<![CDATA[This study aims to analyze the performance of halal product process assistance services by the Islamic Economic Community (Masyarakat Ekonomi Syariah/MES) in South Kalimantan. The success of LP3H (Lembaga Pendamping Proses Produk Halal) in assisting the halal product process is crucial to ensuring compliance with halal principles within the Islamic economy. This research adopts a field study design using a quantitative descriptive approach. The sampling technique applied was purposive sampling, involving 96 respondents from Micro, Small, and Medium Enterprises (MSMEs) that had received assistance in the halal certification process. Data were gathered through structured questionnaires and analyzed using the Importance Performance Analysis (IPA) method. The study examines six Islamic service quality dimensions: tangible, reliability, responsiveness, assurance, empathy, and compliance. The findings indicate that the overall quality of assistance services provided by the Halal Product Process Assistants under MES has not yet achieved the level of excellent service. This is evidenced by the gap between the average values of performance and importance across several service indicators. The Cartesian diagram analysis reveals three indicators that require priority improvement: (1) trust in the MES P3H (Halal Product Process Assistant), (2) the neat and professional appearance of the assistants, and (3) the honesty and transparency of the assistants in explaining the halal certification application process. These results suggest the need for MES to improve the competence, appearance, and integrity of its assistants in order to meet the expectations of MSMEs and support the sustainability of halal product development in Indonesia. This study contributes to the evaluation of service quality in halal certification assistance, especially within the Islamic economic framework.]]>
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