Persepsi Pelaku UMKM Pontianak terhadap Sertifikasi Halal sebagai Daya Saing Usaha

Authors

  • Isna Ayulestari Universitas Tanjungpura

DOI:

https://doi.org/10.26418/jmi.v5i2.98204

Abstract

Penelitian ini mengkaji persepsi pelaku UMKM di Kota Pontianak terhadap sertifikasi halal sebagai instrumen daya saing usaha. Menggunakan pendekatan kualitatif fenomenologi, penelitian melibatkan lima informan pelaku UMKM sektor makanan dan minuman yang dipilih secara purposive. Data dikumpulkan melalui wawancara mendalam dan dianalisis menggunakan teknik analisis tematik. Hasil penelitian menunjukkan bahwa informan yang telah bersertifikat halal mengalami peningkatan omzet 30-40%, kepercayaan konsumen yang lebih tinggi, akses pasar lebih luas, dan posisi merek yang kuat. Sebaliknya, informan yang belum bersertifikat menghadapi hambatan berupa kerumitan birokrasi, keterbatasan finansial, dan kurangnya dukungan pemerintah. Kesenjangan digital menjadi faktor pembeda signifikan dalam kemampuan mengakses informasi dan proses sertifikasi. Penelitian mengidentifikasi empat tipologi pelaku UMKM: Pengadopsi Proaktif, Pengadopsi Potensial, Pengadopsi Reaktif, dan Bukan Pengadopsi. Temuan mengkonfirmasi relevansi Teori Perilaku Terencana dengan kemampuan digital sebagai variabel pemoderasi. Rekomendasi meliputi strategi pendekatan berdiferensiasi berdasarkan tipologi UMKM, penguatan sistem pendampingan terpadu, dan pengembangan ekosistem halal terintegrasi untuk meningkatkan daya saing UMKM berkelanjutan.

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Published

2025-10-31

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Vol. 5 No. 2 (2025): Jurnal Muamalat Indonesia

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