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This study investigates the perceptions of Indonesian Muslim consumers regarding Islamic Marketing and Branding in the new-normal period in Makassar, Indonesia. A quantitative research approach was employed, utilizing quantitative and descriptive calculations to assess the variables. The research was conducted in Makassar City among consumers who engage with Islamic branding and marketing. The sample consisted of 90 consumers with diverse characteristics. The results reveal that both Islamic branding (X1) and Islamic marketing (X2) significantly impact consumer perceptions (Y). Islamic branding products, with their distinct Islamic attributes, particularly contribute to higher consumer interest and confidence due to perceived quality. Meanwhile, Islamic marketing's influence on pricing and consumer preferences also plays a crucial role in shaping consumer perceptions. Ultimately, these findings emphasize the importance of Islamic branding and marketing in maintaining consumer perceptions and driving buying interest.

Islamic branding; marketing; consumer perception