Sertifikat Halal Menjadi Strategi Pemasaran Bagi Umkm Nonmuslim dalam Meningkatkan Penjualan

Abstract

The majority of the population in NTB is Muslim 96.78%. It is obligatory for Muslims to consume halal food and drinks in accordance with the guidance in the Al-Qur'an and Hadith, but there are still non-Muslim practitioners of MSME food products. Products that are halal-certified are an attraction for consumers. So this research aims to identify halal certification as a marketing strategy for non-Muslim MSMEs in increasing sales. This study used a qualitative approach with descriptive case study methods. Data obtained through interviews with 5 (five) informants, with criteria; 1). Non-Muslims, 2). Have and get a halal certificate from the LPPOM-MUI, 3). Have food products that are labeled Halal, and 4). UMKM in NTB. The results showed that food products that were halal certified were a marketing strategy to increase the level of sales at MSMEs in NTB. After obtaining the legality of halal certification from LPPOM-MUI, non-Muslim MSMEs showed an increase of 30-60% because consumers believed and believed the halal label on halal-certified packaging and restaurants, even though consumers knew non-Muslim MSME actors. The limitation of this research is that the location of the research object is only in the province of NTB and the informants are still limited. For further research, it is hoped that the information will be more varied from several religions (Non-Muslim) and the location of the object is taken as a whole from Indonesia.