<![CDATA[Purpose: This study focuses on assessing the influence of Halal certification knowledge on Micro, Small, and Medium Enterprises (MSME) profitability while evaluating Islamic marketing as a mediating mechanism.Research Methodology: A total of 213 halal-certified MSMEs in Samarinda, Indonesia, participated in this study, which used a quantitative explanatory design. Structural Equation Modelling (SEM) based on Partial Least Squares (SEM-PLS) with SmartPLS Version 4.1.1.8 was used to analyze the data, which were gathered via a questionnaire with a four-point Likert scale.Results: Halal certification knowledge has no significant direct effect on MSME profitability but has a significant effect on Islamic marketing. Islamic marketing significantly affects profitability. Mediation analysis shows a significant indirect effect of halal certification knowledge on profitability through Islamic marketing.Conclusions: Islamic marketing fully mediates the relationship between halal certification knowledge and MSME profitability, indicating that halal-related knowledge contributes to financial outcomes when translated into effective Islamic marketing practices.Limitations: This study is limited to halal-certified MSMEs in Samarinda and uses cross-sectional questionnaire data.Contributions: This study contributes to the Resource-Based View by demonstrating the role of Islamic marketing as a capability that converts halal certification knowledge into economic value for MSMEs.]]>
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