HALAL PRODUCT MARKETING STRATEGY FOR CULINARY MSMES IN SIDIKALANG CITY, NORTH SUMATRA

Abstract

This study discusses the marketing strategies of halal products implemented by culinary MSMEs in Sidikalang City, North Sumatra. The background of this study is the challenges faced by MSMEs in convincing Muslim consumers of the halalness of their products in areas where the majority of the population is non-Muslim. This study aims to find out the marketing strategies used and how they are implemented in increasing the growth and sustainability of halal culinary businesses. The research method used is descriptive qualitative with data collection techniques through observation, interviews, and documentation. Data analysis was carried out using the SWOT approach to identify the strengths, weaknesses, opportunities, and threats faced by MSMEs in marketing halal products. The results of the study show that MSMEs implement various marketing strategies, such as the use of halal certification to increase credibility, promotion through social media, Muslim community approaches, as well as competitive pricing and location strategies. The long-standing obstacle faced is the low level of consumer understanding of halal certification and differences with non-Muslim business actors. This study is expected to provide insight to MSMEs in increasing the effectiveness of halal product marketing strategies, as well as being a reference for related parties in supporting the development of halal MSMEs in Sidikalang City.