Enhancing Halal Product Exports: Indonesia's Halal And K Pop Collaboration

Adi Tri Pramono

Abstract


The collaboration potential between Indonesia's halal industry and the K pop entertainment industry offers a strategic opportunity to boost halal product exports. As K pop's popularity grows in Indonesia, this cultural trend could effectively promote Indonesian halal products globally scale. This study employs a quantitative approach, utilizing a survey method with 375 respondents, including halal industry stakeholders, marketing experts, and K pop fans in Indonesia. Data were gathered through structured questionnaires measuring perceptions and interests regarding collaboration. The analysis, conducted using descriptive statistics and linear regression, reveals a significant positive correlation between K pop's popularity and consumer interest in halal products endorsed by K pop idols. Additionally, strategic collaboration with the K pop industry increases consumer purchase intentions for Indonesian halal products, contributing to export growth. These findings suggest that integrating K pop into halal product marketing strategies could effectively expand market reach and enhance the global competitiveness of Indonesia's halal industry.

Keywords


halal industry; K pop; exports; collaboration

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DOI: https://doi.org/10.37058/jes.v9i2.12789

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