What Drives Indonesia to Search for Halal Products Big Data Approach to Understanding Halal Consumer Search Behavior in Indonesia
DOI:
https://doi.org/10.58258/mnbypw71Abstract
This study examines Indonesian halal product search behavior using Google Trends data (January 2020–June 2025) across five categories and 34 provinces. Employing a descriptive-exploratory quantitative approach with time series, seasonal decomposition, event study, and spatial analysis, the research finds that only the general "produk halal" keyword showed a significant positive trend, while specific category searches declined—indicating market maturation toward umbrella-term usage. Strong seasonal spikes occurred during Ramadan for halal food (+37.5%) and halal fashion (+162.4%), whereas halal medicine recorded the highest average search interest (RSV = 44.68). Geographically, Aceh ranked highest (RSV = 100), followed by Sumatra provinces, with lower interest in Bali and eastern Indonesia. The COVID-19 pandemic accelerated digital halal consumption patterns with sustained post-pandemic increases. These findings validate Google Trends as a viable instrument for halal consumer behavior research and provide strategic insights for industry stakeholders, UMKM entrepreneurs, and government agencies in optimizing certification programs and marketing strategies.References
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