Halal Marketing Strategies for Sharia-Based Tilapia Farming Businesses

Abstract

This study aims to analyze halal marketing strategies within a Sharia-based tilapia farming business. A qualitative approach utilizing descriptive methods was employed to capture operational realities in the field through participant observation and in-depth interviews, thereby understanding how halal standards are applied across the distribution chain. The findings indicate that the implementation of halal labeling—supported by the principle of honesty in product information disclosure—significantly and sustainably enhances customer trust. This trust serves as social capital that strengthens consumer loyalty, as aspects of religiosity and product quality merge into a robust brand identity in the eyes of the public. Furthermore, the success of this halal marketing strategy rests on four interconnected pillars. The first pillar is the guarantee that the product is entirely free from najis (impure) elements, regarding both the feed used and the cleanliness of the pond ecosystem. The second pillar focuses on economic aspects through fair pricing—or the principle of tabayyun (verification and transparency)—where cost transparency serves as the foundation to prevent the exploitation of any party. This ensures that the barakah (blessing) of the transaction is maintained in accordance with Islamic business ethics.