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EXHIBITION & CONFERENCE

2016

InternatimaL 9Uakujsla

International

Malaysia Halal

Promoting Halal Ecosystem

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20- 21 October 2016

Putra World Trade Centre, MALAYSIA

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Hosted by:

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TlfAarl«Mm MALAYSIA LEfiDINA

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»iCOOO«>t^O ' ^M)O«U0»T & CONFERENCE

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EXHIBITION frOONFERENCE

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Halal-related Research

Organised by:

LTw ►I#1*1 Meregemeni'snd 5ci*r>ce

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FBM Tnculiy of Business and Manage men t UN'F v i:u S'ITFTEKNO L og i'W ATA

UNIVERSITI teknologi Mara

INTERNATIONAL MALAYSIA HALAL CONFERENCE 2016

(IMHALAL 2016)

iHALAL MANAGEMENT AND SCIENCE (iHALALMAS)

FACULTY OF BUSINESS AND MANAGEMENT,

UNIVERSITI TEKNOLOGI MARA (UITM)

SHAH ALAM, SELANGOR DE, MALAYSIA - 2016

@ iHalal Management and Science (iHALALMAS)

All rights reserved. No part of this publication may be reproduced, copied, stored in any retrieval system or transmitted in any form or by any means - electronic, mechanical, photocopying, recording or otherwise: without prior permission in writing from Director, iHalal Management and Science (iHALALMAS). Faculty of Business and Management, Universiti Tekhologi MARA, 40450 Shah Alam, Selahgbr DE. Malaysia Email: [email protected]

International Malaysia Halal Conference 2016 (15J: 2016: UiTM, Shah Alam)

Promoting Halal Ecosystem: International Malaysia Halal Conference 2016, 20-21 October, Kuala Lumpur Convention Center KLCC, Malaysia: co- organized by Faculty of Business Management

ISBN 978-967-363-314-2 Judul: IMHALAL2016

Printed in Malaysia by: Pusat Percetakan Universiti Teknologi MARA 40450 Shah Alam, Seldngor

The views, opinions and technical recommendations expressed by the authors are entirely their own, and do not necessarily reflect the views of the editorial staff or the university. While every attempt has been made to ensure consistency of the format and layout of the book of abstract for IMHALAL 2016, the editorial staff and the organizing committee are hot responsible for the content of the abstracts appearing in this book.

3

Welcome Message from The Vice Chancellor

Universiti Teknologi MARA

It is a real pleasure to welcome all participants to the International Malaysia Halal Conference 2016 (IMHalal 2016). On behalf of the university, I extend my warmest welcome to all international and local participants - comprising of practitioners, academics and students - to this most auspicious event.

The past decade has seen tremendous growth of halal business. Increasing demand is expected to take on various consumption products and services within the whole region, indicating a long-term business opportunity in the global halal market. There is abundance of new opportunities for regional and international expansion, paving ways towards promoting Malaysia as the World Halal Hub. More collaboration is needed from international perspectives; consequently, much strong responses are expected to be attracted from strong proponents of individuals and companies, keen to see the development of this new market. As a result, the international network is consolidated, new ideas and initiatives emerged, and the notion of a Halal industry began to evolve.

It is my prevent hope that through collaboration and sharing of knowledge, those with the experience and expertise can assist others in building appropriate institutional, regulatory and legal frameworks to develop the halal industry that will very much support the goal of sustainable halal ecosystem. Hence, waste not the opportunity provided by this conference to establish the much needed networking required to further the interest of the ummah.

To all participants, accept my heartiest welcome. InshaaAllah this will be a fruitful conference for all.

PROF EMERITUS DATO' DR HASSAN SAID Vice Chancellor / President

4

Foreword from the Dean

Faculty of Business and Management


WELCOME to all participants to the International Malaysia Halal Conference 2016 (IMHalal 2016).

The theme of this conference is "Promoting Halal Eco-systemM. The Halal industry is the fastest growing global business encompassing every aspects of human life. Halal industry is an emerging market force that is attracting even the non-Mustims with its wholesome, hygienic and contamination-free food production processes. The industry has a consumer reach of more than 6 billion people worldwide. With increasing per capital expenditure on food and beverages, financial products and services, and other consumption goods, especiallythroughout the Muslim world, the estimated value for Halal products has reached to several hundred billion USD annually. Thus, the Industry has a lot of opportunities for those willing to further the interests' of Muslims and non-Muslims worldwide.

IMHalal 2016 has a lot of interesting programs to offer. Some are educational, while some may even pave the way for greater opportunities in the halal business. We hope all participants take full advantage of what we have to offer. With the grace of Allah, this interaction between practitioners, academics and students may bear fruitful results to the benefit of all those involved.

ASSOC. PROF. DR. SITI HALIJJAH SHARIFF Dean Faculty Business and Management

5

Message from the Director

| (iHALALMAS)

It is my great pleasure to welcome you to the International Malaysia Halal Conference 2016 (IMHalal 2016). The Institute of Halal and Management Sciences (iHALALMAS) is most honoured to organize this conference with the various co-organizers. This even will bring practitioners and academics to deliberate on issues pertaining to the Halal market.

The global financial crisis demonstrated the need for markets to be founded on sound business principles. In this regard, the principles of Shari'ah with its inherent prudent and socially-conscious orientation will facilitate the integration of the halal eco-system. Besides expanding the development of Shari'ah compliant products and services, other aspects of its conformity cannot be ignored. In particular, every aspect of the daily life of a Muslim must be 'halal and toyyib'. There is an enormous potential of halal market out there, waiting for inspired and enthusiastic entrepreneurs. This Halal conference will provide innovative ideas and opportunities that can be exploited to facilitate and support cross-border transactions, for further development of the Halal industry, consistent with the theme "Promoting Halal Eco- system".

My appreciation goes to the organizing committee and all parties concerned who worked tirelessly to make this event a success. This would not be possible without the diligence and commitment of all involved.

Last but not least, may this event be memorable one to all participants.

Thank you.

PROFESSOR DR. FARIDAH HJ HASSAN (FCIM UK) Director iHalal Management and Science @ FBM UiTM

6

TITLE AND AUTHORS

1. The Risks Of Foods

■. Muhammad Musdja. M.Sc Chairman of Indonesian Halal Products Foundation

3, Are Stem Cells Halal?

Dr. Shabana Khan Ecron Acunova, India

4.

Dato B.A. Asbi & M.S.A. Yajid Management 5 Science University

5.

G. Halal Food Laws And Their Implementation In The Food Business

Reyad Shaker Obaid, PhD, University of Sharjah, United Arab Emirates

7. Inheritance Management As Opportunity And Challenge For Shariah Financial Institution

Dr. Slamet Riyadi Bisri UN IB A (Batik Islamic University) Surakarta.

8. Analysis Of Islamic Bank Financial Ratio That Affecting Credit Distribution To Micro Small Medium Enterprises

Purwanto, Alfira Sari University, Bandung, Indonesia

9. Charity A Cleansing Mechanism

AK Salim , Fateh Muhammad Burfat, University of Karachi, Pakistan

I For I Instant I

Nurmee Hasa Hatyat University

TITLE AND AUTHORS

11. Halal Certification-Needs Common Global Platform

Abdul Kader Director United Certification Services Bangladesh

12. Controlling Halal Certification from Halal Fraud

Muhamad Rais Ismail HASCA Alliance, Singapore

13. On Products

Azreen Jihan Mohd Hashim Universiti Sains Islam Malaysia

14. The Impact Of Branding On SME Performance

Ehsanul Hague, Masripan Salleh, Mohamed Sulaiman, Abdul Kadir Othman International Islamic University Malaysia

15. The Role Of Travel Agencies In Muslim Friendly Tourism Development

Naemah Amin, Noriah Ramli, Hamidah Ayob International Islamic University Malaysia

16. MS 1500:2009 As ATool To Promote Malaysian Halal Food Product In Global Market

Dian Permata Sari, Mohd. Radzi bin H. Che Daud, Irwandi Jaswir International Islamic University Malaysia

17. Stickiness In Policy-Making For Halal Logistic Standards

Suhaimi Mhd Sarif, Zaliza Azan International Islamic University Malaysia

18. Ta'awun Approach In Sustaining Competitive Advantage Of Halal Social Enterprises


19. Towards Devising a Fundamental Theory of Islamic Advertising

Kalthom Abdullah, M, Ahasanul Hague, Faruk Ahmed, AM Shafig International Islamic University Malaysia

20. A Contemporary Theory Of Social Entrepreneurship From Tawhidic Paradigm


8

TITLE AND AUTHORS

22. Transitioning International Joint Ventures Into Wholly-Owned Subsidiaries

Dato Rais Hussin, Mohamed Sulaiman & Mohd Sahari Nordin International Islamic University Malaysia

23. Conceptualizing Consumer-Based Brand Equity Model Of Shariah-Compliant Tourism; The Role Of Integrated Marketing Communication From The Muslim Perspective

Faruk Ahmed, K. M. Ahasanul Haque2, Kalthom Abdullah, Siti Salwani Razzali International Islamic University Malaysia

24. Islamic Financing for Halal Business: The Solutions for Entrepreneurs in Malaysia

Khairul Anuar Ahmad, Fakhri Sungit Faculty of Management and Muamalah, KUIS

25. Rites Of Fire, Halal Adventure In The Land Of The Atheist

Risyawati Mohamed Ismail Universiti Utara Malaysia

26 . A Ruler Measuring Loyalty Of Muslim Consumers For Kopitiam Restaurants In Malaysia

Rohani Mohd, Rozita Naina Mohamed, Nurol'ain Mustapha, Badrul Hisham Kamaruddin, Anizah Zainuddin Universiti Teknologi MARA

27.


28. Obtaining The Halal Status; Lessons Learnt And Best Practices

Erne Suzila Kassim Universiti Teknologi MARA

29. Corporate Image And Customer Satisfaction Of Islamic Banks

Yang Sazliza Abdul Aziz, Ismah Osman Universiti Teknologi MARA

30. Determinants Of Mobile Banking Adoption In Islamic Banks

Farah Liyana Dika, Ismah Osman, Sharifah Faigah Syed Alwi Universiti Teknologi MARA

31. Predicting Travellers' Satisfactions Towards Operation And Design Of Islamic Friendly Hotel

Sarina Muhamad Noor, Aimi Amira Amir, Noraini Nasirun, and Kamsol Mohamed Kassim Universiti Teknologi MARA

9

TITLE AND AUTHORS

32. Upholding Halal Integrity In Food Supply Chain: A Case Study Of Logistics Service Provider In Malaysia

Zawiah Abdul Majid Nitty Hirawaty Kamarulzaman, Azmawani Abd Rahman, Harlina Suzana Jaafar Universiti Teknologi MARA

33. Conceptualizing And Measuring Consumer Ethical Behaviour In Retail Businesses

Dr. Abdul Kadir Bin Othman, Muhammad Iskandar Hamzah, Faridah Hj Hassan University Teknologi MARA

Socio-Cultural Towards

Nurhaslinda M . Nor Asmalina Mohd Anuar, Norliza Aminudin and Nor'ain Othman Universiti Teknologi MARA

35. Islamic Tourism: A Case Study of Malaysia and Japan

Yang Farizan Manan, Wan Muhammad, Faridah Hj Hassan, Yong Athirah Mohd Aznam Universiti Teknologi MARA

36. Stakeholders' Perspectives On Issues Affecting Australia's Halal Meat Supply Chain Operations

Mohd Hafiz Zulfakar, Caroline Chan, Ferry Jie, Herwina Rosnan Universiti Teknologi MARA

37. The Dimensions Of Islamic Restaurant Image And Its Influence On Customer Satisfaction

Nik Ramli Nik Abdul Rashid Universiti Teknologi MARA

Traveling -Islamic

Yong Azrina AN Akbar, Nik Ramli Nik Abdul Rashid, Universiti Teknologi MARA

39. System (GIS) Tools

Sharifah bailee, SyedAbdullah, Sr Khairulazhar Zainuddin, Sarina Muhammad Noor, Kamsol Mohamed Kassim Universiti Teknologi MARA

40. Easy Solah Kit: When Innovation Lead Commercialization

Siti Sara Ibrahim1 Alia Nadira Rosle Farrah Nadia Baharuddinc Aini Hayati Musa Universiti Teknologi MARA

10

TITLE AND AUTHORS

41.

42.

Medical Professionals : A Preliminary Study

Jalilah Ahmad Juhanna Azura bt Abdul Rahmaa Syahirah Razi bt Abdul Rahim Universiti Teknotogi MARA

Leadership Competencies And Employee Engagement Among Muslim Staff At Public Universities In East Coast Malaysia

Narehan Hassan, Mazuin Mat Halif, Sharrifah Ali, Rozilah Abdul Aziz, Muhamad Hafiz Suhaimi Universiti Teknologi MARA

11

INHERITANCE MANAGEMENT AS OPPORTUNITY AND CHALLENGE FOR SHARIAH FINANCIAL INSTITUTION

Dr. Slamet Riyadi Bisri * UNIBA ( Batik Islamic University) Surakarta.

[email protected]

Abstract: In the world, there are four economic super powers (pillars) based on the value systems namely : the American -Anglo Saxons, the European civil legal based, the Orientals and the Muslim World. The first three is mentioned by Kenichi Ohmae as the" Triad World" as the three centers of global economic activities in which they are based on interest (riba). On the other hand, the fourth is the Islamic World supported by Islamic Ummah which is now experiencing the most economic degradation and poverty.

Actually in Islam there is a science of inheritance/waris (faraidl) in which the wads' process pass the inheritance from one generation to the next generations. A hadits on the science of Faraidl mentioned that:" the knowledge of faraidl (inheritance) would be the first to be forgotten by the ummah although it comprises a half of the total knowledge".

Based on the above reality, there should be an increasing attention on the faraidl science especially to alleviate the economic ummah. The practice of inheritance management based on Islamic Law namely "waris management" in the Islamic communities is lack of attention, even most of the families apply inheritance system based on the non-Islamic system in which they thought it would be a more modern and more legitimate and acceptable. An effort to research the application of waris management in the Islamic communities hopefully would be an opportunity to save the assets of ummah and facilitates the assets transfer from one generation to the following generation. The result of the research will be a challenge for the development of an Islamic financial institution related to the application of Islamic inheritance system (waris. faraidl) for the welfare of the ummah.

This research aims to explore and describe the phenomena of asset distribution in the Islamic community based on waris management. The objectives of the research : 1. Explore and describe the waris distribution from one generation to the following generation ,2. Evaluate the degree of application of the Islamic inheritance/waris management, and 3. Analyse the influence of waris distribution toward capital development in the individual as well as in the family level.

The research design is a combination of exploratory, descriptive and preliminary causal approaches. The methods include: literature study, institutional communication, and field survey to the samples of the population in a selected regions. Convenience sampling was applied to the samples which practiced inheritance management and interview. However, among those who allow the interview, not all families are open enough to the external parties regarding inheritance distribution including to the government institutions as it is regarded as "private matter".

Finding of the research in brief : 1. Inheritance management mostly are neglected for some reasons, 2. The inheritance management guidance varies and are not necessarily based on shariah, 3. The application of Islamic system (faraidl) by Moslem's family is far less than 50 % due to lack of knowledge among the people as well as in the government institution, and 4. There are many benefits especially toward the beneficiaries of the inheritance (ahli waris) and there are opportunities and challenges to the Islamic financial institutions for the benefit of the ummah.

Keywords: waris/inheritance, management, faraidl/knowledge of inheritance, asset, economic benefit, ummah, Islamic financial institution.

12

ANALYSIS OF ISLAMIC BANK FINANCIAL RATIO AFFECTING CREDIT DISTRIBUTION TO MICRO SMALL MEDIUM ENTERPRISES

Furwanto1, Alfira Sari2

1 Faculty of Economic and Business, Padjajaran University, Bandung, Indonesia 2Faculty of Business, President University, Bekasi, Indonesia

purwanto@ presidentac.id

Abstract: Micro, small and medium enterprises as one of the key players of economic development in Indonesia, cannot be separated from the role of bank as the intermediary institution. This research analyzes the Islamic bank financial ratio such as CAR, ROA, NPF, FDR and OEOI that affect credit distribution to MSME during 2012 - 2015, and gives the empirical proven of significant effect in partial and simultaneously. Through purposive sampling with secondary data from the published quarterly report, this research used 78 samples from 6 Islamic bank in 4 years which fulfilled the criteria. This research used quantitative research, which are descriptive analysis, classical assumption, multiple regression analysis and hypothesis testing. The results of the analysis found that NPF and FDR have positive significant effect and CAR has negative significant effect to MSME credit distribution. Meanwhile, ROA and OEOI have no significant effect. Simultaneously, those five independent variables provide 60.1% effects to dependent variable, and the rest of 39.9% are affected byt he other variables outside this research.

Keywords: CAR, ROA, NPF. FDR, OEOI, MSME credit distribution, Islamic bank

13

This brandma aimed

whi e welcomin I gives ? If the

tourism I Bali as ■ westernised. The I

and forcing the host | serving is Moslem ^|^^|on the branding

attract them | visit What value that they would like to experience as tourists? What are the issues that visitors concerns with tfl Islamic tourism branding. This study is a preliminary study on Islamic tourism in Lombok using

| interview that ■. Preliminary result of study indicates that non Moslem Indonesian feel that the Islamic tourism

concept in Lombok also attracts their interest. Informflts Indonesian generally agree that the branding is _also good for them. HoweQr, they were worried close rigid,

restrictive. Furthermore. something peaceful, because

considered | to them. of ^ | while preserving its culture. Further study is proposed to explore a deeper perspectives on

the Islamic tourism concept attractiveness that are able to promote tourism with local wisdom flavour.

Keywords: Islamic tourism, non Moslem, Islamic characteristic, local wisdom, uniqueness.

14

ISLAMIC TOURISM: A CASE STUDY OF MALAYSIA AND JAPAN

Yang Farizan Manan, Wan Muhammad, Faridah Hj Hassan, Yong Athirah Mohd Aznam Arshad Ayub Graduate Business School

Faculty of Business and Management UniversitiTeknologi MARA Selangor

faridah387@ salam.uitm.edu. my

Abstract: This study examines the effectiveness between Islamic Tourism Malaysia Centre website and Japan National ToiTOm Organisation website that focus on Islamic tourism in Malaysia and Japan respectively. promote in Malaysia information in the ITC website. lac|Qf focus, and seems lack of coordination between government agencies and

players. The is while attracting I

miEE&EI wmrrmmmt

properly develops

Keywords: | |, Halal, Muslim, Japan, Malaysia

16

CURBING HALAL FRAUD FROM THE HALAL CERTIFICATION PROCESS

Muhamad Rais Ismail HASCA Alliance, Singapore

halalsupplvchain@consultant,com

Abstract

Halal certification is big business and growing but unfortunately, so is Halal Fraud. The gaining popularity of Halal certification is because the processes are holistic, systematic and humane, and an increasing number of consumers now equate Halal livestock to healthier and hygienic produce. This article focuses on Halal certification in food processing and eateries, and will attempt to elucidate and will discuss several pertinent questions related to Halal fraud.

(A) Who are the Halal Professionals that conducts the certification processes? (B) Where/How did Halal Professionals get their professional certification? (C) Where is Halal fraud rampant? (D) Why is Halal fraud rampant? (E) How could Halal fraud be curb or eliminate?

Keywords: Halal, Fraud, Halal Certification

17

ARE STEM CELLS HALAL?

Dr. Shabana Khan Ecron Acunova. India

[email protected]

istract:

1

| organ |

where stem cells are derived from the extraction

n li i 1 In li 11 is not very proficient and hence the 1 1

be taken at the stage before they are implanted into the uterus within 1-5 days after fertilization, and pluripotent cells could be removed from them. These cells can then be grown and divided on dishes in the laboratory, and then th( muscle cells to brain cells.

kretically used to produce all kinds of tissues, from liver cells to heart

research takes place, the developmental potential of different kinds of stem cells will become better understood. IVF between husband and wife is halal and the stem cell research on unused fertilized eggs is halal.

Keywords: Stem cells, in vitro fertilization.

18

Dato B.A. AsbPS 1 Muslim In

IS.A. Yajid2

Management & <fjtrialists & Manufacturers (MIM)

| (fast food, fine dining

Iof

and who are either manufacturing | medical are in the I

restaurants and mass catering) or | etc). This

innovation was first introduced by the first author in MIHAS 2014. For many decades beginning with Malaysia's successful JAKIM halal certification program introduced in 1990s, businesses that involve halal products and services have been regulated and controlled by the halal certification and auditing system established by respective government or local Muslim Association authorities and this practice is well accepted by Muslims and non-Muslims in countries that have either majority or minority Muslim population. In recent years many Muslim countries such as UAE, Pakistan, and Indonesia are slowly introducing their own halal logos of which halal certification has to be legally applied by manufacturers who want to export halal products or services to these countries. The resulting global scenario with different halal certification logos and systems is not a financial encouragement to the manufacturing sector who will no doubt need to spend more for different legal halal certification requirements in different countries. Furthermore the many halal logos by different countries will|JJIy add to the confusion for Muslim consumers worldwide. To address this forthcoming problem,

and businessmen I & Manufacturers of this organization |

We believe that Muslim business owners who are rffignized under such an association may conduct business transactions to other businesses and halal ^^^^^IBferiah compliant these without the need of halal certification based on the fact]

H Muslim

Keywords: Halal Retailing, Branding, Marketing, Entrepreneurship, Business and Management, Consume

19

Mohd Hashim

[email protected]

Abstract: The purpose of this paper is to focus its attention on the discussion of percentaqe

and

taraeted area where the districts

had urchase continued

20

AS A TOOL TO PROMOTE MALAYSIAN H ALAL FOOD PRODUCT IN GLOBAL MARKET

Dian Permata Sari1', Mohd. Radzi bin H. Che Daud2, Irwandi Jaswir3

International Institute for Halal Research and Training, International Islamic University Malaysia Jalan Gombak, Selangor Darul Ehsan, Malaysia

[email protected] [email protected] 3irwandi@ iium.edu.mv

Corresponding Author: Dian Permata Sari

Abstract: Halal has become a universal term and Halal process is recognized by both Muslim and non-Muslim consumer as a symbol of quality, safety and wholesomeness. In line with that, Halal Products is gaining worldwide recognition tremendously and is spreading across several industries, which includes foodstuffs, cosmetic, fashion and healthcare. In fact, in certain places Halal has been adopted as a lifestyle. Halal market is structurally affected by Islamic values driven consumer lifestyle and business practices. Despite the fact that halal market have already spread across several industries, food sector remains the main contributor of investment in the Global Halal Industry as it has the biggest percentage of Total Muslim Consumer Spend and Total Global Market Size, A growing Muslim population as well as growing economic development and disposable income in Muslim countries are the main drivers behind the Halal Market Growth. Increasing value of Global Halal Market and country's annual demand for halal food has made the Halal Industry into a new growth investment cluster for Malaysia, Halal Certificate recently has been described as a new defining market force and one of the key factor to cater the ever growing Halal Market because it provides the competitive advantage for consumer and producer in global market, Halal Certificate also work as a mechanism for the authority to monitor Halal Product in the Halal Industry, As a pioneer of Halal Industry, per May 31st 2016, Malaysia have already made 21 Halal Standards whereas MS 1500:2009 is the first standard ranked by rale of usage, MS 1500:2009 is a comprehensive Halal Standard for Halal Food in Malaysia and always used by JAKIM as a basic reference in the certification process, MS 1500:2009 has been recognised as a new concept of marketing which is based on Islamic law. This paper aims to provide the conceptual information on the role of MS1500:2009 as a tool to promote Malaysian Halal Food Product in the Global Market. The method used in this conceptual study is derived from literature review in the form of related articles, journals, proceedings and books. Halal certification is considered to be the prerequisite for entering the global halal market, helping companies meet local requirements, expand their marketplace and increase their sales and revenue. In line with that, adopting MS 1500:2009 which has referring the international standards will bring several economic benefits for industry players, such as increasing of market exposure, export value and cost efficiency. An in deep and holistic further study in this matter is suggested in order to get empirical and accurate data which can validate this conceptual findings.

Keywords: Halal Food. Halal Industry, Halal Certificate, MS 1500:2009, Global Market.

21

THE ROLE OF TRAVEL AGENCIES IN MUSLIM FRIENDLY TOURISM DEVELOPMENT

Naemah Amin1, Noriah Ramli2, Hamidah Ayob3

1«2Ahmad Ibrahim Kulliyyah of Laws, International Islamic University Malaysia international Institute for Halal Research and Training, International Islamic University Malaysia

[email protected]? [email protected], [email protected]

Abstract: The travel agencies play an important and essential role in worldwide tourism development. As one of the most important service providers for tourism and travel related activities, their role has been expanded in recent years with the emergence and global growth of Muslim friendly tourism and hospitality services. This is particularly significant in the context of Malaysia which has been rated as the world's lop Muslim-friendly holiday destination for the past few years. Adopting a doctrinal and content analysis methodology, the study aims to examine the crucial and challenging role of travel agencies in providing shahah compliance tourism services which satisfy the needs of Muslim travellers from all over the world. The study highlights various issues in the development of Muslim friendly travel agency services including the adequacy of regulatory framework, consumer protection and the availability of Muslim friendly 'products' from other stakeholders of tourism industry. The study reveals that in the absence of specific legal framework that regulate the so called 'halal or Islamic' tourism, Hence ,the Muslim friendly travel agencies need to carry out their services within the existing legal framework of Malaysian tourism and halal industry. The travel agency services have also been subjected to scrutiny due to the increased number of consumer complaints for the past few years. The study concludes that the effective role of travel agencies in the development of Muslim friendly tourism needs to be supported by a proper regulatory framework, improvement of consumer protection mechanism and cooperation from other industry players.

Keywords: Travel agenices, muslim friendly, tourism

22

TA'AWUN APPROACH IN SUSTAINING COMPETITIVE ADVANTAGE OF HALAL SOCIAL ENTERPRISES

Zaliza Azan

[email protected] my zalizaazan2692@ yah oo.com.

Abstract: Ta'awun is an Islamic concept on mutual cooperation and assistance for sustainable organizational performance. The first rule of ta'awun is not just as an approach to maximize the outcomes of commendable activities; but also to sustain competitive advantage. The current practice is based on teamwork and group cohesiveness within high performing culture to sustain competitMadvantages^a|awunisbasedonlslamic ethical concept that promotes universal solidarity and commitment. approach | order to create, maintain and sustain competitive advantages for halal social enterprises. Ta'affli is based on Islamic universal solidarity (ukhuwwah) in creating and maintaining the patronage of consumers |

[ competitive advantage and 1 model

increase shareholders' approach in strategic enable a qualitative research method, namely personal interview, where 10 managers of halal social enterprise were selected on convenient basis and interviews were carried out pertaining to the influence of ta'awun approach in creating, maintaining and sustaining competitive advantages. This social constructionism paradigm in research allows for richness of information from the informants to explain events, issues, and phenomenon of the events instead of testing the relationships among or between variables. Nevertheless the use of theory, such as ta'awun is to explore the phenomenon instead of testing the presence of ta'awun in the contexts of halal social enterprises. The respondents contended that the reinforcement (fQalalan toyyiban and Islamic management practice enable collaboration, alliances and joint ventures on businesses ~ 13": ta'awun provides M reinforcement J ethical practices. Indeed. M respondents argued that |

H. As for halal social enterprises, the competitive advantages rely on the practice of ta'awun and halal practices, theoretically and practically. Theoretical contribution from this study is the understanding of ta'awun as the catalyst for mutual cooperation in enhancing the value of halal social enterprises on sustainable basis. Practic^^ it helps policy makers as well as decision makers to consider ta'awun practices in all decision making activities. |

| Competitive advantage, Halal | | enterprises.

23

TOWARDS DEVISING A FUNDAMENTAL THEORY OF ISLAMIC ADVERTISING

Kallhom Abdullah1',K. M. Ahasanul Haque2, Faruk Ahmed3, Ali Shafiq4

rCorrespondence to: Associate professor Kalthom Abdullah, Department of Business Administration, International Islamic University Malaysia. [email protected]

2Frofessor, Department of Business Administration, International Islamic University Malaysia. 3PhD Fellow, Department of Business Administration, International Islamic University Malaysia.

4 Lecturer. Department of Business Administration, Taylor University, Malaysia. [email protected]. my

Abstract: Advertising plays a significant role on socio-economic fronts. It not only lubricates the economic traffic, but also raises the standard of living by offering newer and better products. But at the same time advertising is not without criticism. Critics say advertising is the cause of many socio-economic evils. Polluting the moral and cultural values, encouraging overspending and materialism, and general dissatisfaction with products while offering little added value are some of its common criticisms. The fact is that contemporary advertising has become the art of deception, targets the emotions rather than reason, exaggerates claims, makes people spend unnecessarily, promotes materialism, fans sexism and vulgarity, makes promises that are often undelivered, insults certain groups, and many more on social and economic front. The non-Muslim scholars have tried to find solution to such practices in the form of ethics in advertising. Several famous theories were developed and applied in advertising context too. But ethics, which by nature lack enforcement, just could not prove enough and consequently, ethical advertising remains an oxymoron. Mawlana (1996:13) says, "should the Information Society Paradigm dominate the epistemological, theoretical, and practical aspects of Islamic Community Paradigm, or should the latter control and direct the former." To address the issues concerning differences between contemporary advertising and Islamic advertising, a comprehensive interpretation would be invested based on strong analogies and analytical accounts. The recent wake of events has given a new dimension to explore. Scholars are actively looking for answers to life's typical problems in the pages of Islamic religion. Islamic banking, Islamic finance, Islamic economics, are just a few. Islamic management, Islamic tourism, Islamic hospitality, are the new-comers. With the rise in unethical practices in contemporary advertising without any hope of improvement, the practitioners and consumers are searching for 'sustainable' alternatives. Islamic advertising theory offers a solution - theoretically so far. According to general guidelines in the Holy Quran and the Sunnah, an Islamic mode of advertising was modelled, where Tauhid is central in the unity of advertising epislemology, theory and practices. The Islamic scholars have done a commendable job of extracting specific guidelines for conventional marketing, however dominated by information society paradigm. Yet, this effort explored a comprehensive theory for Islamic advertising that is dominated by Islamic community paradigm and will narrow the prevalent gap between contemporary theory and practices of advertising. Islamic marketing is also surfacing lately and it is within this concept that this will focus on. Islam claims to have solutions for all problems of life. It is only a matter of time when such answers are revealed. Perhaps it is a high time to reveal the solutions in Islam regarding contemporary advertising. It sounds an exciting idea if an attempt is made to extract any guidance related to advertising and promotion from the Islamic Holy scriptures, and moulded into a theory! Such a theory would stand tall against the contemporary ill-practices of advertising and would completely revolutionize the advertising industry.

Keywords: Islamic advertising, contemporary advertising, Islamic advertising theory,Muslim.

24

TRANSITIONING INTERNATIONAL JOINT VENTURES INTO WHOLLY-OWNED SUBSIDIARIES

Dato Rais Hussin, Mohamad Sulaiman & Mohd Sahari Nordin Graduate School of Management

International Islamic University Malaysia [email protected]. "Dato" Dr. Hj Rais Hussin" <[email protected]>

Abstract: The purpose of this study is to find the answer to the research question: what are the factors that determine the transition and evolution of international joint ventures (IJVs) to wholly owned subsidiaries (WOS) in Malaysia. Specifically, it tries to identify the factors of differences between IJV partners that contribute to the level of conflict in IJV and the conversion of IJVs into WOS. Among the IJV partner differences hypothesized in this study to be linked to the level of conflict were power imbalance, perceived cultural differences, objectives in entering IJV, business relatedness to IJV, and different group contributions. This study also attempts to determine whether the level of conflict in IJV mediates the relationship between IJV partner differences and IJV conversion to WOS. The Theory of Planned Behaviour forms one component of the conceptual framework of this research. Behavioural intention or in the context of this study the intention to convert to WOS was used as a proxy to actual conversion to WOS. Other theoretical underpinnings of the conceptual framework of this study are the Social Exchange Theory. Organizational Learning Theory and Contingency theory. The measurement instrument was adapted from the existing literature. A sample of 336 IJVs was obtained from the list of 1041 IJVs provided by the Malaysian Investment Development Authority (MIDA). Analytical procedure was done via the full-fledged SEM modelling. The research found that the hypothesized structural model that links IJV partners' differences and the level of conflict was supported, the level of conflict also leads to conversion of IJVs to WOS. The data also supports that the level of conflict mediates the relationship between partner differences and WOS.

Keywords: joint ventures, wholly owned subsidiaries

25

STICKINESS IN POLICY-MAKING FOR HALAL LOGISTIC STANDARDS


suhaimims@iium-edu,mv. [email protected].

Purpose - This paper aims to explore the presence of stickiness in policy-making for halal logistics standards in Malaysia, Stickiness is an illustration used in the economic setting to depict the barriers, challenges, and difficulties faced by the market participants in ensuring economic goals are attained with efficiency and effectiveness.

Design/methodology/approach -The study used constructive realism paradigm under the qualitative research method. The data was collected through personal interview with selected (on convenient basis) policy makers, government officers and logistics providers, to explain the stickiness in policy-making for halal logistics standards. Content validity and reliability of the data collection instruments were tested through pilot study and independent review from experts in the field of studies and industrial practice.

Findings - Policy makers argued that halal logistics standards are part of national economic agenda, through Economic Transformation Program, to increase national income through halal business. Since the national economic policy making has gone through a linear process since 1970 with the aim to eradicate poverty and to promote national unity through economic activities, the same objectives are carried forward in the new economic policies. The New Economic Agenda and Economic Transformation Program incorporated Be traditional policy objectives. Nevertheless, the process involves key stakeholders, particularly!

While business is highly needed, halal authority in the country needs to play a greater role. As for government officers from key agencies that are related to halal logistics and halal business contended that, the process is not spared from the legal-bureaucratize procedures. The issue of slowness is non- issue as long as it complies with the procedure. Halal is administered and enforced as both Islamic religious as well as industrial trade matters.

Logistics providers have been lobbying the authority to produce halal logistics standards. A few informants argued that they are willing to be part of the process for the sake of certainty, uniformity, and standardization of halal, not just halal for the ingredient, hygiene critical control, but the entire value chain needs halal standards. Since food safety is a very important issue, halal logistics provide more confidence to the public. In the long term, it provides greater sustainable competitive advantage to logistics businesses.

Research limitations/implications - The results of the study cannot be generalized due to its context and the nature of the study. The study does not aim to make generalization about stickiness and policy making, but to provide an insight based on the context or situation. The study contributes to the knowledge of resource-based view in strategic management and product safety in business ethics. As for policy implications, this study provides an insight to the current policy-making process for a review.

Originality/value - This study provides the understanding of stickiness in policy making for halal logistics which needs attention from the participants in policy making. This study also integrates a few disciplines, namely Islam, legal, trade, logistics, and public policy making, into a contemporary thought.

Keywords: policy, halal logistic standards

26

THE IMPACT OF BRANDING ON SME PERFORMANCE

Ehsanul Haque, Masripan Salleh, Mohamed Sulaiman, Abdul Kadir Othman Graduate School of Management, International Islamic University Malaysia

Faculty of Business Management, Universiti Teknologi MARA Selangor prof.mohamed.sulaiman@qmaiLcom

Abstract

Resource-based view (RBV) theory states that firms that possess valuable, rare, imperfectly imitable and non-subslitutable resources have the capability to create sustained competitive advantage that translates to superior performance. Branding is an intangible asset that fits this criterion. It is the brand that influences consumers' minds to make buying decision on products and services they need. In a competitive environment, the brand makes all the difference that distinctly differentiates the firm's products and services against the competition. Studies in many countries have pointed that branding matters for small to medium-sized enterprises (SMEs), reinforcing that it is not only applicable to large organizations or public listed companies. In Malaysia, limited studies show indications that branding is relevant and contribute towards company performance. Thus, the motivation is to pursue a study to analyse the effects (relationship) of branding on performance. This study is undertaken to determine the effects of branding on performance of SMEs in Malaysia. Quantitative research methodology is being adopted to identify branding factors affecting SME performance. Six factors emerge from factor analysis using SPSS: branding practices, branding management, branding strategies, branding awareness, branding associations and branding media & technologies. Subsequently, multiple regression technique is used to test the hypotheses.

The results of multiple regressions support the hypotheses on relationship between branding practices and performance; and branding associations and performance. Thus, branding affects performance of SMEs in Malaysia. Surprisingly however, branding media and technologies have negative relationship with performance, indicating that its deployment contributes to losses by SMEs. This could be due to high cost of acquiring, deploying and maintaining technologies that are used to promote brand awareness and brand building.

This study therefore contributes to the body of knowledge in marketing and strategic management for the SMEs. If properly implemented, SMEs in Malaysia could enhance their performance and help achieve the GDP target for the coming years. With the introduction of much anticipated Trans-Pacific Partnership Agreement (TPPA) and its implementation in the next two years, SMEs in Malaysia will face greater opportunities and challenges. Branding could be the answer to equip the SMEs, and be able to uniquely differentiate their products and services.Further research on the subject is recommended to identify other possible factors or deeper insights that could increase performance of SMEs.

Keyword: Branding. SME Performance

27

ISLAMIC FINANCING FOR HALAL BUSINESS: THE SOLUTIONS FOR ENTREPRENEURS IN MALAYSIA

Khairul Anuar Ahmad, Fakhri Sungit Faculty of Management and Muamalah, KUIS

Abstract: This paper presents the Islamic financing Halal business in Malaysia for entrepreneurs as a solution to fully comply with Shari'ah in the whole process of business. Due to the fact that Muslims are bound by Islamic law in every aspect of their life, financing in business should be seen as important as the production of halal products itself. The study attempts to expose two major modes of Islamic financing namely debt-based financing and equity based financing offered by financial institutions around the globe. In the context of Malaysia, sources of fund for entrepreneur could be secured either from public sector or private sector. The Government of Malaysia has initiated programs to spearhead the development entrepreneurs which are broadly categorized into financial assistance and business support services such as loan, grant, equity financing, venture capital, guarantee scheme and tax incentives. In addition, private agencies offer Islamic financing facilities to help the government in assisting Muslim entrepreneurs in Malaysia,

Keywords: Halal, financing, entrepreneur and business.

28

CONCEPTUALIZING AND MEASURING CONSUMER ETHICAL BEHAVIOUR IN RETAIL BUSINESSES

Dr. Abdul Kadir Bin Othman, Muhammad Iskandar Hamzah, Faridah Hj Hassan Faculty of Business and Management, Universiti Teknologi MARA Selangor

abdkadir@ puncakalam.uitm.edu.my

Abstract

Corporate social responsibility has been recognized over the past few decades to enhance the companies' economic gains. Companies that put high concern on social, economic and environmental well-being will receive great support from the consumers and will experience greater returns. Abundant of research efforts in this area have provided empirical support to the claim. However, the great efforts made by the companies to gain consumer acceptance are not cohesively linked with consumer social responsibility or commonly known as consumer ethical behaviour. Consumer ethical behaviour reflects the consumer concerns for products or services that fulfil the minimum standards set in terms of human rights, environmental concern, sustainability, intellectual property rights and others. When companies' corporate social responsibility and consumers' ethical behaviour coincide, the companies will gain greater acceptance and greater economic gains.

Although consumers' ethical behaviour is crucial in contributing to the success of businesses, it has received limited attention from researchers and practitioners. There is no common agreement among the researchers on the factors that contribute to this ethical behaviour of consumers. Therefore, conceptualizing and assessing consumers' ethical behaviour is required through the rigorous research approach. To achieve this purpose, three main objectives of the study are proposed; to define and conceptualize consumers ethical behaviour, to develop measurement scale for consumers' ethical behaviour and to empirically validate the scale following a standard scale validation procedures.

This study was conducted in two major phases; exploratory and descriptive in nature since during the first phase it was intended to determine the factors that contribute to explaining the phenomenon of interest, which is consumers' ethical behaviour. At the second phase, it was meant to test the predictive power of these factors in influencing consumers' ethical behaviour.

During the first phase. Kansei Method or known as KJ Method was utilized. Using this method, a focus group technique was established consisting of a number of selected consumers. A minimum of 4 consumers in a group, and a minimum of 4 groups are required in a session of KJ Method. The results enabled the project to determine key indicators of consumers' ethical behaviour according to their level of importance. These results were used in the next level to develop the valid and reliable questionnaire in the next phase of the project.

The next phase involved the distribution of the established research instrument to 1000 selected respondents in the major retail hypermarkets in the Klang Valley, including Giant, Tesco, Mydin, AEON, Econsave, Fresco. Jaya Grocer and others. 100 respondents were selected from each hypermarket to ensure that the bias associated with the location can be reduced. Data collected in this phase were analyzed using SPSS. The analysis involves descriptive statistics, correlation and multiple regression analysis. The results of the study are the development of the ethical consumer behaviour model, the construction of the instrument and its validation so that it can be used to identify the determinants of this behaviour.

Keywords: Consumer, Ethical behavior, Retail businesses

29

Faculty of Business and Management, Universiti Teknologi MARA Selangor [email protected]

which were

30

A RULER MEASURING LOYALTY OF MUSLIM CONSUMERS FOR KOPITIAM RESTAURANTS IN MALAYSIA

Rohani Mohd, Rozita Naina Mohamad, Nurol'ain Mustapha, Badrul Hisham Kamaruddin, Anizah Zainuddin

Faculty of Business and Management Universiti Teknologi MARA Puncak Alam

Rohanil 91 @salam,uitm,edamy

Abstract: Kopitiam restaurant is popularly known as Chinese restaurant that is run by Malaysian Chinese. This paper was conducted to measure the level of loyalty of Muslim consumers who seem to increasingly show preference for food offered by many Kopitiam restaurants. For this reason, 250 questionnaires were distributed to 250 Muslim consumers who patronized Kopitiam restaurants situated in the Klang Valley. The factors identified to influence store/restaurant loyalty were the perception of halal certification displayed outside the store, absolute consumer experience, and absolute consumer experiential value. The data was analysed by using the Rasch measurement analysis. The goodness fit of data was first determined before the final output of Rasch, i.e a ruler of restaurant loyalty was produced. The findings showed that generally the level of store loyalty for Kopitiam is moderately high, as its mean score is 0.66 logit as a common ruler of Rasch scaled between -/+2logits. Those who are found to be very loyal are those who perceive the halal logo to be true/original, which leads them to experience more positively in the store which later leads them to valuing what they experience in the restaurants. Those with perceptions that the logo was not genuinely halal, would not have positive experience in the store. Thus, they would fail to value what they experience in the store. The implications and suggestions were discussed in the paper.

Keywords: loyalty. Muslim consumers, restaurants

31

THE DIMENSIONS OF ISLAMIC RESTAURANT IMAGE AND ITS INFLUENCE ON CUSTOMER SATISFACTION

Nik Ramli Nik Abdul Rashid Universiti Teknologi MARA

08400 Merbok, Kedah [email protected]

Abstract According to the Market Indicator Report (2011), the global halal food market is worth an estimated US$635 billion. In Malaysia, the foodservice sector is valued at just under US$10 billion in 2012, and is expected to reach a total sale of US$12.9 billion by 2017, where at least 60% (US$7.74b) is catering to the Muslim consumer market (Malaysian Foodservice Profile, 2014). To effectively compete in this highly competitive halal market sector, foodservice businesses must develop marketing strategies that could ensure customer satisfaction and loyalty. One such marketing strategy is to focus on building distinctive and positive business image. Previous studies concerning corporate image and reputation of Islamic business organizations were concentrated mostly to the banking sector. This study seeks to determine the relevance and the foundations of business image from the Islamic perspective, and explore its dimensionality, with specific focus on the restaurant or foodservice industry.

The business image of any organization (including a restaurant) is a complex combination of tangible and intangible, or functional and psychological attributes as perceived by the customers. This study has identified five components of restaurant image that is posited as having potential effect on customers' perception of a restaurant having an Islamic image. These dimensions are derived from specific knowledge from the field of service or restaurant management and redefined or realign to the principles of Islamic teachings.

The population of this study is the customers of a restaurant located in a township in Selangor where almost 70% of its residents are Muslim. The restaurant was selected because of its distinctive name which reflects its Islamic business concept and a Muslim owner. A purposive sampling technique was used and a total of 120 respondents participated in the survey. A multivariate analysis (PLS-SEM) was carried out using the smartRLS ver.2 software.

The analysis produced unexpected result, where halal label which is generally considered an integral part of the Islamic Restaurant Image (IRI) does not seem to have a significant impact on customer satisfaction. The possible explanation given for this result is that the label is considered an exogenous element of the restaurant service, and has a role limited to the initial screening process of the customer decision making process. The dimension of IRI that has the strongest influence on customer satisfaction is food quality (toyyiban), This is followed by restaurant name, indicating that restaurant operators could make use of semantics with inherent meaning to communicate favorable message and unique brand association. Courtesy, as an indicator of the Muslim character is shown through the employees' attentiveness, kindness, and appropriate language. Finally, the ambiance (physical environment) is also an important contributor to overall customer satisfaction. This is reflected through space layout, music style, tableware, type of art decoration, and furniture. Employee attire that complies with the Islamic fashion guideline also contributes to distinct Islamic Restaurant Image. As a conclusion, we need to understand that the Islamic Restaurant Image is not solely a matter from the customers' perception, but more importantly is an outcome of observing and experiencing the exceptional services that is provided to them by the Islamic Restaurant.

Keywords: Islamic restaurants, image, customer satisfaction

32

PREDICTING TRAVELLERS' SATISFACTIONS TOWARDS OPERATION AND DESIGN OF ISLAMIC FRIENDLY HOTEL

Sarina Sarina Muhamad Noor, Aimi Amira Amir, Noraini Nasirun, and Kamsol Mohamad Kassim

Faculty of Business and Management Universiti Teknologi MARA Perlis

[email protected]

Abstract: Hotel tourism helps to boost economy by attracting and alluring people to visit the countries. Malaysia is known as one of the best destinations for tourists. Data shows that tourists' arrivals into Malaysia are still encouraging in 2015 despite the economic slowdown. Moreover, traveling is part of knowledge accumulation and becomes a trend now especially among the Millennials. Most travellers are found to have a positive attitude towards many changes. Islam also encourages people to travel as it foster one's knowledge and helps in appreciating of life. Thus, it is imperatives for hotel industry to offer facilities and accommodation that satisfy and delight customers for repeat businesses. Previous studies show that customers satisfaction towards hotel industry are based on hospitality, accommodation, food and beverages, recreation, entertainment and other value added services. As there are more Muslim travellers who are lucrative markets in tourism businesses, hotel industry must made some adjustment in their offering. Most Muslim travellers who check-in at hotels expect basic amenities for them to perform their religious duties. Furthermore, tourists from Middle East countries prefer Malaysia as it offers convenience and peaceful country with varieties of products offering. Nevertheless, the Islamic culture need to be followed as Islam is a way of life. The practice permeates our daily activities. In lieu of this situation, Malaysia has launched the Muslim friendly standard for hotels in 2015. The standard provides guidelines for hotel industries to become Islamic friendly hotels. However, the question remains. Do Muslim travellers prefer Muslim friendly hotels? Does hotel design and operation that reflect Muslim friendly aspects have a relationship with their satisfaction? Therefore, this study intends to capture the Muslim travellers' perception on these aspects. The sample comprised of young travellers who visited Penang. A set of questionnaires were distributed to travellers in Batu Feringghi and Tanjung Bungah as these are the two most visited places in Penang. Data were analysed using a two-step approach; an assessment for measurement model and structural model using Smart-PLS. The result supports both hypotheses. The study contributes in term of motivating the industry players to prepare for an increase demand from these customers. In addition, it is expected that there will be a spill over of interest among non-Muslim travellers in patronizing the Muslim friendly hotel as it offers many value added facilities. This will eventually enhance the sustainabilily of the tourism industry in Malaysia,

Keywords: Customers satisfaction, Servicescape, Tourism

33

SOCIO-CULTURAL TOWARDS

Nurhaslinda Basri1, Nor Asmalina Mohd Anuar2, Norliza Aminudin3 and Nor'ain Othman4

Department of Tourism Management Faculty of Hotel and Tourism Management

Universiti Teknologi MARA FuncakAlam Campus

42300 Bandar Funcak Alam Selangor, Malaysia

[email protected]

ffilstraet: | travel from

the time of early pilgrimages to contemporary journeys to sacred places for worship purposes (Henderson, 2003; Bhuiyan et al., 2011). However, there are also some scopes of misunderstanding between believers and non-believers in every religion with the possibility of tensions when the lives of residents and tourists of different faiths intersect at destinations visited (Zamani-Farahani & Musa, 2012). This is especially apparent in the case of non-Muslim tourists and resident Muslims, with great confusion and a degree of mutual mistrust between the two worlds in general compounded in the result of terror attacks. These include examples such as the 11lh. September 2001 in the USA and Islamic State in Iraq and Syria (ISIS) terror attack which targeted on tourists and tourist destinations and have made people wonder whether Islam is against the tourism industry (Crooke, 2015). In fact, in some articles there are attacks that purposely targeted on tourists (Aziz, 1995; Grosspietsch, 2005). In general, the greatest risks to tourism in Muslim countries is the rising perception that Islam is associated with negative actions. Thus, there is a need for researches on aspects that have received limited attention in the academic area particularly on observing and examining the relationship between Islamic religiosity, socio-cultural impacts and support for tourism development in Malaysia. Some understanding on this issue are lacking in the tourism literatures as well as its structural relationships. It brings the gap to the study in measuring the relationship between Islamic religiosity, socio cultural impacts of tourism and support for tourism development. The main objective of this study is to investigate the structural relationships between Islamic Religiosity (IR) (Islamic Belief (IB) and Islamic Practice (IP), Socio-cultural Impacts (SCI) of Tourism and Support for future tourism development (STD) in Malaysia. The aim is to identify the perception of residents concerning the IR (IB and IP), SCI and STD that they have perceived based on their knowledge and observation. This study also assesses the mediating effect that SCI have between IR and STD. Convenience sampling was used in this research. The data have been collected through sets of questionnaire answered by 420 respondents who are the Muslim residents of Klang Valley, Malaysia. The result of this study reveals that IR (IB and IP), SCI, and STD are perceived as valid constructs. Findings also show that there are positive relationship between IB and SCI, between IP and SCI, between SCI and STD, IR and STD, and the relationship between IR (IB and IP), SCI and STD is confirmed through Statistical Package for Social Sciences. This area of study helps the tourism players and stakeholders in planning process, decision or policies making. Limitations and future research directions are also discussed.

Keywords: Islamic Religiosity (IR), Islamic Belief (IB), Islamic Practice (IP), Socio-cultural Impacts (SCI), Support Tourism Development (STD)

34

ISLAMIC TRAVELING ■

Yong Azrina Ali Akbar, Nik Ramli Nik Abdul Rashid, Universiti Teknologi MARA

08400 Merbok, Kedah yongl 98@ kedah.uitm.edu.my

Abstract: Dinar Standard, a New York basQ marketing research and advisory firm has estimated that Q global Muslim tourism market is worth "his | approximately!

| same report has also forecasted that the Muslim tourist spending is expected to grow further to $192 billion by 2020, representing 13.4% of the global tourism expenditure. According to the World Travel Market Global Trend Report (2007), tourism among Muslims has the potential to become a resilient market and would be the target by industry operators and other relevant stakeholders. Although the these travels statistics might be related to religious obligations (such as performing the Hajj and Umrah), it is also expected that travel for leisure and social purposes also holds a significant portion of the market share. Due to this development, non- Muslim countries (such as Japan, New Zealand, Thailand and others) have recently reacted positively by taking into consideration the requirements of the Muslim travellers. This study is an attempt to empirically justify the factors that are considered important to Muslim travellers and its impact on their travel satisfaction. Base on previous qualitative studies, four destination attributes of these non-Islamic countries are explored, namely availability of halal food, access to prayer facilities, destination socio- cultural characteristics, and perceived safety and security.

The population of this study are Muslim travellers that have visited non-Muslim countries for social and leisure purposes that are intercepted at the Penang International Airport. A few screening questions were asked before they are given the self-administered questionnaire. A total of 110 respondents participated in the survey, and the data collected from the questionnaire were analysed using the SPSS software. Respondents were asked to reflect and choose one of their preferred countries that they have visited, before answering the questionnaire items. Thailand seems to be one of the most visited non-Muslim countries (34.5%), followed by Singapore (21.4%). Other countries included Vietnam, Hong Kong, Japan, Australia, China, and Korea. The result from the multiple regression analysis showed that 3 factors as having a significant and positive influence on tourist satisfaction, namely Safety and Security (P = 0.552, p<0.01)l the Destination's Social-Cultural Attraction (P = 0.354, p<0,01), and finally Availability of Halal Food (p = 0,180, p< 0,05). Availability of Prayer Facilities does not have a significant influence on the dependent variable.

The result of this study seems to shows that there is no significant difference between the travelling motivation of Muslims and the general travelling population. Countries should stay focused on the unique and beautiful (social and cultural) aspects of the destination as the main strategy to attract visitors, including Muslims. Of course, information about the availability and location of halal food outlets is also important. Considering the flexibility found in the syariah for musafirs (such as solat jama' qosar, solat on a moving vehicles, etc.) it is actually not surprising to find that Availability of Prayer Facilities having no significant relationship with travel satisfaction.

Keywords: tourist satisfaction, non Islamic countries

35

Sharifah Lailee Syed Abdullah 1, Sr KhairulazharZainuddin 2, Sarina Muhammad Moor3, Kamsol Mohamad Kassim4

'Dept of ComputflScience, 2Dept of Surveying Science and Geomatic, ssH

| Perils shlailee@perlis,uitm.edu.my

Abstract: Halal does not rest on food and beverages alone, it covers all aspects of our life including the way things are managed such as management of waqaf. Waqaf is one of the Islamic instruments for eradicating poverty and improving socio-economic situations. There are various means of waqaf such as land, money, and property. This research was carried out to understand the problems and challenges faced by management in the waqaf institute pertaining to waqaf land. The research was conducted by reviewing literatures on waqaf management, analysing waqaf documents and conducting discussion with Perlis Islamic Religious Council or known as Majlis Agama Islam Perlis (MAIPs) staffs. The scope of this research is land properties in Perlis that have been designated as waqaf lands by Majlis Agama Islam Perlis (MAIPs), an Islamic institution that managed all waqaf welfare in Perlis. This study have highlighted several issues on the inefficient management of waqaf land due to improper documentation of the land, inconsistent measuring standard of land between Malaysian and international standards and inaccessibility of records for such properties. These situations often leads to illegal intrusion to waqaf land and manipulation of waqaf information by disrespectful parties. In addition, most of these lands are left idle without any benefits gain from the properties. This is against the Islamic teaching of reaping rewards from waqaf land. Therefore, to address these problems, it is important to look into the capabilities of geographic information system (GIS), an integration of geographical functions in information system in helping the administration of the waqaf land. This paper will discuss the development of GeoWaqaf application which integrate two types of databases which are non-spatial and spatial (map) databases. Non-spatial database contains records on land ownership and land use which are extracted from land title grant. The spatial (map) information like Mukim, Lot number or Land Office number and coordinates of land also were extracted from the same source but must undergo classification of land ID and coordinate uniform process into current cadastral coordinate system before they can be stored in the spatial (map) database. The ability of GeoWaqaf application to synchronize these data from two separate databases will enable waqaf administrators to obtain accurate query of waqaf land position quick and accurately. The ability to access accurate information of waqaf land and view the land position and its surrounding will help in effective management of the waqaf land. In addition, waqaf administrators will be able to plan new development strategy for the respective land thus fulfilling its capacity as the economic drivers for the country development.

Keywords: Land management, Socio economic development, GIS Database

36

OBTAINING THE HALAL STATUS: LESSONS LEARNT AND BEST PRACTICES

Erne Suzila Kassim Faculty of Business and Management

Universiti Teknologi MARA Puncak Alam

emekassim® puncakalam.uitm.edu. my

Abstract: Halal is an extensive concept and its acceptance is growing. Halal status is what the consumers are looking for to ascertain for product safety and wholesomeness. Thus, getting the halal accreditation is necessary not only to gain the consumers' confidence and trust, and sustain the business but it is also a sign of strong faith and belief in Islam for the Muslim business operators. However, getting the status is a challenging process. Halal certification is the verification of the halal status from the authorized body indicating the products and services meet the Islamic requirements. Businesses use the halal logo as a symbol to inform the consumers about their halal and shariah compliance products. In this paper, we examined the issues, concerns and best practices of seven companies in their journey to be halal certified. While the products differ which range from health drinks, herbal base products, pastes and spices, instant dessert, cakes, restaurants to fast food, we find similarities in the issues that decelerate the certification process. Lack of halal knowledge and requirement, lack of halal experts, religious sensitivity among employees and complexity of the application procedure are the main challenges. Despite the difficulties, the businesses succeeded in getting and sustaining the halal status by strategizing on employees' knowledge development, establishing a quality and documentation unit, forming the halal committee and providing continuous halal awareness and education, and maintaining halal integrity with the suppliers. The challenges and best practices serve as a significant input to businesses that are yet to be halal certified.

Keywords: halal certification, certification challenges, halal best practices, halal issues

37

UPHOLDING HALAL INTEGRITY IN FOOD SUPPLY CHAIN; A CASE STUDY OF LOGISTICS SERVICE PROVIDER IN MALAYSIA

Zawiah Abdul Majid', Nitty Hirawaty Kamarulzaman, Azmawani Abd Rahman, Harlina Suzana Jaafar

UniKL, UPM, Universiti Teknologi MARA [email protected]) Zawiah Abdul Majid*1', Nitty Hirawaty Kamarulzaman2,

Azmawani Abd Rahman3, Harlina Suzana Jaafar4

' Universiti Kuala Lumpur Malaysian Institute of Aviation Technology (UniKL Ml AT) 2 Department of Agribusiness and Information System, Faculty of Agriculture,

University Putra Malaysia department of Marketing and Management, Faculty of Economics and Management

.University Putra Malaysia "Malaysia Institute Of Transport (MITRANS), Universiti Teknologi MARA, Malaysia

1"3 Halal Product Research Institute,University Putra Malaysia * zawiah©unikl.edu.mv / [email protected]

Abstract; Purpose of study - In a complex and dynamic supply chain network, understanding the integrity definition is paramount as to uphold halal integrity from "farm to fork" in order to avoid miss- communication and fraudulent. This is because, the perceptions of halal integrity are varied among the HalefBtod supply chain stakeholders due to differences in scenario and perspectives. The authenticity and focd vital as | becomes the prerequisit^B determining the potential business growth for sustainability. Consumers especially Muslim are |

| of ■ food they consume as well as the product's origin.

Design/methodology/approach - Based on a qualitative approach, the data was gained from multiple respondents in a single case study, i.e. a homegrown halal logistics service provider based in Malaysia. All interviews were recorded, transcribed and analyzed using Atlas Ti software.

Findings - The finding on LSPs perception highlighted the importance of Halal: training, practice, policy, assessment, awareness, communication, Standard operating procedure (SOP) and top management commitment to uphold halal integrity in food supply chain. The results provide guidelines on upholding halal integrity by LSPs in the future. Simultaneously, it contributes to knowledge which benefit the halal food supply chain stakeholders too.

Research limitations/implications - The research reported in this paper are limited in its scope. With exception to Zulfakar (2012) there is limited literature reported in journal and conference paper on halal Integrity in food supply chain. Hence, this research is to fill the gap by identifying the factors on LSPs perception in upholding halal integrity in food supply chain. Hopefully, this result suggest a platform from which more detailed research may be conducted.

Practical implications -Originality/value - As there is very few literature on halal Integrity in food supply chain, this study provides insights to the LSPs on how to uphold the integrity of halal products from origin to consumer as well as to maintain business sustainability, In-addition the limited numbers of publication in the research theme of upholding halal integrity, shows that there is a significantly huge gap in the body of knowledge.

Keywords: Integrity, Halal Food Supply Chain, Halal Logistics, Logistics Service Provider (LSP)

38

Narehan Hassan1, Mazuin Mat Halif2, Sharrifah AN1, Rozilah Abdul Aziz1, Muhamad Hafiz Suhaimi1

1 Faculty of Business and Management Universiti Teknologi MARA Puncak Alam

2Faculty of Business and Management Universiti Teknologi MARA Kelantan

[email protected]. my

Abstract: The main purpose of this research was to investigate the moderating effects of employee tenure (energetic, purposeful working experience) towards the relationship between leadership competencies (Leadership Communication [LC], leadership emotional intelligence [El], leadership integrity [LI]) and Employee Engagement). The study was conducted at three selected public universities in east coast of Malaysia which employed almost 100% Muslim employees, namely Universiti Malaysia Terengganu (UMT), Universiti Sultan Mizan Zainal Abidin (UNiSZA) and Universiti Teknologi MARA, Kelantan (UiTMCK). A correlational design was adopted and questionnaires were distributed using convenience sampling (N=298), The results revealed positive and significant relationships between two factors in leadership competencies (leadership communication and leadership emotional intelligence) and employee engagement. However, the study found a negative and significant relationship between leadership integrity and employee engagement. Further analyses revealed that the perceived level of LC and El were moderately high (M=3.94, M=0.49 and 3,89, M=0.47) but was found to be low for LC (M=2.89, SD=0.467). Hierarchical regression analyses were conducted to investigate if employee tenure (energetic and purposeful working experience) moderate the relationship between leadership competencies and employee engagement. It was found that employee tenure in general did not moderate the relationship. The most influential factor on employee engagement was leadership communication followed by leadership integrity. It is recommended that leaders in these highly-dense Muslim employees should focus on improving their perceived level of integrity in order to escalate employees' engagement. It is the only factor that did not relate to employee engagement for employees in these institutions as they felt that their leaders did not possess such quality. It is imperative in Muslim-led institutions that integrity is an embedded persona that should naturally fit in that organizations. Therefore, the researchers highly recommend that leaders improve all elements in leadership competencies. In addition, the researchers also recommend future research to be carried out on other Muslim-led industries using different methodologies, enlarging the sample size and use qualitative research approach.

Keyword: Leadership Competencies, Employee Tenure and Employee Engagement

39

STAKEHOLDERS1 PERSPECTIVES ON ISSUES AFFECTING AUSTRALIA'S HALAL MEAT SUPPLY CHAIN OPERATIONS

Mohd Hafiz Zulfakar1', Caroline Chan2, Ferry Jie3, Herwina Rosnan4

Corresponding Author1Center for Technology & Supply Chain Management Studies, Faculty of Business & Management, Kampus Puncak Alam, Universiti Teknologi MARA Selangor, 42300 Bandar

Puncak Alam, Selangor, Malaysia [email protected]

2School of Business IT & LogiQcs, College of Business, Swanston Academic Building. Melbourne City Campus. 3000 Victoria. |

IT & Logistics, College of Business, Swanston Academic Building, Melbourne City Campus, RMIT University, Melbourne 3000 Victoria, Australia

[email protected] herwina® salam.l

Australia, Brazil and New Zealand. concern

| parts | such as

I are

offer a understanding on supply chain operations

r™- 1 This study examined the issues that affeci t the

i 1 t5

| various 1 of

used a . Thirty

have participated in this study. The various group of stakeholders are halal certifiers, halal meat processors, halal workers, HEII retailers and industry associations. Fourteen issues were raised in this

^talaH 15 1

contributes |

I Australia, I I Issues, Non-Muslim Countries

40

: A PRELIMINARY STUDY

Jalilah Ahmad1,Juhanna Azura bt Abdul Rahman2 Syahirah Razi Abdul Karim3

1Centre for Management and Administrative Studies Faculty of Business and Management, Universiti Teknologi MARA

42300 Bandar Puncak Alam, Selangor, Malaysia, [email protected] Undergraduate Student, Institute of Neo Education, Universiti Teknologi MARA

40450 Shah Alam, Selangor, Malaysia, iaari [email protected] 3Undergraduate Student, Universiti Teknologi MARA, 40450 Shah Alam. Selangor, Malaysia

[email protected]

Abstract: The 2016 World Halal Conference theme "Beyond the Economy" seeks to bring Halal to the next level; beyond economic reasons while maintaining economy at the forefront (YB Dato' Sri Mustapa Mohamed, MIHAS 2016). A vanguard in Islamic economy, Malaysia is promoting itself to be a Global Halal Hub in 2020 with Halal as a prominent source of economic growth against an opportune RM8.4 trillion global Halal market. The Eleventh Malaysia Plan (2016-2020) had identified strategies involving the Halal industry coupled with Tourism and Private Healthcare (EPU, 2015). In the league for medical tourism (Zappei, 2015) that generated a revenue of RM730 million (Star, 2016), Malaysia is the number one destination for Muslim travellers (ITC, 2015) and is luring Muslim medical tourists with Halal health services (MIMS, 2016). As a dominant economic tool (Banu, 2016), tourism had supported key sectors and overall income level for Malaysians (Shahbaz, Kumar, Ivanov, & Loganathan, 2016). Halal however is not just a brand, it is a divine brand and a way of life for the Muslims, and the sanctity of Halal must be guarded. Even the most minute of food to the Muslims is a route to the soul; "O mankindl Eat of that which is lawful and wholesome in the earth, and follow not the footsteps of the devil. Lo! he is an open enemy for you. "(Al-Baqarah verse 168).

There is burgeoning concern on the wrongful use of Halal signage, porcine tainted food and revocation of Halal certificates as they signal producers' and providers' disregard for the sanctity of Halal. Such issues had remained unanswered and are worrying both Muslims and non-Muslims (Aziz & Chok, 2013). There appear to be a lack of knowledge and information on the Halal brand (Said, Hassan. Musa, & Rahman, 2014) and understanding of the Islamic Compliance Quality Management Principles (Othman, 2013). Malays^ has twelve different Halal standards including a value-based management system, the MS2300:H

| at its helm. The standard delineates universal virtuous core values namely piety, moral and quality and at its crux, to encourage employees to act as servant and vicegerent of All- Mighty Allah as the highest stakeholder. Working on the assumption that if members of the organization practices piety, morality and quality there will be no issue of non-halal food and services, this study had adopted the Theory of Planned Behavior (Ajzen, 1991) to elicit readily accessible behavioral outcomes of practicing the Halal core values of piety, moral, and quality, and the normative and control factors associated with them. The elicitation was done individually using a free response format as suggested by Ajzen (2006). Respondents were 20 medical professionals from two different medical institutions. Fifteen behavioral outcomes relating to self, group, others and organisation emerged from the piety domain, fifteen from the moral domain and ten from the quality domain. Seven groups of people were identified as normative referents while control factors include family obligations, unanticipated events, work, and obligatory religious rituals.

Keywords: Halal signage, Halal Core value, Medical Professional

41

J CUSTOMER SATISFACTION

Yang Sazliza Abdul Aziz, 'Ismah |Osman Arshad Ayub Graduate Business School

Faculty of Business and Management, Universiti Teknologi MARA Shah Alam [email protected]

challenqinc Thus,

pertaining to their satisfaction tdirds Islamic banks they patronize. Theory of planned behaviour and elaboration liftlhood model theoretical foundation |

— , 450

within Shah Alam convenient | using —

| hypothesized The results indicated that attitude towards advertisement, familiarity, as

well as recognisability has significant impact on corporate image. More importantly, corporate image has a very strong influence on customer satisfaction. This study is indeed important particularly in understanding corporate image of Islamic banks, and competitive advantage surrounding the Islamic banking space.

Keywords: Islamic banking, corporate image, customer satisfaction

42

DETERMINANTS OF MOBILE BANKING ADOPTION IN ISLAMIC BANKS

Farah Liyana Dika, 'Ismah lOsman, Sharifah Faigah Syed Alwi Arshad Ayub Graduate Business School

Faculty of Business and Management, Universiti Teknologi MARA Shah Alam [email protected]

Abstract: Mobile banking is indeed the future of banking which are prominently developed through FINTECH and adopted to facilitate most of the banking transactions. This study attempts to identify the customers' perception pertaining to the mobile banking adoptic^Ssspeciallythose that are offered by Islamic banks. Unified theory of acceptfHe of technology was theoretical foundation

^ 358 J within Kuala Lumpur area through convenient]

usinc ^ hypothesized

The results indicated that facilitating conditions is found to be the most important factor that influence behavioural intentions towards mobile banking in Islamic banks. Key implications for managers and researchers are highlighted.

Keywords: mobile banking, adoption, Islamic banks

43

Dr Mjh binti Pensyarah Kanan

JabQn Pengajian Perdagangan

Kompleks Pendidikan Nilai Bandar Enstek

71760 Negeri Sembilan [email protected]

ava: ab e

entreoreneurshi

entrepreneurship

efficiency influence

, initiative.

economica earnmas,

Keywords: entrepreneurial characteristics, conventional, Islamic

44

HALAL FOOD LAWS AND THEIR IMPLEMENTATION IN THE FOOD BUSINESS Reyad Shaker Obaid, PhD.

Department of Clinical Nutrition and Dietetics College of Health Sciences

University of Sharjah United Arab Emirates

robaid @ sh arj ah .ac. ae

Abstract

Knowledge of the halal food laws is vital to the Muslim communities who witness these laws and to food businesses that wish to sell to these people and to interested consumers who do not observe these laws. The food laws control the foods, which are fit or suitable for Muslims and deal primarily with issues like pigs, animals improperly slaf^itered, alcohol and intoxicants, the prohibition of blood and others. These laws are taken from the pbuh, ijmaa | scholars of Islam strive to find a solution (ijtehaad). Food businesses like any other business

respond to the needs and desire of the consumers. Muslims all over the world are now more conscious about food and health. They are interested in consuming halal safe food with high nutritive value. Halal and food safety are two faces of the same coin. Food safety refers to the conditions and practices that preserve the quality of food to prevent contamination and foodborne illnesses. It is also refer to the content of various chemical and microbiological elements in food. This document has focused on providing general insights and discussions of halal food law with interaction at various points in the production and legal process.

Keywords: Halal food laws, food business

45

CHARITY A CLEANSING MECHANISM AK Salirri Fateh Muhammad Burfat,

University of Karachi, Pakistan anwar. kamal @ aolxom

Abstract Nowadays Charity has become more of a feel good factor and absence of accountability has made this noble deed a profitable business . Professional beggars exploit simple people by physiological blackmail or on the other hand NGOs engineered just to mint money in the name of good cause. This paper will attempt to present a practical foolproof Solution in the form of a Social Enterprise common good as its sole purpose, literally "baked into' the organization tenet and trumping all others. A Social Enterprise prime objective is to pursue initiatives.that can have a significant impact on the social fabric of Pakistan, undertaking education and healthcare related initiatives for the under privileged. And generate its contribution from participating entities and accumulate them in a common pool that will then be used for these initiatives.

Keywords: charity, cleansing mechanism

46

CONCEPTUALIZING CONSUMER-BASED BRAND EQUITY MODEL OF SHARIAH-COMPLIANT TOURISM: THE ROLE OF INTEGRATED MARKETING

COMMUNICATION FROM THE MUSLIM PERSPECTIVE Faruk Ahmed1, K. M. Ahasanul Haque2*, Kalthom Abdullah3, Siti Salwani Razzali4

1PhD Fellow, Department of Business Administration, International Islamic University Malaysia ^Correspondence to: A. K. M. Ahasanul Haque, Professor of marketing, Department of Business

Administration, International Islamic University Malaysia. Email: ahasanul©iium.edu.my 3Associate professor, Department of Business Administration, International Islamic University

Malaysia. Associate Professor, Department of Law, International Islamic University Malaysia

Abstract Branding can adequately differentiate one company's product from its competitors' branded or unbranded products and provides advantages in the competitive market situations. Walter Landor's popular saying is, "products are made in the factory, but brands are created in the mind" (Cited in AIGA, 2016). The Branding of tourism services empowers marketers to get and retain tourists with a premium price for the long-time, i. e., premium value of a brand can be up to several billion dollars, such as Coca-Cola. Sony. Nestle, and McDonalds are topmost powerful brands in the world (Owen, 1993). Islamic tourism or Shariah-compliant tourism is a type of tourism that adheres to the values of Islam (Hassan, 2007), and a new ethical dimension in tourism (Hassan, 2004). Branding Shariah compliant-tourism with this new value is not only for Muslims who like to experience tourism with Islamic principles without perceiving non-Shariah compliant risk but also for non-Muslim tourists. Products, services, destinations, industries, cities, regions, countries which—all fall into strong brand building—can be branded with Islamic principles . A recent study shows that Malaysia can be branded as a halal hub to advance its Islamic tourism.

In a general sense, Islamic tourism is to travel for 'Hajj', 'Umrah', Hijra' (Migration) and 'Ziarah' (Visit local shrines) which require Muslims to stay and eat in different facilities Shariah- compliantly. In modern society, hotel and restaurants are the big industry with extensive options where Muslims need to stay and eat at the time of performing their Islamic travel actions. It is generally believed that Muslims tend to behave (slamic way and they face or may face difficulties and dangers if tourism offerings other than Islamic are received. Islam is remarkable for its features in controlling human behavior; so it is thought that almost all of Muslims feel discomfort in receiving what is given on non-Islamic productive system. How much are the hotels and restaurants Shariah-compliant? How much do they have Islamic brand equity? It is revealed from Quran and Sunnah that a Muslim are not allowed to lead life haram ways; if someone does he will be punished in worldly life and life hereafter. Therefore, Muslims require Shariah-compliant hospitality and tourism, and Islamic tourism marketers can provide them through the Islamic marketing program including Islamic integrated marketing communication as it plays to develop a halal image and equity of tourism within their mind setting which is a dominant factor for human action.

From the previous literature, it was observed that Islamic tourism industry severely lacks conceptual models of brand building. Integrated marketing communication with the message of Islamic country branding and Islamic tourism branding is conceptualized as activators—one activator is traditional channel-based IMC (radio, TV, printing media, and sales points based) and the other is modern channel-based IMC (Internet based). In this study, it can be claimed that both activators lend to develop image and equity of Shariah-compliant tourism from the analogy of relationship between contemporary IMC (Integrated Marketing Communication) and brand equity. It is hoped that effect size of the variables that will be found in future research is great enough to leverage Islamic tourism image and equity in practice for not only Malaysian Islamic tourism but also for any Islamic country tourism.

Key words: Islamic tourism, Shariah-compliant tourism, integrated marketing communication, brand image, Islamic country image, brand equity.

47

RITES OF FIRE, HALAL ADVENTURE IN THE

School of Technology Management & Logistic Universiti Utara Malaysia [email protected]

became increase exponentially

coupled

Similar to Kosher dietary, halal has been distinctly accepted by non- Muslims and associated with more than just an Islamic p^Jipleobserved by Muslim. Halal food now represents clean, eco-friendly and hazards free, thus^B^^^^I acceptance |

However while B general public perception food denotes positive, healthy living , the religion aspects of halal dietary still evokes backlash from certain quarters of the global community. Despite Islam promoting peaceful, non-imposing approach from every aspect, the rapid widespread of halal globally is mistakenly perceived as parallel to the spreading of the religion or dakwah. Indeed, it is difficult to describe Islam and halal as two separate entities but the fact remains that halal food culture has become so globali^^ that it is no longer exclusively limited to just consuming it in accordance to Islam way of life.

| paper discussed how halal food is viewed as a tool of religious dispersion in an atheist country, China and how it impacted the local Muslims whom are trying to sustain their Islamic way of life. While adhering to the nationalism of their country, China Muslims are standing strong in support of the halal culture, ready and willing to work hard in proving that the so called "halal movement' is nothing but a positive trend growing due to its pureness approach toward healthy living , with no hidden agenda.

Keywords: halal adventure

48

EASY SOLAH KIT: WHEN INNOVATION LEAD COMMERCIALIZATION Sili Sara Ibrahima'' Alia Nadira Rosier Farrah Nadia Baharuddinc Aini Hayati Musad

Universili Teknologi MARA, Negeri Sembilan, 72000, Malaysia [email protected]

ABSTRACT

The five daily prayers is compulsory for Muslims. However, they are permitted to merge and shorten the prayers while travelling according to the length of the journey and other Islamic legal rules and requirements. Muslim travelers especially women will find hard to perform Salah when it comes to covering aurat as well as performing solah in a very comfortable way at public musolla. A simple survey done on their real experienced has revealed that most of them having a bad experience and felt disappointed with the condition on the praying cloth Telekung" provided. The existing praying cloth for women or known as telekung in the musolla are prone to bad smell and mold at certain area. Responding to this issue, this prayer kit is an initiative to provide and help Muslim to bring the necessities to perform Solah everywhere since it is very light and handy. No bad smells and no need to worry about losing personal belonging while performing Salah. As such, Muslims travellers can bring the solah kit everywhere they travel and can easily perform the daily prayers. The Easy-Solat kit is unique and one of its kind as well as the first solat kit in Malaysia that come with complete set of purified sand (taymmum), clean water in bottle for wudu, tasbih, attar oil, mini praying mat, telekung, sarong, compass and solah handbook for travellers.

Moreover, with the total population of 1.6 billions of Muslims around the world and the numbers will be increasing to 2.2 billions in year 2030 (PewResearch Center, 2010) and Islam is the second largest of religion in the world, we are strongly believed that the Easy-Solah kit has a great potential to be commercialize in the market. Thus, there is a room for promoting tourist destinations to tailor products and services that satisfy Muslim travellers that may increase the number of inbound travellers and will improve economic growth of one countries.

In fact, this prayer kit shall be commercialized as a great innovative CSR strategy where a companies shall made as a corporate gift for a society as part of their social responsibility.

Keywords: solah kit. innovation, commercialization

49

HALAL CERTIFICATION-NEEDS COMMON GLOBAL PLATFORM Abdul kader

Director United Certification Services [email protected],uk

ABTRACT;

The concept of halal products or certification is now gaining a worldwide discussion due to its recognition as an alternative ^nchmark for safety, hygiene and quality assurance of what we consume or drink daily. Halal

organization,

Currently ■ market of halal products is widely distributed throughout the world. This has caused an increase in the demand for halal products not only Islamic countries also by non-Islamic countries. Consumer is confused for traceability and recognition of the certification mark including quality supply chain process. A common supply chain platform can improve the quality in the world for this market including halal accreditation, certification and products/services. In the market lot of halal certification mark (logo) using by the certified organization for halal food products which is confusing direction for customer due to less awareness of halal trade mark. It's very important to make a common platform in the world to ensure quality and traceability for global halal market. It's also needed to improve significantly awareness program by the trade body or responsible organization. It will help for the customer to choose the expected halal compliance products or services in the world. Halal Certification-Needs Common Global Platform ABTRACT: The concept of halal products or certification is now gaining a worldwide discussion due to its recognition as an altern0ve benchmark for safety, hygiene and quality assurance of what we consume or drink dailv Halal

organization,

|. Currently ■ market of halal products is widely distributed throughout the world. This has caused an increase in the demand for halal products not only Islamic countries also by non-Islamic countries. Consumer is confused for traceability and recognition of the certification mark including quality supply chain process. A common supply chain platform can improve the quality in the world for this market including halal accreditation, certification and products/services. In the market lot of halal certification mark (logo) using by the certified organization for halal food products which is confusing direction for customer due to less awareness of halal trade mark. It's very important to make a common platform in the world to ensure quality and traceability for global halal market. It's also needed to improve significantly awareness program by the trade body or responsible organization. It will help for the customer to choose the expected halal compliance products or services in the world.

Keywords: Halal certification, global

50

THE RISKS OF

Chairman of Indonesian Halal Products Foundation Coordinator of Program, The Center of Assessment and Development for Halal

Productslslamic State University, Jakarta Email; [email protected]

ABSTRACT:

INTRODUCTION: As it is said in the Al-Qur'an, surah Al-Baqarah, verse 168, that consuming food and

communicated to all mankind. Therefore, the teachings of Islam is a mercy to all mankind. OBJECTIVE; To enhance confidence for the Muslims as well as provide information for non-Muslims about the truth of Islam and the Al-Quran miracle, so people will be more interested for convert to Islam.ANALYSIS OF ISSUES AND CHALLENGE, When the observation is based on analysis of SWOT (Strengths, Weaknesses Opportunities, Threats) Strengths Islam is a religion that comes from God, the truth of Islamic teachings is the absolute and there is no iota of doubt to him and Allah has promised to reveal the truth of the verses in every field of science, as it is said in the Al-Qur'an in Surah Fushilat, Verse 53, Weaknesses At this time, The countries that have Muslim majority population is lagging in science and technology. Some people who do not understand the teachings of Islam have prejudice, the cause is Islam, In fact in this case, the cause of Muslims are lagging due to less active and less serious in mastering science and technology. Opportunities . As it is said in the Al-Qur'an, Surah AM Imran, verse 110. Muslims are the best

people are born for the humans, ordered to the goodness, and prevent it from evil, and believe in Allah. Therefore, Muslim intellectuals who already know about the scientific truth of the teachings of Islam about the dangers of consuming ftaram foods. The truth of the teachings of Islam must be disclosed by scientific knowledge. This is a mission that shows the truth of Islam. So it will be more and more people are interested to Islam. "Threats!': People who do not like Islam and the people who do not understand Islam is often said that food and beverages are prohibited in Islam does not have a foundation of scientific knowledge. They said it will only hurt the followers of islam. Whereas in fact, scientific knowledge has proved the truth of the teachings of Islam. That food and beverages are prohibited by God will cause great harm to those who violate it. CONCLUSION: Promise of Allah in the Al-Qur'an, in Surah Fushsilat, verse 53: That God will reveal the truth the verses in the whole field of science has been increasingly evident. This is most evident with the scientific evidence about the dangers of consuming forbidden foods. This should be communicated to all mankind, because in the Al-Qur'an at Surat Al-Baqorah verse 168: That consuming foods that halalanthayyiban not only for the Muslims, but for the all mankind. This proves that Islam is a mercy for the all mankind.

Key Words; The risks Foods, Fobidden

51

IAAHALAL2016 TEAM

DR. BALKIS HARIS

balkish ©salam.uitm .edu.nny

EH. ERNE SUZILA KASSIM

ernekassim @ puncakalam.uitm.edu.my

DR. ISMAH OSMAN

ismah8' 7@salam,uitm.edu.my

ASSOCIATE PROF DR NORAIN OTHMAN

norain582@ salam.uitm.edu.my

DR. SARINA MUHAUED NOOR PM DR SHARIFAH LA'LEE SYED ABDULLAH

KAMSOL MOHAMED KASSIM PM DR NIK RAMLI NIK ABD RASHID

©Perils

RODIAH SHARIFF MUHAMMAD NAIM HUSSIN MOHD BAKHTIAR KALAM ABDUL RAHMAN MOHAMED PROF MADYA DR ANEALKA AZIZ HUSSIN MOHD ASMI7AN MAZLAN

Faculty of Business Management Universiti Teknologi MARA

52

Institute of HALAL Management and Science

Institute of HAIAL Management and Science were established to further support the growth of halal, not only locally, but also to support the global halal agenda. Knowledge Is to be shared. This Is what we do.

♦A

L

TRAINING

Know-how is very cmcial in getting and sustaining halal accreditation. Hence, our training covers the entire chains of halal knowledge, covering the fundamental of halal and its management, creating awareness among single employes, detail haial practices according to specific business needs, expanding the halal market and sustaining the halal

CONSULTATION

Uncertain about getting halal certification? Need advice on educating your team on haial? Not sure who you should meet for expanding your halal business? We have the soutons to all your halal issues.

PRODUCT MARKETING & BUSINESS MATCHING

Our team is capable to advise on the procedure of marketing the halal products and services. Standards, policies and regulations may vary according to countries. As the team is highly knowledgeable on the issues of halal marketing, in addition to strong networking v/ith our partners worldivlde, exploiting new markets will not be impossible.

*

K a

HALAL PRE-ASSESSMENT ANALYTICAL EXPERIMENTS SEMINARS AND CONFERENCES

Need assurance of your product cleanliness, safety and quality prior to halal application submission? Our diverse talents are capable ot personalizing the needs for halal logistics, halal management, halal finance, halal slaughtering, halal production, halal retailing, halal value chains and many others

Chemical, molecular, biotechnology, plant tissue culture, product development and formulation are closely related to halal. It you wish to validate your product for halal assurance, we are more than happy to assist.

One way of showing our commitment to the academic and education development is through seminars and conferences. Contact us if you would like to beourpartner and join our commitment.

Institute of HALAL Management and Science Faculty of Business and Management, Univers. Teknotog. MARA

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15%SIMILARITY INDEX

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The Risks Of Consuming Haram Foods Based On MedicalAspectsORIGINALITY REPORT

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