Peran Sertifikasi Halal dalam Meningkatkan Kepercayaan dan Loyalitas Konsumen terhadap Produk Makanan dan Minuman di Kawasan Kuliner Halal Kabupaten Tulungagung

Abstract

Background: Halal certification plays a crucial role in ensuring the safety and religious compliance of food products for Muslim consumers. However, a gap persists between regulatory implementation and consumer awareness, particularly in designated halal culinary areas. Purpose: This study aims to examine the role of halal certification in fostering consumer trust and loyalty toward food and beverage products in the Halal Culinary Area of Tulungagung Regency. Methodology: A qualitative approach with an intrinsic case study design was employed. Data were collected through in-depth interviews, direct observation, and documentation. Data analysis used Miles and Huberman’s interactive model along with source and method triangulation. Findings: Halal certification has not yet become a primary factor influencing consumer trust and loyalty. Many consumers place more trust in the religious identity of business owners than in formal halal certification. Originality/Value: This study contributes empirical insights into the socio-cultural factors shaping Muslim consumer perceptions of halal certification and highlights the need for ongoing education to enhance the effectiveness of halal zones.