DIGITAL DISCOURSES ON TAKAFUL
UNVEILING PUBLIC PERCEPTION THROUGH SOCIAL NETWORK ANALYSIS
Keywords:
Takaful, Social Network Analysis (SNA).Abstract
This study aims to analyze public perception of Takaful using social media analysis methods based on social network analysis (SNA). In addition, this study aims to identify the dynamics and important actors in digital discussions. The study uses public communication and social network theory to explore the complexity of public reactions to Takaful in the context of Islamic finance. This study focuses on how public opinion evolves over time and the factors that influence these changes, including language, age, and gender. Data were collected from various social media platforms on 11 up to 17 May 2025 , using the Talkwalker platform by tracking digital conversations containing the keyword " takaful ". The SNA approach was used to identify key actors and interaction patterns, and natural language processing (NLP)-based sentiment analysis was used to categorize public opinion into neutral, negative, or positive. Additional visualizations were used to gain a better understanding of demographic distribution, time trends, and key issues.Public discussion about Takaful on social media is very dynamic and sensitive to current issues. Sentiment changed from negative to positive during the monitoring period, and there was an increase in engagement from productive age groups, especially men. Sharia compliance, Takaful's function in development, and financing innovation were the main topics. In addition, it was found that some digital entities or accounts have significant power to influence public opinion. The results show that in public communication related to Takaful, a strategic and data-driven approach is essential. This study helps develop a more inclusive and flexible Islamic finance communication strategy. The results are also relevant for policymakers, regulators, and market players in understanding the public opinion landscape and creating policies that adapt to digital changes. This study offers a new method combining SNA and sentiment analysis to study public perception towards Takaful. It offers additional value to data and technology-based Islamic finance research, and offers an analytical model that can be used in digital financial literacy and policy communication research.
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References
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Andersen, N., & Swami, V. (2021). Science mapping research on body image: A bibliometric review of publications in Body Image, 2004–2020. Body Image, 38, 106–119.
Apriantoro, M. S., & Ananda, W. F. (2024). Empowering Equality Law With Nlp: a Social Network Analysis Approach To Drive Legal Sdgs. Journal of Lifestyle and SDG’S Review, 4(1), 1–15. https://doi.org/10.47172/2965-730X.SDGsReview.v4.n00.pe01769
Apriantoro, M. S., Faradilla, S., Ashfahany, A. El, Maruf, A., & Aziza, N. A. (2024). Quantifying Intellectual Terrain: Islamic Jurisprudence, Ethical Discourse, and Scholarly Impact. Suhuf, 36(1), 78–85. https://doi.org/10.23917/suhuf.v36i1.4367
Apriantoro, M. S., Muthoifin, M., & Athief, F. H. N. (2023). Advancing social impact through Islamic social finance: A comprehensive bibliometric analysis. International Journal of Advanced and Applied Sciences, 10(11), 81–89. https://doi.org/10.21833/ijaas.2023.11.011
Apriantoro, M. S., Nuraini, A. E., & Hudaifah, H. (2022). Social Network Analysis of The Development of The Halal Industry In Indonesia. Bulletin of Social Informatics Theory and Application, 6(2), 102–110. https://doi.org/10.31763/businta.v6i2.553
Ariyanti, Y. D. P. (2022). Analisis Centrality Aktor pada Penyebaran Informasi Kuliner di Media Sosial dengan menggunakan Social Network Analysis. Journal of Systems, Information Technology, and Electronics Engineering, 2(1), 23–31. http://e-journal.ivet.ac.id/index.php/jsitee
Azmi, N. A., Fathani, A. T., Sadayi, D. P., Fitriani, I., & Adiyaksa, M. R. (2021). Social Media Network Analysis (SNA): Identifikasi Komunikasi dan Penyebaran Informasi Melalui Media Sosial Twitter. Jurnal Media Informatika Budidarma, 5(4), 1422. https://doi.org/10.30865/mib.v5i4.3257
Bratawisnu, M. K., & Alamsyah, A. (2018). Social Network Analysis Untuk Analisa Interaksi User Dimedia Sosial Mengenai Bisnis E-commerce (Studi Kasus: Lazada, Tokopedia Dan Elevenia). Almana: Jurnal Manajemen Dan Bisnis, 2(2), 107–115.
Bratawisnu, M. K., Putra, M. R. D., & Ignatio, W. (2018). Penentuan Top Brand Menggunakan Social Network Analysis pada e-commerce Tokopedia dan Bukalapak. Journal of Information Engineering and Educational Technology, 2(1), 1. https://doi.org/10.26740/jieet.v2n1.p1-5
Dahnoun, M., & Alqudwa, B. (2018). Islamic Insurance: An Alternative to Conventional Insurance. American Journal of Humanities & Islamic Studies, 1(1), 1–7.
Diniyati, D., Triayudi, A., & Sholihati, I. D. (2020). Analisa Interaksi Pengguna Media Sosial Perusahaan Sekuritas di Indonesia Saat Covid-19 menggunakan Social Network Analysis (Studi Kasus: Indopremier dan Bursa Efek Indonesia). Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 4(2), 72. https://doi.org/10.35870/jtik.v5i1.166
Hasler, A., & Lusardi, A. (2017). The gender gap in financial literacy: A global perspective. Global Financial Literacy Excellence Centre, July, 1–22. www.gflec.org
Lubaba, S., Faruq Ahmad, A. U., & Muneeza, A. (2022). Challenges Facing the Development of Takaful Industry in Bangladesh and Indonesia: a Review. Journal of Nusantara Studies (JONUS), 7(1), 100–113. https://doi.org/10.24200/jonus.vol7iss1pp100-113
Maduku, D. K., & Mbeya, S. (2024). Understanding family takaful purchase behaviour: the roles of religious obligation and gender. Journal of Financial Services Marketing, 29(2), 440–458. https://doi.org/10.1057/s41264-023-00213-z
Prabhawa, M. D., Dona Rahayu, & Susi. (2022). Penentuan Top Kampanye Pemasaran Menggunakan Social Network Analysis pada Shopee dan Tokopedia di Media Sosial Twitter. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 11(1), 87–97. https://doi.org/10.35457/translitera.v11i1.1982
Rahman, N. A., Osman, Z. A., Ani, N. S., & Ahmad, Z. (2019). Religious and socioeconomic implications of Islamic insurance: A review. International Journal of Financial Research, 10(5), 313–320. https://doi.org/10.5430/ijfr.v10n5p313
Rohimah, W., Rofika, H., Meylianingrum, K., Mounadil, A., & Asnawi, N. (2023). Social Media Technology in Improving Marketing of Sharia Insurance Products (Takaful) to Islamic Banking Academics. 9th ICONES: International Conference of Islamic Economics & Business, 37–42. http://conferences.uin-malang.ac.id/index.php/iconies/article/view/2234/1054
Sihombing, D. Y., & Nataliani, Y. (2021). Analisis Interaksi Pengguna Twitter pada Strategi Pengadaan Barang Menggunakan Social Network Analysis. Sistemasi, 10(2), 434. https://doi.org/10.32520/stmsi.v10i2.1289
Yetti, F. D. (2025). Perkembangan Asuransi Syariah di Arab Saudi, Indonesia, Malaysia, dan Eropa. 8, 2604–2609.
