Kudus Regency is one of the districts that has tourism potential in the field of halal tourism, where elements that support halal tourism include MSMEs, even though halal certification on MSME products is still minimally applied by MSME actors, especially those in halal tourism in Kudus Regency. The lack of knowledge is also one of the reasons why MSME actors and administrative procedures need to be better understood by MSME actors. This study aims to provide an understanding of the urgency of the halal certification movement for MSME actors in the halal tourism sector so that it is expected to create new jobs. This research uses a qualitative approach by interviewing ten people consisting of MSME actors, where the interview emphasizes the importance and understanding of Halal certification in MSMEs. The results of this study show that with Halal certification on MSME products, consumers increasingly trust and get guarantees from these products, so products that have Halal certification increasingly show that they are worthy of a massive market. The government, Halal Certification Companions, and stakeholders are advised to play a vital role in enhancing MSME participants' understanding of halal certificates for MSME products in halal tourism zones, according to this study.
Kudus Regency, located in Central Java, has significant tourism resources. These include religious tourism, such as the tombs of Sunan Kudus and Muria, culinary tourism featuring its typical food, pindang buffalo, artificial tourism with outbound spots, ecotourism, and attractive campus agriculture sites
The government is currently increasing halal certification requirements for products produced by business actors in Indonesia. Law No. 33 of 2014 mandates the issuance of halal certificates for products manufactured by both enterprises and small entrepreneurs
The awareness of the community and MSME actors in Kudus Regency regarding the importance of halal certification for products still needs improvement. Although MSMEs in Kudus Regency generally demonstrate strong educational backgrounds and a notable level of awareness regarding the importance of halal practices, and while the costs associated with obtaining halal certification are relatively manageable, the majority have yet to secure official halal certification for their products
Halal certification on an MSME product makes consumers feel comfortable and safe when buying a product with halal labeling, as it has been tested for compliance with halal standards. Kudus Regency has halal tourist destinations, and the majority of visitors are Muslim. Therefore, halal labeling on products sold in halal tourist areas increases visitors' confidence in purchasing these products, as they do not worry that the products may be haram when consumed
Tourism can affect a region's economy. It is a creative industry that can be developed to improve the economy in a region. Halal tourism, or the Sharia-based tourism sector in Indonesia, shows significant promise for economic development if the government and the surrounding community support it. Indonesia has a Muslim-majority population, with an estimated 237.56 million people
Several obstacles or challenges affect the implementation of halal certification for MSME products. These include document requirements, manual processes, halal companions, and internal problems within MSMEs. Indonesia, with its primarily Muslim population, can potentially become the global hub of the halal business
Kudus Regency currently has many Small Micro and Medium Enterprises (MSMEs). Kudus also offers many tourist destinations and halal tourism, including the Colo and Kudus Tower attractions. The government promotes these attractions as leading destinations in Kudus Regency because they receive the highest number of visitors. When many tourists visit these attractions, the economy improves. MSME operators also increasingly sell their products in tourist areas. Many studies show the importance of halal certification for MSME products in the halal tourism sector
Halal Certification and Labeling of Product in Halal Tourism Destination
Applying a label to a product can help consumers select halal products. The halal marking on products should not be random and must be straightforward. However, products must have halal certification provided by the government's Halal Product Assurance Organizing Agency, often known as BPJPH. The Indonesian Ulema Council (MUI) is the recognized agency responsible for determining the halal status of a product through a halal fatwa hearing. The Halal Inspection Institute (LPH) is an institution that issues halal certificates and applies halal labeling. LPH examines items to determine if they meet the requirements for halal certification
Halal product certification is one way to obtain halal certificates. The certification process involves assessing raw ingredients, production methods, and packaging to determine whether they meet LPPOM MUI criteria. Auditors with relevant expertise conduct halal certification checks. Halal certification is available to small and medium organizations, individuals, and both legal and unincorporated businesses. Individual enterprises that have passed halal certification or are eligible for halal labels on their products may receive such labels
Tourism refers to travel to a place with the intention of recreation, unwinding, or personal development
Halal tourism, also known as Sharia tourism, is a form of tourism based on Islamic values. Most people interpret halal tourism in a similar way
Previous Studies on Halal Certification Among MSME Actors
A case study by
Prior research has examined halal certification for micro, small, and medium-sized enterprise (MSME) entrepreneurs
This study used a qualitative approach with a case study research design and was descriptive. According to Denzin and Lincoln, qualitative research uses a natural setting to interpret phenomena and involves various existing methods
This study uses the case study research method. A case study is an intensive, detailed, and indepth approach to specific symptoms
The data used in this study consist of observations, supporting documents, and interviews or explanations from individuals. The understanding of data sources refers to data that researchers can obtain from research subjects
This study used both primary data and secondary data. Researchers obtained primary data through interviews with research subjects, observations, and documentation, as shown in
The observation technique is one of the techniques used in qualitative research. Researchers carry out observation by watching the phenomena that occur and systematically recording the results
Informant Selection Criteria
| No. | Type of Informant | Reason |
|---|---|---|
| 1 | MSME Actors in Muria and Menara Kudus Areas | The main object of research in the halal tourism sector in Kudus Regency, and knowing the opinions and awareness of MSE actors on the halal certification of a product. |
| 2 | Kudus Regency Culture and Tourism Office | To find out the development of the halal tourism sector and the creative economy, and the influence of MSMEs on the tourism sector |
| 3 | Tourists of Menara Kudus and Tomb of Sunan Muria | Get information about how vital halal certification is to buyer confidence to buy a product in the Menara Kudus Area and the Sunan Muria Tomb. |
| 4 | MUI Kudus Regency | Get information about the urgency of halal certification for MSME actors in the Kudus Regency, as well as those who know better; there are at least MSMEs that have been certified halal and also have not been certified halal. |
Source: processed by authors
The technique of collecting data by meeting directly with respondents to ask questions is known as the interview technique. In this technique, there are two parties: the interviewer, who provides the questions, and the informant, who answers the questions. The interviewer then obtains data from the informant. In this technique, the interviewer must select information that can provide valid information about the existing phenomena
This research has conducted interviews with MSME actors located in tourist areas, including Makan Sunan Kudus and Muria, the Kudus Regency Culture and Tourism Office, Kudus Tower tourists, the Sunan Muria Tomb, and MUI Kudus. The results of these interviews are presented in
Summary Result of Informant Opinion
| No | Sources | Key Opinions | Solution |
|---|---|---|---|
| 1 | MSME Actors in Sunan Muria and Menara Kudus Areas | Based on the results of interviews with MSME actors in the Sunan Muria and Menara Kudus areas, it is argued that the existence of halal certification for products sold, but there are still many MSME players who need help understanding the importance of halal certification on sales results. In addition, they still need to learn the procedure for conducting halal certification. | Based on the results of interviews with MSME actors in the Sunan Muria and Menara Kudus areas, the solution that needs to be done is mutual awareness among MSME actors who do not understand the importance of halal certification, besides that, there is a need for counselling to MSME actors from the authorities regarding the urgency of halal certification of a product. |
| 2 | Kudus Regency Culture and Tourism Office | The existence of halal certification is very influential on the confidence of Muslim tourists. However, many MSME and creative economy actors in the culinary sector still need to understand the importance of halal certification. | Based on the results of interviews with some staff at the Kudus Regency Culture and Tourism Office, it appealed to MSME actors to have openness to carry out halal certification so that a product sold has halal labelling and will also affect sales results or improve the economy of the community, especially MSME players in the halal tourism sector. |
| 3 | Tourists of Menara Kudus and Tomb of Sunan Muria | Muslim tourists will be more confident in buying products if there is a sign that the product being sold is halal, but sometimes there is still a product that does not have halal labelling, so it raises doubt when tourists want to buy souvenirs and food that has been sold. | The opinion of some tourists regarding halal certification of products sold in halal tourist areas is that the products sold should be labelled halal because it will affect consumer confidence to buy products, so it is necessary for the openness of MSME actors to register their products in halal certification will be more guaranteed and tourists also feel safe without any doubt. |
| 4 | MUI Kudus Regency | The existence of halal certification is beneficial for MSME players in product sales. However, MSME actors' trust in processing and materials used in the products sold is halal, so MSME actors think that halal certification is less important. It is troublesome in the process. | MSME players should follow the latest changes, such as halal certification, which the government is intensifying. So, MSME players must also actively explore information about halal certification because it can affect sales results later. Especially now that many halal certification companions can make it easier for business actors to register their products in the halal certification process. |
Source: processed by authors
A food that Islam permits humans to eat is halal. Determining whether food is halal requires examining its origin or substance and the method of processing. However, as times have changed, people can now identify halal food from packaging that displays halal labeling.
Data in the field show that the process of protecting the rights of Muslim consumers through halal certification of MSME products in halal tourism in Kudus Regency is part of the importance of halal certification for MSME actors in Kudus Regency. The teachings of Islam prohibit adherents from consuming food that is haram, or prohibited, in the Islamic religion. As a religious country, the state must provide guarantees regarding halal products by providing halal labeling on circulating products to guarantee their halal status. In addition, the state also protects the community from consuming food sold by MSMEs. This aligns with the statement of Mr. Sutrisno, the owner of the Mutiara Store business in the Sunan Muria dining area. He states that halal certification and halal labeling on MSME products, especially food, can protect consumers from haram foods that are clearly prohibited by Islam or whose content is not yet straightforward. This is also consistent with the statement of Sister Dyah, a tourist visitor to Menara Kudus. She states that a consumer has the right to choose whether to purchase a halal product, and that, as a diverse consumer, Islam must also be protected from products whose content is not yet clear.
Halal certification forms part of the consumer protection process for halal MSME products in halal tourism areas in Kudus Regency. Protection refers to the guarantee of legal certainty for consumers, especially Muslims, when consuming food from MSME actors regarding its halal status. A consumer is someone who consumes or uses goods or services available in society for themselves or others, without reselling them. The research results and theoretical studies on the urgency of halal certification show that halal certification of MSME actors in Kudus Regency protects the rights of Muslim consumers.
Based on research results in the field, halal certification for an MSME product in the halal tourist area of Kudus Regency not only protects consumers regarding the halal status of a product but also affects the value of MSME products traded. Mrs. Endang, a Kopi Muria MSME actor, stated that providing information about a product also affects its added value because it is guaranteed to be halal and safer. Mrs. Tata, staff at the Kudus Regency Culture and Tourism Office, stated that when a product has a halal certificate, and the packaging clearly displays a halal label, it can increase consumer trust in purchasing products from MSME actors. This trust can also make the product suitable as a typical souvenir from a tourist spot. Brother Rozaq, a Fruit Juice MSME actor who already has a halal certificate, stated that the existence of a halal certificate for the products sold can make consumers confident in the products. MSME actors who already have halal certificates also feel more confident in selling their products.
Mr. Asep, the owner of the tongue-in-law snack MSME business in the Menara Kudus area, stated that individuals who produce food must maintain cleanliness in both the ingredients used and the processing methods. This ensures that the food remains suitable for consumption because it is kept clean. Mr. Danang, a staff member of the Kudus Regency Culture and Tourism Office, stated that halal certification for Creative Economy actors and MSMEs indicates that their products are suitable for marketing in the halal tourism sector or for consumption by Muslim consumers. One of the objectives of MUI halal certification is to protect the rights of Muslim consumers. Based on data collected in the field, halal certification can provide guarantees regarding whether product consumption is feasible for consumers.
Andre, a tourist who visited the tomb of Sunan Muria and a Muria coffee consumer, stated that consumers must receive information about the halal status of a product by checking the halal labeling on the product. This information helps prevent hesitation when deciding to purchase a product. Mr. Nuru Zadit Taqwa, the administrator of MUI Kudus, also stated that halal certification is important for the survival of a business because it can increase buyer confidence in the product. The research data from Andre and Mr. Nuru Zadit Taqwa show that the presence of halal certification and halal labeling on product packaging can reduce consumer hesitancy to purchase a product. Providing transparent and honest information about the ingredients used, the product's nutritional content, product quality, and other relevant details can also reduce doubts among consumers when buying traded products.
The Halal Product Assurance Organizing Agency (BPJPH) issues halal labeling after a selection process, which ensures the food is halal. In addition, people can also identify halal food products by the packaging name and form. One requirement for obtaining halal labeling is that the packaging name must not be arbitrary
Halal certification refers to a series of steps that business actors, whether individuals or legal entities, must complete to obtain halal certificates for their products. In short, halal certification is a process that results in the issuance of a halal certificate. This process is not easy because it involves several stages of inspection. These stages include the inspection of raw materials, production processes, and the halal assurance systems of a company's products. The inspections determine whether the products comply with the standards set by LPPOM MUI. If the products meet these standards, the company will receive a halal certificate. If the products do not meet the provisions of LPPOM MUI, the products cannot be declared halal
the products sold. In this case, MSME actors, especially production teams, must include the ingredients used, nutritional content, quality, and safety on the product packaging. They must also present information needed by the community. The community has the right to receive information about the product to be purchased, as this is part of consumer protection through the information provided
Halal certification delivers critical benefits to consumers by guaranteeing the religious compliance, quality, and safety of products, particularly in industries such as food, cosmetics, and pharmaceuticals. Certified products undergo rigorous inspections and must adhere to internationally recognized standards, which offer clarity and assurance to Muslim consumers while simultaneously fostering broader market trust. This certification also provides enhanced peace of mind and transparency, contributing to greater consumer confidence and expanding access to a wider variety of halal-compliant products. As several international studies highlight, such guarantees help minimize anxieties related to contamination and uncertainty over ingredients, thereby serving as a vital component of modern consumer protection frameworks.
From the government's and regulatory authorities' perspective, halal certification acts as a mechanism for upholding both legal and religious obligations to protect consumer rights. By implementing centralized halal assurance systems, governments facilitate not only compliance with religious mandates but also the standardization of product quality and the prevention of fraudulent or misleading claims. International case studies demonstrate that robust government oversight, such as that seen in Indonesia's BPJPH model or Malaysia's JAKIM initiatives, is essential in providing consistent, accessible frameworks for certification, which in turn facilitate the growth of halal sectors in domestic and export markets
Furthermore, the credibility and effectiveness of halal certification depend on the integration of comprehensive Halal Assurance Systems with global quality management principles
Products circulating in Indonesia are diverse; some are halal, and some are not. The government does not prohibit the sale of food or other products that are not halal. However, producers must pay attention to labeling their products as either halal or not to ensure the eligibility of Muslim consumers. Data in the field and theoretical studies show that halal certification can provide a guarantee of fitness for consumption for Muslim consumers.
A product that has obtained halal certification can eliminate doubts among consumers, especially Muslim consumers. Therefore, producers must also obtain a halal certificate previously recognized by the MUI. Consumer doubts often arise regarding products made from fried chicken or chicken that has died without proper slaughter. The spread of this issue can automatically decrease sales results and even harm producers if they do not have halal certificates for the products they sell.
Based on Law No. 33 of 2014 concerning halal guarantee products, a product must have a unique mark that indicates whether the product is halal or haram
This study set out to examine the urgency of the halal certification movement among MSME actors operating in the halal tourism sector of Kudus Regency. The findings clearly demonstrate that, despite the evident potential and supportive regulatory framework, there remains a considerable gap between the awareness of halal certification and its practical application among MSMEs. The results highlight several key barriers: limited knowledge of certification procedures, insufficient administrative capabilities, and a lack of comprehensive socialization efforts by relevant authorities. Nevertheless, the research also establishes that halal certification not only increases consumer trust and guarantees product safety but also enhances the marketability and economic value of MSME products within tourist zones. These outcomes validate the study’s aim to elucidate the importance of halal certification as both a form of consumer protection and a strategy to boost the competitiveness of halal tourism destinations. Linking back to the study’s objectives, the results support the recommendation that government bodies, halal certification facilitators, and stakeholders must intensify efforts to educate, assist, and motivate MSME actors in obtaining halal certification. By focusing on these areas, the foundational aim—to promote the vital role of halal certification for MSMEs in strengthening halal tourism—can be more effectively realized in Kudus Regency.
These outcomes validate the study's aim to elucidate the importance of halal certification as This study makes a significant contribution to the body of knowledge on halal certification in the context of halal tourism, specifically by providing an in-depth analysis of MSMEs in a real-world halal tourism destination. By integrating field-based data, interviews, and literature, the research highlights the gap between awareness and implementation of halal certification among MSME actors, and the vital impact of these certifications on consumer trust, product value, and the competitiveness of halal tourism destinations. Theoretically, the study enriches the discourse on the diffusion and adoption of halal certification within the broader halal tourism value chain, clarifying its function as both a form of consumer protection and a strategic innovation that strengthens the identity and economic sustainability of Muslim-friendly destinations.
From a practical perspective, the findings underscore the need for coordinated efforts among government agencies, certification bodies, MSMEs, and tourism stakeholders to streamline the certification process, enhance awareness campaigns, and provide accessible education on the benefits and requirements of halal certification. Effective communication strategies, targeted training, and simplified procedures are recommended to increase MSME participation rates and ensure that halal standards are consistently maintained. The study also suggests that halal certification campaigns should be integrated as core components of marketing and service offerings to boost tourist confidence and attract both domestic and international Muslim travelers. For theoretical advancement, this research advocates examining halal certification through innovation diffusion theory and institutional theory lenses, emphasizing the interplay between regulatory frameworks, social norms, and market demands in the broader adoption of halal standards within tourism settings.