Branding and Marketing Opportunities for SME Halal Industry Products: An Insight Consumer Perception in South Sulawesi

Abstract

This study aims to analyze consumer perception of halal products from MSME actors in South Sulawesi and formulate effective branding and marketing strategies in the context of the local halal industry. With a qualitative approach through literature studies, this study found that halal labels are not only understood as a guarantee of sharia, but also a symbol of quality, cleanliness, and social ethics. Consumers, especially millennials and Gen Z, show a high preference for halal brands with strong religious narratives and an active digital presence. Although market opportunities are wide open, challenges in the form of low branding literacy and limited access to technology still limit the potential of halal MSMEs. Strategic recommendations include strengthening digital branding, collaboration with community actors, and simplifying the halal certification process to increase the competitiveness of MSMEs in the national halal industry ecosystem.