EFFECT OF HALAL DESTINATION BRANDING ON HALAL DESTINATION IMAGE IN THE HALAL CULINARY AREA OF TULUNGAGUNG STATION
DOI:
https://doi.org/10.21274/ar-rehla.v6i1.12080Keywords:
halal branding, halal destination branding, halal destination image, halal culinary tourismAbstract
Abstract: To support the halalization program for MSME products in East Java, the East Java Provincial Government has designated Tulungagung Regency as a pilot project for managing the halal culinary sector. However, previous studies show inconsistent findings regarding the effect of destination branding on destination image, and empirical research on halal branding in newly established halal culinary areas remains limited. This study aims to examine the effect of halal destination branding on halal destination image in the Halal Culinary Area of Tulungagung Station. Conducted in December 2024, this research used a quantitative approach. The population consisted of consumers who purchased products in the Halal Culinary Area of Tulungagung Station, with 110 respondents selected through accidental sampling. Data were collected using a questionnaire measured with a five-point Likert scale and analyzed using SPSS through validity, reliability, normality, and t-tests. The results show that halal destination branding has no significant effect on halal destination image, with a t-value of 0.664 and a p-value of 0.508, which is greater than 0.05. These findings indicate that halal branding has not yet been able to build a strong halal image in the culinary area. Practically, destination managers need to strengthen halal communication, improve visible halal assurance, and educate consumers so that halal branding is not only understood as a label, but also as a credible and consistent destination experience.
Keywords: halal branding; halal destination branding; halal destination image; halal culinary tourism.
Abstract: Dalam mendukung program halalisasi produk UMKM di Jawa Timur, Pemerintah Provinsi Jawa Timur menunjuk Kabupaten Tulungagung sebagai pilot project pengelolaan kawasan kuliner halal. Namun, beberapa penelitian sebelumnya menunjukkan hasil yang belum konsisten mengenai pengaruh destination branding terhadap destination image, sedangkan kajian empiris tentang halal branding pada kawasan kuliner halal yang baru dikembangkan masih terbatas. Penelitian ini bertujuan untuk menguji pengaruh halal destination branding terhadap halal destination image pada Kawasan Kuliner Halal Stasiun Tulungagung. Penelitian ini dilakukan pada bulan Desember 2024 dengan menggunakan pendekatan kuantitatif. Populasi penelitian adalah konsumen yang membeli produk di Kawasan Kuliner Halal Stasiun Tulungagung, dengan jumlah sampel sebanyak 110 responden yang dipilih melalui teknik accidental sampling. Data dikumpulkan menggunakan kuesioner dengan skala Likert lima poin dan dianalisis menggunakan SPSS melalui uji validitas, reliabilitas, normalitas, serta uji t. Hasil penelitian menunjukkan bahwa halal destination branding tidak berpengaruh signifikan terhadap halal destination image, dengan nilai t sebesar 0,664 dan p-value sebesar 0,508, lebih besar dari 0,05. Temuan ini menunjukkan bahwa strategi halal branding belum mampu membangun citra halal yang kuat pada kawasan kuliner tersebut. Secara praktis, pengelola destinasi perlu memperkuat komunikasi halal, menampilkan jaminan halal secara lebih jelas, serta mengedukasi konsumen agar halal branding tidak hanya dipahami sebagai label, tetapi juga sebagai pengalaman destinasi yang kredibel dan konsisten.
Keywords: halal branding; branding destinasi halal; citra destinasi halal; wisata kuliner halal.
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