The Influence of Halal Certification on Consumer Trust: Evidence from Food and Beverage MSMEs at Kotabaru Culinary Center, Driyorejo Gresik
DOI:
https://doi.org/10.37812/aliqtishod.v14i1.2247Keywords:
Halal certification, Consumer trust, Halal food industryAbstract
This study aims to analyze the influence of halal certification on consumer confidence in choosing food and beverage products for MSME actors at the Kotabaru Driyorejo Culinary Center, Gresik. Halal certification is believed to be an important factor in shaping consumer perceptions and beliefs, especially in areas with predominantly Muslim populations. This study uses a descriptive quantitative approach with data collection techniques through a closed questionnaire on 30 respondents selected using the incidental sampling method. Data were analyzed using validity, reliability, simple linear regression, T-test, and determination coefficients with the help of SPSS. The results of the study show that halal certification has a positive and significant effect on consumer trust. The value of the regression coefficient of 0.632 and the significance value of the T test of 0.000 (< 0.05) showed a significant relationship between the two variables. A correlation coefficient (R) of 0.605 indicates a fairly strong relationship, while an R² value of 0.366 indicates that 36.6% of the variation in consumer confidence is explained by the halal certification variable. These findings strengthen the relevance of halal certification as a strategic instrument to build consumer trust and increase the competitiveness of MSMEs in the era of halal industry globalization. In the international context, these results affirm the importance of accelerating halal certification as Indonesia's effort to compete in the global halal market.
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