The concept of halal is often connected with religious rules in Islam, especially in relation to food and beverages. However, today halal is increasingly seen as more than just a religious obligation. Many people also associate halal with values such as cleanliness, safety, and ethical practices. Because of this broader meaning, an interesting question arises: is halal only meaningful for Muslims, or can it also be accepted by non-Muslims?

A study conducted by Hendy Mustiko Aji and Istyakara Muslichah explores this issue in their research titled “Is Halal Universal? The Impact of Self-Expressive Value on Halal Brand Personality, Brand Tribalism, and Loyalty: Case of Islamic Hospitals.” The research was published in 2021 and focuses on how halal values influence people’s perceptions and loyalty toward Islamic hospitals in Indonesia.

Halal as Part of a Hospital’s Image

In this study, halal is not only understood as a rule related to food. Instead, it is seen as part of the hospital’s identity and image. The researchers explain that halal can represent certain positive values, such as cleanliness, safety, honesty, and ethical service. These values shape what is called halal brand personality, which refers to the characteristics or image that people associate with a halal-based institution.

When choosing healthcare services, people often look beyond medical facilities. Trust and comfort also play an important role. Hospitals that emphasize halal values may give patients confidence that their services follow certain ethical standards. As a result, patients may feel more comfortable and secure when receiving treatment.

Choosing a Brand to Express Personal Values

Another idea discussed in the research is self-expressive value. This concept suggests that people sometimes choose certain brands because those brands reflect their personal values or beliefs.

For example, some individuals may feel that choosing a halal-based hospital shows their concern for cleanliness, ethical service, and responsible healthcare practices. In this sense, their choice is not only practical but also reflects the kind of values they want to support.

Building a Sense of Community

The study also introduces the concept of brand tribalism, which describes the sense of connection that can develop among people who use the same brand. When consumers share similar experiences or values, they may begin to feel part of a community.

In the context of Islamic hospitals, this may happen when patients share positive experiences, recommend the hospital to friends or family, or feel connected with others who trust the same institution. Over time, this shared experience can strengthen the relationship between the hospital and its patients.

The Link to Customer Loyalty

The research also highlights the relationship between halal branding and customer loyalty. When people feel that an institution reflects values they appreciate, they are more likely to continue using its services. They may also recommend the hospital to others.

This shows that halal branding does not only represent a religious identity. It can also become a factor that helps build trust and long-term relationships between institutions and their patients.

Research Method

The study was conducted using an online survey. A total of 213 respondents participated in the research, consisting of 113 Muslim respondents and 100 non-Muslim respondents. All of them had experience visiting Islamic hospitals.

To analyze the data, the researchers used Structural Equation Modeling (SEM), a statistical method that helps examine the relationships between different variables in a research model.

Key Findings

One of the most interesting findings of the study is that there was no significant difference between Muslim and non-Muslim respondents in their perception of halal values in Islamic hospitals.

Both groups generally viewed halal as something positive. Rather than seeing it purely as a religious concept, many respondents associated halal with standards such as cleanliness, safety, and trustworthy service.

Conclusion

Overall, the research suggests that halal can be understood as a concept with broader and more universal appeal. Although halal originates from Islamic teachings, the values connected to it—such as cleanliness, safety, trust, and ethical practices—are appreciated by people from different backgrounds.

For Islamic hospitals, strengthening halal branding may help build stronger trust and loyalty among patients. By emphasizing the universal values behind halal, these institutions may be able to reach not only Muslim patients but also a wider community.

Reference:

Aji, H. M., & Muslichah, I. (2023). Is halal universal? The impact of self-expressive value on halal brand personality, brand tribalism, and loyalty: Case of Islamic hospitals. Journal of Islamic Marketing, 14(4), 1146–1165. https://doi.org/10.1108/JIMA-10-2021-0327