Halal Certification Campaigns in Indonesia: A Qualitative Analysis of the SEHATI Strategy by BPJPH

Abstract

Aims: In this study, the authors will examine how the strategy used by BPJPH in the campaign for halal certification through the SEHATI programme at MSMEs as the root of the economy in Indonesia. Study design: In this research, the author uses a qualitative method by interviewing two resource persons a Policy Analyst at BPJPH and as Public Relations at BPJPH. Place and Duration of Study: Jakarta, January 2024-March 2024. Methodology: This study uses qualitative methods with in-depth interviews as the main method to explore a deeper explanation of the mandatory halal campaign strategy through the SEHATI program using the componential campaign model. Results: The theoretical framework adopted in this study lends further support to these findings. In accordance with the tenets of the Componential Campaign Model, the campaign process permits the consideration of factors that may impede or otherwise interfere with the message delivery process. In the event of rejection from the community, BPJPH prioritises an informative and educative approach, providing an understanding of the benefits of halal certification before emphasising the sanctions that may be applied. Conclusion: This research uses qualitative methods to examine BPJPH's halal campaign strategy through interviews. BPJPH designed the SEHATI campaign with clear messages, certification deadlines, various media, agency collaboration, and regular evaluations to ensure communication effectiveness.