Nikmatul Masruroh, Mohammad Fathorrazi, M. Saleh and Moh. Adenan
Economic and Business Faculty, Jember University, Jember, Indonesia
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(Received : June 11, 2021; Accepted : August 16, 2021)
This paper talks specifically about edamame soybean products that have a Halal Assurance System (HAS) certificate. So far, producers only talked about halal certificates, but now they may be able to have HAS certificates, because if they didn’t have SJH, their products couldn’t be exported abroad. Through qualitative research methods, this study aimed at exploring halal branding through its process and trade in the export market. Given that Indonesia has a lot of cooperation, making it easier for companies to cooperate with each other in improving the export quality of edamame products. Edamame products are not only local soybean products but also export soybean products.The presence of differentiation in products can be seen from halal branding which has recently emerged as a new phenomenon in the world of business and trade. This phenomenon arose due to the reaction of producers to consumer demand (requirement buyers). The phenomenon of the shift in consumer demand patterns that started from the pattern of religiosity was captured by producers as a new business opportunity in order to compete in both local and international markets. So, producers innovated agricultural products by adding
“halal” attributes as a form of responsiveness to consumer demand. The shift in consumer demand can be seen in changes in consumption behaviour that appear, namely, the presence of consumer concern for food labelled halal.
Key words : : Differentiation, halal, buyer requirements