ANALISIS LABELISASI HALAL DALAM MENINGKATKAN PENJUALAN PRODUK UMKM LOKAL BADUY

Abstrak

Increasing consumer awareness of halal products has made halal certification a strategic necessity for small and medium enterprises (SMEs). This study investigates the implementation of halal labeling, the factors influencing SME owners’ decisions, and its effects on consumer trust, competitive advantage, and sales of Baduy local products. A qualitative approach was employed through interviews with 6 SME owners and 10 consumers, complemented by observation and documentation in Kaduketug Villages, Outer Baduy. The findings reveal that halal labeling functions only as an initial sales trigger rather than a direct determinant of sales. Consumers place greater emphasis on the positive image of Baduy products as natural, healthy, chemical-free, traditional, and unique. Nevertheless, halal labeling strengthens consumer trust, purchase intention, loyalty, and positive word-of-mouth. Strengthened legal training and collaboration among BPJPH, the Cooperative and SME office, Halal Centers, and traditional authorities (Jaro) are recommended to accelerate halal certification.