ANALISIS STRATEGI PEMASARAN PRODUK HALAL PADA PELAKU USAHA MIKRO, KECIL, DAN MENENGAH (UMKM)
Keywords:
Halal Marketing, Business Strategy, Sharia MSMEs, E-commerce, Halal AssuranceAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting the Halal Industry ecosystem, both globally and nationally. Indonesia, with its large Muslim population, offers tremendous market potential, but also faces intense competition and regulatory obligations. This research focuses on examining and determining the most effective and adaptive marketing strategies for MSMEs selling halal products amidst the development of digital technology. We used a Systematic Literature Review (SLR) method by analyzing scientific journals from 2020 to 2025. Key findings indicate that halal product marketing for MSMEs must go beyond the traditional marketing mix framework. A successful strategy requires a strong integration of Islamic values, such as honesty (sidq) and trustworthiness (amanah) throughout the business value chain, and marketing aspects. The identified strategic pillars include mastering digital marketing to maximize market reach, obtaining halal certification as an indicator of trust and quality, and developing products consistent with the concept of halal thayyiban. Furthermore, synergy with the government, academics, and Islamic financial institutions is essential to improve digital literacy and access to financing. This review is expected to serve as a practical reference for MSMEs and policymakers to increase the competitiveness of halal products in local and international markets.
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