Pengesahan konstruk garis panduan penggunaan bahasa Arab pada produk makanan halal Malaysia (proKaLaM) untuk pasaran rantau MENA: Kaedah Fuzzy Delphi
[Validation of the Arabic language usage guidelines construct on Malaysian halal food products (proKaLaM) for the MENA market: A fuzzy Delphi approach]
DOI:
https://doi.org/10.33102/uij.688Keywords:
bahasa Arab, pembungkusan, produk makanan halal Malaysia, rantau MENA, Kedah Fuzzy DelphiAbstract
The Middle East and North Africa (MENA) region is a major contributor to the global halal market. In line with Sustainable Development Goal (SDG) 8, Malaysian halal food manufacturers are actively expanding their market reach into this region. Consequently, the use of the Arabic language has become increasingly significant, as its presence on product packaging must comply with both import standards and consumer expectations in the MENA region. This study was conducted specifically to design and develop a guideline for the use of the Arabic language on Malaysian halal food products (proKaLaM) targeted at the MENA market. The Fuzzy Delphi Method (FDM) was employed to obtain expert consensus on the main constructs of the guideline, which were initially developed through a literature review. A Fuzzy Delphi questionnaire consisting of 12 construct items using a 7-point Likert scale was distributed online to 10 experts in the fields of Arabic language and halal studies. The findings revealed that all proposed main constructs were accepted by the experts, based on established acceptance criteria: threshold (d) value < 0.2, fuzzy score > 0.5, and expert consensus level > 75%. These findings are significant, as the 12 construct items serve as the foundation for the proKaLaM guideline, providing a practical reference for emerging local industry players aiming to explore wider halal food market opportunities in MENA countries.
ABSTRAK
Rantau Timur Tengah dan Afrika Utara (MENA) merupakan penyumbang utama kepada pasaran halal global. Maka, bagi mencapai Matlamat Pembangunan Mampan (SDG) yang kelapan, syarikat-syarikat pengeluar makanan halal di Malaysia berlumba-lumba meluaskan jaringan pasaran di sana. Seiring dengan itu, peranan bahasa Arab semakin signifikan kerana penggunaannya pada pembungkusan hendaklah selari dengan kehendak piawaian produk makanan import dan pengguna di rantau tersebut. Justeru, kajian ini dilaksanakan khusus bagi mereka bentuk dan membangunkan garis panduan penggunaan bahasa Arab pada produk makanan halal Malaysia (proKaLaM) untuk pasaran rantau MENA. Dalam kajian ini, kaedah Fuzzy Delphi diimplementasikan bagi mendapatkan konsensus pakar terhadap konstruk-konstruk utama garis panduan yang telah direka bentuk berdasarkan tinjauan literatur. Satu set soal selidik Fuzzy Delphi yang mengandungi 12 item konstruk dengan menggunakan skala likert 7 mata diedarkan kepada 10 orang pakar dalam bidang bahasa Arab dan kajian halal secara dalam talian. Dapatan menunjukkan bahawa kesemua konstruk utama garis panduan yang diusulkan adalah diterima di peringkat pakar berdasarkan prasyarat penerimaan yang ditetapkan iaitu nilai threshold (d) < 0.2, skor fuzzy > 0.5 dan peratus kesepakatan pakar > 75%. Dapatan kajian ini bermakna kerana 12 item konstruk tersebut menjadi pasak terhasilnya garis panduan proKaLaM yang menjadi panduan kepada pemain industri tempatan baharu untuk meneroka peluang pasaran makanan halal yang lebih luas di negara-negara rantau MENA.
Downloads
References
Abed, G., & Davoodi, H. (2003). Corruption, Structural Reforms, and Economic Performance in the Transition Economies.
Akbari, R., & Yazdanmehr, E. (2014). A critical analysis of the selection criteria of expert teachers in ELT. Theory and Practice in Language Studies, 4(8), 1653–1658.
Akinbode, O. (2012). A sociolinguistic analysis of advertising language in selected Nigerian Mass Media Commercials. Research on Humanities and Social Sciences, 2(8), 26-32.
Al Agha, B. A. (2009). The translation of fast-food advertising texts from English to Arabic. University of South Africa, South Africa. http://uir.unisa.ac.za/bitstream/handle/ 10500/2325/dissertation.pdf?sequence=1
Al Salmi, A.Z., & Khalifa, R.Z. (2023). Analyzing the advertising language of talabat & hunger station food delivery apps using grice maxims of cooperative principles. International Journal of Research in Humanities and Social Studies, 10(1), 31-42.
Al-Rubaii, R.A., & Mohammed Saeed, H. N. (2021). Tracing the Impact of Culture in the Translation of Selected Advertisements between English and Arabic. AWEJ for Translation & Literary Studies, 5(2), 76-90.
Azman, C. M. (2014). Translation of brand and food label products into Arabic: A preliminary linguistically analysis. International Journal of Languages and Literatures, 2(2), 121-135.
Bakar, A., Khan, H., Hashim, N. H., & Lee, R. (2023). The strange bedfellows of packaging cues and religiosity. Journal of Global Scholars of Marketing Science, 33(1), 31-44.
Bukhari, S.F.H., Woodside, F.M., Hassan, R., Ali, O.M.S.H., Hussain, S., & Waqas, R. (2021). Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior: A study in the context of Western imported food. Journal of Islamic Marketing, 12(1), 70-94.
Calder, B. J., & DuPuis, S. (2010). Packaging and Brand Design. J.N. Sheth & N. Malhotra. Wiley International Encyclopedia of Marketing. John Wiley & Sons.
Cheng, C., & Lin, Y. (2002). Evaluating the best main battle tank using fuzzy decision theory with linguistic criteria evaluation. European Journal of Operational Research, 142, 174-186.
Chua Yan Piaw. (2006). Kaedah dan statistik penyelidikan: Asas Statistik penyelidikan buku 2. Kuala Lumpur, McGraw-Hill.
Clayton, M.J. (1997). Delphi: A technique to harness expert opinion for critical decision-making task in education. Educational Psychology, 17(4), 373-384.
Codex Alimentarius. (2018). General Standard for the Labelling of Prepackaged Foods. FAO/WHO.
Creswell, J. W. (2008). Educational research: Planning, conducting, and evaluating quantitative and qualitative research (3rd ed.). Upper Saddle River, NJ: Pearson Merrill Prentice Hall.
De Run, E.C. & Fah, C.S. (2006). Language use in packaging: The reaction of Malay and Chinese consumers in malaysia. Sunway Academic Journal, 3, 133-145.
Gordon, T. J. (1994). The Delphi Method. AC/UNU Millennium Project Futures Research Methodology.
Hall, E. T., & Hall, M. R. (1987). Hidden differences: Doing business with the Japanese. New York: Anchor Press.
Hesbois, J. (2009). Advertising in Saudi Arabia. COMAL International. http://defidocs36.tice.ac-orleans-tours.fr/eva/sites/cpaml36/IMG/pdf/Memoire_ final.pdf.
Indicators, 93, 874–888. https://doi.org/10.1016/j.ecolind.2018.05.060
Ismail, A., Schøtt, T., Bazargan, A., Salaytah, B., Al Kubaisi, H., Hassen, M., ... & Kew, P. (2018). Background to the MENA Region. In Entrepreneurship Education and Research in the Middle East and North Africa (MENA) (pp. 19-31). Cham, Springer.
Jones, R.H. (2014). The multimodal dimension of claims in food packaging. Multimodal Communication, 3(1), 1-11.
Kaufman, A., & Gupta, M. M. (1998). Fuzzy mathematical models in engineering and management science. Amsterdam: Elsevier Science Publishers, North-Holland.
Kementerian Kesihatan Malaysia (KKM). (2023). Garis Panduan Pelabelan Makanan dan Ramuan Makanan yang Diperoleh Melalui Bioteknologi Moden. Kementerian Kesihatan Malaysia. https://hq.moh.gov.my/fsq/garis-panduan-pelabelan-makanan
Kementerian Kesihatan Malaysia (KKM). (2023). Garis Panduan Pelabelan “Pewarna Asli”. https://hq.moh.gov.my/fsq/garis-panduan-pelabelan-makanan
Kementerian Kesihatan Malaysia (KKM). (2023). Guideline on Labelling Requirement Under Food Act 1983 and Regulations Thereunder. Kementerian Kesihatan Malaysia. https://hq.moh.gov.my/fsq/garis-panduan-pelabelan-makanan
Kementerian Kesihatan Malaysia (KKM). (t.th). Garis Panduan Pengiklanan dan Pelabelan Maklumat Pemakanan Makanan Segera. https://hq.moh.gov.my/ fsq/garis-panduan-pelabelan-makanan
Konstantoglou, A., Folinas, D., & Fotiadis, T. (2021). Comparison of consumers and industry managers concerning food packaging elements. British Food Journal, 123(3), 1103-1120.
Luqmani, M., Yavas, U., & Quraeshi, Z. (1989). Advertising in Saudi Arabia: content and regulation. International Marketing Review, 6(1), 59-72.
Malal, A. (2020). How multinational corporations adapt their marketing strategies to the North Africa and Middle East Region? Tesis, Rabat Business School.
Martin, E. (2006). Marketing identities through language: English and global imagery in French advertising. Palgrave Macmillan.
Mohd Azidan Abdul Jabar & Ab. Halim Mohamad. (2010). Aspek kesalahan penggunaan bahasa Arab pada pembungkus produk makanan halal keluaran syarikat tempatan. Jurnal Al-Sirat, 11, 45-63.
Mohd Noor, N. H., & Mohamad Fuzi, A. (2024). Teknik persampelan dan penentuan saiz sampel bagi penyelidikan sains sosial. International Journal of Advanced Research in Education and Society, 6(4), 313–326
Mullen, P. M. (2003). Delphi: myths and reality. Journal of Health Organization and Management, 17(1), 37–52.
Pallant, J. (2016). SPSS Survival Manual: A step by step guide to data analysis using IBM SPSS, London, Allen & Unwin.
Parshotam, A. (2020). Regional Integration for the Arab Maghreb Union: Looking Beyond the Horizon. Med Dialogue Series, 30, 1-30.
Ramlan, M., Zaharah, H., & Saedah, S. (2016). Ketidakjujuran akademik dalam kalangan mahasiswa muslim di Malaysia: analisis perbandingan tahun 2014-2015. Jurnal Kurikulum dan Pengajaran Asia Pasifik, 4(1).
Run, E. C. D., & Chin, S. F. (2006). Language use in packaging: The reaction of Malay and Chinese consumers in Malaysia. Sunway Academic Journal, 3, 133-145.
Rundh, B. (2005). The multi‐faceted dimension of packaging: Marketing logistic or marketing tool?. British Food Journal, 107(9), 670-684.
Saudi Food & Drug Authority (SFDA). (2020). Bitaqat al-Mawad al-Ghazaiyyah al-Mu‘abba’at (Labelling of Prepackaged Food Stuffs). Arab Saudi.
Savvaidis, I. N., Al Katheeri, A., Lim, S. H. E., Lai, K. S., & Abushelaibi, A. (2022). Traditional foods, food safety practices, and food culture in the Middle East. Food Safety in the Middle East, 1-31, Academic Press.
Savvaidis, I., & Osaili, T. (Eds.). (2022). Food safety in the Middle East. Academic Press.
Syrian Arab Standards and Metrology Organization (SASMO). 2015. Mutatallabat Bitaqah al-Bayan lil Muntajat al-Mughallafat. Syria.
Trade Map. (2025, Februari 21). https://www.trademap.org/
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nor Asyikin Hasan Adali, Mohd Azidan Abdul Jabar, Muhd Zulkifli Ismail, Wan Muhammad Wan Sulong, Abd Rauf Hassan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
If the article is accepted for publication, the copyright of this article will be vested to author(s) and granted the journal right of first publication with the work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International License, unless otherwise stated. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at https://creativecommons.org/licenses/by-nc/4.0/.
