IMPROVING THE COMPETITIVENESS OF HALAL PRODUCTS THROUGH DIGITAL MARKETING AND STRATEGY FOR HALAL CULINARY TOURISM BOSS

Abstract

This research is based on the development of the Indonesian halal industry, which has driven Halal Product Assurance (JPH) regulations and increased consumer awareness. Halal Boss Surabaya faces intense competition through differentiation of Middle Eastern culinary products such as nasi kebuli and roti Maryam, the aesthetics of its restaurant ambiance, and the use of digital platforms like Instagram, Facebook, TikTok, and WhatsApp. This study analyzes Halal Boss Surabaya's halal digital product marketing strategy to increase competitiveness from an Islamic business ethics perspective.

This descriptive qualitative study collected data through semi-structured interviews with the owner and digital marketing team of Halal Boss, participant observation at the business location, documentation of social media content, and library research. Data were analyzed using content analysis with source triangulation to ensure validity and reliability. The findings revealed that digital marketing strategies, including aesthetic visuals, authentic halal storytelling, collaboration with influencers and Key Opinion Leaders (KOLs), and responsive real-time interactions, aligned with Islamic business ethics principles such as honesty, transparency, MUI certification, fairness, inclusive pricing, trustworthy service, sincerity, and ihsan, social responsibility through job creation. This strategy successfully increased brand awareness, customer loyalty, and competitiveness through increased visits and turnover in the 2021-2024 period, although performance experienced a significant decline from 2024 to 2025, with a 10-30% drop in turnover due to the less than optimal utilization of the location text voucher feature on the TikTok platform compared to competitors and intensified competition from new halal MSMEs. Theoretically, this research enriches the study of Islamic marketing through an integrative digital-Islamic ethics model. Its practical implications provide recommendations for halal MSMEs, including local SEO optimization, AI personalization, and continuous evaluation to stop businesses based on the maqasid of sharia.