THE ROLE OF HALAL CERTIFICATION IN BUILDING THE IDENTITY OF SHARIA BUSINESSES IN THE CREATIVE INDUSTRY: A CASE STUDY OF WARDAH

Abstract

The expansion of Indonesia's creative sector demonstrates the importance of moral and spiritual principles in contemporary branding tactics. A company's identity and moral reputation can be shaped by its halal certification, which also indicates adherence to sharia law. Using the cosmetics company Wardah as a case study, this research attempts to examine how halal certification contributes to the development of a sharia business identity in the creative sector. Through literature analysis from scholarly publications, government agency papers, and official company sources, an exploratory qualitative research methodology is employed. The findings demonstrate that halal certification has a strategic role in boosting brand loyalty, bolstering consumer trust, and promoting spiritual values in the marketing and production processes. Wardah has successfully combined the concepts of halalan thayyiban into creative inventions without disregarding current aesthetics, so striking a balance between piety and creativity. These results demonstrate that in the Islamic value-based creative economy, halal certification has a dual function as a legal requirement and a representation of sustainable corporate identity and moral capital.