Analysis of Digital Marketing Strategies in Developing the Halal Food and Beverage Industry in Indonesia

Abstract

The phenomenon of business shifting towards digitalization certainly has advantages and disadvantages. Therefore, it is necessary to conduct research regarding the implementation of digital marketing strategies, especially in developing the halal food and beverage industry, which is the leading sector of the halal industry in Indonesia. This research aims to look at the strengths and weaknesses as well as the opportunities and challenges of digital marketing strategies in the halal food and beverage industry. This research is qualitative research using secondary data and analyzed using SWOT analysis. The results of this research explain that digital marketing strategies have many conveniences that benefit producers and consumers, and the ample opportunities make this strategy very good for implementation in the halal food and beverage industry. However, there are still weaknesses that must be addressed and external threats that must be overcome. The author provides recommendations to internal parties (business) to improve all weaknesses and develop business strengths; to the government to carry out improvements and equal distribution of infrastructure, especially internet networks, to remote areas; and to conduct outreach to the public about halal awareness.