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All Journal Journal of halal product and research (JHPR)
Kumala, Nafa Indah
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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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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 Ali, Dini Salmiyah