The goal of the study is to assess Indonesian halal food in the future in terms of structure, behavior, performance, and digital marketing. Indonesia, which has the world's largest Muslim population, has a comparative advantage in that it has many options to produce and export food and drinks of high export quality that adhere to halal standards. Although there are several sources of food raw materials, their utilization is not ideal.
The Minimum Efficiency Scale and Growth on Price Cost Margin are used to quantify the impact of structure and behavior on the performance of Indonesian Halal Food Products using the second batch of data from 2008–2021. According to the study's findings, the four biggest companies (CR4) are monopsony markets with an average Minimum Efficiency Scale (MES) of 3.63%, relatively stable domestic growth of 12.97%, and an average profit rate of 2.59% for Price Cost Margin (PCM). Y = 2.095263 + 0.109762 + 0.018823 + e is seen using multiple regression. Indonesian halal food products have not performed to their full potential. Several food companies have combined (merger), sold internationally, and embraced digital marketing in order to increase efficiency.
Key word: SBP, CR4, MES, Growth and PCM