JMIF FOCUS RESEARCH ON HALAL FOOD MARKETING

Abstract


INTRODUCTION
Halal food refers to food that is permissible or allowed for Muslims to consume according to Islamic dietary laws (Al-Teinaz et al., 2020;Iner & Baghdadi, 2021). These laws dictate what types of food and methods of preparation are acceptable for consumption. For example, pork and its by-products are considered haram (forbidden), as are animals that were not slaughtered in the prescribed manner, such as those that were already dead or those that were not slaughtered in the name of Allah.
Other dietary restrictions in Islam include the prohibition of alcohol, the requirement to avoid any food or drink that contains blood or has been contaminated by it, and the recommendation to eat meat in moderation. Halal food is prepared in a way that is clean, wholesome, and respectful of the animal being consumed (Bashir, 2019). It is also important to note that halal certification and regulations can vary by country and region.
Halal food is a crucial aspect of Islamic dietary laws and plays a significant role in the daily lives of Muslims (Rejeb et al., 2021). Halal food refers to food that is permissible or allowed for Muslims to consume according to Islamic guidelines. These guidelines dictate not only what types of food are permissible but also the methods of preparation and ingredients used. The consumption of halal food is not only a religious obligation for Muslims, but it is also a matter of health and well-being. The guidelines for halal food preparation are designed to ensure that the food is clean, wholesome, and respectful of the animal being consumed. This makes halal food a healthier and safer option for consumers, particularly when compared to food that is not prepared in accordance with halal guidelines (Bashir, 2019). Moreover, the availability of halal food options is essential for Muslim consumers, especially when traveling or living in non-Muslim majority countries. Halal food is also seen as a symbol of quality, safety, and ethical standards in the food industry, making it an important consideration for consumers of all backgrounds. However, currently there are many problems with halal food, such as marketing problems. The problem is like first, limited access to global markets (Wilkins et al., 2019). Some manufacturers may find it difficult to enter global markets due to different standards and requirements in each country, and lack of access to information about these markets. This can make it difficult for producers to meet the different needs of consumers in each market, including the requirements for halal food certification.
Second, there is a lack of understanding about Muslim consumers. Even though the Muslim population in the world is increasing, there are still many producers who do not understand in depth the needs and preferences of Muslim consumers (Nurhayati & Hendar, 2020). For example, not all halal food producers know that Muslim consumers avoid products containing gelatin derived from non-halal animal ingredients, or food served with tools that have been used to process haram products.
Third, the lack of consumer awareness regarding halal food products. Sometimes, consumers do not know whether the products they consume are halal or not (Nurhayati & Hendar, 2020). This can be caused by a lack of information or halal food certification which is not found on the product label. As a result, Muslim consumers may be limited in choosing food and drinks that comply with halal regulations.
Finally, the problem of fraud and dishonesty in the halal food industry (Azizah, 2021). This can happen when producers or sellers do not meet the requirements of halal food certification, or when they claim that their products are halal even though they do not have valid certification. This can be detrimental to Muslim consumers and can also damage the reputation of the halal food industry as a whole.
The focus of this study on halal food marketing, and it employs a systematic review methodology with the goal of presenting an accurate and trustworthy synthesis of the relevant literature while minimising bias and analytical errors (Triansyah, Ramadhaniyati, Dwi, et al., 2023).

LITERATURE REVIEW Halal Food
Halal food is a category of food or beverage that Muslims may consume according to Islamic law (Mannaa, 2020). Halal cuisine must adhere to strict guidelines established by Islamic sharia law, including guidelines for manufacture, processing, and serving. According to Islamic law, animals that are permitted for food must be slaughtered legitimately and properly, and they may not contain any prohibited ingredients, such as blood, pork, or animal products originating from prohibited animals. Additional components in food and beverage goods must also adhere to halal requirements and not contain anything that is prohibited by Islam. Halal cuisine is not just restricted to adherents of the Islamic faith; many people who are concerned about their diet's impact on their health and hygiene also prefer it.
Halal cuisine must also adhere to strict standards of sanitation and hygiene, which makes it noted for its cleanliness and higher quality (Al-shami & Abdullah, 2023). This enables many individuals to choose Halal food as a safer and healthier option, particularly for those who care about the welfare and health of animals. Worldwide, the halal food sector is expanding quickly, with many eateries, cafes, and food and beverage producers now carrying halal goods. This demonstrates that halal cuisine is not only a choice for Muslims but is also becoming more popular and in demand among non-Muslims who value quality and cleanliness in food and beverage goods.

Marketing
Marketing is a process that involves actions taken by a company or individual to add value and sell their goods or services to potential clients or customers in order to satisfy their demands and those of the target market as well as to accomplish predetermined organizational objectives (Zaki, 2019). Marketing encompasses all facets of market research, product development, strategy formulation, product sales promotion, performance analysis, and result evaluation in a corporate setting. By selling the offered goods or services, marketing's primary objective is to meet consumer wants and generate profits for the company. In addition, marketing is sometimes viewed as a difficult art and science that involves a variety of fields, including sociology, psychology, and economics. Marketing demands creativity and invention to develop successful marketing plans and methods.
The way social media and technology are used in marketing to reach a larger audience is changing and evolving as the digital era continues to expand (Kapoor & Kapoor, 2021). For many businesses, using digital marketing to advertise their products more effectively and efficiently is becoming increasingly crucial. Search engine optimization (SEO), online advertising, social media marketing, and email marketing are further marketing strategies utilized in the digital age that help businesses reach their target audiences more precisely and tangibly. The ability of the business to establish a powerful brand and corporate image is another indication of the value of marketing.
Companies may gain the trust of consumers and foster enduring customer loyalty by building a strong and trustworthy brand image. As a result, marketing plays a crucial part in managing a company and attaining its objectives.

METHOD
This study utilised a systematic review on halal food marketing scopus database from 2021-2023. A systematic review is a form of research study that seeks to answer a particular research question by systematically identifying, selecting, and evaluating all relevant evidence. This methodology is characterised by a comprehensive search strategy designed to identify all relevant published and unpublished work on a topic, a systematic integration of search results, and a critique of the quantity, nature, and quality of evidence in relation to a specific research question.
Systematic reviews are regarded as providing the highest level of evidence on the evidence pyramid and are conducted according to rigorous research methodology. (Caldwell & Bennett, 2020;Siddaway et al., 2019). In this research, the keyword used is "Halal Food Marketing" in the Scopus database. After conducting the screening, the researchers found 11 articles that met the predetermined criteria. were also 2 documents.   Ngah et al., 2021Ngah et al., ) 2021 Despite the acceptance of halal food, literature on the acceptance of halal cosmetics remains scarce. The intention to purchase halal cosmetics is crucial for the sustainability of halal cosmetics manufacturers 2 (Suleman et al., 2021(Suleman et al., ) 2021 Contribute to the literature by focusing on the relationship between religiosity and physical well-being and identifying the mediating halal-food consumption that affects on physical well-being 3 (Khan, Hashim, Iqbal, et al., 2022 Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This paper aims to conduct research on the unexplored relationship of antecedents of the equity, image and consumers' trust and satisfaction of halal brands 4 (Moghaddam et al., 2022) 2022 Determine the effect of product attributes and marketing stimuli on customer attitudes Analyses the online disclosure practices of halal-friendly hotels, denoting their service provision within "halal" expectancies. This study aims to discover the halal attributes commonly used in the online marketing practices of halal-friendly hotels. 9  Carried out through structured questionnaire by stratified sampling and cross-sectional data was collected from 410 Halal food consumers in Rawalpindi and Islamabad, twin cities of Pakistan 10 (Mabkhot, 2023(Mabkhot, ) 2023 Examine the impact of supply chain integration (SCI), demand for halal products (DHP), halal marketing (HM), process quality improvement (PQI), food safety concerns (FSCs), and health consciousness (HC) on sustainable product performance (SPP) in the halal food industry in Malaysia 11 (Amer, 2023) 2023 Study the correlational and effect relationship between Halal standards and the