Implementation of Halal Strategy in Tile Home Industry as an Effort to Increase Competitiveness in Tulungagung Regency and Trenggalek Regency

Abstract

The roof tile home industry in Kediri faces competition from manufacturer-produced rooftops, requiring effective strategies to remain competitive. This qualitative study reveals that: (1) Entrepreneurs collaborate on raw materials and use various payment systems; (2) Marketing varies by region, with limited online adoption due to low social media skills; (3) Internal factors like product quality and pricing, and external competition from alternative materials (e.g., galvalum), impact the industry. Innovation and capacity-building are essential for sustainability