UNDERSTANDING HALAL CONSUMER BEHAVIOR: EFFECTIVE MARKETING STRATEGIES FOR JAPANESE RESTAURANT IN MUSLIM MAJORITY COMMUNITIES

Abstract

This research investigates the consumer behavior of Muslim customers toward halal-certified Japanese cuisine, with the objective of identifying effective marketing strategies for Japanese restaurants operating within Muslim-majority communities. The study examines the key factors influencing halal food choices among consumers, including religious beliefs, cultural preferences, health considerations, and price sensitivity. It also explores the significance of halal certification, the effectiveness of various marketing communication strategies, and the critical role of trust and transparency in fostering consumer confidence and brand loyalty. This study employs a descriptive research design and purposive sampling technique to examine how attitudes, subjective norms, and perceived behavioral control influence customer satisfaction. A survey questionnaire serves as the primary instrument for data collection from respondents. The findings reveal key consumer preferences and offer insights into marketing strategies that can be tailored to effectively engage the target market. Key recommendations include emphasizing the authenticity of halal ingredients, showcasing the restaurant’s adherence to Islamic dietary laws, and utilizing culturally appropriate marketing channels. This research offers valuable insights for Japanese restaurants aiming to successfully enter and sustain operations in Muslim-majority markets by understanding and addressing the distinct needs and preferences of halal-conscious consumers.