<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis penerapan kewajiban sertifikasi halal pada Usaha Mikro Kecil (UMK) di Desa Mendalo Indah, Kabupaten Muaro Jambi, dengan fokus pada dampak, tantangan, dan strategi yang dilakukan pelaku usaha. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus melalui observasi, wawancara, dan dokumentasi terhadap pelaku UMK, serta analisis SWOT untuk mengidentifikasi faktor internal dan eksternal. Hasil penelitian menunjukkan bahwa sertifikasi halal berdampak positif terhadap peningkatan kepercayaan konsumen, citra usaha, dan peluang pasar, namun pelaku UMK masih menghadapi kendala berupa keterbatasan pemahaman prosedur, hambatan administratif, rendahnya literasi digital, serta persepsi biaya yang tinggi. Strategi yang dapat diterapkan meliputi peningkatan sosialisasi dan pendampingan, pemanfaatan skema sertifikasi halal gratis (self declare), serta kolaborasi pemerintah, lembaga pendamping, dan pelaku usaha guna memperkuat kesadaran dan kepatuhan terhadap regulasi halal. Kata kunci: Sertifikasi halal, Usaha Mikro Kecil, Mendalo Indah Abstract This study aims to analyze the implementation of mandatory halal certification in Micro, Small, and Medium Enterprises (MSMEs) in Mendalo Indah Village, Muaro Jambi Regency, with a focus on the impacts, challenges, and strategies implemented by business actors. The study used a qualitative method with a case study approach through observation, interviews, and documentation of MSME actors, as well as a SWOT analysis to identify internal and external factors. The results show that halal certification has a positive impact on increasing consumer trust, business image, and market opportunities. However, MSME actors still face obstacles such as limited understanding of procedures, administrative barriers, low digital literacy, and high perceived costs. Strategies that can be implemented include increasing socialization and mentoring, utilizing the free halal certification scheme (self-declaration), and collaboration between the government, supporting institutions, and business actors to strengthen awareness and compliance with halal regulations. Keywords: Halal certification, Micro, Small Enterprises, Mendalo Indah]]>
