DAMPAK SERTIFIKASI HALAL, BRANDING, DAN KUALITAS PRODUK TERHADAP KINERJA KEUANGAN UMKM KULINER SYARIAH DI KABUPATEN BULUKUMBA
DOI:
https://doi.org/10.66819/jumesi.v1i2.8Kata Kunci:
Sertifikasi halal, Branding, Kualitas produk, Kinerja keuangan, UMKM kuliner syariahAbstrak
Perkembangan UMKM kuliner syariah memiliki peran strategis dalam penguatan ekonomi daerah dan industri halal nasional. Namun, masih banyak UMKM yang menghadapi tantangan dalam meningkatkan kinerja keuangan secara berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh sertifikasi halal, branding (citra merek), dan kualitas produk terhadap kinerja keuangan UMKM kuliner syariah di Kabupaten Bulukumba. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Data dikumpulkan melalui kuesioner menggunakan skala Likert 1–5 terhadap pelaku UMKM kuliner syariah yang telah memenuhi kriteria penelitian, dengan teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM).
Hasil penelitian menunjukkan bahwa sertifikasi halal berpengaruh positif dan signifikan terhadap kinerja keuangan UMKM kuliner syariah. Branding (citra merek) juga terbukti berpengaruh positif dan signifikan, serta memiliki peran penting dalam meningkatkan daya saing dan loyalitas konsumen. Selain itu, kualitas produk merupakan variabel yang memiliki pengaruh paling dominan terhadap kinerja keuangan UMKM. Secara simultan, sertifikasi halal, branding, dan kualitas produk saling melengkapi dalam meningkatkan kinerja keuangan UMKM kuliner syariah di Kabupaten Bulukumba. Penelitian ini memberikan kontribusi teoretis dengan memperkuat relevansi signaling theory dan resource-based view dalam konteks UMKM halal daerah, serta kontribusi praktis sebagai dasar perumusan strategi pengembangan UMKM kuliner syariah yang berkelanjutan.
Referensi
Akbar, G. R., & Rohman, I. K. (2023). Analysis of the impact of halal certificates on the performance of micro and small enterprises (SMEs) with the propensity score matching method. Journal of Strategic and Global Studies, 6(1), 45–56.
Aditya Wardhana. (2024). Brand in the Digital Edge – Edisi Indonesia. Eureka Media Aksara.
Ardyansyah, M. A. (2025). Product quality and service quality based on halal food regulations (article). Jurnal Ilmiah Teknik Industri / JITI.
Aaker, D. A., & Joachimsthaler, E. (2021). Brand leadership (2nd ed.). Free Press.
Ab Talib, M. S., Rubin, L., & Zhengyi, V. K. (2022). Halal food supply chain integrity: From a literature review to a conceptual framework. Journal of Islamic Marketing, 13(2), 420–447.
Ali, A., Ali, A., Xiaoling, G., & Sherwani, M. (2023). Determinants of halal food consumption and business performance: Evidence from SMEs. Journal of Islamic Marketing, 14(1), 1–20.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Centobelli, P., Cerchione, R., & Esposito, E. (2021). Aligning enterprise knowledge and knowledge management systems to improve firm performance. Business Process Management Journal, 27(1), 38–59.
Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67.
Digitalization of Halal Certification for SMEs. (2025). (Proceedings / policy brief).
Djakasaputra, A. (2023). The influence of halal certification, halal awareness, and brand image on purchase intention: Evidence from Indonesia. Indonesian Journal of Islamic Business and Economics.
Erdiansyah, E. (2024). Pengaruh sertifikasi halal dan brand image terhadap keputusan pembelian. Jurnal Ekonomi & Manajemen.
Esterina, M. (2023). Improving the regional economy by promoting branding in SMEs. Jurnal Pengabdian dan Kewirausahaan.
Fathoni, M. A., et al. (2025). Unlocking barriers and strategies of halal certification for micro and small enterprises in Indonesia: Analytic network process approach. Journal of Islamic Marketing, 16(4), 721–739.
Giyanti, I., & Indriastiningsih, E. (2018). Impact of halal certification on the performance of food small medium enterprises. Jurnal Ilmiah Teknik Industri, 18(2), 116–123.
Grant, R. M. (2022). Contemporary strategy analysis (11th ed.). Wiley.
Hidayat, M. T., & Witta, S. R. (2024). Halal certification and implications for MSMEs: A systematic literature review. Journal of Business Management and Islamic Banking, 3(2), 151–166.
Hamzah, A. (2024). Determinants of Financial Performance of MSMEs. Akurasi Journal.
Handayani, M. (2025). Collaborative brand creation for SMEs: concepts and development. Jurnal Riset Bisnis dan Manajemen.
Heydiana, A. (2024). The effects of brand image, halal label, and animosity on purchasing decisions. Journal of Islamic Economics and Law.
Hassan, S. H., Ngah, A. H., & Rahman, S. A. (2022). The role of halal certification in enhancing SMEs performance: Evidence from halal food industry. Sustainability, 14(9), 5231.
Khairawati, S. (2024). Kendala sertifikasi halal pada UMKM di Indonesia. Jurnal Manajemen UMKM.
Kuswardani, D. C. (2024). The influence of product innovation, HR competence, and digital marketing on MSME profitability. Jurnal Manajemen Agribisnis (IPB).
Kristanto, D. (2025). Financial performance of Indonesian frozen food MSMEs: Competitive advantage as mediator. Journal of Islamic Marketing and Accounting.
Keelson, S. A., Cúg, J., Amoah, J., Petráková, Z., Addo, J. O., & Jibril, A. B. (2024). The influence of market competition on SMEs’ performance in emerging economies: does process innovation moderate the relationship? Economies, 12(11), 282.
Karia, N., Wong, C. Y., Asaari, M. H. A. H., & Lee, C. W. (2024). Halal supply chain practices and SME performance: The mediating role of market orientation. International Journal of Logistics Management, 35(1), 89–110.
Keller, K. L. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education.
Munir, A. F. (2024). Increase in turnover of culinary SMEs after halal certification: A case in Malang City. Conference Proceedings / Local Studies.
Maulana, M. (2025). Halal product promotion strategy in the digital era. JAMEB.
Maximizing the Role of Design in Building a Brand Identity for SMEs. (2023). ISC-BEAM Proceedings / Journal UNJ.
Novari, E., Asih, V. S., Yulandri, E., Supratman, I., & Gojali, D. (2024). The impact of halal certificate ownership on MSME income in Indonesia. Indonesian Journal of Economics and Management, 4(3).
Nguyen, T. T. H., Pham, T. T. M., & Dao, T. K. (2022). Product quality, customer satisfaction, and SME financial performance. Journal of Asian Business and Economic Studies, 29(2), 150–168.
Nurrachmi, R., Husin, M. M., & Al-Tamimi, H. A. H. (2024). Halal certification and firm performance: Evidence from emerging halal markets. Journal of Islamic Accounting and Business Research, 15(2), 211–229.
Riyadi, M., & Nurkholis, A. (2023). Product quality and financial performance of culinary MSMEs: Empirical evidence from Indonesia. International Journal of Business and Management Review, 11(3), 11–25.
Rasnawati, R. (2025). Branding dan pemasaran produk halal UKM berbasis lokal: studi South Sulawesi. Sentri Journal.
Raji, R. A., Mohd Rashid, S., Mohd Ishak, S., & Mohamad, B. (2022). Do firm-created contents on social media enhance brand equity and consumer response? Journal of Business Research, 144, 49–60.
Ryu, K., & Han, H. (2021). New or repeat customers: How does physical environment influence their restaurant experience? International Journal of Hospitality Management, 94, 102865.
Sinaga, S. (2025). The effect of halal certification on brand loyalty: Empirical study. Journal of Entrepreneurship & Innovation.
Septyarini, E. H. (2024). Analysis of halal brand image, perceived quality, and brand satisfaction. BIMA Journal.
Siahainenia, S. (2025). Analysis of the influence of product quality and price on consumer behavior. Esaprom Journal.
SAK-EMKM studies (implementation and effect). (2023). Journal/Report on Financial Accounting Standard Adoption for Micro Entities.
Song, H., Ruan, W., & Park, Y. (2023). Service quality, customer satisfaction, and financial performance in hospitality SMEs. Tourism Management Perspectives, 45, 101040.
Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355–374.
Tarmizi, M., Siregar, F., & Adam, B. (2022). Brand image and purchasing decisions in the halal food industry. Journal of Islamic Marketing, 13(5), 1015–1032.
Teece, D. J. (2020). Fundamental issues in strategy: Time to reassess? Strategic Management Review, 1(1), 103–144.
Tieman, M. (2021). Halal risk management: Combining robustness and resilience. Journal of Islamic Marketing, 12(5), 1036–1051.
Tieman, M., & Ghazali, M. C. (2021). Halal control activities and assurance activities in halal food logistics. Journal of Islamic Marketing, 12(4), 740–759.
Urumsah, D., et al. (2021). Influence of Halal Certification on Innovation and Financial Performance. ResearchGate publication.
Venkatraman, N. (1989). Strategic orientation of business enterprises. Management Science, 35(8), 942–962.
Wulandari, I. (2025). Micro, Small, and Medium Enterprises: Financial Literacy and Performance. Riset Journal, IBIK.
Wahyuni, P. D. (2025). Enhancing the Competitiveness of MSMEs through Branding Optimization. Go Journal.
Wahyuni, S., Nugroho, B. A., & Hidayat, R. (2024). Product quality and SME financial sustainability: Evidence from halal food enterprises. Sustainability, 16(3), 1324.
Wilson, J. A. J., & Liu, J. (2023). The challenges of Islamic branding: Navigating emotions and halal integrity. Journal of Islamic Marketing, 14(4), 876–895.
Yunita, E. (2023). Meningkatkan kualitas produk UMKM makanan untuk meningkatkan daya saing: studi kasus. JOVISHE / Makwa Foundation Journal.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value. Journal of Marketing, 52(3), 2–22.
