Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

Vol. 03, No. 09, September 2023

e-ISSN: 2807-8691 | p-ISSN: 2807-839X

IJSSR Page 2165

https://doi.org/10.XXXXX/ijssr.xxxx.xx

This work is licensed under a Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

Literature Review: Halal Culinary Marketing Strategy To

Improve The Competitiveness MSMEs In Indonesia

Budi Utami

, Eny Setyariningsih

, M.Syamsul Hidayat

, Toto Heru DH

Universitas Islam Majapahit, Indonesia

Email : [email protected]

, eny.se[email protected]

, [email protected]om

[email protected]

Keywords

ABSTRACT

Marketing Strategy, Culinary, Halal,

MSMEs

Micro, Small, and Medium Enterprises (MSMEs) are one of the

main pillars of the Indonesian economy, including the culinary

sector. Food is considered one of the significant aspects that

affect visitor satisfaction with a destination, especially

Muslims. Local food that is currently trending is enough to

increase its own interest in the community, especially

Muslims, namely Warung Pecel based on Sharia or Halal. It is

one type of MSME that cocmbines the principles of shari'ah

with their business activities. The purpose of this literature

review is to identify marketing strategies that can be used to

increase the competitiveness of Sharia pecel pinstripe rice

stalls. This research uses the literature review method of

journals from ScienceDirect, Researchgate, and Google

Scholar. The results of the literature review show that there

are 15 articles explaining several marketing strategies that

can be applied to increase the competitiveness of Sharia pecel

rice stalls. Relevant marketing strategies include the

application of digital marketing, market segmentation, and

appropriate targeting, branding and product differentiation,

network marketing and strategic alliances, use of social

media, value-based marketing, effective marketing promotion

and communication, and experience marketing. In addition,

by understanding the values of Sharia and promoting them

effectively, Warung Pecel can differentiate itself from

competitors and create a unique experience for customers.

The limitation of the study which samples of MSMEs with

pecel stalls.

INTRODUCTION

Micro, Small, and Medium Enterprises (MSMEs) are one of the main pillars of the Indonesian

economy. MSMEs are part of an independent national economy and have great potential to improve

people's welfare. Various efforts have been made by the government to increase the number of MSMEs

in the regions. The role of the government is to stimulate business actors to improve the economy. Food

is considered one of the significant aspects that affect visitor satisfaction with a destination, as it allows

for a more satisfying sensory experience by utilizing all the senses whether indigenous or tourist (Hall,

Sharples, Mitchell, Macionis, & Cambourne, 2004). Local cuisine provides tourists with an authentic

cultural experience of the host destination and serves as a core manifestation of its intangible heritage

(Oktadiana, Pearce, & Chon, 2016), thus giving the destination a marketable image (Quan & Wang,

2004); 63 Henderson, 2009). Historically, the services and facilities frequented by Muslim tourists

Inrernational Journal of Social Service and Research,

Budi Utami, Eny Setyariningsih, M.Syamsul Hidayat, Toto Heru DH

IJSSR Page 2166

differed from conventional tourists with the availability of Halal cuisine being the most relevant and

sought-after option for them (Dinar Standard, 2012). This has led to an increasing interest in Halal

tourism, an emerging trend in the domain of tourism and hospitality, which mainly focuses on

developing and providing different tourism products and services to meet the typical requirements of

Muslim tourists according to their needs and religious teachings (Battour & Ismail, 2016).

The global Muslim population as a whole is large and growing. It is estimated to be 1.8 billion in

2015, making up about 24.1% of the world's population, a proportion that is projected to increase to

31.1% with 3 billion inhabitants by 2020 (Pew Research Center, 2017). Existing research on Muslim

travelers is largely theoretical and descriptive (Oktadiana, Pierce & Chon, 2016), articulating knowledge

related to Islamic perspectives on tourism (El-Gohary, 2016) and considering behavioral traits of

Muslim travelers that are in accordance with Islamic teachings (Papastathopoulos, Kaminakis, &

Mertzanis, 2020). There is a research void on strategizing the marketing framework underlying the

promotion of halal culinary and tourism. Therefore, the current study aims to analyze marketing

strategies related to Halal culinary demand in particular for East Java local food MSMEs, namely pecel

with Sharia principles (Cahyono et al., 2023).

Pecel rice stalls with Sharia principles have become one of the increasingly popular forms of

micro, small, and medium enterprises (MSMEs) in Indonesia. Warung nasi pecel halal not only offers

delicious dishes but also applies the principles of shari'ah in every aspect of its operations. However,

with increasing competition in the food and beverage industry, it is important for halal pecel rice stalls

to develop effective marketing strategies to increase their competitiveness (Abdul, Ismail, Mustapha, &

Kusuma, 2013). Referring to the opinions of Bukhari Alma and Donni Juni Priansa, Sharia marketing is

a business discipline that shows the process of creating, offering, and changing values from one initiator

to stakeholders, where the overall process is adjusted to the principles and covenants of the Qur'an and

hadith Buchari Alma and Donni Juni Priansa, "Instilling Sharia Values and Practices in Contemporary

Business" (Diah Karmiyati & Ruhtata, n.d.).

Regarding the concept of marketing and the market, there are not so many differentiators or

almost there are similarities between the market concept in the conventional economic system and the

Islamic economic system. Both are distinguished between the contract system and merchandise where

the contract must be in accordance with the principles of the contract as well as the purpose of the

contract and the transaction of the activity itself. Sharia marketing strategy is also defined as a business

strategy directed at the process of creation, offering to stakeholders as an initiator guided by the Qur'an

and Al-Hadith applying good (Muali & Nisa, n.d.). This study aims to review the literature on marketing

strategies that can be used to increase the competitiveness of MSMEs pecel rice stalls in the principles

of Sharia, by being chosen as a case study because it has succeeded in attracting the attention of

consumers and achieving success in running their business with an approach based on Sharia principles.

Relevant marketing strategies, including the implementation of digital marketing, market

segmentation and appropriate targeting, branding and product differentiation, network marketing and

strategic alliances, use of social media, value-based marketing, effective marketing promotion and

communications, and experiential marketing. By understanding marketing strategies that have proven

successful in the context of sharia-based MSMEs , they can adopt and implement the right strategies to

increase their business competitiveness.

In the end, this research is expected to contribute to the development of knowledge about

marketing strategies in the context of Shari'ah MSME business. With an increased understanding of

effective marketing strategies, Sharia MSMEs can further develop, survive, and contribute to an inclusive

Sharia-based economy.

Inrernational Journal of Social Service and Research https://ijssr.ridwaninstitute.co.id/

IJSSR Page 2167

METHODS

This research is a literature review conducted to identify effective marketing strategies in

increasing the competitiveness of halal pecel rice stalls. This research method involves the stage of

collection, selection, and analysis of previously published relevant literature (Triandini, Jayanatha,

Indrawan, Putra, & Iswara, 2019).

Literature Collection: The first stage in this study is the collection of literature related to marketing

strategies for Sharia MSMEs and increasing the competitiveness of pecel rice stalls. Literature can be

obtained through searches in academic databases, online journals, books, and other reliable sources.

Literature selection criteria include relevance to the research topic, novelty of information, and

reliability of sources. This study collects 35 articles that will be further selected according to a more

specific scope.

Literature Selection: After literature collection, selection is made to select the most relevant and

high-quality literature. The selected literature must have a direct relationship with the marketing

strategy for Shari'ah MSMEs and increase the competitiveness of pecel rice stalls. Literature selection is

done based on the abstract, title, and content of each related article or journal. So, this study got 15

articles that will be analyzed more specifically.

Literature Analysis: The final stage is the analysis of selected literature. At this stage, the selected

literature will be critically analyzed to identify the main themes, perspectives, and findings relevant to

marketing strategies to increase the competitiveness of halal pecel rice stalls. The results of the analysis

will be compiled in the form of a synthesis or summary that will be used to compile a literature review.

In this study, the research method in the form of literature review was used because it aimed to explore

existing knowledge in the field of marketing strategies for Sharia MSMEs. Thus, this method allows

researchers to utilize previous research that has been done by experts in the field. Through this research

method, it is expected to produce a more comprehensive understanding of effective marketing

strategies to increase the competitiveness of sharia-based pecel rice stalls, by utilizing findings and

recommendations from previously published literature.

RESULTS AND DISCUSSION

Some important points in the discussion of the Journal Review of Marketing Strategies to

Increase the Competitiveness of MSMEs. The implementation of digital marketing in halal pecel stalls

can provide significant benefits in increasing visibility, developing market share, and strengthening

relationships with customers. Here are some examples of the application of digital marketing that can

be done by halal MSMEs (Anggara, Anggraini, Lurrohman, Sitanggang, & Fransiska, 2022) (Bohari,

Cheng, & Fuad, 2013); (Khan, Hashim, & Bhutto, 2022); (Bohari et al., 2013) (Nu’man, Nurwandi,

Bachtiar, Aspiranti, & Pratama, 2020) stated that First, Building and Optimizing a Website: pecel stalls

can have an official website that displays information about the menu, location, operating hours, and

shari'ah values applied. The website can also be used to receive online orders, reservations, and

feedback from customers. Second, Utilizing Social Media: pecel stalls can create and manage social media

accounts such as Facebook, Instagram, and Twitter to interact with customers directly.

Social media can be used to promote special menus, share photos of interesting meals, provide

up-to-date information, and respond to customer questions or feedback. Third, Creating Quality Content:

pecel stalls can create informative and interesting content related to food, culture, and shari'ah

principles. The content can be in the form of articles, blogs, or videos that introduce the uniqueness and

privileges of pecel stalls to a wider audience (Masruroh, 2020). Fourth, Optimizing Local Search (Local

SEO): pecel stalls can optimize local searches through Google My Business or similar platforms. This will

allow pecel stalls to appear in search results when users search for the nearest food stall in the area.

Fifth, Loyalty Program and Email Promotion: Warung Pecel can develop customer loyalty programs and

collect customer email addresses to send exclusive promotions, discounts, or special offers. These emails

can help build a closer relationship with customers and increase their loyalty (Manyanga, Makanyeza, &

Inrernational Journal of Social Service and Research,

Budi Utami, Eny Setyariningsih, M.Syamsul Hidayat, Toto Heru DH

IJSSR Page 2168

Muranda, 2022). Sixth, Collaboration with Influencers or Bloggers: pecel stalls can collaborate with

influencers or local bloggers who have relevant followers. Influencers or bloggers can help promote the

stall through their content, such as food reviews or appearances on their social media .

The application of digital marketing in halal pecel stalls must be adjusted to the available

resources and the preferences of the target market. By utilizing digital marketing strategies well, halal

pecel stalls can increase visibility, reach more potential customers, and build stronger relationships

with existing customers. With the existence of digital marketing programs will form efforts to increase

the number of markets and form the right target goals.

In market segmentation and proper targeting, pecel stalls need to understand well the

characteristics and preferences of potential customers in accordance with the sharia values that are

firmly held by the stall. There are some factors that can be considered in market segmentation and

proper targeting for halal pecel stalls (Ramli, Abd Razak, & Jaafar, 2023). Various principles are carried

out to meet market needs in accordance with the wishes of the community, especially Muslims. Sharia

compliance is when halal pecel stalls can consider market segments that have concern for the principles

of shari'ah in the selection of food and beverages. Those who seek food that complies with halal

standards, is ethically obtained, and adheres to the principles of shari'ah can be a relevant segment to

target (Ahmed, Streimikiene, Channar, Soomro, & Streimikis, 2021). Geographical occupancy is that

halal pecel stalls segment based on geographical location, such as regions, cities, or areas that have

significant Muslim populations. This helps in reaching customers regarding a more accessible lifestyle

and strengthens the position of stalls in local communities (Papastathopoulos et al., 2020).

Consider certain life styles or preferences that may be relevant to Sharia values. For example,

people who adopt a healthy diet, are vegetarian, or who are interested in organic food can be relevant

segments to be targeted by pecel stalls. The presence of demographic factors such as age, gender,

income, and occupation can be taken into consideration. For example, family groups, young

professionals, or college students can be interesting segments to target. We can consider market

segments that value the added value offered, such as cleanliness, friendly service, comfortable

atmosphere, or the use of fresh and high-quality ingredients in food. Paying attention to customers who

are already loyal and visit often. Understanding their preferences and needs well can help in retaining

existing customers and creating loyalty programs accordingly (Monoarfa, Juliana, Setiawan, & Abu

Karim, 2023). In proper market segmentation and targeting, it is important to conduct market research,

customer surveys, or analysis of relevant data to gain a deeper understanding of the preferences and

needs of potential customers desired by warung pecel. By understanding well the intended market

segment, pecel stalls with sharia principles can direct their marketing efforts more effectively and

increase competitiveness in the increasingly competitive food and beverage industry.

Another finding from this study is that the use of social media can be an effective marketing

strategy for pecel stalls to expand reach, build brand awareness, and strengthen relationships with

customers. (Budi Setya Nusa & Sri Rahmawati, n.d.) revealed that there are various ways to use social

media, such as creating and managing business accounts on social media platforms such as Facebook,

Instagram, Twitter, or other platforms that suit their target market. This allows pecel stalls to introduce

their brands and interact directly with customers. Share interesting and relevant content related to food,

culture, and the principles of Shari'ah. This content can be in the form of mouth-watering food photos,

recipes, food tips, or other interesting information that can attract social media followers. In addition,

previous research states if using social media to provide special promotions, discounts, or special offers

to their followers. This can increase follower engagement and encourage them to visit or order food

from the stall (Chusnul Muali and Khoirun Nisa, 2019).

There are assumptions and actions that must be active in responding to comments, messages,

or feedback received through social media. This reflects hospitality and good service, as well as helps

Inrernational Journal of Social Service and Research https://ijssr.ridwaninstitute.co.id/

IJSSR Page 2169

build closer relationships with customers. Paying attention and answering questions or complaints

quickly is also important to maintain customer trust. Next, hold contests or giveaways through social

media to increase follower engagement. For example, inviting followers to share photos of their food

from pecel stalls with special hashtags or answer interesting questions for a chance to win prizes

(Mubarok, 2021). Furthermore, the principles of social media carried out in previous research using

collaboration with influencers are collaborating with influencers or social media accounts that have

relevant followers. This collaboration can include free food delivery to influencers for review or holding

special events with influencers to increase brand exposure of Sharia principles (Monoarfa et al., 2023).

It is important to maintain consistency in posts and interactions on social media. Putting

together a regular posting schedule, using quality photos and interesting content, and interacting with

followers consistently will help build a presence on social media. In using social media, pecel stalls must

also understand the policies and ethics of using social media and maintain their reputation and brand

image. By making good use of social media, pecel stalls can increase their brand presence, build a loyal

community of followers, and increase their popularity and competitiveness in the market.

CONCLUSION

The conclusion of the review journal on marketing strategies to increase the competitiveness of

halal pecel rice stalls, namely the implementation of digital marketing strategies is important for pecel

stalls to increase visibility and reach a wider target market. Through the use of websites, social media,

and email marketing, pecel stalls can expand their business reach and build closer relationships with

customers.

The existence of proper market segmentation is the key to increasing the competitiveness of

pecel stalls. Understanding the needs and preferences of potential customers that conform to Shari'ah

values can direct their marketing efforts more effectively. Segmentation based on shari'ah compliance,

geographical location, lifestyle, demographic group, and added value can help pecel stalls reach a more

relevant target market. The use of social media becomes an effective tool to build brand awareness,

interact with customers, and promote products or services. By utilizing social media such as Facebook,

Instagram, and Twitter, pecel stalls can reach potential customers, share interesting content, and

provide special promotions to increase customer engagement.

The existence of collaboration with influencers or social media accounts that have relevant

followers can also help in expanding the reach and increasing exposure of sharia-based warung pecel

brands. Through reviews or appearances on influencers' social media, pecel stalls can attract the

attention and trust of a wider audience.

In conclusion, an effective and targeted marketing strategy can help pecel stalls in increasing

their competitiveness in the market. With the implementation of digital marketing strategies, proper

market segmentation, and good use of social media, pecel stalls can expand their business reach, build

strong relationships with customers, and create competitive advantages in the Sharia MSME industry.

The limitation of this research is the discussion of umkm on local East Java food in Indonesia.

Therefore, in future research, it is hoped that it will expand the area by providing a literature review

related to halal culinary in all regions of Indonesia for each cluster. This research variable only discusses

marketing strategy, digital marketing and social media. there is a need for further expansion regarding

variables such as endorsements, brand trust, satisfaction, relationship marketing etc (Kishada & Wahab,

2015).

REFERENCES

Abdul, Mohani, Ismail, Hashanah, Mustapha, Mazlina, & Kusuma, Hadri. (2013). Indonesian small

medium enterprises (SMEs) and perceptions on Halal food certification. African Journal of Business

Management, 7(16), 1492–1500. https://doi.org/10.5897/AJBM11.2926

Ahmed, Rizwan Raheem, Streimikiene, Dalia, Channar, Zahid Ali, Soomro, Riaz Hussain, & Streimikis,

Justas. (2021). E-Banking Customer Satisfaction and Loyalty: Evidence from Serial Mediation

through Modified ES-QUAL Model and Second-Order PLS-SEM. Engineering Economics, 32(5), 407–

Inrernational Journal of Social Service and Research,

Budi Utami, Eny Setyariningsih, M.Syamsul Hidayat, Toto Heru DH

IJSSR Page 2170

421. https://doi.org/10.5755/j01.ee.32.5.28997

Anggara, Rahman Wahyu, Anggraini, Nuni, Lurrohman, Kholil, Sitanggang, Rosdi, & Fransiska, Wilma

Ferin. (2022). Marketing and financial aspects of balado banado chips processing business in

Bandar Lampung city. Economic Management and Social Sciences Journal, 1–7.

https://doi.org/10.56787/ecomans.v1i1.4

Battour, Mohamed, & Ismail, Mohd Nazari. (2016). Halal tourism: Concepts, practises, challenges and

future. Tourism Management Perspectives, 19, 150–154.

Bohari, Abdul Manaf, Cheng, Wei Hin, & Fuad, Nurwahida. (2013). An analysis on the competitiveness of

halal food industry in Malaysia: an approach of SWOT and ICT strategy. Malaysia Journal of Society

and Space, 9(1), 1–11.

Budi Setya Nusa, Inta, & Sri Rahmawati, Juwita. (n.d.). The Effectiveness of Financial Technology and

Financial Literacy on Financial Analysis for Small and Medium Enterprises.

Cahyono, Y., Purwoko, D., Koho, I., Setiani, A., Supendi, Setyoko, Setyoko, P., Sosiady, M., & Wijoyo, H.

(2023). The role of supply chain management practices on competitive advantage and

performance of halal agroindustry SMEs. Uncertain Supply Chain Management, 11(1), 153–160.

https://doi.org/10.5267/j.uscm.2022.10.012

Diah Karmiyati, Karmiyati, & Ruhtata, Ruhtata. (n.d.). Sharia Marketing Era of Industrial Revolution 4.0

in Improving Customer Loyalty.

Dinar Standard. (2012). Global Muslim Lifestyle Tourism Market 2012: Landscape & Consumer 1218

Needs Study. Retrieved from https://www.dinarstandard.com/

El-Gohary, Hatem. (2016). Halal tourism, is it really Halal? Tourism Management Perspectives, 19, 124–

130. https://doi.org/10.1016/j.tmp.2015.12.013

Hall, C. Michael, Sharples, Liz, Mitchell, Richard, Macionis, Niki, & Cambourne, Brock. (2004). Food

tourism around the world. Routledge.

Khan, Mussadiq Ali, Hashim, Sharizal Bin, & Bhutto, Muhammad Yaseen. (2022). The Role of Halal Brand

Relationship Quality towards Relational, Utility Value and Halal Brand Resonance. International

Journal of Business and Society, 23(1), 1–18. https://doi.org/10.33736/ijbs.4595.2022

Kishada, Zeyad M. E. M., & Wahab, Norailis Ab. (2015). Influence of customer satisfaction, service quality,

and trust on customer loyalty in Malaysian Islamic banking. International Journal of Business and

Social Science.

Manyanga, Wilbert, Makanyeza, Charles, & Muranda, Zororo. (2022). The effect of customer experience,

customer satisfaction and word of mouth intention on customer loyalty: The moderating role of

consumer demographics. Cogent Business & Management, 9(1), 2082015.

https://doi.org/10.1080/23311975.2022.2082015

Inrernational Journal of Social Service and Research https://ijssr.ridwaninstitute.co.id/

IJSSR Page 2171

Masruroh, Nikmatul. (2020). The competitiveness of Indonesian Halal Food Exports in global market

competition industry. Economica: Jurnal Ekonomi Islam, 11(1), 25–48.

https://doi.org/10.21580/economica.2020.11.1.3709

Monoarfa, Hilda, Juliana, Juliana, Setiawan, Rahman, & Abu Karim, Rizuwan. (2023). The influences of

Islamic retail mix approach on purchase decisions. Journal of Islamic Marketing, 14(1), 236–249.

Muali, Chusnul, & Nisa, Khoirun. (n.d.). Pemasaran syariah berbantuan media sosial: Kontestasi strategis

peningkatan daya jual.

Mubarok, I. R. (2021). Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram (Studi Kasus Pada

Online Shop Laila Branded Ponorogo). etheses.iainponorogo.ac.id.

Nu’man, A. Harits, Nurwandi, Luthfi, Bachtiar, Iyan, Aspiranti, Tasya, & Pratama, Ikbar. (2020). Social

Networking, and firm performance: Mediating role of comparative advantage and sustainable

supply chain. Int. J Sup. Chain. Mgt Vol, 9(3), 664–673.

Oktadiana, Hera, Pearce, Philip L., & Chon, Kaye. (2016). Muslim travellers’ needs: What don’t we know?

Tourism Management Perspectives, 20, 124–130. https://doi.org/10.1016/j.tmp.2016.08.004

Papastathopoulos, Avraam, Kaminakis, Kostas, & Mertzanis, Charilaos. (2020). What services do Muslim

tourists want? Uncovering nonlinear relationships and unobserved heterogeneity. Tourism

Management Perspectives, 35(July). https://doi.org/10.1016/j.tmp.2020.100720

Pew Research Center. (2017). Why Muslims are the world’s fastest-growing religious group. Retrieved

from https://www.pewresearch.org/short-reads/2017/04/06/why-muslims-are-the-worlds-

fastest-growing-religious-group/

Quan, Shuai, & Wang, Ning. (2004). Towards a structural model of the tourist experience: An illustration

from food experiences in tourism. Tourism Management, 25(3), 297–305.

https://doi.org/10.1016/S0261-5177(03)00130-4

Ramli, Mohd Anuar, Abd Razak, Muhamad Afiq, & Jaafar, Mohamad Hasif. (2023). Understanding non-

Muslims’ reluctance to halal food: a systematic review. Journal of Islamic Marketing, 14(2), 544–

561.

Triandini, Evi, Jayanatha, Sadu, Indrawan, Arie, Putra, Ganda Werla, & Iswara, Bayu. (2019). Metode

systematic literature review untuk identifikasi platform dan metode pengembangan sistem

informasi di Indonesia. Indonesian Journal of Information Systems, 1(2), 63–77.

https://doi.org/10.24002/ijis.v1i2.1916

(2023)

First publication right:

Asian Journal of Engineering, Social and Health (AJESH)

Inrernational Journal of Social Service and Research,

Budi Utami, Eny Setyariningsih, M.Syamsul Hidayat, Toto Heru DH

IJSSR Page 2172

This article is licensed under: