<![CDATA[Abstract: Owning a halal certificate has become important in the broiler chicken business because halal certification is mandatory for micro and small businesses starting October 18, 2026; preliminary research found only 1 of 33 broiler chicken businesses in Medan City held a halal certificate. This study analyzes and compares the business performance of halal-certified and non-certified broiler chicken businesses in Medan City traditional markets, using a descriptive qualitative method with certified and non-certified traders and a representative from the Indonesian Ulama Council (MUI) Medan City as informants. Data were collected through in-depth interviews and documentation, analyzed using source triangulation. Certified traders performed well across six business performance aspects, with daily revenue of IDR 8,500,000-13,000,000, the halal certificate functioning as a valuable resource strengthening consumer trust. Non-certified traders operated and grew relying on informal resources such as experience, reputation, personal relationships, and cost efficiency, with daily revenue varying from IDR 4,500,000-16,000,000. Both groups performed slaughtering according to Sharia, so the main differences lay in income level, business management, and formalization of halal assurance, not in the halal practice itself. This study concludes halal certification serves as a strategic resource institutionalizing competitive advantage, so guidance from BPJPH and MUI Medan City is needed. Keyword: Business performance; halal certification; broiler chicken; maqashid sharia. Abstrak: Kepemilikan sertifikat halal pada usaha ayam potong menjadi isu penting karena kewajiban sertifikasi bagi usaha mikro dan kecil berlaku mulai 18 Oktober 2026, sementara pra penelitian menemukan hanya 1 dari 33 usaha ayam potong di Kota Medan yang telah bersertifikat halal. Penelitian ini bertujuan menganalisis dan membandingkan kinerja usaha ayam potong bersertifikat dan belum bersertifikat halal di pasar tradisional Kota Medan menggunakan metode kualitatif deskriptif, dengan informan pedagang bersertifikat dan belum bersertifikat halal serta perwakilan Majelis Ulama Indonesia (MUI) Kota Medan. Data dikumpulkan melalui wawancara mendalam dan dokumentasi, dianalisis dengan triangulasi sumber. Hasil penelitian menunjukkan kinerja usaha pedagang bersertifikat halal tergolong baik pada enam aspek kinerja usaha, dengan omzet harian Rp8.500.000-Rp13.000.000, di mana sertifikat halal berfungsi sebagai sumber daya bernilai yang memperkuat kepercayaan konsumen. Kinerja usaha pedagang belum bersertifikat tetap berjalan dan berkembang dengan mengandalkan sumber daya informal berupa pengalaman, reputasi, hubungan personal, dan efisiensi biaya, dengan omzet harian bervariasi Rp4.500.000-Rp16.000.000. Kedua kelompok menerapkan penyembelihan sesuai syariat, sehingga perbedaan terletak pada tingkat pendapatan, pengelolaan usaha, dan formalisasi jaminan halal, bukan pada praktik kehalalan produk. Penelitian ini menyimpulkan bahwa sertifikasi halal berperan sebagai sumber daya strategis yang melembagakan keunggulan bersaing usaha ayam potong, sehingga diperlukan pendampingan BPJPH dan MUI Kota Medan. Kata kunci: Kinerja usaha; sertifikasi halal; ayam potong; maqashid syariah]]>
