Religio-centric Product Strategic: Halal Literacy and Brand Management Capabilities Towards Business Performance

Abstract

Purpose – This study aims to explore a new model concept finding that can bridge the research gap of halal literacy relationships, brand management skills that are centralized to religio-centric product strategies and the commitment to diversity as a function of moderation.
 Design/methodology/approach – Quantitative methods were used to collect data from a total of 186 respondents with PLS-SEM, instruments used with questionnaires and interviews taken randomly from a population of 320 spread across the island of Java.
 Findings – This concept is a novelty in efforts to improve business performance based on the religious nature of centrists in determining product strategies. Furthermore, the growth of product brand innovation is increasingly dynamic, demanding the participation of religion in leading competitive brands and the dissemination of halal literacy
 Research limitations/implications – In the meantime, in-depth research has not yet been carried out on other dimensions of the function of the previous variable religio-centric product strategy, such as halal marketing innovation capabilities and information technology configuration of halal product literacy.
 Practical implications – the application of a religion-centred marketing strategy is the company's ability to provide innovation in product strategy decisions that are committed to religious values and can be leveraged in current market understanding and future market forecasts. For stakeholders, this is a new faith-based business opportunity that can open up new segments in heterogeneous market demands.
 Originality/value – To contribute ideas for knowledge about religious-product strategies and the ability of MSME businesses to spread the importance of halal brand products to customers and through attention on innovation strategies of customer religiosity product needs that are oriented to the needs of halal products customers.

The Influence of Halal Literacy, Entrepreneurial Orientation, and Adaptability on Msme Business Performance in Bangkalan

“…The results of this study are different from the results of research conducted by Soeherman et al (2022) which explains that halal literacy has a significant effect on business performance. Soeherman et al (2022) also explains that business performance capabilities such as halal literacy, brand management capabilities, and religious commitment are considered as motivating factors for implementing religion-centered product strategies and optimizing business performance. Differences in the results of this study can occur due to various things, such as the data taken, the methods used, and the analysis techniques.…”

“…Some previous research on factors that affect business performance. The first factor is halal literacy, in Soeherman et al (2022) business performance capabilities such as halal literacy, brand management capabilities, and religious commitment are considered as motivating factors for implementing religion-centered product strategies and optimizing functional business performance. This means that the higher the halal literacy of MSME managers, the higher the performance of these MSMEs.…”

“…So researchers are interested in examining the business performance of MSMEs by examining the factors of halal literacy, entrepreneurial orientation, and adaptability. This research was developed from research conducted by Soeherman et al (2022) which examines religion-centered product strategies: halal literacy and brand management capabilities on business performance by adding other variables, namely entrepreneurial orientation Irwan Ch et al (2020) and adaptability Savitri et al (2021) .The research study was conducted on micro, small and medium enterprises (MSMEs) located in Kamal District, Bangkalan Regency.…”