<![CDATA[Halal certification has become an important instrument in enhancing consumer trust in micro-enterprise products, particularly amid increasing public awareness of product halalness. This study aims to analyze the role of halal certification in improving the competitiveness and sales performance of micro-enterprises in Mendalo, Jambi. The research employs a qualitative approach using a field study method. Data were collected through interviews, observations, and documentation involving micro-enterprise owners who had obtained halal certification. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings reveal that halal certification has a positive impact on enhancing the competitiveness of micro-enterprises by strengthening product image, increasing consumer trust, expanding market access, and improving business management quality. Furthermore, halal certification contributes to increased sales volume, as consumers tend to prefer products with clear halal assurance. However, several challenges remain, including limited understanding of certification procedures among business owners, supporting costs, and relatively complex administrative requirements. Therefore, continuous support from the government, assistance institutions, and relevant stakeholders is needed to improve halal literacy and simplify the certification process for micro-enterprises. This study confirms that halal certification serves not only as a means of fulfilling regulatory and religious requirements but also as a business strategy capable of enhancing competitiveness and driving sustainable sales growth among micro-enterprises.]]>
