Sertifikasi Halal Sebagai Strategi Penguatan Kepercayaan Konsumen Pada UMKM dalam Skema B2C Bussiness_to_ Consumer (B2C)

Abstract

Abstract

This study aims to determine the role of halal certification as a strategy in strengthening consumer trust in MSMEs in the Business-to-Consumer (B2C) sector. The study was conducted at the Warung Bu Yul Bondowoso MSME using a qualitative approach and case study method. Data were obtained through interviews, observations, and documentation, then analyzed descriptively. The results show that halal certification is utilized not only as a regulatory obligation but also as a strategy to increase consumer trust and loyalty. The application of Islamic economic values ​​such as trustworthiness, transparency, and responsibility in the production and marketing processes also strengthens consumer trust. Thus, halal certification is an important factor in increasing the credibility and competitiveness of MSMEs in the B2C sector.

Keywords: halal certification, consumer trust, MSMEs, B2C