Analysis of Halal Marketing Strategy for Food Products in Sharia-Based MSMEs

This research examines the implementation of halal marketing strategies in Sharia-based Micro, Small, and Medium Enterprises (MSMEs) engaged in the food sector. With the growing consumer awareness of halal certification and Islamic values, halal marketing has become a crucial component for businesses aiming to align with religious ethics while remaining competitive in the marketplace. This study employs a qualitative approach through interviews and observations of selected MSMEs to explore how Islamic marketing principles are understood and applied in practice. The findings reveal that while most MSMEs demonstrate a strong commitment to offering halal products, their marketing practices often fall short of fully aligning with Sharia principles, particularly in promotional ethics, transparency, and distribution channels. Factors such as limited knowledge, lack of formal training, and challenges in accessing halal certification contribute to these inconsistencies. Despite these limitations, MSMEs show high potential to strengthen their halal positioning through ethical marketing strategies and digital engagement. This study contributes to the academic literature by highlighting the intersection of Islamic marketing theory and MSME development, offering practical insights for entrepreneurs, policymakers, and Islamic economic institutions. It recommends the need for capacity building, financial support, and policy reform to foster a more inclusive and sustainable halal business ecosystem.