PRACTISING HALAL AMONG MODERN MALAY MUSLIM WOMEN (MMW)
DOI:
https://doi.org/10.33102/abqari.vol9no1.131Keywords:
Islamic branding, halal, Muslim, consumer behaviour, Islam, Kuala LumpurAbstract
This study focuses on the topic of halal branding and its effect on the lives of modern Muslim Malay women (MMW). The study emphasizes the importance and implications of halal certification in Islamic branding, consumer behaviour, advertising and purchasing decision in Malaysia. This study aims to investigate the connection between halal products marketed in Islam and the lifestyles of modern MMW. A total of 30 modern MMW in Kuala Lumpur are interviewed face-to-face using semi-structured interview method; in addition two focus groups are conducted. These participants are recruited through snowball sampling for two focus groups and 30 face-to-face interviews as data for this paper. All participants are asked about Islamic branding and the following questions are posed; what do participants know about it; do they purchase products with that branding; and how they reconcile traditional Muslim values with modern lifestyle in their everyday routine. Findings show that halal requirement does affect modern MMW in their daily lives especially food purchases.
Keywords: Islamic branding, halal, Muslim, consumer behaviour, Islam, Kuala Lumpur
Abstrak
Kajian ini memberi tumpuan kepada topik penjenamaan halal yang memberi kesan ke atas kehidupan wanita Melayu Islam moden (MMW). Kajian ini menekankan kepentingan dan implikasi pensijilan halal dalam penjenamaan Islam, tingkah laku pengguna, pengiklanan dan proses membuat keputusan ketika membeli-belah di Malaysia. Kajian ini juga bertujuan untuk mengkaji hubungan antara produk halal yang dipasarkan dan gaya hidup MMW moden. Seramai 30 MMW moden dari Kuala Lumpur telah ditemuramah secara bersemuka dengan menggunakan kaedah temubual separa berstruktur; di samping dua kumpulan fokus (focus group). Peserta-peserta kajian direkrut melalui persampelan snowball sewaktu proses kajian lapangan. Semua peserta ditanya mengenai penjenamaan Islam dan soalan-soalan berkaitan; apa yang peserta tahu tentang perkara ini; adakah mereka membeli produk dengan penjenamaan itu; dan bagaimana mereka menyemai nilai-nilai Islam tradisional dengan gaya hidup moden dalam rutin harian mereka. Hasil kajian menunjukkan bahawa keperluan halal tidak menjejaskan MMW moden dalam kehidupan seharian terutamanya pembelian makanan mereka.
Katakunci: penjenamaan Islam. halal, Muslim, tingkahlaku pengguna, Islam, Kuala Lumpur
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