<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in the economy of West Sumbawa Regency; however, their competitiveness remains limited because many business owners have not obtained halal and organic certification for their locally produced products. This study aims to assess the readiness of MSMEs, identify the challenges they face, and formulate priority strategies for strengthening MSME competitiveness through halal and organic certification in West Sumbawa Regency. The study employed a mixed-methods approach that combined qualitative and quantitative analyses, using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and the Quantitative Strategic Planning Matrix (QSPM). Data were collected through questionnaires, in-depth interviews, observations, document analysis, and Focus Group Discussions (FGDs), involving 30 MSME owners as respondents and nine key informants representing local government agencies, MSME support institutions, halal certification authorities, and academia. The results indicate that the overall readiness of the MSMEs was at a moderate level, with a mean score of 3.19. Business owners' commitment received the highest score, whereas business administration and documentation remained the weakest aspects. The IFAS and EFAS analyses positioned the organization in Quadrant I, indicating an aggressive growth strategy. The QSPM results identified Strategy SO1 as the highest priority, namely accelerating halal and organic certification by leveraging local potential and supportive government policies, with the highest Total Attractiveness Score (TAS) of 7.10, followed by Strategy WO1 (6.90), Strategy ST1 (6.82), and Strategy SO2 (6.59).]]>
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