Pengaruh Sertifikasi Halal, Pemasaran Produk Halal, dan Kepuasan Konsumen terhadap Pertumbuhan Industri Halal di Indonesia
DOI:
https://doi.org/10.58812/jmws.v3i05.1195Kata Kunci:
Sertifikasi Halal, Pemasaran Produk Halal, Kepuasan Konsumen, Analisis Kuantitatif, Indonesia, Industri HalalAbstrak
Penelitian ini menyelidiki pengaruh sertifikasi Halal, pemasaran produk Halal, dan kepuasan konsumen terhadap pertumbuhan industri Halal di Indonesia melalui analisis kuantitatif. Sampel sebanyak 175 responden yang mewakili konsumen dan pemangku kepentingan industri berpartisipasi dalam penelitian ini. Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS) digunakan untuk menganalisis data. Hasil penelitian menunjukkan efek positif yang signifikan dari sertifikasi Halal, pemasaran produk Halal, dan kepuasan konsumen terhadap pertumbuhan industri. Sertifikasi halal berfungsi sebagai mekanisme jaminan kualitas, sementara strategi pemasaran yang efektif dan kepuasan konsumen berkontribusi pada perluasan pasar dan daya saing. Temuan ini memiliki implikasi bagi pelaku usaha, pembuat kebijakan, dan pemangku kepentingan yang bertujuan untuk mendorong pengembangan industri dan meningkatkan daya saing di pasar Halal Indonesia.
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