Halal Certification and Product Rebranding: A Strategy to Increase Sales at the Halal Chicken Soto Center of Tamanan, Kediri
DOI:
https://doi.org/10.55606/bijmt.v5i3.6330Keywords:
Consumer Trust, Halal Certification, Micro Enterprises, Product Rebranding, SalesAbstract
This study presents a comprehensive analysis of the synergistic impact of halal certification and product rebranding efforts on increasing sales at the Halal Chicken Soto Center of Tamanan, Kediri. Using a case study approach, the research examines how the implementation of halal certification—initially perceived as a form of religious compliance and consumer protection—has evolved into a strategic competitive advantage. When combined with rebranding initiatives, including visual improvements and enhanced communication, halal status becomes an attractive value proposition for consumers. The findings indicate that the integration of these two strategies not only strengthens consumer trust and expands market reach but also makes a tangible contribution to increased sales. This demonstrates that for culinary Micro, Small, and Medium Enterprises (MSMEs), halal certification supported by effective rebranding can serve as a strategic approach to optimizing sales growth potential, while simultaneously contributing to the development of Indonesia’s Islamic economic ecosystem.
References
Adhari, I. Z. (2021). Korelasi sertifikasi halal pada keberkahan bisnis. Google Books. https://books.google.com/books?id=AmVYEAAAQBAJ
Agung, A. A. G., Hendriyanto, R., & rekan-rekan. (2022). Gerakan rebranding digital dan pembangunan aplikasi kelola redesain kemasan UMKM. Charity: Jurnal Pengabdian dan Pemberdayaan Masyarakat, 5(2), 123–134. https://journals.telkomuniversity.ac.id/charity/article/view/3917
Arifin, M. Z., Hafizi, M. R., & Safitri, D. A. (2024). Pengaruh rebranding terhadap persepsi konsumen. Jurnal Akuntansi Inovatif, 9(1), 45–56.
Badan Penyelenggara Jaminan Produk Halal. (2025). About BPJPH. https://bpjph.halal.go.id/en/detail/ab-1
Cahyaningrum, G., & Nurtjahjadi, E. (2024). Rebranding, inovasi produk, dan persepsi harga terhadap minat beli ulang. Jurnal Administrasi dan Manajemen, 8(1), 77–89. https://ejournal.urindo.ac.id/index.php/administrasimanajemen/article/view/3790
Diyah, N. E., Riyanti, A., & Karim, M. (2022). Implementasi sertifikasi halal pada kuliner UMKM Kecamatan Burneh Kabupaten Bangkalan. Jurnal Ilmiah Bidang Sosial dan Bisnis, 4(2), 101–112. https://www.publish.ojs-indonesia.com/index.php/SIBATIK/article/view/461
Halik, A. C., Siradjuddin, S., & Lutfi, M. (2025). Efektivitas sertifikasi halal dalam meningkatkan kepercayaan konsumen dan optimasi rantai pasok. Jurnal Pendidikan, Sosial, dan Humaniora, 6(1), 55–67. https://ulilalbabinstitute.co.id/index.php/PESHUM/article/view/7517
Ibrahim, H., & Fauziah, N. (2023). Peran dan strategi peningkatan sertifikasi halal dalam ekspor produk halal di pasar internasional. Jurnal Minfo Polgan, 12(2), 89–102. https://www.jurnal.polgan.ac.id/index.php/jmp/article/view/13311
Ilham, B. U. (2022). Pendampingan sertifikasi halal self-declare pada usaha mikro dan kecil binaan pusat layanan usaha terpadu Sulawesi Selatan. Jurnal Pemberdayaan Masyarakat Universitas Al Azhar, 4(1), 33–45. https://www.researchgate.net/publication/366855146
Japar, R., Paraikkasi, I., & rekan-rekan. (2024). Peran lembaga sertifikasi halal dalam membangun ekosistem halal: Tantangan dan peluang. International Journal of Multidisciplinary Halal Studies, 3(1), 14–26. https://journal.halalunmabanten.id/index.php/ijma/article/view/111
Maksudi, M., Bahrudin, B., & rekan-rekan. (2023). Faktor-faktor yang mempengaruhi sertifikasi halal dalam upaya pemenuhan kepuasan konsumen. Jurnal Ilmiah Ekonomi Islam, 9(3), 210–222. http://www.jurnal.stie-aas.ac.id/index.php/jei/article/view/8508
Marzuki, M., & Hanafi, S. (2015). Perlindungan hukum terhadap konsumen melalui sertifikasi halal pada produk makanan olahan di Kota Palu. ISTIQRA: Jurnal Hasil Penelitian, 3(1), 45–58. https://jurnal.uindatokarama.ac.id/index.php/ist/article/view/223
Pattiwael, D. M. (2015). Rebranding savoury cake and bakery Surabaya (Undergraduate thesis). Universitas Surabaya. http://repository.ubaya.ac.id/26501
Putri, R. N., Dharta, F. Y., & Yusup, E. (2024). Pengaruh rebranding terhadap loyalitas pelanggan. Da’watuna: Journal of Communication and Islamic Broadcasting, 5(1), 66–78. https://journal.laaroiba.com/index.php/dawatuna/article/view/4902
Ratnawati, E., & Herlina, H. (2015). Pengaruh perubahan merek National menjadi Panasonic terhadap keputusan pembelian konsumen. Jurnal Manajemen dan Keuangan Darmajaya, 3(2), 98–109. https://www.neliti.com/publications/218975
Septina, D. A., Rohayati, Y., & Aisha, A. N. (2015). Perbaikan proses bisnis UKM kerupuk kentang Ibu Risty untuk pemenuhan kriteria CPPB-IRT dan sertifikasi halal menggunakan metode BPI. eProceedings of Engineering, 2(3), 4567–4575. https://core.ac.uk/download/pdf/299901737.pdf
Warto, W., & Samsuri, S. (2020). Sertifikasi halal dan implikasinya bagi bisnis produk halal di Indonesia. Al-Maal: Journal of Islamic Economics, 2(2), 87–101. http://jurnal.umt.ac.id/index.php/jieb/article/view/2803
Website Resmi Pemerintah Kota Kediri. (2025). Jadi destinasi kuliner halal pertama di Jawa Timur, Wali Kota Kediri beri label halal sentra kuliner Soto Ayam Bok Ijo Tamanan. https://www.kedirikota.go.id/p/berita/10111971
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Brilliant International Journal Of Management And Tourism
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
