STRATEGI PENGEMBANGAN PRODUK HALAL DALAM MENINGKATKAN DAYA SAING INDUSTRI HALAL DI INDONESIA

The halal products continued to increase as the world's Muslim population grew. Nowadays products are not kosher only with food and drink, even in cosmetics, tourism, the financial industry, and so on. And even more, this product and industry is not only the needs of a Muslim community but also non-muslims. For muslims, consuming halal products is an obligation. However, for the non-muslim view, consuming halal foods and products can make them healthy because beyond the constraints of the non-muslim world, there is choice of materials, processing, storage not only in accordance with islamic research, but also, in affecting consumer health. A person's desire to consume a product is governed by several motives or impulses, among them can be rational, for example thinking about the benefits of a chosen product, the price of a product, or it can also be subjective like dealing with emotional, pleasurable, dream, and other things. Governments need to prepare plans to develop halal products as one of the promising economic perspectives among them by planning the management of halal products first as people direct products. The current halal product development strategy is mapping potential sectors for competitiveness, expanding market access with halal certification, promotion, coordination and cooperation of each stakeholder. In developing halal products, there are still obstacles faced, including lack of awareness from business actors, lack of encouragement from several parties related to halal products, as well as public understanding of what and how halal products are