WHEN HALAL CERTIFICATION IS ABSENT: HOW CONSUMERS CONSTRUCT HALAL TRUST IN TRADITIONAL MARKETS

Abd Wafi; Ridwan Hamidi

doi:10.32806/currency.v5i1.2173

Authors

Abd Wafi Program Studi Ilmu Ekonomi Universitas Islam Indonesia Yogyakarta
Ridwan Hamidi Institut Darul Ulum Banyuanyar

DOI:

https://doi.org/10.32806/currency.v5i1.2173

Keywords:

Sertifikasi Halal; Kepercayaan Konsumen; Pasar Tradisional; UMKM; Verifikasi informal.

Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang membentuk keyakinan konsumen terhadap kehalalan produk Usaha Mikro dan Kecil (UMKM) di pasar tradisional ketika informasi sertifikasi halal tidak selalu tersedia secara jelas. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara semi-terstruktur terhadap sembilan konsumen yang dipilih melalui purposive sampling di Pasar Palengaan, Kabupaten Pamekasan. Data dianalisis menggunakan NVivo 12 Pro melalui proses pengkodean, kategorisasi, dan identifikasi tema. Hasil penelitian menunjukkan bahwa sertifikasi halal tetap dipersepsikan sebagai mekanisme verifikasi formal utama yang membangun kepercayaan, rasa aman, dan preferensi konsumsi. Namun, dalam kondisi keterbatasan informasi formal, konsumen mengembangkan mekanisme verifikasi informal yang meliputi atribut produk (kebersihan, kesegaran, kualitas), kredibilitas penjual, pengalaman konsumsi sebelumnya, serta pengaruh sosial dari keluarga dan lingkungan. Keempat mekanisme tersebut saling melengkapi dalam membentuk keyakinan halal ketika sertifikasi tidak tersedia. Temuan ini menunjukkan bahwa kepercayaan halal tidak hanya dibangun melalui institusi formal, tetapi juga melalui proses sosial dan pengalaman konsumsi sehari-hari. Dengan demikian, konstruksi kepercayaan halal di pasar tradisional merupakan hasil interaksi antara legitimasi institusional dan mekanisme verifikasi informal konsumen.

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