HALAL BUSINESS BRANDING STRATEGY IN ISLAMIC ECONOMIC LAW PERSPECTIVE: A QUALITATIVE STUDY OF YOUNG ENTREPRENEURS IN SENGKANG CITY
STRATEGI BRANDING USAHA HALAL DALAM PERSPEKTIF HUKUM EKONOMI SYARIAH: STUDI KUALITATIF PADA PELAKU USAHA MUDA DI KOTA SENGKANG
Keywords:
Halal branding, Islamic economic law, young entrepreneurs, Sengkang City, business ethicsAbstract
This study examines halal business branding strategies implemented by young entrepreneurs in Sengkang City from an Islamic economic law per-spective. Using a qualitative approach with in-depth interviews and focus group discussions, the research explores how Islamic principles are inte-grated into branding decisions and business operations. Findings reveal that young entrepreneurs in Sengkang City are increasingly incorporating Islamic values into their branding strategies, emphasizing transparency, ethical sourcing, and community engagement. These entrepreneurs face challenges including limited understanding of formal Islamic economic principles, market competition, and certification hurdles. However, oppor-tunities exist through digital platforms, growing consumer awareness, and supportive regulatory frameworks. The research contributes to the aca-demic discourse on halal branding by providing insights into the practical applications of Islamic economic principles in contemporary business envi-ronments, particularly in regional Indonesian markets where traditional values and modern business practices intersect.
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