Halal Culinary Marketing Strategy in Malang City

Abstract

The purpose of this study is to determine the right halal culinary marketing strategy in the city of Malang. The research method used in this research is the Analytic Network Process (ANP) method using Super Decisions software in three stages. First, the construction of the ANP model. Second, the quantification stage of the model uses questions in the ANP questionnaire in the form of pairwise comparison. Third synthesis and analysis. From the results of the research conducted, it can be seen that the right priority strategy or marketing strategy to increase the interest in halal culinary in Malang city. From this study, it was found that the marketing strategy for halal culinary in Malang City in cooperation with the government to guide culinary entrepreneurs, creating an Association of Halal Culinary Entrepreneurs in Malang City, forming a special team that actively sells at certain events, and collaborating with Islamic Financial Institutions to capital solutions.