ABSTRACT
The article discusses the decision and rationality of sellers (both Muslim and non-Muslim) in installing a halal logo at their food stalls in the midst of an Islamic minority, namely in the city of Denpasar, Bali. This study used a qualitative method with data collection carried out through fieldwork consisting of interviews and non-participant observations of the main food stall sellers who placed halal logos at their place of sale. The results of the study show that the halal logo is very important to be installed in the midst of Islamic minorities, especially for sellers of culinary stalls due to four reasons. First, the installation of the logo is a form of representation of Islam. Second, the needs and lifestyle of Muslims to eat only halal food. Third, the halal logo is general in the sense that it is not hegemonic for one religion. Fourth, as part of marketing strategy for attracting a majority of buyers in the midst of a minority.
