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Journal : East Java Economic Journal

Positioning Halal Branding in International Trade Masruroh, Nikmatul
East Java Economic Journal Vol. 9 No. 1 (2025)
Publisher : Kantor Perwakilan Bank Indonesia Provinsi Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53572/ejavec.v9i1.157

Abstract

This study aims, first, to explore the implementation of halal branding in international company, and second, to analyze the positioning of international companies utilizing halal branding. These objectives are investigated through a qualitative approach using a case study method. The study focuses on the international company PT Mitratani Dua Tujuh. The company specializes in edamame products exported to Japan, Dubai, the UK, and various other countries worldwide. Data were collected through interviews, observations, and documentation. The data were analyzed using interpretive analysis with the flow model stages of Miles and Huberman. Data validity was tested through source triangulation and technique triangulation. This research produced the following findings: first, international companies, despite holding various trade certifications such as HACCP and BRGC, must still possess halal certification. Second, international companies using halal branding can outperform competitors due to advantages in safety and health aspects. Halal branding serves as a differentiation, creating a safety barrier to entry. This study concludes that halal branding elevates products to become prestigious and differentiated offerings.
Co-Authors Abdul Hamid Abdul Muis Ahmad Afif Ahmad Fadli Ainiya, Nur Ali Yusuf Al Qordhowi, Muhammad Andinata, Agil Jauzal Firdaus Anggraini, Deshinta Amelia Anjani, Fiki Anwar, Jufan Afnani Azhari, Mohammad Hasan Bella, Salma Salsa Cahyani, Dyah Ayu Chotib, Moch. Dono Hariyanto, Al Furqon Dzulkarnaen, Ahmad Farida Qoriani, Hersa Fauzan . Fawaid, Yazidul Ferdianto Firmansyah, Yusril Fitria Ningrum, Nindhi Hari Sukarno Hariyanto, Al Furqon Dono Hidayanti, Nur Hidayatullah, M.F. Ibadi, Hosnul Irfan Hamdani, Irfan Islamiyah, Iqlil Sua'ibatul Isnaeni, Firda Nur Is’adi, Munir Jannah Fauzia, Rizka Jannah, Ariniatul Jufan, Jufan Afnan Anwar Kiftiyah, Ridayatul Lathifani, Jasmine Mahendra, M. Khoirunnas Esa Mareta, Fika Furi Mashudi Mashudi Masrohatin, Siti Maulana, RB. Ahmad Mauliyah, Nur Ika Mawaridi, Novi Izzah Melani, Vicha Anastasya Nafiah Nur Andini Nelly Septya Agus Salim Ningrum, Uke Cahya Nisa, Salsabila Aulia Novitasari, Indri Dwi Putri Nurul Hidayat Putra, Kelvin Qardhawi, Muhammad Ali Yusuf Al Qurrotul Aini Rafidah, Nathania Nur Rafitri, Aqila Abyani Ramadhani, Andika Putra Ramadhani, Kurniawan Raziqi, Ahmad Rifa'i, Achmad Rini, Anggi Amanda Septia Rohmah, Farikhatur Romadhoni, Nur Ismi Sadhie, Muhammad Saelasari, Eqgy Yulia Safitrih, Dina Ayu Saputri, Dela Aulia Ajeng Sari, Rini Fatika Setiawan, Deny Arif Shahrin, Attori Alfi Silaturrohmah, Firda Siti Aminah Suhaemi, Siti Sulthan, Achmad Suprianik, Suprianik Sururroh, Ifana Dwi Ulfah, Mariyah Umamah, Lidhatul Wardhana, Firmansyah Shidiq Widad, Ahmad Syarif Khusnul Yusril Firmansyah Zaini, Umi Kulsum Zakkiyah, Hafidhotuz Zeiniye, Zeiniye