Halal Brand Research Articles

Enhancing Malaysia’s Halal Brand Identity: Insights and Strategies for Sustainable Global Halal Hub

Halal branding has become an essential strategy for businesses to cater to the needs of Muslim consumers and tap into a rapidly growing market. Malaysia has positioned itself as a global halal hub, attracting Organisation of Islamic Cooperation (OIC) food manufacturers and becoming a trusted source of halal products and services. However, developing a distinct Malaysia’s halal brand identity remains a challenge. This article explores the importance of developing a strong halal brand identity for the sustainability of Malaysia as a global halal hub. The study conducted in-depth interviews with eight identified respondents who were either chief executive officers, presidents of participating companies, or partners and directors of various government agencies at local and international branches. The study discusses successful halal brand identity campaigns undertaken by major global and regional brands, focusing on promoting halal values, ethical practices, and the benefits of halal products. To develop a strong halal brand identity, comprehensive marketing and communication strategies are recommended, utilising the effects theory to craft effective digital marketing strategies that resonate with Muslim consumers and promote ethical consumption.

Muslim Consumer Behavior Towards the Existence of Halal Brands on Ice Cream Products

This article about Muslim consumer behavior is to learn more about the existence of a halal brand on the purchase of ice cream products. This literacy says that consumer behavior is important to influencing the existence of a halal brand. The lifestyle of Muslim consumers, which are concerned about whether they are buying or consuming a product, especially ice cream, is due to a tendency to care about religious teaching (Islam). This type of study is library research conducted through the way we study books and other data sources. The research method used is a qualitative study. The results of the study state that consumer behavior has a significant impact on existence of halal brands when purchasing Walls ice cream.

ANTESEDAN DAN KOSEKUENSI DARI ATTITUDE TERHADAP KOSMETIK HALAL

This research aims to analyze the influence of awareness of halal cosmetics users based on Halal Logo, Halal Brand Image, Halal Awareness, Religiosity, Attitude and Behavioral Intention. Data was obtained through distributing online questionnaires to consumers who use or buy halal cosmetic products. The research sample consisted of 200 respondents selected using purposive sampling techniques. The data analysis method used was Structural Equation Model (SEM) using AMOS 24 software. The results showed that of the nine hypotheses proposed, six hypotheses were accepted and three hypotheses were rejected. The rejected hypothesis is that Halal Logo does not have a positive influence on Attitude, Halal Brand Image does not have a positive influence on Behavioral Intention, and Halal Awareness does not have a positive influence on Behavioral Intention.

Halal B2B marketing in the metaverse: crafting a conceptual framework to pinpoint opportunities and challenges, outlining the agenda for future research

Purpose The study aims to explore the theoretical framework of Halal B2B marketing in the metaverse, develop a conceptual framework for future research, identify challenges and opportunities, including technological, cultural and compliance aspects, and provide insights for the effective integration of the metaverse into Halal B2B marketing practices. Design/methodology/approach The research employs a comprehensive literature review, examining works on halal marketing, Islamic business ethics and technology adoption in Islamic markets. The study also identifies key stakeholders in Halal B2B marketing within the metaverse, such as Halal businesses, Muslim buyers, technology developers, regulatory bodies and others, and discusses their unique challenges and contributions. Findings The study presents a conceptual framework depicting the interaction among various stakeholders in Halal B2B marketing within the metaverse. It identifies opportunities such as enhanced customer engagement, global market expansion and innovative branding, and discusses challenges including technological disparities, cultural sensitivities and Halal compliance. Research limitations/implications The conceptual framework delineated in this paper succinctly outlines the potential challenges confronted by diverse stakeholders in building the digital Halal market ecosystem within the metaverse. These frameworks augment the understanding of the metaverse as an evolving digital technology for brands operating within this digital space. This contributes to both theoretical and practical insights into the integration of the metaverse into business operations. While the metaverse holds promise for immersive and interconnected digital experiences, it also comes with several limitations and challenges that need to be taken into account. Practical implications The research introduces a framework that elucidates the professional relationships among key entities: Halal B2B brands aiming to enter the metaverse for brand promotion, buyers seeking business opportunities within the metaverse, and technology developers responsible for establishing the required infrastructure. This framework offers a succinct portrayal of the stakeholders' positions, delves into potential opportunities within the metaverse, and scrutinises the inherent challenges associated with these possibilities. Social implications The metaverse empowers Halal enterprises to provide tailor-made experiences that resonate with the preferences of Muslim consumers. It offers scope for personalised marketing, emphasising its potential as a pivotal element in the triumph of Halal B2B marketing within the metaverse. In the realm of Halal marketing, cultural and ethical alignment holds paramount importance. The metaverse provides opportunities for devising marketing approaches that are attuned to Islamic cultural and ethical values. Originality/value The study results in several recommendations that could help Halal B2B brands effectively leverage the metaverse's potential and cater to Muslim consumers' needs innovatively. These are: (a) Invest in Metaverse Infrastructure by partnering with technology developers or invest in virtual spaces tailored to Halal products; (b) Tailor Marketing Experiences through creating immersive experiences aligned with Muslim consumers' preferences; (c) Ensure Cultural and Ethical Alignment by consulting religious scholars to ensure marketing respects Islamic values; (d) Foster Business Opportunities by facilitating virtual trade shows and marketplaces for Halal products; (e) Educate Stakeholders by organising workshops to introduce the metaverse's potential benefits; (f) Address Challenges Proactively by tackling privacy, accessibility and regulatory issues head-on; (g) Collaborate with Industry Partners and work with other Halal brands and tech partners to drive innovation.

The Influence of Price, Halal Brands, and Marketing Management Strategies on Consumer Satisfaction

The Influence of Price, Halal Brands, and Marketing Management Strategies on Consumer Satisfaction

PERAN MEDIA SOSIAL DAN PENENTUAN HARGA DALAM MEMPERTAHANKAN PELANGGAN

The development of the halal industry in the skincare sector increases very rapidly every year. Islam allows facial skin care as a form of gratitude for maintaining the gifts that God has given to his people. The face is the first impression when we meet, having facial skin problems causes a feeling of insecurity for some individuals. Generation Z is one of the factors in the rapid development of skincare in Indonesia, of course by looking at the halalness of products that have been verified by BPOM and Halal MUI. This research aims to determine the influence of social media marketing, religiosity, price and halal brand personality on loyalty to The Originote skincare brand in generation Z in Jabodetabek. The sampling method in this research used non-probability sampling with a purposive sampling technique, namely the Likert scale. The research uses a quantitative approach by collecting data using the IBM SPSS Statistics 26 application. The results of the research show that social media marketing and price have a positive and significant effect on loyalty to The Originote skincare brand in generation Z in Jabodetabek. Meanwhile, religiosity and halal brand personality have a positive and insignificant effect on loyalty to The Originote skincare brand in generation Z in Jabodetabek.

Green Strategy – Halal Branding Management as a Solution to Increase the Economic Growth of MSMES

The UMB team implemented PKM in partnership with MSME actors in Kranggan Village in Kademangan Village, Tangsel City. Attended by 36 MSME players in the culinary sector. The mainstay products of these MSME players are roasted peanuts, ketapang seeds, banana chips, kembang goyang, and other types of chips. The problems experienced by partners are as follows: there are several superior products produced by culinary MSMEs in Kranggan Village, namely the production of roasted peanuts which is experiencing sluggish development. The main obstacle is mainly caused by the need for knowledge by MSME players about the importance of marketing strategies, especially branding strategies, to increase the added value of products and make their uniqueness known to consumers. The solutions offered are: 1) Providing training regarding marketing and export strategies for roasted peanut products to reach domestic markets and export to Middle Eastern countries. 2) Providing training related to Branding Management Strategy by providing product brands and green halal brand certification as product identities to encourage economic growth for MSMES.

The Importance of Halal Brand Awareness in Purchasing Intentions in Indonesia: the Mediating Role of Attitude

This research examines the relationship between people's intention to buy halal products and their knowledge of halal brand awareness. This research also investigates the possibility that attitudes influence purchase intentions through mediation effects. Research data was obtained from a reliable online survey with 152 respondents. Four hypotheses regarding the relationship between the characteristics of halal brand awareness, attitudes and purchase intentions were tested using the PLS-SEM approach. The findings of this study support each of the supported hypotheses, including the idea that attitudes have a mediating function. Therefore, to shift from a lifestyle that follows people's habits to a halal lifestyle, halal industry players must adapt to appropriate changes in consumer attitudes. Additionally, regulators should offer incentives to encourage a greater halal ecosystem. This research is different because it validates previous results regarding the impact of positive consumer sentiment on their tendency to purchase halal goods and services. Based on this research, customers consume more types of halal goods and services, such as food, sharia banking, and fashion, as well as goods related to lifestyle and well-being, such as shopping, sports, and swimming pools.

The Influence of Halal Label, Halal Brand Image, Halal Lifestyle, Halal Product Quality, and Halal Awareness on the Purchase Decision of Ms Glow Products

This study aims to examine and analyze the effect of halal labels, halal brand image, halal lifestyle, halal product quality, and halal awareness on purchasing decisions for MS Glow products. The population in this study are all consumers who buy MS Glow products. This research is included in explanatory research. The sampling technique in this study used a purposive sampling technique. The sample in this study were 192 respondents. The analytical method used in this study is multiple linear regression analysis using SPSS version 25. The results show that halal labels affect purchasing decisions, halal brand image influences purchasing decisions, halal lifestyle influences purchasing decisions, halal product quality influences purchasing decisions purchases, halal awareness affects purchasing decisions. The halal product quality variable has the most dominant influence in determining purchasing decisions for MS Glow products, therefore, companies are required to maintain and improve overall product quality in order to maintain and add consumers amidst very tight competition.

The role of electronic word of mouth on halal brand image and purchase intention in halal cosmetics

Purpose – This study aims to determine the effect of altruism, moral obligation, and halal brand image on purchase intention for halal cosmetic products in Indonesia, mediated by e-WOM variables. Methodology – This study uses a purposive sampling method to collect the data. The primary data was collected through questionnaires with criteria of Indonesian Muslims and following halal forum accounts on Instagram, such as @halskin, @halalcorner, @halalcornercommunity, @halalstyleid, and @lppommui.Findings – Altruism positively but not significantly influences e-WOM, moral obligation positively and significantly influences e-WOM, e-WOM positively affects halal brand image and purchase intention, and halal brand image but does not significantly influence purchase intention.Implications – This research is expected to provide directions and suggestions for further studies in the halal industry, especially with regard to the variables in this study. This research is also expected to help marketing managers see the response/reaction of potential customers to the halal brand image they have built so that they can strategize on the responses that already exist in this study. This study also suggests that halal cosmetic product companies can work with halal forums to discuss their products in halal forums. This aims to make people more aware of halal cosmetic products and increase their buying interest in them.Originality/Value – This present study provides empirical studies that show that e-WOM can significantly influence HBI and PI because social media users can respond more positively when other consumers/social media users recommend the products

PENERAPAN SERTIFIKASI HALAL UNTUK MAKANAN RUMAHAN DI ROKAN HULU RIAU

The purpose of this research is to describe how important the awareness of entrepreneurs is about the halal insurance system in the domestic food industry. that domestic foods with halal certification and containing halal brands offer positive values ​​that can expand the market, increase turnover, flexibility and business development in Rokan Hulu Riau. This research is a qualitative study with descriptive data collection techniques using observation, interviews and documentation techniques. Researchers use data reduction, data collection, presentation, and inference to analyze data. The results of this study show that the importance of entrepreneurs' awareness of halal assurance system of the domestic food industry, awareness of halal certification significantly affects consumers' purchase interest in Rokan Hulu Riau. The Halal label provides clearer information about the product and successfully improves the quality of the product. Halal-certified Rokan Hulu Regency home food store operators experience a positive effect: first, they can more easily market their products without suspicion. Second, it can convince buyers or consumers that the products produced and sold are halal products and are suitable for consumption even for a long time. Third, continuous turnover growth, which can support entrepreneurship and business development.

Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers

Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.

Chinese Ice Cream in Indonesia: Analyzing Halal Brand Image, Halal Brand Loyalty, Halal Brand Trust and Purchase Intention

Beverages and ice cream have emerged as a current trend favored by some consumers. However, research on halal drinks and ice cream in Indonesia is still limited. The purpose of this study is to examine the impact of the halal brand image on halal brand loyalty and halal brand trust, and subsequently, on purchase intention. This research employs a consumer survey to explore the relationships between these variables. The study focuses on respondents who are Muslims and have purchased one of Mixue's products, totaling 208 participants. The analysis method employed in this study is PLS-SEM. The results of the analysis reveal a significant influence of halal brand image on both halal brand loyalty and halal brand trust. Furthermore, halal brand loyalty significantly affects purchase intention, whereas halal brand trust does not show a significant impact on purchase intention. Halal brand loyalty, but not halal brand trust, mediates the relationship between halal brand image and purchase intention.

Role of Industry Players in Brunei's Halal Industry Development

The global halal market is a substantial and expanding consumer market, both domestically and internationally. With the projected increase in the world’s Muslim population by 35% by 2030, reaching 2.2 billion, the demand for halal products is expected to soar, potentially reaching USD 6.0 trillion by 2024. Brunei holds great potential to become a prominent halal hub worldwide and offer its high-quality local halal brand to the global market, contingent on the government’s concerted efforts to foster the growth of the halal industry in the country. To understand the role of industrial players in Brunei, this study aims to assess their impact, particularly considering the challenges they face in influencing the government’s direction in the country. Through an online survey, 150 respondents, who specialized in Bachelor of Halal Science, provided additional insights on the significance of industry players in shaping the development of Brunei’s halal industry. The majority of respondents believe that industry players play a significant role alongside policymakers and the Brunei government in reinforcing and continuously enhancing the nation’s halal standards, laws, and regulations.
 Keywords: Brunei, government, halal industry, industry development, industry players

Assimilating Islamic Banking Customer Loyalty: A Halal Brand Personality Perspective Model

As Indonesian government promotes Indonesia as the center of the Halal Industry Nation, numerous strategies are being implemented across every sector, including Islamic Financial Institution. This research focuses investigating factors that can influence customer loyalty. To bridge this gap, the study aims to create a model for increasing customer loyalty based on the Halal Brand Personality approach, by exploring competitive advantage as a mediating variable. This research is considered important due to the relatively small market share of Islamic banking in Indonesia, which faces intense competition. This is an explanatory research with a quantitative approach that employs survey method to collect 225 data points. Structural Equation Modeling (SEM) is used to analyze the direct and indirect relationship of each variable. It was found that from all the hypotheses, six were rejected, and the model was validated. The result delineated that the model proposed in this research can assist branch managers in maximizing and strengthening Islamic banking’s distinctive products and sophisticated technology, which are its primary competitive advantages when competing with other banking sectors.JEL Classification: M20, M21, M31

Exposure to Brand Experience and Tolerance for Failure in Retail Halal Brand Belief: From the Perspective of the “Payung Rahmah Program"

This study attempt to decipher the pattern of effects consisting of brand experience (BE), tolerance of failure (TOF) and brand belief (BB) on retail halal brands. It measures BE as a separate construct and to test whether BE can be a determinant of BB and this relationship can be mediated by TOF. The data was collected from three different supermarkets in Klang Valley in context of retail halal brand buying (N = 720) and analysed through Structural Equation Modelling (SEM). The results indicated that BE can be primary determinant of BB and the relationship between the two is mediated by TOF. The results of this study will help retailers for proactive strategies to take advantage of the “Payung Rahmah” program.

Analysis of consumers’ self-congruity through halal fashion brand personality

The halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this new reality, a company in this industry must ensure that it can maintain its existence in the long term by creating its product identity (brand personality) and understanding consumer behavior that tends to direct choices to brands they feel are close or suitable to itself, including PT Soka Cipta Niaga (SOKA) as a company that produced the first halal socks. The purpose of this study is to examine how the suitability of consumers' self-image through the personality of a halal fashion brand. This study uses a qualitative approach with descriptive research and data collection techniques conducted through in-depth interviews with Focus Group Discussions (FGD), observation, and documentation of SOKA consumers. The results of the study show that there are only three dimensions of the personality of the halal brand that is most prominent from the SOKA brand, namely excitement, purity, and righteousness personality. Among these three personalities, righteousness then becomes the only halal brand personality that is most congruence with the actual and ideal self-image of its consumers, which can help to show and satisfy their self-concept needs for religious obedience and adherence in using products that are considered relevant to sharia principles.

The Impact of Consumer Purchase Intention and Halal Brand Equity on Halal-Labeled Instant Noodle Products in Indonesia

Purpose: This research aims to examine the impact of consumer purchase intention and halal brand equity from a halal perspective, namely halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust, and halal brand loyalty.
 Method: This research employs an online questionnaire to collect data from 210 respondents aged 17 and above who have experience consuming halal-labeled instant noodles in Indonesia. Based on the research objective, it falls under basic research. Based on the research type, it falls under causal research. Based on the research approach, this research is classified as quantitative research. Furthermore, this research aims to elaborate on the relationships between halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust, halal brand loyalty, purchase intention, and halal brand equity. The theoretical model with hypothesized relationships was developed and tested using the structural equation modeling procedure in SPSS AMOS. 
 Result: The findings of this research indicate that halal brand image has a significant and positive influence on halal brand perceived quality, halal brand satisfaction, halal brand trust, halal brand loyalty, and purchase intention. Similarly, halal brand perceived quality, halal brand satisfaction, halal brand trust, and halal brand loyalty have a significant and positive influence on purchase intention. Furthermore, halal brand satisfaction significantly and positively influences halal brand equity, but the relationship between halal brand trust and halal brand equity could not be established.

Awareness of Halal Branding and Marketing: Consumer Perception in Makassar, Indonesia

This study aims to assess and determine whether there is a discrepancy between consumers' perceptions in Makassar, Indonesia, and Muslim consumers about Islamic branding and marketing and to create a deeper understanding of the perceptions of Indonesian consumers. The research method used is a quantitative analysis with PLS-SEM equipment and data collection techniques using a questionnaire. The size of the population used was 400 respondents. To answer the question, the researcher used a Likert scale. Likert scale estimates imply necessary statistical calculations. Based on the study's results, Islamic branding influences consumer perception favorably. The majority population of Makassar City is Muslims with solid faith and culture, reflected obviously in their perception of consuming halal goods and services that are provided based on Islamic teachings. Islamic brand has to emphasize that it is a brand that holds Halal sources. Then it will make an evident perception of Islamic brands. Therefore, Islamic brands adhere to Sharia's requirement to be authentic Halal brands.

Salt Packaging Redesign Using Quality Function Deployment (Qfd) Method to Increase Sales (Case Study: Saboh Hate Farmers Group, Kuala Idi Cut, East Aceh)

Salt is one of the great potentials on the coast of East Aceh Regency which can be developed to boost the economic growth of the community. The location of the research was carried out in the Saboh Hate group located in Darul Aman District, Kuala Idi Cut Village, Aron Muda Hamlet, East Aceh Regency, Aceh Province. Currently, the salt on the market has an attractive packaging design, while the Saboh Hate Farmers Group does not yet have a good or simple packaging, so research is needed to design packaging that can increase competitiveness. The purpose of this study is to determine the characteristics of the salt packaging that consumers want at the Saboh Hate Farmer Group through packaging redesign. The method used is statistical test and Quality Function Deployment (QFD). The research phase includes observation and interviews through questionnaires and processing data through statistical tests, SPSS 20 and House of Quality (HOQ). The results show the characteristics of the salt packaging that consumers want based on the relative weight results including the information needed for salt packaging including weight, halal brand and logo with a value of 28.28%, the salt packaging material used is ordinary clear plastic with a value of 24.27%, The color of the desired salt packaging design is blue with a value of 23.71 and the size of the salt packaging that consumers want is generally a 250 g package with a value of 23.71%.