ANALYSIS OF FACTORS THAT INFLUENCE THE INTENTION AND BEHAVIOR OF FOOD AND BEVERAGE MSMES IN CARRYING OUT HALAL CERTIFICATION
Abstract
This study aims to analyze the influence of halal literacy and awareness, religiosity, perceived benefits, perceived ease, and external support on the intention and actual behavior of Micro, Small, and Medium Enterprises (MSMEs) in obtaining halal certification. The research focuses on identifying the most consistent factors affecting both variables to provide strategic recommendations for accelerating halal certification adoption among MSMEs. A quantitative approach was employed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected through a survey of 102 MSME owners in the food and beverage sector located in Bogor City and Bogor Regency, all of whom had already obtained halal certification. Respondents were selected based on the criteria of holding halal certification and domicile in the study area. The findings reveal that perceived ease is the most consistent factor influencing both the intention and actual behavior of MSMEs in obtaining halal certification, showing significant effects on both variables. External support significantly affects intention at the 10% significance level, while intention itself is a direct determinant of actual behavior. In contrast, halal literacy and awareness, religiosity, perceived benefits, and external support toward actual behavior show no significant influence. These results indicate that, although knowledge and religious values are conceptually important, they are insufficient to drive actual behavior without a perceived ease in the certification process. This highlights the need for strategies that focus on simplifying procedures, increasing access to practical information, and strengthening external support to convert intention into actual action.
Downloads
References
Agustiningsih, M. D., Mutiara Savitrah, R., Islami, N. N., Catur, P., & Lestari, A. (2024). Determinant Factors Influencing the Interest in Halal Certification: The Perspective of MSMEs in Indonesia. AL-MUZARA’AH, 12(2), 337–353. https://doi.org/10.29244/JAM.12.2.337-353
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Amalia, W. F., & Andni, R. (2023). The influence of education level, halal awareness, and halal certification costs on halal certification decisions with religiosity as a moderating variable: A case study of MSMEs in Kudus Regency. Journal of Islamic Economics Lariba, 9(2), 453–478. https://doi.org/10.20885/jielariba.vol9.iss2.art10
Amiah, R., Elviani, A., & Anwar, D. R. (2024). Efektivitas Sertifikasi Halal dalam Meningkatkan Kepercayaan Konsumen. YUME : Journal of Management, 7(2), 1560–1565.
Anggriani, R., Utama, D., Warkoyo, W., Wahyudi, V. A., Hafid, I., Maulana, A. A., Fitriana, N., & Nafis, D. (2024). Halal Certification Awareness Perceptions in Indonesian Food SMEs: An Investigation on Understanding, Knowledge, Impact, and Regulations. Jurnal Ilmiah Teknik Industri, 162–172. https://doi.org/10.23917/jiti.v23i1.4461
BPJPH. (2024, October 18). Masa Penahapan Usai, Kewajiban Sertifikasi Halal Berlaku Mulai 18 Oktober 2024 | Badan Penyelenggara Jaminan Produk Halal. Artikel. https://bpjph.halal.go.id/detail/masa-penahapan-usai-kewajiban-sertifikasi-halal-berlaku-mulai-18-oktober-2024
BPJPH. (2025, January 18). Badan Penyelenggara Jaminan Produk Halal. Badan Penyelenggara Jaminan Produk Halal. https://bpjph.halal.go.id/detail/tentang-bpjph
Dewantara, E. R. A., & Sholihah, D. D. (2025). Edukasi Sertifikasi Halal sebagai Upaya Penguatan Kinerja Bisnis Berkelanjutan pada UMKM Binaan Dinas Koperasi Surabaya. JDISTIRA, 5(2), 362–366. https://doi.org/10.58794/jdt.v5i2.1437
Dinard Standard. (2023). State of the Global Islamic Economy Report.
Fatmawati, P., Setiawan, F., & Nasik, K. (2023). Analysis Of Religiosity, Halal Awareness, Halal Literacy, and Behavioral Intentions in Predicting Msme Actors to Carry Out Halal Certification in Bangkalan Regency. Jurnal Ekonomi Syariah Dan Bisnis, 6(1). https://doi.org/10.31949/maro.v6i1.3692
Fauzi, M. A., Mohd Ali, N. S., Mat Russ, N., Mohamad, F., Battour, M., & Mohd Zaki, N. N. (2024). Halal certification in food products: science mapping of present and future trends. Journal of Islamic Marketing, 15(12), 3564–3580. https://doi.org/10.1108/JIMA-12-2023-0407/FULL/XML
Firdaus, R., Yasin, F., Mahmud, M. W., & Diniyya, A. A. (2020). Significance of Financial Literacy among Women Entrepreneurs on Halal Business. Journal of Halal Industry and Services, 3(Special Issue), 1–9. https://doi.org/10.3687/jhis.a0000076
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior : the reasoned action approach. Taylor and Francis Group.
Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage. https://www.researchgate.net/publication/354331182
Haziq, M., Hisyam, Z., & Sundram, V. P. K. (2014). Predicting Intention to Choose Halal Products Using Theory of Reasoned Action. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.2542781
Hikmatiar, M. Q., & Zaerofi, A. (2024). Pengaruh Label Halal, Online Promotion Dan Online Customer Review Terhadap Keputusan Pembelian. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 8(02). https://doi.org/10.30868/AD.V8I02.6945
Iberahim, H., Kamaruddin, R., & Shabudin, A. (2012). Halal development system: The institutional framework, issues and challenges for halal logistics. ISBEIA 2012 - IEEE Symposium on Business, Engineering and Industrial Applications, 760–765. https://doi.org/10.1109/ISBEIA.2012.6422993
Irsanti, O. W., & Pamuncak, M. B. (2024). Pengaruh Literasi, Religuisitas dan Pendapatan Terhadap Kepatuhan Muzakki dalam Membayar Zakat Pertanian di Daerah Bogor: BAZNAS Kab. Bogor. El-Mal: Jurnal Kajian Ekonomi Dan Bisnis Islam, 5(10), 4029–4042.
Khasanah, M. (2023). Pengaruh Attitude, Subjective Norm Dan Behavior Control Terhadap Intensi Pendaftaran Sertifikasi Halal Produk Makanan Dan Minuman Pada Usaha Mikro Di Kabupaten Malang [Universitas Islam Negeri Maulana Malik Ibrahim]. http://etheses.uin-malang.ac.id/62009/1/210504210010.pdf
Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour. Food Quality and Preference, 77, 1–14. https://doi.org/10.1016/J.FOODQUAL.2019.04.003
Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi.org/10.1108/17538390910946276
Link UMKM. (2024, February 16). 7 Juta Produk UMKM Belum Bersertifikat Halal Menurut Kemenkop. https://linkumkm.id/news/detail/14387/7-juta-produk-umkm-belum-bersertifikat-halal-menurut-kemenkop
Luthfiya, L. ’, Damayanti, A. Y., Pibriyanti, K., Marfu’ah, N., Mufidah, I., Amala, N., Ajma, C., Hafifah, F., & Fauziatunnisa, E. (2024). The factors that affect halal certification among small and medium enterprise food entrepreneurs in Ngawi. Journal of Halal Science and Research, 5(2), 144–148. https://doi.org/10.12928/JHSR.V5I2.10458
Mukhtar, A., & Butt, M. M. (2016). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
Noviansyah, R. (2024, June 5). Ribuan Pelaku UMKM Kabupaten Bogor tak Miliki Sertifikat Halal - Pojok Bogor. Pojok Bogor. https://bogor.pojoksatu.id/kabupaten-bogor/1154728600/ribuan-pelaku-umkm-kabupaten-bogor-tak-miliki-sertifikat-halal
Pemerintah Kota Bogor. (2022). 140 UMKM di Kota Bogor Ikuti Sosialisasi Sertifikasi Halal. https://dev-kbr.kotabogor.go.id/berita-detail/808
Peraturan Menteri Agama Nomor 26 Tahun 2019 Tentang Penyelenggaraan Jaminan Produk Halal, Peraturan Menteri Agama (2019). https://peraturan.bpk.go.id/Details/176684/peraturan-menag-no-26-tahun-2019
Peraturan Pemerintah (PP) Nomor 39 Tahun 2021 Tentang Penyelenggaraan Bidang Jaminan Produk Halal, Pub. L. 39 Tahun 2021 (2021).
Pratikto, H., Agustina, Y., & Kiranawati, T. M. (2023). The Influence of Various Factors on MSME Halal Certification Behavior: An Analysis With Intention as an Intervening Variable. International Journal of Professional Business Review, 8(9), e3444. https://doi.org/10.26668/businessreview/2023.v8i9.3444
Putri, D., Aini, A. N., & Hanifah, L. (2025). The Influence of Halal Literacy, Religiosity, Influencer Marketing, and Price on Halal Cosmetic Decisions. Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah, 10(2), 511–530. https://doi.org/10.24235/JM.V10I2.22256
Rofiah, K., Safira, M. E., & Rosele, M. I. (2024). The Effectiveness of Accelerating Halal Product Certification: Regulations and Companions. Journal of Human Rights, Culture and Legal System, 4(2), 449–476. https://doi.org/10.53955/JHCLS.V4I2.203
Sukardani, P. S., Setianingrum, V. M., & Wibisono, A. B. (2018). Halal Lifestyle: Current Trends In Indonesian Market. Proceedings of the 1st International Conference on Social Sciences, 334–339. https://doi.org/10.2991/ICSS-18.2018.68
Supriyanto, B. E. (2024, December 9). Mendorong Pertumbuhan Ekonomi lewat KUR dan Insentif UMKM. Kementrian Keuangan. https://djpb.kemenkeu.go.id/kppn/watampone/id/profil/309-artikel/3796-mendorong-pertumbuhan-ekonomi-lewat-kur-dan-insentif-umkm.html
Surbakti, P., Surbakti, P. F. S., Syahriza, R., & Syakir, A. (2025). The Influence of halal awareness, lifestyle, halal literacy on halal certification interest in culinary MSMEs. Manajemen Dan Bisnis, 24(2), 231–238. https://doi.org/10.24123/mabis.v24i2.924
Susanti, D. A., & Gunanto, E. Y. A. (2022). Factors Affecting Intention to Recommend Halal Cosmetic Products (Case Study in South Tangerang City). Jurnal Ekonomi Syariah Teori Dan Terapan, 9(4), 543–558. https://doi.org/10.20473/vol9iss20224pp543-558
Undang-Undang (UU) Nomor 20 Tahun 2008 Tentang Usaha Mikro, Kecil, Dan Menengah, BPK (2008). https://peraturan.bpk.go.id/Details/39653/uu-no-20-tahun-2008
UU No. 33 Tahun 2014 Tentang Jaminan Produk Halal, Pub. L. 33, BPK (2014). https://peraturan.bpk.go.id/Details/38709/uu-no-33-tahun-2014
Copyright (c) 2026 Ricky Widiarto, Indra Indra
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
