Pengaruh Islamic Branding Dalam Pemasaran Produk Kepada Konsumen Muslim

Dewi Utari, Muhammad Iqbal Fasa, Suharto Suharto

Abstract


Penelitian ini memfokuskan untuk menganalisis bagaimana industri halal terhadap pertumbuhan ekonomi di era pandemi Covid-19. Kajian ini juga mengidentifikasi peluang sekaligus tantangan dalam pengembangannya. Metode yang digunakan dalam penelitian ini adalah metode pendekatan kualitatif deskriptif dengan penelitian kepustakaan (library research). Dalam penelitian ini menemukan bahwa industri halal memiliki peran yang besar dalam perkembangan  pertumbuhan ekonomi yakni dibuktikan dengan industri halal telah menyumbang 3,8 miliar USD terhadap Produk Domestik Bruto (PDB) dan investasi 1 miliar USD dari investor asing ditahun 2019. Industri halal juga memiliki peluang di berbagai sektor, yakni makanan dan minuman halal, wisata halal, fashion halal, kosmetik halal, media dan rekreasi halal, farmasi halal dan keuangan halal. Namun, Indonesia harus menghadapi berbagai tantangan yakni, tantangan dari pemerintah, organisasi, pembangunan, sumber daya yang ada, serta tantangan yang datang dari masyarakat/konsumen.


Keywords


Industri Halal; Pertumbuhan ekonomi; Covid-19; Peluang; Tantangan

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References


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DOI: http://dx.doi.org/10.35448/jte.v17i2.13604

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