PANDANGAN PENGGUNA MUSLIM TERHADAP PEMAKAIAN LOGO HALAL JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM): SATU SOROTAN LITERATUR

Abstract

Consuming halal products is an obligation and religious requirement to every Muslim. So several efforts and initiatives have been taken by the Department of Islamic Development Malaysia (JAKIM) to carry out the monitoring, enforcement and issuing the halal certification. This article reviews the acceptance and Muslim consumers’ perception on the monitoring and the enforcement of JAKIM’s halal logo. It also aims at understanding the sensitivity and awareness of Muslim consumers as well as to determine the level of prioritization of the halal logo towards the consumers in purchasing the items they needed. The approach of this study involves data collection methods through literature review and followed by field studies. The literature review was conducted by using data collection method from secondary sources namely journals and books to collect the data comprising scholars’ views in halal issues, and then will be analysed using thematic approach. From this study it is expected that Muslim consumers are aware of the importance and priority to choose products that are using JAKIM’s halal logo. The coordination and standardization that was done by JAKIM enable Muslim consumers to overcome uncertainties in consuming halal branded products in their daily lives.