Ekplorasi Sertifikasi Halal Dalam Strategi Pengembangan Produk UMKM

Abstract

Halal certification plays a strategic role in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs), particularly as consumer awareness of halal products continues to grow. Despite holding formal business permits, many MSMEs, such as Endang Bakery in Bondowoso, remain reluctant to apply for halal certification due to a belief that consumer trust already validates the halal status of their products. This study aims to explore the role of halal certification in MSME development strategies and to identify the underlying factors contributing to the low awareness and adoption of halal certification among business owners. Using a qualitative case study approach supported by Max Weber’s social action theory, the findings reveal that halal certification significantly improves consumer confidence, expands market reach, and enhances the overall branding of MSMEs. However, prevailing perceptions regarding the complexity of the certification process, high associated costs, and the assumption that products are inherently halal without formal validation act as major barriers. The study underscores that consistent regulatory enforcement combined with targeted educational efforts can transform these perceptions and foster a more proactive approach to halal certification among MSME actors. This has important implications for sustainable MSME growth, especially in Muslim-majority regions where halal standards influence consumer behavior and market access.

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