MENGINTEGRASIKAN CITRA MEREK DAN PRODUK MAKANAN HALAL SEBAGAI KEUNGGULAN KOMPETITIF

Sari Wijayanti; Stevi Jimry Poluan

doi:10.52353/ama.v16i2.537

MENGINTEGRASIKAN CITRA MEREK DAN PRODUK MAKANAN HALAL SEBAGAI KEUNGGULAN KOMPETITIF

Sari Wijayanti, Stevi Jimry Poluan

Abstrak

ABSTRACT

Halal awareness is important. Indonesia has a large market for halal products, including halal food products. Kripik Paru Kidang Mas Salatiga is one of the halal food products that is more than 50 years old, has been certified halal and has customers who have subscribed to Kripik Paru Kidang Mas products for more than 5 years. The purpose of this study is to describe the perception of Kripik Paru Kidang Mas Salatiga customers and build a mini-theory from the formation of propositions based on emerging concepts. The method used in this research is a qualitative method by conducting depth interviews with sources. The object of this research is the shops that subscribe to Kripik Paru Kidang Mas Salatiga. This research produces two propositions, namely (1) Brand image affects competitive advantage, (2) Halal food products affect competitive advantage.

ABSTRAK

Kesadaran halal menjadi penting. Indonesia memiliki pasar yang besar untuk produk-produk halal, termasuk di dalamnya produk makanan halal. Kripik Paru Kidang Mas Salatiga merupakan salah satu produk makanan halal yang berusia lebih dari 50tahun, sudah bersertifikat halal dan memiliki pelanggan yang sudah berlangganan produk Kripik Paru Kidang Mas lebih dari 5 tahun. Tujuan dari penelitian ini untuk mendeskripsikan persepsi pelanggan Kripik Paru Kidang Mas Salatiga dan membangun teori mini dari pembentukan proposisi-proposisi berdasarkan konsep-konsep yang muncul. Metode yang digunakan dalam penelitian ini adalah metode kualitatiatif dengan melakukan wawancara mendalam (depth interview) dengan narasumber. Objek penelitian ini adalah toko-toko yang berlangganan Kripik Paru Kidang Mas Salatiga. Penelitian ini menghasilkan dua proposisi yaitu (1) Citra merek mempengaruhi keunggulan kompetitif, (2) Produk makanan halal mempengaruhi keunggulan kompetitif.

Kata Kunci

brand image, halal product food, competitive advantage, mini theory

Teks Lengkap:

PDF

Referensi

Akram, H. W. (2021). Global Halal Business: A Sectoral Analysis. International Journal of Business and Globalisation, 1(1), 1. https://doi.org/10.1504/ijbg.2021.10045112

Ali. (2018). “Overview of the global halal industry and halal tourism” (Vol. 1, Issue December).

Ardayanti, A., Nashril, T.T.A. and Helmi, A. (2013). “A study on halal food awareness among Muslim Customers in Klang Valley.” 4th International Conference on Business and Economic Research Paper 1,073, Bandung., 2013.

Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food and Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997

Bashir, A. M. (2020). Awareness of purchasing halal food among non-Muslim consumers: An explorative study with reference to Cape Town of South Africa. Journal of Islamic Marketing, 11(6), 1295–1311. https://doi.org/10.1108/JIMA-04-2018-0077

David, Fred, R. (2011). Strategic Management: Concepts and Cases. Pearson Education, Inc. Upper Saddle River, New Jersey.

Elasrag. (2021). Halal Industry: Key Challenges and Opportunities. MPRA Paper, 5(1), 1–8.

Erlangga Djumena. (n.d.). Hingga 2022, 10.643 UMKM Dapat Sertifikasi Halal LPPOM MUI. https://money.kompas.com/read/2022/06/09/120110426/hingga-2022-10643-umk-dapat-sertifikasi-halal-lppom-mui?page=all

Fathi, M., Yousefi, N., Vatanpour, H., & Peiravian, F. (2021). The Effect of Organizational Resilience and Strategic Foresight on Firm Performance: Competitive Advantage as Mediating Variable. Iranian Journal of Pharmaceutical Research, 20(4), 497–510. https://doi.org/10.22037/ijpr.2021.116145.15723

Hajiabedin, M., & Amani, V. J. (2016). Studying the Influence of Executing Process of Knowledge Management (KM) and Information Technology (IT) on Competitive Advantage in Pharmaceutical Industry of Tehran Provinc. Mediterranean Journal of Social Sciences, 7(2), 533–541. https://doi.org/10.5901/mjss.2016.v7n2s1p533

Hamdan. (2013). Purchasing decisions among Muslim consumers of processed halal food products. Journal of Food Products Marketing, 19(May), 106.

Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-muslim consumers’ perception toward purchasing halal food products in malaysia. Journal of Islamic Marketing, 6(1), 133–147. https://doi.org/10.1108/JIMA-04-2014-0033

Hooley et al. (2017). Marketing Strategy dan Competitive Positioning. Pearson Limited.United Kingdom Education.

Ihalauw. (2008). Konstruksi Teori Komponen dan Proses. Grasindo, Jakarta .

Ihalauw. (2014). Permasalahan Asumsi-Filosofis Dasar dan Desain Penelitian. Fakultas Ekonomika dan Bisnis. UKSW. Salatiga .

Ihalauw, J. J. (2019). Dari Realitas Bisnis ke Teori Mini Penuntun Langkah Demi Langkah. Fakultas Ekonomika dan Bisnis. Universitas Kristen Satya Wacana.

Ismoyowati, D. (2015). Halal Food Marketing: A Case Study on Consumer Behavior of Chicken-based Processed Food Consumption in Central Part of Java, Indonesia. Agriculture and Agricultural Science Procedia, 3, 169–172. https://doi.org/10.1016/j.aaspro.2015.01.033.

Kemenperin. (2022). Indonesia Pertahankan Posisi Keempat dalam SGIE 2022 - Pusat Pemberdayaan Industri Halal. In Halal.Kemenperin.Go.Id. https://halal.kemenperin.go.id/indonesia-pertahankan-posisi-keempat-dalam-sgie-2022/

Kotler. (2004). Marketing Management, The Millenium Edition. Englewood Cliffs, New Jersey: Prentice Hall. In Marketing Management. The Millenium Edition. Englewood Cliffs, New Jersey: Prentice Hall.

Kotler, P. & G. A. (2012). Principles of Marketing (14th ed.). New Jersey: Prentice- Hall Published. Laksana Fajar, 2010. Manajemen Pemasaran Pendekatan Praktis, Graha Ilmu.

Marchini, A., Riganelli, C., Diotallevi, F., & Polenzani, B. (2021). Label information and consumer behaviour: evidence on drinking milk sector. Agricultural and Food Economics, 9(1), 40100. https://doi.org/10.1186/s40100-021-00177-5

Marsha, E. and Dwi Hayu, M. (2019). “Country of origin and brand image on purchase decision of South Korean cosmetics etude house”, Vol. 1 No. 1, p. 60. Journal of Management and Business Environment, 1(1), 60.

Mathew, V.N., Amir Abdullah, A.M. and Mohamad Ismail, S. N. (2014). Acceptance on halal hood among non-Muslim consumers”. Procedia - Social and Behavioral Sciences, 121, 62–271.

Mohamed, Z., Shamsudin, M.N. and Rezai, G. (2013). The effect of possessing information about halal logo on consumer conﬁdence in Malaysia. Journal of International Food and Agribusiness Marketing, 25(1), 73–86.

Nguyen, N.H. and Phuong, N.N., et al. (2020). The effect of country-of-origin image on purchase intention: the mediating role of brand image and brand evaluation. Management Science Letters, 7(2), 33–48.

Novrizaldi. (2021). Pemerintah Dorong Peningkatan Produk Halal dan Pemberdayaan UMKM. kemenkopmk.go.id/pemerintah-dorong-peningkatan-produk-halal-dan-pemberdayaan-umkm

Pangestuti, A.A.G.E. and Rahma, L. . (2018). “Pengaruh Country of Origin Terhadap Brand Image Dan Dampaknya Bagi Keputusan Pembelian (Survei Online Pada Konsumen Skin Care Etude House di Indonesia)”, Vol. 58 No. 2. Jurnal Administrasi Bisnis (JAB), 58(2), 2018.

Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Non-Muslim consumers’ understanding of Halal principles in Malaysia. Journal of Islamic Marketing, 3(1), 35–46. https://doi.org/10.1108/17590831211206572

Sekaran & Bougie. (2010). Sekaran dan Bougie (2010). Research Method For Business. UK: John Wiley & Sons . (p. 2010).

Teng, P.K. and Wan Jusoh, W. J. (2017). “Why buying halal labelled food? Understanding the spending behavior of Non – Muslim consumers in Malaysia". International Journal of Business and Management, 1(2), 73–80.

Tieman. (2006). From Halal to Haram. Journal Halal, November-December.

Tieman. (2007). Effective Halal Supply Chains. The Halal Journal, July/August.

Utami, N.N, G. (2020). THE INFLUENCE OF BRAND IMAGE, HALAL LABEL, AND HALAL AWARENESS ON CUSTOMERS PURCHASING DECISION OF HALAL COSMETIC. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 2020. https://journal.untar.ac.id/index.php/jmieb/article/view/8381

Yang, H. and Huang, L. (2017). Research on inﬂuencing factors of halal food buying behavior by Non-Muslim consumers: a case study of Ningxia in China. Boletín Técnico, 55(16), 688–697.

Yin. (2011). Qualitative Research, from Start to Finish. London: The Guilford Press.

Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154. https://doi.org/10.1016/j.sbspro.2014.04.018

DOI: http://dx.doi.org/10.52353/ama.v16i2.537