Does Halal Certification Shape Islamic Marketing Strategy? A CFA Study of Food MSMEs
DOI:
https://doi.org/10.14421/grieb.2026.142-01Keywords:
Halal Certification, Business Performance, Islamic Marketing Mix, InnovationAbstract
The study investigates the impact of government policies, industry, and consumer perspectives on halal products with Islamic marketing strategies. This research aims to determine the effect of halal certification ownership on Islamic Marketing Strategy innovation. A quantitative approach was employed using Confirmatory Factor Analysis (CFA) with 390 respondents consisting of micro and small business actors in the halal-certified food sector in Greater Jakarta (Jabodetabek). The findings reveal that internal factors, namely religious commitment and competitive business motives, have a direct influence on the implementation of halal certification. In contrast, external factors such as government policy, industry, and consumers do not exert a direct effect. However, Islamic marketing innovation is proven to mediate the indirect effect of halal certification ownership on business performance. These findings indicate that the implementation of halal certification serves as a significant catalyst for enhancing business performance. The novelty of this study lies in its integrated approach that links government policies, industry, and consumer perspectives on halal products with Islamic marketing strategies. This research is expected to serve as a reference for differentiated policy development based on the characteristics and scales of businesses.
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