International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


The Concept of Halalan Tayyiba and Its Application in Products Marketing : A Case Study at Sabasun HyperRuncit Kuala Terengganu, Malaysia
Anas Bin Mohd Yunus, Dr. Wan Mohd Yusof Bin Wan Chik, Mahani Binti Mohamad

This paper discusses the principle of Halalan Tayyiba in Islam. It also examines the application of this principle at Sabasun HyperRuncit Kuala Terengganu. Halalan Tayyiba principle is a concept derived from a word that appear in sentence 172 of Chapter 2 (Al-Baqarah – The Cow) of the holy Qur’an. The sentence teaches Muslim consumers to choose good food for consumption and not to make halal criteria as the sole focus. Sabasun HyperRuncit of Kuala Terengganu has applied this principle and it is a visible evidence offered to support that an Islamic business model can be practiced in its entirety. Product marketing is one of the aspects in Halalan Tayyiba concept that has been made a focal point by Sabasun. In conclusion, a unique product marketing plan that is based on Halalan Tayyiba concept has been successfully implemented by Sabasun HyperRucit.

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