Pendekatan Diferensiasi Produk Halal dan Non-Halal dalam Membangun Keunggulan Kompetitif

Lamsihar Dewi Yulianti Sitanggang

doi:10.64276/ams.v1i2.68

Authors

Lamsihar Dewi Yulianti Sitanggang Politeknik Unggul LP3M

DOI:

https://doi.org/10.64276/ams.v1i2.68

Keywords:

marketing strategy, product differentiation, halal products, non-halal products, market segmentation

Abstract

This study examines the marketing differentiation strategy for halal and non-halal products implemented by a Bakso B2 restaurant in serving two distinct customer segments. The research is grounded in the rapid growth and intense competition of Indonesia’s culinary industry, where consumer preferences increasingly consider product quality, communication transparency, and religious-based consumption standards. In a socially diverse market, businesses offering both halal and non-halal menus are required to manage product separation and customer communication carefully to maintain trust and comfort across segments. A descriptive qualitative approach was applied, using field observation, in-depth interviews, and documentation as data collection techniques. Informants included the business owner, employees, and customers. Data were analyzed using the interactive model of Miles and Huberman, consisting of data reduction, data display, and conclusion drawing/verification. Findings indicate that product differentiation was carried out through the separation of raw materials, kitchen equipment, and serving utensils between halal and non-halal products. The restaurant also implemented clear menu labeling and direct communication with customers to ensure transparent information delivery. Overall, the strategy supported customer trust, improved dining comfort for different segments, and expanded market reach. Despite operational challenges in maintaining consistency and social sensitivity, the differentiation strategy contributed positively to business competitiveness in a heterogeneous market

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