A critical analysis of halal marketing in Malaysia’s Multi-Level Marketing (MLM) industry

• Main Authors: Yaakob, Shamsiah, Kartika, Betania, Jamaludin, Mohammad Aizat, Razali, Mohamad Afiq, Perdana, Firdaus Fanny Putera
• Format: Article
• Language: English
• Published: HH Publisher 2020
• Subjects: HF5001 Business. Business Administration; HF5410 Marketing. Distribution of products; HJ1438 Public Finance In Islam
• Online Access: http://irep.iium.edu.my/84101/1/84101_%20A%20Critical%20Analysis%20of%20Halal%20Marketing.pdf; http://irep.iium.edu.my/84101/; http://journals.hh-publisher.com/index.php/JHIS/article/view/106/192; https://doi.org/10.36877/jhis.a0000119
• Institution: Universiti Islam Antarabangsa Malaysia

The concept of Halalan Toyyiban is very important in Muslims’ lives in their servitude to Allah. The business itself is broken down into many different kinds, one of those which has become the trend nowadays is Multi-Level Marketing (MLM). MLM business is a business model that involves selling and recruitment of new distributors into the company. Multi-Level Marketing is seen to be good as it helps many people to achieve their dreams, the contrary, it is observed as a medium of cheating. With its players reaching 2 million in Malaysia since its establishment in the early 1990s, MLM’s presence in the business industry should not be taken lightly. This research attempts to analyse the current MLM system and its factors that can be categorised as Halalan Toyyiban, as well as the factors which lead to the destruction. This factor includes the system itself, manufacturing, the distribution channels, the after-sales service, and the long-run vision of the company. By doing this, it is aimed that the doubtful (Syubhah) or even the impermissible (Haram) practices of MLM can be eliminated and abstained by the Muslim players, and it is expected that better MLM companies can be established, using proper S.O.P and guidelines. The purposes of the research are gained through a qualitative approach from the library research and interviews.