PHENOMENOLOGY OF ISLAMIC IDENTITY IN BRAND POSITIONING STRATEGY OF ARABIAN FAST FOOD RESTAURANTS IN MAKASSAR CITY
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Brand Positioning, Fast-Food Restaurant, Islamic Identity, Phenomenology
Abstract
This study aims to understand how Muslim consumers in Makassar experience and interpret Islamic identity in the brand positioning strategy of fast-food restaurants. Employing a qualitative approach with a phenomenological design, twelve purposively selected informants participated in the study, all of whom were active Muslim consumers who had consistently interacted with Islamic-oriented fast-food brands for at least two years. The data were analyzed through verbatim transcription, open coding, clustering of essential meanings, and reflective thematic interpretation to reveal the authentic structure of consumer experiences. The findings identified four key dimensions that construct the meaning of Islamic identity in fast-food branding: (1) serenity of the heart (sak?nah) as a spiritual experience that provides inner peace and confidence in halal assurance; (2) brand integrity (?idq and amanah) as a moral reflection of honesty and responsibility; (3) manners and service (akhlaq al-karimah) as an Islamic relational value emphasizing politeness and respect; and (4) gratitude and blessing (barakah) as the existential meaning of halal consumption. These four dimensions form the structure referred to as The Anatomy of Islamic Brand Spirituality, where spirituality, ethics, and morality constitute the core of Islamic brand experiences. Theoretically, this research extends the concept of Islamic branding by positioning spirituality as the center of brand differentiation, while practically, it emphasizes the importance of honesty, courteous service, and the value of blessing (barakah) in building authentic and sustainable Islamic brand positioning.
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References
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Ali, A., Ahmed, I., & Rehman, K. (2022). Ethical beauty and consumer attachment in halal brands. Asian Journal of Business Ethics, 11(1), 47–61. https://doi.org/10.1007/s13520-021-00138-0
Alserhan, B. A. (2021). The Principles of Islamic Marketing. Routledge. https://doi.org/10.4324/9780429289788
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Birt, L., Scott, S., Cavers, D., Campbell, C., & Walter, F. (2016). Member checking: A tool to enhance trustworthiness in qualitative research. Qualitative Health Research, 26(13), 1802–1811. https://doi.org/10.1177/1049732316654870
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage Publications.
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Rehman, M., Yousaf, Z., & Saeed, R. (2021). Barakah economy and sustainable marketing practices: Integrating Islamic spirituality with consumer behavior. International Journal of Islamic and Middle Eastern Finance and Management, 14(3), 456–472. https://doi.org/10.1108/IMEFM-07-2020-0361
Wardi, Y., Abror, A., & Tanjung, R. (2021). Halal restaurant image and revisit intention: The mediating role of satisfaction. Journal of Islamic Marketing, 12(3), 567–586. https://doi.org/10.1108/JIMA-01-2020-0021
Wilson, J. A. J., & Liu, J. (2014). The challenges of Islamic branding: Navigating faith, interpretation and perception. Journal of Business Research, 67(2), 2524–2531. https://doi.org/10.1016/j.jbusres.2013.05.013
Aji, H. M., Yusoff, S. Z., & Sanny, L. (2022). Halal cosmetics and consumer loyalty: A religiosity-based perspective. Journal of Islamic Marketing, 13(9), 1895–1911. https://doi.org/10.1108/JIMA-08-2021-0265
Ali, A., Ahmed, I., & Rehman, K. (2022). Ethical beauty and consumer attachment in halal brands. Asian Journal of Business Ethics, 11(1), 47–61. https://doi.org/10.1007/s13520-021-00138-0
Alserhan, B. A. (2021). The Principles of Islamic Marketing. Routledge. https://doi.org/10.4324/9780429289788
Amalia, R., Pratiwi, D., & Utami, L. (2023). Determinants of purchase intention on halal cosmetics among Indonesian millennials. Jurnal Manajemen Indonesia, 23(2), 133–148. https://journal.fe.unpad.ac.id/index.php/jmi
Birt, L., Scott, S., Cavers, D., Campbell, C., & Walter, F. (2016). Member checking: A tool to enhance trustworthiness in qualitative research. Qualitative Health Research, 26(13), 1802–1811. https://doi.org/10.1177/1049732316654870
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage Publications.
Dellby, H., Indra, R., & Rusydiana, A. S. (2024). Brand image, religiosity and loyalty on halal restaurants in Indonesia. Asian Journal of Islamic Marketing, 15(1), 22–35. https://doi.org/10.1108/JIMA-03-2023-0068
DinarStandard. (2024). State of the Global Islamic Economy 2024/25. Global Islamic Economy Report. https://www.salaamgateway.com/reports
GrabFood. (2024). GrabFood Trend Report 2024: Indonesia’s Culinary Behavior and Halal Lifestyle. Grab Indonesia.
Hasanah, N., & Lestari, D. (2022). Brand religiosity and emotional attachment on halal restaurant loyalty. Jurnal Ekonomi Syariah Indonesia, 9(3), 201–215. https://doi.org/10.21043/jesi.v9i3.16200
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. Sage Publications.
Moustakas, C. (1994). Phenomenological Research Methods. Sage Publications.
Mukhroni, M., & Rialdy, A. (2024). Strategi branding produk halal dalam perspektif manajemen syariah. Jurnal Organisasi Dan Strategi Ekonomi Syariah, 7(1), 77–92. https://doi.org/10.29103/joses.v7i1.20515
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Nurul, H., & Yusoff, W. Z. W. (2023). Reflective loyalty and spiritual brand attachment among Muslim consumers: A conceptual extension. Journal of Islamic Marketing, 14(7), 1389–1404. https://doi.org/10.1108/JIMA-09-2022-0255
Purnomo, H., & Ananda, A. S. (2020). Service spirituality in Islamic hospitality: Linking spiritual values and service excellence. Journal of Islamic Marketing, 11(5), 1054–1071. https://doi.org/10.1108/JIMA-09-2018-0167
Rahman, M., & Reynolds, N. (2021). Consumer experience and emotional loyalty in halal brands: Exploring the role of spiritual values. Journal of Consumer Behaviour, 20(6), 1423–1437. https://doi.org/10.1002/cb.1958
Rehman, M., Yousaf, Z., & Saeed, R. (2021). Barakah economy and sustainable marketing practices: Integrating Islamic spirituality with consumer behavior. International Journal of Islamic and Middle Eastern Finance and Management, 14(3), 456–472. https://doi.org/10.1108/IMEFM-07-2020-0361
Wardi, Y., Abror, A., & Tanjung, R. (2021). Halal restaurant image and revisit intention: The mediating role of satisfaction. Journal of Islamic Marketing, 12(3), 567–586. https://doi.org/10.1108/JIMA-01-2020-0021
Wilson, J. A. J., & Liu, J. (2014). The challenges of Islamic branding: Navigating faith, interpretation and perception. Journal of Business Research, 67(2), 2524–2531. https://doi.org/10.1016/j.jbusres.2013.05.013
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Copyright (c) 2025 Azlan Azhari
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