Strategi Komunikasi Pemasaran Syariah melalui Halal Branding untuk Menjangkau Pasar Muslim
Kajian Literatur Integratif
DOI:
https://doi.org/10.58192/populer.v5i2.4375Keywords:
Brand Trust, Halal Branding, Muslim Consumer Behavior, Muslim Market, Sharia Marketing CommunicationsAbstract
This article examines the sharia marketing communication strategy through halal branding in reaching the Muslim market, which is increasingly selective about halal, safety, ethics, and brand credibility. The main issue discussed is the suboptimal implementation of halal certification by some business actors into educational, authentic, and consumer-trusted brand messages. This study uses a qualitative method with an integrative literature review approach to the literature on marketing communication, Islamic marketing, halal branding, brand trust, and Muslim consumer behavior. Data are analyzed thematically through the stages of theme identification, conceptual synthesis, and drawing strategic implications. The results of the study indicate that the effectiveness of halal branding is not only determined by the presence of a halal label, but also by the integration of certification evidence, information transparency, message consistency, brand experience, and the alignment of communication ethics with sharia values. Halal branding acts as a marker of compliance, a competitive differentiator, a trust enhancer, and a medium for consumer education. This article emphasizes that sharia marketing communication needs to move from symbolic promotion to communication based on values, evidence, and long-term relationships. These findings provide conceptual contributions to the development of sharia marketing and provide practical implications for halal industry players in building credible and sustainable brands.
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