Isu Penjenamaan Halal dalam Industri Makanan Berdasarkan Elemen Jenama

Halal Brand Issue in Food Industry Based on Brand Elements

Authors

  • Anis Husna UiTM
  • Mohd Faiz Mohamed Yusof UiTM
  • Khairul Effendi Hashim UiTM

Keywords:

Elemen Jenama, Industri Makanan Halal, Penjenamaan Halal

Abstract

Penjenamaan Halal telah membangun dengan berlandaskan prinsip-prinsip Islam dan pengguna untuk membeli barang dan perkhidmatan tersebut untuk faedah dan keperluan pengguna. Dalam pasaran semasa, terdapat banyak isu yang timbul dalam industri halal kerana amalan tidak beretika seperti urus niaga haram, eksploitasi ketidaktahuan seseorang terhadap keadaan pasaran, tidak memberikan maklumat yang tepat mengenai jenama, dan menggunakan kata kontroversi dalam menangani transaksi. Objektif penyelidikan ini adalah untuk mengenalpasti isu-isu mengenai penjenamaan halal dalam industri makanan dan menyentuh aspek elemen jenama. Dengan menggunakan kaedah kualitatif, artikel ini adalah secara konseptual dengan meneroka isu penjenamaan halal dalam industri halal berdasarkan elemen jenama. Melalui  pengumpulan data, terdapat 4 elemen jenama yang sering salah digunakan dalam isu penjenamaan halal iaitu: Nama jenama; logo dan simbol; slogan; pembungkusan. Penyelidikan ini penting untuk dilaksanakan kerana penjenamaan halal memainkan peranan penting bagi syarikat untuk membina jenamanya dan bagi pengguna dalam memilih jenama pilihan mereka.

Halal Branding has been developed by using Islamic principles and leads consumers towards purchasing and using services for their benefits. As a consequence of today’s environment, there are a lot of issues in halal industry because of unethical practices such as dealings in haram items, exploitation of one’s ignorance of a market condition, does not give accurate information about the brands, and use controversy word in dealing with the transaction. This research attempts to identify issues on halal branding in food industry and touches on aspects of brand elements. Engaging a systematic procedure of content analysis, this article conceptually explores the fundamental issue of halal branding in food industry based on brand elements. Based on the data collection, there are 4 brand elements occur in halal branding issues i.e: Brand names; logos and symbol; slogans; packaging. The research is important to be conducted as halal branding plays a vital role for a company to build its brand and for the consumer in choosing their preferred brand.

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Published

2022-06-30

How to Cite

Anis Husna, Mohamed Yusof, M. F., & Hashim, K. E. (2022). Isu Penjenamaan Halal dalam Industri Makanan Berdasarkan Elemen Jenama: Halal Brand Issue in Food Industry Based on Brand Elements. Journal of Management and Muamalah , 12(1), 36 - 45. Retrieved from https://jmm.kuis.edu.my/index.php/jurnal/article/view/115