Pemasaran Halal: Konsep, Implikasi dan Temuan Di Lapangan (Halal Marketing: Concept, Implication and Field Finding)

Dulu mendengar sekarang bicara: kumpulan tulisan ekonom muda FEUI (pp. 293-305). Jakarta: Lembaga Penerbit Fakultas Ekonomi UI, 2012

12 Pages Posted: 8 Feb 2014

See all articles by Imam Salehudin

Imam Salehudin

University of Indonesia (UI) - Department of Management; University of Queensland, Business School, Students; University of Indonesia (UI) - Faculty of Economics and Business

Basuki Muhammad Mukhlish

Universitas Indonesia, Graduate School of Management

Date Written: November 30, 2012

Abstract

Indonesian Abstract: Artikel ini membahas konsep dan definisi Pemasaran Halal serta mengulas hasil temuan terkini dalam aplikasi Pemasaran Halal di Indonesia. Pemasaran Halal dapat didefinisikan sebagai aplikasi Syariat Islam sebagai panduan dalam proses pemasaran secara keseluruhan. Islam mengatur cara hidup pemeluknya, termasuk “apa” dan “bagaimana” mereka boleh mengkonsumsi barang dan jasa. Walaupun kepatuhan terhadap syariat berbeda-beda antar individu, secara umum setiap muslim akan memiliki pandangan positif terhadap barang dan jasa yang dapat mematuhi syariat Islam sambil memberikan nilai yang sama dengan produk konvensional. Dengan nilai konsumsi barang dan jasa melebihi 2.7 Trilyun USD per tahun, konsumen muslim merupakan pasar yang potensial bagi setiap pemasar. Oleh karena itu, pemahaman atas kebutuhan dan perilaku unik konsumen muslim menjadi penting bagi setiap pemasar, khususnya yang beroperasi di negara dengan penduduk mayoritas muslim.

English Abstract: This article explores the concept and definition of Halal Marketing as well as recent finding on the application of Halal Marketing in Indonesia. Halal Marketing is defined as the application of Islamic Syari’at (laws) as guidance to the whole marketing process. Islam regulates the way of life of its believers, including what and how they consume goods and services. Even though compliance to the syari’at varies between individuals, Muslims in general would have positive views on goods and services that comply with the syari’at while providing equal values as conventional products. Muslim consumers are potential markets with annual consumption of more than 2.7 Trillion US Dollar in goods and services. Thus, understanding the unique needs and behaviors of Muslim consumers is imperative to any marketers, especially the ones operating in countries with Muslim majorities.

Note: Downloadable document is in Indonesian.

Keywords: Halal Marketing, Consumer Behavior, Muslim Consumer, Pemasaran Halal, Perilaku Konsumen, Konsumen Muslim

JEL Classification: M31, M14

Suggested Citation

Salehudin, Imam and Mukhlish, Basuki Muhammad, Pemasaran Halal: Konsep, Implikasi dan Temuan Di Lapangan (Halal Marketing: Concept, Implication and Field Finding) (November 30, 2012). Dulu mendengar sekarang bicara: kumpulan tulisan ekonom muda FEUI (pp. 293-305). Jakarta: Lembaga Penerbit Fakultas Ekonomi UI, 2012, Available at SSRN: https://ssrn.com/abstract=2387273

Imam Salehudin (Contact Author)

University of Indonesia (UI) - Department of Management ( email )

Campus UI Depok
Depok, West Java 16424
Indonesia

University of Queensland, Business School, Students ( email )

St Lucia
Australia

University of Indonesia (UI) - Faculty of Economics and Business ( email )

Kampus Baru
Depok, West Java 16424
Indonesia

Basuki Muhammad Mukhlish

Universitas Indonesia, Graduate School of Management ( email )

Depok, West Java 16424
Indonesia

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