<![CDATA[This study analyzes the influence of attitude, subjective norms, and behavioral control on MSMEs' intention in Surabaya City to obtain halal certification. A quantitative approach employing an explanatory survey method was used, utilizing primary data collected via questionnaires distributed to MSME owners in the food and beverage sector who do not yet possess halal certification. Purposive sampling was used to select the sample, resulting in 101 respondents. Data were analyzed using multiple regression in SPSS. The results indicate that attitude, subjective norms, and behavioral control positively and significantly influence MSMEs' intention to obtain halal certification, both partially and simultaneously. The Adjusted R-Square value of 0.879 indicates that 87.9% of the variation in the intention to obtain halal certification can be explained by these three variables, while the remaining 12.1% is influenced by variables outside the scope of this study. These findings reinforce the application of the Theory of Planned Behavior in explaining MSME owners' intentions to apply for halal certification and extend its applicability to the context of halal compliance among business operators. From a practical standpoint, the results imply a need to strengthen outreach and education regarding the benefits of halal certification, enhance social support, and simplify procedures while providing better assistance to boost MSME owners' confidence in undergoing the halal certification process. These implications can serve as input for the government, BPJPH, and halal assistance agencies in formulating more effective strategies to increase MSME intention and participation in obtaining halal certification.]]>
Copyrights © 2026
