Pengaruh Sertifikasi Halal dan Produk Halal Terhadap Tingkat Kepercayaan Konsumen : Studi Pada Usaha Pizza Jambi

Vini TrisnaQoryanti (Program Studi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi)
Elyanti Rosmanidar (Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi)
Achyat Budianto (Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi)

Tasyri' : Jurnal Muamalah dan Ekonomi Syariah
Vol. 8 No. 1 (2026): Tasyri: Jurnal Muamalah dan Ekonomi Syariah

This study aims to examine the effect of halal certification and halal products on consumer trust in Pizza Jambi. This study employed a quantitative approach using an associative research design. The sample consisted of 100 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using multiple linear regression analysis. The results indicate that halal certification has a positive and significant effect on consumer trust (t = 2.981; p = 0.004). Halal products also have a positive and significant effect on consumer trust (t = 7.209; p < 0.001). Simultaneously, halal certification and halal products significantly affect consumer trust (F = 106.254; p < 0.001). The coefficient of determination (R² = 0.687) indicates that the two independent variables explain 68.7% of the variance in consumer trust, while the remaining 31.3% is explained by other factors beyond the scope of this study. These findings provide practical implications for Micro, Small, and Medium Enterprises (MSMEs) in strengthening consumer trust and improving business competitiveness through the implementation of halal assurance.