Halalan Thayyiban In Practice: Consumer Perspectives On Trust, Certification, And The MSME-Large Corporate Companies Divide In Medan's Halal Market
DOI:
https://doi.org/10.5281/Keywords:
Halal Consumption, Multicultural Society, Consumer Behavior, Qualitative Study, Halalan ThayyibanAbstract
The global halal market has transcended its religious niche to become a significant economic sector driven by quality, ethics, and faith. This qualitative study explores the complex landscape of halal product development within the multicultural context of Medan, Indonesia. Through in-depth interviews with 28 participants (20 Muslim, 8 non-Muslim), this research employed thematic analysis to investigate consumer preferences, perceptions, and the underlying values influencing their choices between local MSME and large corporate companies’ halal products. The findings reveal that Medan's consumers are rational and risk-aware, strongly influenced by the holistic Halalan Thayyiban principle which integrates spiritual permissibility with health and ethical standards. While support for the local economy is a stated value, purchasing decisions are predominantly shaped by product quality assurance, the credibility of halal certification, and practical accessibility. The study concludes that building consumer trust through transparency, standardized certification, and enhanced MSME capacity is crucial for developing a competitive and sustainable halal ecosystem in a multicultural urban setting.
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