Maqrizi: Journal of Economics and Islamic Economics

Muslim Scholars' Perceptions of Indonesia's New Halal Logo: A Consumer Behavior Perspective

Jamaludin Hasan — 2025-06-27

The introduction of a new halal logo in Indonesia by the Halal Product Assurance Agency (BPJPH) in 2022 has triggered wide-ranging public responses, particularly from Muslim consumers and stakeholders. This study explores the perceptions of Islamic economics scholars regarding the new halal logo, analyzed through the lens of Muslim consumer behavior theory. Using a descriptive qualitative approach, data were collected through in-depth interviews with eight lecturers from the Faculty of Islamic Economics and Business at the State Institute for Islamic Studies (IAIN) Manado. The findings reveal that five out of eight participants expressed disapproval toward the new logo, citing its aesthetic complexity, lack of clear Islamic symbolism, and cultural partiality—factors they argue diminish recognition and trust among Muslim consumers. Conversely, three respondents supported the redesign, viewing it as a cultural representation of Indonesian identity and a fresh approach to halal branding. The study also uncovers critical reflections on the shift in halal certification authority from the Indonesian Ulema Council (MUI) to BPJPH. This research contributes to the growing body of literature on halal consumer perception and suggests that policy efforts must be accompanied by public education to ensure acceptance and functionality of halal symbols. The results underscore the importance of religious-cultural alignment and visual clarity in halal certification communication strategies.

Revisiting The Mediating Role of Consumer Satisfaction: A Multivariate Analysis of Halal Labeling, Price, and Digital Marketing on Consumer Loyalty Among Gen Z in Indonesia

Mochlasin Mochlasin — 2025-06-27

This study investigates the mediating effect of consumer satisfaction on the relationship between halal labeling, price, and digital marketing, and consumer loyalty toward Hilo milk products among Generation Z consumers in Indonesia. Using a structured questionnaire and a purposive sampling approach, data were collected from 100 respondents aged 15–28 years in Salatiga, Central Java. Statistical analysis was conducted using SPSS, with reliability and validity checks, normality tests, multicollinearity analysis, and path analysis including the Sobel test to evaluate mediation. Findings indicate that while halal labeling shows no significant direct or indirect influence on consumer loyalty, both price and digital marketing significantly enhance consumer satisfaction, which in turn positively mediates their impact on loyalty. The model explains 47.7% of the variance in consumer satisfaction and 45.2% in consumer loyalty. These results provide managerial implications for halal food producers to shift focus from certification-centered marketing to consumer-centric strategies emphasizing affordability and digital engagement. This study contributes to the limited empirical literature on Muslim Gen Z consumption behavior in Southeast Asia.

Leveraging Digital Marketing to Enhance The Competitiveness of Culinary Microenterprises: A Case Study From Rural Indonesia

Nabila Rizki — 2025-06-27

In the face of growing competition in the culinary sector, micro and small enterprises (MSEs) in developing countries face a dual imperative: digital transformation and market competitiveness. This study explores how digital marketing strategies can enhance the market performance of rural culinary MSEs, with a focused case study on Mr. Leman's Goat Satay stall in Central Java, Indonesia. Adopting a qualitative case study approach, data were collected through direct observations, semi-structured interviews, and documentation of digital activities. The findings reveal that while social media platforms—such as Instagram, Facebook, and TikTok—serve as effective tools for market expansion and consumer engagement, major constraints include limited digital literacy, inconsistent content management, and a lack of financial capital for sustained promotion. Despite these barriers, the presence of value-based communication, customer-centered content, and ethical marketing practices contributes significantly to brand loyalty and business resilience. This research contributes to the discourse on digital entrepreneurship by contextualizing digital strategy within Islamic ethical business frameworks, emphasizing the need for inclusive, adaptive, and socially responsible marketing approaches for rural MSEs.

Pengaruh Literasi Keuangan dan Bauran Pemasaran Syariah terhadap Keputusan Nasabah dengan Trust Sebagai Mediasi

Mishelia Jenli Sabilla — 2025-06-28

Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh literasi keuangan syariah dan islamic marketing mix terhadap keputusan menjadi nasabah di bank BTN Syariah KCP Majapahit Semarang, dengan penambahan trust sebagai variabel mediasi. Penelitian ini bersifat kuantitatif dan data diperoleh melalui kuisioner yang disebarkan. Sampel yang digunakan sebanyak 93 responden, dan dianalisis menggunakan metode path analysis untuk menguji hubungan antara variabel-variabel yang ada. Hasil penelitian menunjukkan bahwa literasi keuangan syariah berpengaruh positif namun tidak signifikan terhadap keputusan menjadi nasabah, sedangkan islamic marketing mix berpengaruh positif dan signifikan terhadap keputusan menjadi nasabah. Selain itu, variabel trust tidak berhasil memmediasi pengaruh literasi keuangan syariah terhadap keputusan menjadi nasabah, sedangkan variabel trust berhasil memediasi pengaruh islamic marketing mix terhadap keputusan menjadi nasabah.

The Influence of Islamic Service Quality, Product Quality, and Store Atmosphere on Purchase Decisions: The Mediating Role of Brand Image in Halal Café Consumers

Indi Zahria — 2025-06-28

This study examines the influence of Islamic service quality, product quality, and store atmosphere on purchase decisions, with brand image serving as a mediating variable. The research focuses on customers of Teras Angkringan Benkemebul, a halal café in Central Java, Indonesia. Employing a quantitative approach, data were collected from 96 respondents using purposive sampling. Structural equation modeling (SEM) was utilized to test the hypothesized relationships. The findings indicate that only product quality has a direct significant effect on purchase decisions. Store atmosphere significantly influences brand image, which in turn mediates the effects of both product quality and store atmosphere on purchase decisions. However, Islamic service quality shows no direct or mediated influence. This study contributes to the literature on consumer behavior in halal markets and offers strategic insights for brand positioning in small food and beverage enterprises.

Perbandingan Konseptual dan Praktis antara Akad Musyarakah dan Mudharabah dalam Pembiayaan Syariah: Telaah Risiko dan Nilai Keadilan

Ahmad Asif Sardari — 2025-06-30

Artikel ini bertujuan untuk menganalisis dan membandingkan dua bentuk akad utama dalam pembiayaan syariah, yaitu Musyarakah dan Mudharabah, dengan menekankan pada aspek konseptual, penerapan praktis, efisiensi risiko, serta nilai keadilan dalam distribusi keuntungan dan kerugian. Penelitian ini menggunakan pendekatan kualitatif melalui studi pustaka terhadap literatur klasik fiqh, fatwa DSN-MUI, serta regulasi dan praktik perbankan syariah kontemporer. Hasil kajian menunjukkan bahwa kedua akad tersebut berlandaskan pada prinsip bagi hasil (profit and loss sharing), namun memiliki perbedaan mendasar dalam struktur risiko, pola partisipasi, dan tanggung jawab modal. Musyarakah menawarkan pendekatan partisipatif berbasis kepemilikan bersama, sementara Mudharabah mengandalkan kepercayaan satu arah antara pemilik modal dan pengelola. Dalam konteks risiko dan keadilan, Musyarakah cenderung lebih seimbang, sedangkan Mudharabah lebih rentan terhadap moral hazard dan asimetri informasi. Kajian ini merekomendasikan perlunya desain kontrak dan tata kelola yang lebih kuat dalam penerapan kedua akad agar tetap sesuai dengan prinsip maqashid al-shariah serta menciptakan sistem pembiayaan syariah yang inklusif dan berkelanjutan.