lautnusantara.comHalal labeling and quality certification are strategic factors in enhancing the competitiveness of fishery products in modern markets. Consumer trust in products that are safe, hygienic, and in line with religious values is a key consideration in purchasing decisions. This study aims to analyze the extent to which halal labels and quality certifications influence the competitiveness of fishery products, particularly in the context of modern market distribution. The method used was a quantitative survey involving 130 respondents, as well as interviews with fishery industry actors. The results show that halal labels and quality certifications significantly influence consumer preference and strengthen the market position of the products.

Introduction

In recent years, consumer awareness regarding food safety and halal assurance has increased, including in the fishery sector. Modern markets such as supermarkets, minimarkets, and e-commerce now demand higher standards, not only in terms of quality but also in terms of official certifications like halal labels and quality assurance. The halal label guarantees that the product contains no forbidden (haram) elements and is processed according to Islamic law, while quality certifications such as SNI (Indonesian National Standard) and HACCP (Hazard Analysis Critical Control Point) ensure hygienic and safe processing. Both factors are believed to enhance the competitiveness of fishery products in modern distribution channels.

Research Methodology

This study employed a quantitative approach through a survey distributed to 130 consumer respondents in Jakarta, Surabaya, and Makassar. Data were collected using a closed-ended questionnaire and analyzed using multiple linear regression to identify the influence of halal labeling and quality certification on product competitiveness. Additionally, interviews were conducted with five fishery processing business owners to gain insights from the industry perspective.

Results and Discussion

1. The Impact of Halal Labeling on Consumer Trust and Preference

As many as 88% of respondents stated that the presence of a halal label strongly influenced their purchase decisions, particularly among Muslim consumers. The halal label generates positive perceptions of the product as being cleaner, safer, and aligned with religious beliefs.

2. The Role of Quality Certification in Guaranteeing Product Standards

About 81% of respondents expressed greater trust and preference for products bearing quality certifications such as SNI or HACCP. Certified products are perceived as more professional, hygienic, and suitable for modern retail markets.

3. The Relationship Between These Factors and Product Competitiveness

Statistical analysis results indicate that halal labeling and quality certification simultaneously contribute positively to product competitiveness, accounting for 73% of the influencing factors. These two factors expand market access, increase product value, and build consumer loyalty to fishery product brands.

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