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KEPATUHAN SERTIFIKASI HALAL UMKM DAN DAMPAKNYA TERHADAP MINAT BELI KONSUMEN DI KAWASAN MALIOBORO
This research is motivated by the escalation of Muslim consumer demand for halal product guarantees in tourist destinations, alongside the national implementation of mandatory halal certification through Law Number 33 of 2014 and Government Regulation Number 42 of 2024. The urgency of this study stems from the problematic gap between the high expectations of the consumer market and the reality of administrative compliance among independent vendors in the field. Therefore, this study aims to examine the reality of legal compliance among culinary Micro, Small, and Medium Enterprises (MSMEs) in the Malioboro Area, analyze the psychological influence of the presence of the halal label on consumer buying interest, and formulate its policy implications ahead of the national mandatory halal certification deadline. The research method employed is empirical juridical with a mixed methods approach. Qualitative data were gathered through in-depth interviews with 25 culinary vendor informants along the Malioboro sidewalk, while quantitative data were obtained from consumer questionnaires analyzed using the Coefficient of Determination (R2) test via SPSS software. The theoretical framework utilized to measure the legal awareness of vendors is based on Soerjono Soekanto's four indicators of legal compliance (legal knowledge, legal understanding, legal attitude, and actual legal behavior). Meanwhile, the psychological impact on consumer behavior is analyzed using J.E. Hosio's policy impact theory, integrated with local regulations, namely Yogyakarta Regional Regulation Number 5 of 2014 concerning Public Services and Yogyakarta Regional Regulation Number 9 of 2017 concerning the Empowerment and Protection of Creative Industries, Cooperatives, and Small Enterprises. The research findings and conclusions confirm the emergence of a clear juridical-psychological gap in the Malioboro Area. On one hand, quantitative findings from the consumer questionnaire demonstrate that the halal label exerts a highly dominant influence of 91.8% on buying interest, functioning as a fulfiller of safety needs and a risk reducer across cognitive-affective aspects, the certainty of repeat orders, and conative actions such as recommending products. On the other hand, this high market demand has not been matched by the compliance behavior of sidewalk vendors, who are mostly stuck at a pure 40% compliance level (exhibiting a hierarchical degradation of legal awareness: Knowledge: 21 MSMEs, Understanding: 25 MSMEs, Attitude: 23 MSMEs, and Actual Action: 14 MSMEs) due to a simplification logic, bureaucratic hurdles, and points of ignorance, as seen in the Ayam Geprek DBC case, even though the macro-administrative data for the area appears impressive at 98.88% due to government intervention in Teras Malioboro 1 and 2. The policy implications of these findings demand that the Regional Government of the Special Region of Yogyakarta immediately reform its regulatory dissemination methods through the free self-declare SiBakul Jogja platform, shifting from a formal-legalistic approach to proactive cultural-sociological assistance (active outreach) before the national mandatory halal regulation becomes fully effective in October 2026.
FAKULTAS SYARIAH DAN HUKUM, UIN SUNAN KALIJAGA YOGYAKARTA
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