STRENGTHENING MSMEs COMPETITIVENESS THROUGH HALAL CERTIFICATION INITIATIVES
DOI:
https://doi.org/10.54783/e600z105Keywords:
Halal Certification, Msmes, Competitiveness, BPJPH, LPPOM MUI, SJH/HAS, Consumer Trust.Abstract
Micro, Small, and Medium Enterprises (MSMEs) are a strategic sector that significantly contributes to the national economy. However, in facing global competition, MSMEs still encounter several limitations, particularly related to quality standards and the ability to meet the demands of modern markets. On the other hand, the increasing demand for halal products—both in domestic and international markets—creates strategic opportunities for MSMEs to strengthen their competitiveness through halal certification. This study aims to analyze how halal certification contributes to improving MSMEs competitiveness and to identify the challenges faced by business actors in the certification process. Using a descriptive qualitative approach, data were collected through in-depth interviews, observations, and documentation studies, and analyzed using the Miles, Huberman, and Saldaña model. The findings show that halal certification serves as a differentiation instrument capable of increasing consumer trust, strengthening product legitimacy, and expanding market access. Certification also encourages internal improvements through enhanced production management, hygiene, and quality consistency. However, low halal literacy, cost constraints, administrative complexity, and limited assistance remain major obstacles for MSMEs in obtaining certification. This study contributes to the development of competitiveness theory, value-added theory, consumer behavior theory, and institutional theory, while offering practical implications for MSMEs, the government, and certification bodies to strengthen the national halal ecosystem. Therefore, halal certification holds significant potential as a sustainable strategy for enhancing MSME competitiveness.
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