routine in the ordinary life and culture of the Muslim consumer. The purpose of the study is to interpret consumers' awareness of the halal logo by using thematic analysis. Data collected using verbal data interview from focus group sampling technique. Hence, it is highlighted a few issues influencing their awareness levels such as purchase consideration, educational status, and familiarity level on the halal logo. Essentially, this study found that strengthening halal logo as unit trust implies as sufficient to avoid purchasing disputes, thus may indicate higher credential when choosing certified -halal products.