Marketing Strategy and Added Value of Halal Certification in Herbalife Beverage Business Development
Abstract
Health" is a difficult word to define, but health is very important in our lives. Islam can be interpreted as the results achieved by individuals or groups. Considering that Indonesia is the country with the largest Muslim population in the world, halal certification is a basic requirement for every product sold. The purpose of this study is to contribute to formulating an effective strategy for the development of Herbalife's business in the country. The research method used is a qualitative approach. The data collection method used in this study is interviews. The data analysis method in this study is data reduction, data presentation, and conclusion. The study results indicate that a marketing strategy that integrates halal certification can positively impact the Herbalife beverage business. By implementing the right market segmentation, product differentiation, and effective promotion and distribution strategies, Herbalife can increase its competitiveness in the global market. Halal certification is not only a requirement for regulatory compliance, but also an important factor in increasing consumer loyalty and expanding market reach. Therefore, the researcher suggests that a marketing strategy that integrates halal certification can positively impact the Herbalife beverage business. By implementing appropriate market segmentation, product differentiation, and effective promotion and distribution strategies, Herbalife can increase its competitiveness in the global market.
Downloads
References
Amalia, A., Hidayat, W., & Budiatmo, A. (T.T.). Analisis Strategi Pengembangan Usaha Pada UKM Batik Semarangan Di Kota Semarang. Jurnal Ilmu Administrasi Bisnis.
Amalia Batubara, D., Susanti, N., & Jailani, M. (2022). Strategi Komunikasi Pemasaran Pada Produk Herbalife Di So Happy Binjai. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(12), 2801–2812. https://doi.org/10.54443/sibatik.v1i12.432
Arik Putri Lestari, Y., & Rofiah, K. (2021). Bisnis Herbalife Nutrition Club Cupid Ceria Perspektif Fatwa DSN-MUI NO.75/DSN MUI/VII/2009. Invest Journal Of Sharia & Economic Law, 1(2), 1–16. https://doi.org/10.21154/invest.v1i2.2663
Bisnis, J. M., & Setyaningsih, F. (2021). Analisis Strategi Bauran Pemasaran Terhadap Peningkatan Pelanggan Pada Lembaga Rafi Bimbel Tangerang.
Daulat, H. (2020). Pengaruh Pengembangan Produk, Kualitas Produk Dan Strategi Pemasaran Terhadap Penjualan Pada PT. Astragraphia Medan. Jurnal Manajemen , 6.
Dewi, M. L. A., & Sri Suprapti, N. W. (2019). Peran Kepercayaan Memediasi Pengaruh Persepsi Nilai Dan Persepsi Risiko Produk Terhadap Niat Beli Produk (Studi Pada Produk Suplemen Hijau Merek Herbalife). Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 14(1), 59. https://doi.org/10.24843/matrik:jmbk.2020.v14.i01.p07
Dwi, A., & Utami, W. (2022). Studi Fenomenologi Gaya Hidup Sehat Aktif Konsumen Herbalife Dalam Perspektif Technology Of The Self Michel Foucault. Communications, 4(2), 172–189. https://doi.org/communications4.2.4
Hayati, I., Mursyidah, A., Afandi, A., Purnama, B., & Amsari, S. (2024, Mei 3). Introduction Of Halal Product Certification To The Community In Pamijahan District, Bogor. https://doi.org/10.4108/eai.22-9-2022.2341400
Hayati, I., Yusuf Siregar, A., Zaiyat, I., Zaelani, A., Prayoga, E., Nadrahmi, N., & Arpaung, M. (2018). Analisis Strategi Pemasaran Pada Usaha Batik Mahasiswa Abadmopetak: Aneka Batik Dengan Motif Petuah Batak. Jurnal Sains Penelitian & Pengabdian, 1(1), 7–12.
Ida Rachmawati, & Nurul Hidayatinnisa’. (2024). Pengaruh Strategi Multi Level Marketing, Harga, Dan Product Knowledge Terhadap Keputusan Pembelian. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(2), 245–258. https://doi.org/10.61132/manuhara.v2i2.783
Laksmita Friska, F., Murti, J., & Aji, M. (2023). Nilai Tambah Dan Strategi Pengembangan Agroindustri Jamu Instan Widoro Asih Di Desa Ngliman Kecamatan Sawahan Kabupaten Nganjuk Added Value And Development Strategy Of Agroindustry Widoro Asih Instant Herbal Drink In Ngliman Village, Sawahan District, Nganjuk Regency. MAHATANI, 6(1).
Longdong, C. N., Worang, F. G., & Loindong, S. S. R. (2024). The Influence Of Product Quality And Price On Herbalife Purchasing Decisions At Nc Rgtic Ceria Manado During The Covid-19 Pandemic. 75 Jurnal EMBA, 12(2), 75–84.
Miles, M. B., Huberman, • A Michael, & Saldaña, J. (T.T.). Qualitative Data Analysis A Methods Sourcebook Edition.
Muhnidin, A., & Br. Pinem, R. K. (2024). The Role Of Halal Certification And Brand Image In Increasing Consumer Trust (Case Study Of Msmes Crispy Masjef Bananas). Journal La Bisecoman, 5(2), 201–209. https://doi.org/10.37899/journallabisecoman.v5i2.1208
Nurriqli, A., & Pancasetia Banjarbaru, S. (2024). Peran WOM Dan Persepsi Harga Dalam Keputusan Pembelian Produk Herbalife Article In Management Studies And Entrepreneurship Journal (MSEJ) · December 2024 Citations 0 Ilham Arief Stikes Widya Dharma Husada Tangerang. http://journal.yrpipku.com/index.php/msej
Nyuwito Hari, O. (2021). Penerapan Data Mining Pada Transaksi Penjualan Produk Herbalife Nutrition Menggunakan Metode Apriori. Dalam Jurnal Sistem Informasi Akuntansi (Vol. 02, Nomor 01).
Ofera, D., & Pradesyah, R. (2019). Pengembangan Pemasaran Produk Halal Dalam Peningkatan Pendapatan Masyarakat Kelurahan Jati Makmur Kecamatan Binjai Utara. Jurnal Pengabdian Masyarakat, 1.
Prima Tiara, P. (2022). Makna Gaya Hidup Sehat Dalam Perpektif Teori Interaksionisme Simbolik. Jurnal Ilmiah Multi Disiplin Indonesia.
Rakhmawati, I. Y., Sudarwanto, T., & Pd, S. (2021). Pengaruh Citra Merek Dan Kelompok Referensi Terhadap Keputusan Pembelian Produk Shake Herbalife. Jurnal Pendidikan Tata Niaga (JPTN, 9. www.topbrand-award.com
Ridho Irawan, A. (2022). Strategi Komunikasi Pemasaran Melalui Media E-Commerce Dalam Meningkatkan Penjualan Produk Bangbrew. JIMSIPOL, 2, 1–15.
Seran, R. B., Sundari, E., & Fadhila, M. (2023). Jurnal Mirai Management Strategi Pemasaran Yang Unik: Mengoptimalkan Kreativitas Dalam Menarik Perhatian Konsumen. Jurnal Mirai Management, 8(1), 206–211.
Supit, G., Kumaat, R. M., & Loho, A. E. (2016). Strategi Pemasaran Produk Herbalife (Studi Kasus Rumah Nutrisi Green) (Vol. 12).
Susanti, E., & Kholisoh, N. (2018). Konstruksi Makna Kualitas Hidup Sehat (Studi Fenomenologi Pada Anggota Komunitas Herbalife Klub Sehat Ersanddi Jakarta). 2(1), 1. http://ojs.stiami.ac.id
Susetyohadi, A., Adha, M. A., Utami, A. D., & Rini, D. E. S. (2021). Pengaruh Sertifikasi Halal Terhadap Kesetiaan Konsumen Pada Produk Makanan Dan Minuman: Studi Kasus Konsumen Non-Muslim Di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Ekonomi Islam, 7(1), 285. https://doi.org/10.29040/jiei.v7i1.1866
Yulia, Lady. (T.T.). Halal Products Industry Development Strategy Strategi Pengembangan Industri Produk Halal.
Copyright (c) 2025 Ira Mayasha, Rasta Kurniawati Br Pinem
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
