Halal Literacy on Islamic Branding and Advertising in The Interest of Halal Product Consumption in High School Student Society

Abstract

Community service with the international abdimas scheme was carried out to increase the awareness of the school student partner group. Empowering partner groups to increase knowledge and understanding of halal literacy in terms of recognizing and being able to verify halal products, especially for products that have elements of Islamic branding and advertising. The benefit obtained from this service activity is to increase the active role of partners as Muslim consumers in monitoring product consumption at school. The implementation did in several stages:  identification, socialization, and implementation. Training in order to improve halal literacy on products that have elements of Islamic branding and Islamic advertising will be delivered through several materials including halal literacy regarding halal and thoyyib principles. The role of religiosity in the importance of halal awareness in choosing halal products, verification of products that contain elements of Islamic branding and advertising, halal food additives and the importance of halal certification.  The results of the activity show that the partner group already understands the importance of halal products and is able to distinguish halal products, although there was still error in choosing a product because of writing halal word in Arabic letter.  The level of understanding of halal literacy is not universal, grade 6 primary students have a significantly lower understanding than grade 5 and grade 4.