Authors : Chairul Saleh and Kamelia Salsabila
Abstract: In this life, human always need the food and beverage. One of the human ways of life is following the rules from their religion, especially, Muslim. The life guide of Muslim is stated in Holy Quran and Hadith, in consume the food and beverage, Muslim is commanded to consume halal food and beverage. The rapid growth of Muslim push the business world to develop the halal supply chain management based on the Islamic regulations. Halal food and beverage is not only about raw material but also, the way of business process must follow the Islamic rules. This study proposes a systematic literature review that focused on halal marketing mix. Through the literature review, the researchers find the success factors of each core in combination between contemporary marketing mix (product, price, promotion, place, physical evidence, people and process) and halal marketing mix (pragmatism, pertinence, palliation, peer-support, pedagogy, persistence and patience). The goal of marketing is to increase the revenue and profit for the company while get value of product is the goal for the customer. So, in order to reach the customer satisfaction in this study, the researchers combine the pervious parameters with others halal marketing factors such as commitment, conformity, conscience, characteristic and customer centric.
Chairul Saleh and Kamelia Salsabila, 2018. Success Factors in Halal Marketing Mix. Journal of Engineering and Applied Sciences, 13: 5308-5312.