<![CDATA[In Indonesia, which has the largest Muslim population of 237.55 million people, the increasing Muslim population in Jambi city has driven the demand for halal products, particularly halal food and beverages, which are essential needs for the Muslim community. Therefore, this research aims to examine the influence of halal certification, production processes, and raw materials on consumer purchasing intentions towards food and beverage products from Micro, Small, and Medium Enterprises (MSME). MSME are considered as a highly potential research subject in this study as they contribute to the economic livelihood of the community in Jambi city. The research methodology employed in this study is Multiple Linear Regression, with a sample of 100 respondents and data analysis conducted using Eviews 10 software. The findings of this research confirm that halal certification and production processes significantly influence consumer purchasing intentions towards food and beverage products from MSME. However, the variable related to raw materials does not have a significant impact when analyzed separately. Therefore, MSME engaged in food and beverage production should obtain halal certification, pay attention to their production processes, and consider the quality of their raw materials to enhance consumer purchasing power for their products. Keywords: Halal Certification, Buying Interest, Food And Beverages, UMKM]]>
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