Digital Halal Consciousness in Indonesia: Insights from Google Trends and Online Searches

Abstract

Public concern over halal status in Indonesia has grown rapidly, yet most studies rely on surveys and intention-based models, offering limited insight into actual public behavior. This study fills that gap by exploring digital curiosity through the query “apakah halal” (“is it halal?”) on Google. Using Google Trends and related search data, the research analyzes halal information-seeking patterns over a 12-month period. A data science approach enables identification of temporal fluctuations, regional variations, and thematic trends without respondent bias. Results reveal clear spikes in search activity during Ramadan, Eid al-Fitr, and regulatory deadlines, indicating the seasonal and event-driven nature of halal awareness. Provinces such as South Kalimantan, Jakarta, and East Java exhibit the highest search intensity, reflecting diverse socio-religious contexts. Thematic analysis shows a widening focus from food to cosmetics, pharmaceuticals, and even financial instruments like stocks and cryptocurrencies. These findings demonstrate that Indonesian Muslims increasingly turn to digital platforms as a primary source of religious and consumer guidance. The study contributes to digital religiosity scholarship by showing that halal awareness is deeply integrated into online behavior and provides policymakers with timely insights for public education and regulatory engagement in the growing halal economy.