Halal as a Distinct Competitive Edge for Islamic Higher Education in the Millennial Generation

Increasing demand for halal products worldwide is one of the most prominent indicators of rising awareness of the Islamic halal concept. Thanks to increasing awareness of the benefits of halal, the concept has become a global trend in the Millennium era. Muslims are required to master the foundations of the concept of halal from the al-Qur’an and hadith, as well as its implementation in Maqasid Shariah and sciences. Mastery of halal concepts by the millennial generation can improve the competitiveness of the nation. Therefore, Islamic higher education can be seen as a significant platform for increasing halal knowledge and awareness in the millennium generation. Halal trends knowledge can provide a competitive edge in preparing the millennial generation for the increasing demands of the halal market. Purpose - This study aims to determine the implementation of halal as a distinct competitive advantage in Islamic higher education in preparing the millennial generation at The State Islamic Institute of Surakarta, Indonesia. Design/methodology/approach - The research used quantitative and qualitative methods (mixed method). Quantitative data was collected by giving out questionnaires to final semester students. Qualitative data was obtained from interviews with campus program planners. Data was analyzed with descriptive statistics before being interpreted. Findings - The results showed that 72.9% of students had studied the halal concept, 83.3% of students were able to identify halal products from  MUI labels, and 45.8% understood  the concepts of the Maqasid Shariah. Institutional development in halal understanding and awareness is ongoing through establishment of the halal study center and halal research center in collaboration with various parties.