Halal Product Promotion Strategy in the Digital Era

Analysis of Small and Medium Enterprises (SMEs)

Abstract

This study explores the effectiveness of digital promotion strategies employed by small and medium enterprises (SMEs) in marketing halal products in the digital era. Recognizing the increasing demand for halal products among Muslim consumers, especially in Indonesia, this research examines how SMEs leverage digit al platforms, such as social media, websites, and e-commerce, to expand market reach and build brand loyalty. Using a qualitative approach, data were collected through interviews, surveys, and document analysis with SMEs engaged in halal product promotion. The findings reveal that social media, especially platforms like Instagram and Facebook, are effective for brand awareness and consumer engagement, while websites serve as credible information hubs. E-commerce platforms enable broader product access and facilitate seamless transactions. Key factors influencing the success of halal promotion strategies include consistent halal branding, active consumer engagement, and collaborations with relevant influencers. However, SMEs face challenges such as limited technological skills, budget constraints, and intense market competition. Based on these findings, this study offers practical recommendations for SMEs to optimize digital promotion, including multi- platform integration, organic content marketing, and digital skills development. Future research could further investigate the use of emerging technologies, such as artificial intelligence and augmented reality, to enhance promotional effectiveness for halal products. The findings contribute to a deeper understanding of the digital promotion strategies that can support the growth of halal SMEs in a competitive, technology-driven market landscape