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All Journal Journal of halal product and research (JHPR)
Ali, Dini Salmiyah
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Dentistry Economics, Econometrics & Finance Immunology & microbiology Medicine & Pharmacology Public Health Social Sciences Veterinary

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The Analysis of consumers' self-congruity through halal fashion brand personality Ali, Dini Salmiyah; matanra, Athaya Kamila
Journal of Halal Product and Research (JHPR) Vol. 6 No. 1 (2023): The Development of Global Halal: Issues and Challenges
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jhpr.vol.6-issue.1.35-47

Abstract

The halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this new reality, a company in this industry must ensure that it can maintain its existence in the long term by creating its product identity (brand personality) and understanding consumer behavior that tends to direct choices to brands they feel are close or suitable to itself, including PT Soka Cipta Niaga (SOKA) as a company that produced the first halal socks. The purpose of this study is to examine how the suitability of consumers' self-image through the personality of a halal fashion brand. This study uses a qualitative approach with descriptive research and data collection techniques conducted through in-depth interviews with Focus Group Discussions (FGD), observation, and documentation of SOKA consumers. The results of the study show that there are only three dimensions of the personality of the halal brand that is most prominent from the SOKA brand, namely excitement, purity, and righteousness personality. Among these three personalities, righteousness then becomes the only halal brand personality that is most congruence with the actual and ideal self-image of its consumers, which can help to show and satisfy their self-concept needs for religious obedience and adherence in using products that are considered relevant to sharia principles.
A Perception of z generation on halal brand personality in Indonesia Kumala, Nafa Indah; Ali, Dini Salmiyah
Journal of Halal Product and Research (JHPR) Vol. 6 No. 2 (2023): The Development of Global Halal: Issues and Challenges
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jhpr.vol.6-issue.2.118-130

Abstract

The growth of various halal industry sectors around the world is increasing year by year. However, halal fashion as the third rank still has a fairly slow growth compared to the Islamic finance sector and halal food as the first and second-ranked halal industry sectors. Indonesia, with the largest number of Muslims in the world, will certainly feel the impact and benefit from this growth. This research aims to the Z generation's perception of halal brand personality in Indonesia using the concept of halal brand personality from Ahmad (2015) which is adopted from Aaker's theory (1997) and contains 5 dimensions: purity, excitement, safety, sophistication, and righteousness. This research uses a descriptive qualitative method and the data collection using focused group discussions with 7 SOKA's Instagram followers and product users. The result showed that purity is perceived as pure and friendly, excitement as up-to-date, safety as feeling safe, sophistication as high-class, and righteousness as spiritual.
Co-Authors Kumala, Nafa Indah matanra, Athaya Kamila