PENGARUH SERTIFIKASI HALAL TERHADAP KEPERCAYAAN KONSUMEN PADA PRODUK MADU DI MA ANDALUSIA

Taufiq; Emilia Puji Lestari

doi:10.47498/iqtishad.v2i2.3646

Taufiq UIN Sunan Kalijaga
Emilia Puji Lestari Universitas Islam Negeri Sunan Kalijaga

DOI: https://doi.org/10.47498/iqtishad.v2i2.3646

Keywords: Sertifikasi Halal, Kepercayaan Konsumen, Produk Madu

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh sertifikasi halal terhadap tingkat kepercayaan konsumen terhadap produk madu di MA Andalusia. Sertifikasi halal adalah salah satu jaminan bagi konsumen muslim untuk memastikan produk yang mereka konsumsi sesuai dengan prinsip kehalalan. Kepercayaan konsumen menjadi faktor penting dalam keberlanjutan bisnis produk madu, di mana kepastian halal diharapkan meningkatkan kepercayaan tersebut. Jenis penelitian ini adalah penelitian kuantitatif dengan pendekatan survei. Teknik pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada konsumen produk madu di MA Andalusia. Data dianalisis menggunakan teknik regresi untuk menguji pengaruh sertifikasi halal terhadap kepercayaan konsumen. Pendekatan yang digunakan adalah teori kepercayaan konsumen yang relevan dengan perilaku pembelian produk halal, sehingga sertifikasi halal dapat dihipotesiskan memiliki peran signifikan dalam meningkatkan keyakinan konsumen terhadap keamanan dan kualitas produk. Hasil penelitian menunjukkan bahwa sertifikasi halal berpengaruh positif dan signifikan terhadap kepercayaan konsumen pada produk madu. Sertifikasi ini memberikan jaminan terhadap kualitas dan keamanan produk yang penting bagi konsumen muslim. Kontribusi akademik (novelty) dari penelitian ini adalah penambahan literatur tentang hubungan antara sertifikasi halal dan kepercayaan konsumen khususnya dalam konteks produk madu, yang masih terbatas dalam studi sebelumnya. Rekomendasi dari penelitian ini adalah produsen madu di MA Andalusia untuk mempertahankan dan memperbaharui sertifikasi halal mereka serta meningkatkan kualitas produk untuk menjaga dan meningkatkan kepercayaan konsumen.

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