HALAL FOOD CERTIFICATION AND ITS IMPACT TO THE GROWTH OF THE MARKET OF THE MUSLIM FOOD AND PURCHASE INTENTION OF MUSLIM CONSUMER IN PONTIANAK Thesis To fulfill the requirement to achieve bachelor degree DHELIZ FAHRATUN NISA B1024161017 MANAGEMENT DEPARTMENT FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS TANJUNGPURA PONTIANAK 2019
Chapter 1 1.1 Background Indonesia has a population of 266,91 million people (BPS, 2019) and 207 million of the population are Muslims. Pontianak itself has 3251 Muslim religion that become the majority of Pontianak, Kalimantan Barat. From that data we can conlcude that most of people that live in Pontianak was Muslim, but the second majority religion is Katholik, which means that the food that sell in Pontianak is have many variant of food. As we know Muslim have a halal and haram food, that minimize the variant of the food that can Muslim eat. From the population itself Pontianank is the city that have a variety of unique foods. And that was one of the reason many tourists come to Pontianak. Pontianak itself really close with other Muslim country like Malaysia, Brunei, Southern Philippines and Southern Thailand. From that demographic side we can make the Muslim tourist come to Indonesia especially Pontianak more than before with the certainty of delicious and unique halal food. It has already been believed that religion has an important role such as in the consumption of food for Muslim in Islamic country or non-Muslim country (Ahmad, Kadir and Salehudin, 2013). When we already served the things that they need it will not be biggest problem for us to attract more tourist, except the tase is unique we also served the food that have been certified halal for Muslim consumer. It will affect the income of the country. Because they will not be difficult to find halal food, it will increase the purchase of halal food in Pontianak. And with indirectly increasing the market growth in Pontianak. 1.2 Problem Discussion We will discuss how we increase brand awarness to the customer and sales of product by marketing communication. Especially in social media content, how the
social media will interact with the customer to increase the brand awarness. To promote the product it will need the work of marketing division.
- Fall '19