Strategi Pemasaran Halal untuk Meningkatkan Daya Saing Produk Syariah di Pasar Global

Abstract

This article discusses halal marketing strategies to increase the competitiveness of Sharia products in the global market. The halal industry, whose scope goes beyond just food and beverages, offers products that conform to the principles of thoyyib, thus attracting the interest of Muslim and non-Muslim consumers who care about ethics and sustainability. However, there are major obstacles in the form of the lack of uniform global halal standards, low consumer awareness (especially non-Muslims) about the benefits of halal products, and the complexity of the certification and regulatory process. In addition, the low participation of MSMEs in halal certification and the lack of awareness of the importance of intellectual property protection are also obstacles. Therefore, the proposed solutions include the development of international halal standards, comprehensive consumer education, branding strategies that emphasize ethical values and quality, the use of digital technologies such as blockchain, and global collaboration to strengthen the position of Sharia products in the international market. The government and related institutions also need to provide greater support to MSMEs in terms of access to capital, technology, and education related to halal certification and intellectual property protection.