BARRIERS FOR THE HALAL FOOD INDUSTRY TO PENETRATE THE INTERNATIONAL MARKET

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The natural wealth in Indonesia is a big potential in Indonesia's economic development in the future, especially in the halal food industry. The development of halal food and drinks continues to increase along with the growth of the Muslim population in Indonesia. This study aims to look at the condition of the halal food industry in Indonesia and everything related to the halal food industry as well as the dangers, opportunities and threats to halal food from international market penetration. In order to develop the halal food industry in Indonesia and the world, it is necessary to have halal equality in each country and to have halal food certification. So that they are not involved in the halal food industry such as restaurants, cafes and other food places that have special regulations that prohibit the halal food industry. In this export process, a product must pass quality assurance certification. Among the names of product quality assurance agencies is ISO (International Standardization Organization). To get a product guarantee license is very difficult because developing countries like Indonesia and developing countries do not pay attention to product quality such as developed countries. However, Indonesia has the opportunity to develop halal standardization such as ISO quality assurance certification, seeing the large Muslim population in Indonesia as regular consumers of halal food products. With this opportunity, it is hoped that the government or related agencies can develop the Indonesian halal food industry so that Indonesia will not only become a target market for products but become a major player in the marketing of halal products. The research research method used is descriptive qualitative with literature data sources.