Halal Labeling and Muslim Consumer Trust in North Sulawesi Minority Regions

Abstract

This study aims to analyze the effect of the inclusion of halal labels on consumers' buying interest in local coffee products called "Kopi Cap Keluarga " produced in Bilalang Satu Village, an area with a minority Muslim population in North Kotamobagu, Indonesia. This study uses a quantitative approach with a survey method that involves respondents from active consumers during the study period. The results of a simple linear regression test showed that halal labels contributed significantly to the increase in buying interest, with a determination coefficient of 59.7%. These findings indicate that the existence of halal labels not only serves as a guarantee of sharia, but also plays a strategic role in building consumer trust amid cultural and religious plurality. This article highlights how micro business actors, such as Kopi Cap Keluarga producers, can leverage halal certification to increase competitiveness and expand markets in minority areas. In addition, this study emphasizes the importance of packaging innovation, consumer education, and institutional support in strengthening an inclusive halal product ecosystem based on local wisdom.