AN ANALYSIS OF MILLENIAL PRODUCER BEHAVIOR TO USE HALAL LABEL AS A TANGIBLE ASSET

Abstract

Purpose: The research is aimed at identifying the behaviour of manufacturers on halal labels as a competitive advantage in order to maintain the viability of the business..

Research implications: The research is also expected to contribute to improved standardization and quality assurance of halal products already established by the government, so that the products produced can meet the halal standards established in Islamic Shariah..

Results and conclusion: Millennial producers' awareness of the legality of halal products has proven to be good. This proves that the five variables of this research, namely the knowledge of business owners about halal, product characteristics, brand image, competitors and the use of social media have a significant influence on the tendency of millennial manufacturers to include halal labels on their products..

Originality/Value: This research focus on the behavior of millennial producers specifically regarding the use of the Halal label as a tangible asset. The intersection of millennial behavior and Halal certification in the context of production could be relatively novel, depending on existing literature in this area.

Theoretical reference: The originality of the theoretical model in this study contributes to the producer behavior in using the halal label as the tangible asset