Transformasi Strategi Pemasaran Halal dalam Era Digitalisasi

Abstract

The advancement of digital technology has revolutionized the way businesses market their products, including within the halal industry sector. Amid rising awareness among Muslim consumers regarding the importance of product halalness, digitalization presents both challenges and strategic opportunities to convey Sharia values through fast-paced, expansive, and competitive media channels. Halal certification has become increasingly essential as a symbol of trust and integrity within the digital marketing ecosystem. This study aims to examine how halal product marketing strategies can be effectively integrated with digital technology and to highlight the central role of halal certification in shaping consumer perception and loyalty in the information age. This research employs a library research method by collecting and analyzing relevant literature from scholarly journals, proceedings, and academic books. The findings indicate that digital-based halal marketing can expand market reach, enhance promotional efficiency, and strengthen product image, provided that Islamic values remain the core foundation of every strategic initiative. Halal certification is proven to serve as a product differentiation tool, foster consumer loyalty, and support the growth of halal MSMEs in both domestic and global markets. In conclusion, halal marketing strategies in the digital era must be integrative, authentically combining technological innovation with Sharia principles. Regulatory support, improved digital literacy, and value-driven content development are key to building an inclusive and sustainable halal business ecosystem.