The Promotion Strategy To Increase Public Awareness of Halal Logistics In Indonesia

Gita Marcelina Novitasari, Sri Firdarani Nabilah, Raden Didiet Rachmat Hidayat, Purbanuara P Sitorus, Simon Gultom


Indonesia is a country where has the largest Muslim population in the world. With the development of the technology, public awareness of the needs of Halal products is increasing. Therefore, people will be more thorough in selecting the products which they consume. There are three kinds of awareness for halal i.e. the product, processes, and logistics. This paper discusses the Logistics only. Logistics is the process of planning, implementing, and controlling the efficient and effective flow of goods or services and the related information from the point of origin to point of destination. All the processes such as cutting, processing, storage, packaging, distribution, transportation, sales, and presentation are clean, free of unclean, and non Halal materials. Research conducted using qualitative approaches to describe clearly and in depth the importance of Halal Logistics towards daily needs. The results obtained from this research is still a low level of awareness of people of the importance of the Halal Logistics. The government suggests holding a promotion strategy in the form of above the line using television and below the line using social media. The Government also undertook to actively along with other stakeholders in conducting socialization as a direct extension to the community, training, seminars, and FGD regarding the importance of the Halal Logistics with a premium brand with tagline Healthy, Beauty, Safety as Lifestyle.


awareness, campaign, halal logistics, lifestyle, premium brand

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