THE EFFECT OF HALAL PROMOTION AND LABELING ON CONSUMER LOYALTY MIXUE
DOI:
https://doi.org/10.31947/aiccon2025.v1i2.47653Keywords:
Promotion, Halal Labeling, Loyalty, ConsumerAbstract
The food business is very competitive, and building loyalty is not only about taste, but also about how the product meets the needs, values , and expectations of consumers. Two strategies for building loyalty in Indonesia can be done through proper promotion and halal labeling. Mixue Ice Cream & Tea is a food product that has successfully attracted the attention of Indonesian consumers. Mixue entered Indonesia in 2020, experienced rapid growth in early 2022, and already had more than 300 outlets spread across various regions in Indonesia. This growth is supported by an expansion strategy through a franchise scheme as well as Mixue's intensive digital promotion. Although it already had more than 300 outlets in 2022, Mixue only received a halal certificate from the Indonesian Ulema Council in early 2023. The rapid growth in sales before getting the label is a phenomenon that encourages research into the influence of halal promotion and labeling on customer loyalty in the predominantly Muslim Indonesian community. The halal label is not only a religious symbol, but also an indicator that the product is processed cleanly, safely, and according to sharia. This study uses quantitative methods. The population in this study was the followers of the Instagram account Mixue, which numbered 230,000. A sample of 100 respondents was determined using the Yamane formula. The sampling technique was carried out using purposive sampling. Selecting respondents with the criteria of Mixue consumers and Mixue Instagram followers. Data collection was carried out through a questionnaire. Based on the results of data analysis, it is known that Promotion has a positive and significant effect on Consumer Loyalty. This means that the more intensive and appropriate the promotion is carried out, the level of consumer loyalty tends to increase. Halal Labeling has a positive and significant effect on consumer loyalty. This indicates that the presence of a halal label on a product also strengthens consumer trust and loyalty, especially for consumers who pay attention to the halal aspects of the product. Promotion and Halal Labeling simultaneously have a significant effect on Consumer Loyalty.
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