<![CDATA[Abstrak UMKM kuliner halal di kawasan Sentra Kuliner memiliki potensi besar seiring meningkatnya kesadaran masyarakat terhadap produk halal. Disamping itu, implementasi etika bisnis berpotensi meningkatkan kepercayaan konsumen. Namun, apakah pelaku usaha sudah menerapkan etika bisnis islam dengan baik dan bagaimana tantangannya terhadap implementasi etika bisnis tersebut. Maka perlu penelitian terkait hal tersebut. Penelitian ini bertujuan untuk mengidentifikasi peluang, mendeskripsikan implementasi etika bisnis, dan menganalisis tantangan penerapan etika bisnis pada UMKM kuliner halal di Sentra PKL Jombang. Metode yang digunakan adalah pendekatan kualitatif dengan jenis riset field risearch. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa lokasi strategis, arus pelanggan yang cukup ramai, fasilitas memadai, permintaan pasar yang tinggi serta biaya retribusi yang ringan menjadi peluang utama dalam usaha kuliner halal. Implementasi etika bisnis Islam telah diterapkan dalam aspek ketauhidan, kebebasan, kejujuran, tanggung jawab, keadilan, dan menjaga kehalalan produk. Namun, pelaku UMKM masih menghadapi berbagai tantangan, seperti persaingan usaha, belum meratanya kepemilikan sertifikat halal, keterbatasan informasi, keluhan pelanggan, kenaikan harga bahan baku, dan kesulitan mendapatkan bahan saat hari raya, serta rendahnya pemanfaatan pembiayaan syariah dan sistem pembayaran digital. Peneliti selanjutnya disarankan memperluas cakupan studi dan menggunakan pendekatan kuantitatif. Kata Kunci: UMKM, Kuliner Halal, Etika Bisnis Islam Abstract Halal culinary MSMEs in the Jombang Culinary Center area have significant potential as public awareness of halal products increases. Furthermore, the implementation of business ethics has the potential to increase consumer trust. However, whether business actors have implemented Islamic business ethics effectively and what are the challenges to implementing them is crucial. Therefore, research is needed. This study aims to identify opportunities, describe the implementation of business ethics, and analyze the challenges of implementing business ethics in halal culinary MSMEs in the Jombang Street Vendor Center. The method used was a qualitative approach with field research. Data collection techniques were conducted through interviews, observation, and documentation. The results indicate that strategic locations, a fairly busy customer flow, adequate facilities, high market demand, and low fees are the main opportunities in halal culinary businesses. The implementation of Islamic business ethics has been applied in aspects of monotheism, freedom, honesty, responsibility, justice, and maintaining product halalness. However, MSMEs still face various challenges, such as business competition, unequal distribution of halal certification, limited information, customer complaints, rising raw material prices, and difficulties obtaining materials during Eid, as well as low utilization of sharia financing and digital payment systems. Future researchers are advised to broaden the scope of the study and use a quantitative approach. Keywords: MSMEs, Halal Culinary, Islamic Business Ethics]]>
