<![CDATA[This study examines the implementation of halal certification for dried butterfly pea tea products and its role in increasing consumer trust and the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Dukupuntang Village, Cirebon Regency. Using a qualitative descriptive approach, data were collected through in-depth interviews, observations, and documentation involving MSME owners, Halal Product Process Assistants (P3H), village government representatives, KPM students, and consumers. The findings show that halal certification encourages business owners to pay greater attention to raw materials, production facilities, equipment cleanliness, production processes, packaging, and product information. Assistance in halal certification helps owners understand requirements and procedures while improving product quality and packaging. The halal label increases consumer confidence and provides added value. However, competitiveness depends not only on certification but also on product quality, packaging, pricing, information completeness, and effective marketing. Sustainable collaboration among stakeholders is essential to optimize halal certification for MSME development and strengthen sustainable MSME growth and competitiveness.]]>
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