Peran Label Halal dalam Membangun Kepercayaan Konsumen: Analisis Kesadaran Halal Masyarakat Muslim di Kecamatan Pontianak Kota

Findriani Hidayatul Muslima; Intan Nirmala Sari; Tri Astuti

doi:10.59996/cendib.v3i2.987

Authors

Findriani Hidayatul Muslima Universitas Tanjungpura
Intan Nirmala Sari Universitas Tanjungpura
Tri Astuti Universitas Tanjungpura

DOI:

https://doi.org/10.59996/cendib.v3i2.987

Keywords:

Halal Awareness, Halal Label, Consumer Trust, Purchasing Decision, Halal Products

Abstract

Public awareness of halal products plays a crucial role in supporting the implementation of Indonesia's Halal Product Assurance policy. Although halal certification has been implemented nationwide, public understanding of the substantive aspects of halal products and the role of halal labels in fostering consumer trust remains an important issue. This study aims to analyze Muslim consumers' awareness of halal products, examine the role of halal labels in building consumer trust, and explain their implications for purchasing decisions regarding halal food products in Pontianak Kota District. This study employed a qualitative descriptive approach. Primary data were collected through in-depth interviews, observations, and documentation, while quantitative data obtained from questionnaires administered to 80 respondents were used as supporting evidence to strengthen the interpretation of qualitative findings. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, including data condensation, data display, and conclusion drawing. The findings reveal that Muslim consumers in Pontianak Kota demonstrate a high level of halal awareness. Halal labels are perceived not only as indicators of halal compliance but also as assurances of product safety, quality, and credibility, thereby fostering consumer trust in purchasing decisions. Nevertheless, public understanding of halal certification procedures and halal product indicators remains limited, highlighting the need for broader halal literacy initiatives. These findings provide practical insights for policymakers, business actors, and halal certification authorities to strengthen the implementation of halal certification and promote a sustainable halal consumption culture.

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