Implementation of Entrepreneurial Marketing Dimensions in Halal Products to Support Performance of the Halal Food Industry: Case Study of PT. Mitratani Dua Tujuh
Duta Annisa

Faculty of Economic and Business, Airlangga University Jl. Airlangga No. 4 Surabaya, Indonesia. Duta.annisa-2020[at]feb.unair.ac.id

Abstract

The halal food industry is a sector that has good potential especially in indonesia. Supported by the right marketing strategy, it can increase the chances of performance for the halal food industry in Indonesia. Dimensions of entrepreneurial marketing is one of the marketing alternatives that can be applied for business. This research aims to explore more deeply how to apply entrepreneurial marketing elements in the medium-scale halal food industry. This research uses descriptive qualitative methods. Research was conducted at the halal edamame food industry PT. Mitratani Dua Tujuh Jember which is a food industry based on agricultural products which in its activities is classified as a medium scale industry with fairly stable conditions. The research results show that the application of entrepreneurial marketing is not only significant and has a good impact on the performance of small industries and newly established industries which are experiencing uncertainty in their business. However, the application of Entrepreneurial Marketing strategies is still very relevant when used in medium-scale industries.

Keywords: Keywords: Islamic Marketing, Entrepreneurial Marketing, Halal Industry

Topic: Halal industry