Niat Pelaku Usaha Mikro Untuk Mendapatkan Sertifikasi Produk Halal (Studi Kasus Pelaku Usaha Mikro di Kelurahan Pasar Manggis)

Rizky, Fahrul (2025) Niat Pelaku Usaha Mikro Untuk Mendapatkan Sertifikasi Produk Halal (Studi Kasus Pelaku Usaha Mikro di Kelurahan Pasar Manggis). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

MSMEs are the main pillars of the Indonesian economy and the largest absorbers of labor. However, the level of ownership of halal certificates in the food and beverage sector is still low. In fact, halal certification is required through Law No. 33 of 2014 concerning Halal Product Assurance and plays an important role in increasing competitiveness and consumer trust. This study aims to explore the perception of MSME actors towards the intention to take care of halal certificates and the factors that affect them. The research was conducted in Pasar Manggis Village, South Jakarta, using a qualitative approach with the framework of Theory of Planned Behavior (TPB). The data was collected through interviews with five MSME actors who do not have halal certificates and triangulation with BPJPH employees. The results show a positive attitude of business actors because halal certificates are considered to be able to increase consumer confidence and open up market opportunities. Subjective norms are present through the encouragement of family, fellow traders, and consumers, although they have not yet become a strong pressure. The perception of behavioral control is dominated by the assumption that the process is complicated, time-consuming, and potentially expensive, with a lack of information as an obstacle. Intention increases if free programs and full mentoring are available. The expectations of business actors include direct counseling, simplification of procedures, and process acceleration. These findings confirm the need for a more proactive government strategy in socializing, mentoring, and financing halal certification for MSMEs.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	UMKM, Sertifikasi Halal, Niat, Theory of Planned Behavior, BPJPH
Subjects:	Marketing > Branding (Marketing) Marketing > Customer Relations Management (CRM) Sertifikat Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Fahrul Rizky
Date Deposited:	12 Sep 2025 02:57
Last Modified:	12 Sep 2025 02:57
URI:	https://repository.bakrie.ac.id/id/eprint/12359

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