Halal MSME sustainability: The role of halal literacy, halal certification, and Muslim consumer behavior in Bengkalis Regency

Abstract

The development of the halal industry has created significant opportunities for Micro, Small, and Medium Enterprises (MSMEs). However, the sustainability of halal MSMEs is still influenced by internal capacity, institutional compliance, and changes in Muslim consumer preferences. This study aims to analyze the influence of halal literacy, halal certification, and Muslim consumer behavior on the sustainability of halal MSMEs in Bengkalis Regency, Riau Province. The study used a quantitative approach with a causal-explanatory design. The sample consisted of 97 food and beverage MSMEs in Mandau, Bathin Solapan, and Bandar Laksamana Districts, selected through purposive sampling. Data were collected using structured questionnaires, observation, and documentation, and then analyzed using multiple linear regression with a 5% significance level. The results showed that halal literacy had no significant effect on the sustainability of halal MSMEs, while halal certification had a positive and significant effect. Muslim consumer behavior had a significant negative effect, indicating that increasing consumer demands can become market pressure when MSMEs' ability to respond to these demands is still limited. Simultaneously, halal literacy, halal certification, and Muslim consumer behavior significantly influence the sustainability of halal MSMEs, although the model explains only 8.3% of the variation in sustainability. This finding underscores the importance of strengthening halal certification, paired with post-certification support, improved managerial capabilities, marketing strategies, and consumer-oriented innovations, to support the sustainability of halal MSMEs in Bengkalis Regency.

Keywords: Business sustainability, Halal certification, Halal literacy, Halal MSMEs, Muslim consumer behavior.