Extended Abstract

Introduction

Digital marketing has emerged as a key tool in today’s world, particularly within the Halal products industry. This industry, supported by a population of nearly two billion Muslims and growing demand from non-Muslims, offers vast opportunities for growth and development. The global Halal products market is rapidly expanding, with forecasts indicating that the size of the Halal food market will reach 10 trillion USD by 2030. This growth is driven by the increase in the Muslim population, rising consumer awareness, and the expansion of e-commerce.The use of digital marketing strategiessuch as online advertising, social media engagement, and content marketing helps brands connect with consumers and enhance awareness of Halal products. The main objective of this study is to design a digital marketing model and examine its role in increasing the sales of Halal products.

Methodology

This study is applied in nature and uses a mixed exploratory–survey research approach for data collection. Both qualitative and quantitative methods were employed.In the qualitative phase, thematic analysis was used to develop the model with the help of MAXQDA software. In the quantitative phase, the identified factors were ranked using the AHP method.The qualitative population consisted of marketing managers and experts in Halal product companies, industry professionals with relevant experience, data analysts studying consumer behavior, and sales managers. Data were collected through semi-structured interviews using purposeful sampling, reaching theoretical saturation with 15 participants. Theoretical saturation and rich data description techniques were adopted to ensure validity, and data were collected from multiple sources for triangulation.In the quantitative phase, the population included marketing and sales professionals from Halal-producing and retail companies, with a sample size of 30 participants.



Findings

Qualitative data analysis revealed that the comprehensive digital marketing model in the Halal products industry is based on eight key overarching themes. In the quantitative section, the prioritization results using the Analytic Hierarchy Process (AHP) indicated that “Targeted Digital Advertising” ranks first with a relative importance coefficient of 0.232, making it the most effective driver for increasing sales, as it enables precise and tailored access to consumers online. Following that, the theme of “Authentic Halal Certification and Labeling” secured the second position with a weight of 0.220, playing a fundamental role in reducing uncertainty and building trust for buyers. The component of “Collaboration with Local Influencers” with a weight of 0.125 claimed the third rank, demonstrating the impact of reference groups in legitimizing Halal products. In fourth place, “Targeted and High-Quality Content Creation” (weight: 0.107) and in fifth place, “Digital Marketing Mix Implementation” (weight: 0.101) were positioned, highlighting the importance of accurate education, information dissemination, and the adoption of a multi-channel approach. Further down this chain, the dimensions of “Website Optimization and SEO” (coefficient: 0.091) ranked sixth, “Active Engagement and Customer Responsiveness” (coefficient: 0.063) ranked seventh, and finally “Strong Halal Branding and Brand Equity” (coefficient: 0.060) ranked eighth. Each of these elements, in its own capacity, provides the foundation for visibility, continuous two-way communication, and enhanced buyer loyalty within the digital marketing process.

Conclusion and Suggestions

The findings of this study indicate that the success and sales growth of Halal products depend on adopting a synergistic approach between precise data-driven advertising and trust-building symbols such as standard certifications. Considering the factors identified in this study, it can be concluded that targeted digital advertising and possessing authentic Halal certifications are among the most crucial components in increasing Halal product sales, playing a key role in gaining trust and attracting customers. Furthermore, collaborating with local influencers and producing targeted, high-quality content are of high importance as effective tools in strengthening audience engagement and increasing the visibility of the Halal brand. In addition, the proper use of the digital marketing mix, website optimization, and active customer engagement, alongside strong branding, serve as complementary factors that contribute to the efficiency and effectiveness of the digital marketing model.