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All Journal Proceeding International Seminar of Islamic Studies IIJSE
Mariska, Septiara Dwi
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Religion Arts Astronomy Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Mathematics Physics Other

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THE ROLE OF HALAL LABELIZATION AND BRAND IMAGE IN OPTIMIZATION OF SALES AT HISANA FRIED CHICKEN BRANCH ALFALAH RAYA MEDAN EAST Aurel, Vira; Mariska, Septiara Dwi; Harahap, Fikri Rizalsyah; Hayati, Isra
Proceeding International Seminar of Islamic Studies INSIS 6 (February 2024)
Publisher : Proceeding International Seminar of Islamic Studies

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Abstract

Abstract: This research aims to determine the role of halal labeling and brand image in optimizing sales of Hisana fried chicken at the Alfalah Raya branch in East Medan. The research approach used is a qualitative approach and the data sources used are data sources through observation and interviews. The data analysis technique used is descriptive data analysis. In this research, the interviewee was the owner of Hisana Fried Chicken. The research results show that the role of halal labeling and brand image is quite important in optimizing sales. Halal labeling aims to increase consumer confidence and expand the market for halal products. The role of a unique and recognizable brand image can increase brand visibility, attract customers and differentiate it from other products, which ultimately leads to increased sales.Keywords: (halal labeling, brand image and sales optimizaton)
Factors that Affect the Consumption Behavior of Halal Products among Muslims (Case Study of Sharia Banking Study Program) Mariska, Septiara Dwi; Pradesyah, Riyan
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6635

Abstract

Religious awareness is an important dimension in an individual's life that can influence various aspects of behavior, including in consumption decisions. Students of the Sharia Banking Study Program are an interesting group to conduct research on how they behave when using halal goods. Many internal and external factors can affect the way they consume a product. Religiosity encourages buyers to prioritize halal products as part of their religious practices. However, without adequate halal literacy, a person may have difficulty ensuring the halalness of products, especially modern products with complex ingredients. The purpose of this research is to determine the influence of religiosity, halal product literacy and analyze the simultaneous influence of religiosity and halal product literacy on halal product consumption behavior among UMSU sharia banking study program students. In this study, the researcher used a quantitative research method. In this approach, data is collected through standardized instruments, such as questionnaires, which are designed to measure the level of influence of consumption behavior on halal products. Furthermore, the data obtained was analyzed using statistical techniques to test the hypothesis that had been formulated. There are 3 variables to be studied, the free variable (X1) is religiosity and (X2) halal literacy, while the bound variable (Y) is consumption behavior. The results of the study showed a determination value of 0.42. This means that 42.4% have the influence of religiosity on the consumption behavior of halal products, then there is also the influence of halal literacy on the consumption behavior of halal products, while together religiosity and halal literacy have an effect on the consumption behavior of halal products.
Co-Authors Aurel, Vira Harahap, Fikri Rizalsyah Isra Hayati Pradesyah, Riyan