Pengaruh Branding Terhadap Kepercayaan Konsumen Pada Produk Halal

Abstract

This study aims to examine the influence of branding on consumer trust in halal products, particularly focusing on how branding elements impact Muslim consumers' perceptions of product compliance with Islamic principles. The study adopts a quantitative approach using a survey method, where data were collected from Muslim consumers in Wonosobo through structured questionnaires. A purposive sampling technique was employed to select respondents, specifically Muslim consumers who have previously purchased or used halal products. Data analysis was performed using linear regression to identify the influence of branding on consumer trust, along with descriptive analysis to provide insights into consumer perceptions of halal branding.

The theoretical framework of this research is rooted in brand trust theory, emphasizing the role of credibility, transparency, and certified branding in building consumer trust, particularly in the context of halal products that fulfill religious obligations. This approach is highly relevant as it provides a strategic understanding of how halal branding can enhance consumer trust, loyalty, and market differentiation. The findings highlight that credible branding significantly impacts consumer trust in halal products by emphasizing transparent communication, certified halal logos, and adherence to religious values, thereby creating a sense of safety and confidence among Muslim consumers.

This study’s academic contribution (novelty) lies in expanding knowledge on the strategic role of branding in the halal market, specifically through identifying the branding components that most effectively build consumer trust. Additionally, the study highlights the critical role of transparent communication and digital media in reinforcing trust, offering valuable insights for both academia and practitioners in Islamic marketing.

The study recommends further research into the impact of digital influencers on halal brand perception, as well as comparative studies across different regions to explore cultural influences on branding effectiveness. Moreover, future research should investigate the role of storytelling and corporate social responsibility in deepening consumer trust and loyalty in the halal product market.

Kata kunci: Branding Halal, Kepercayaan Konsumen, Loyalitas Konsumen, Produk Halal,Transparansi