Perceptions of Culinary Business Actors Regarding Halal Label Certification in Medan City

Abstract

This research aims to evaluate the importance of implementing halal label certification and the resulting impact in various business sectors, especially in the tourism industry. Apart from that, this research also focuses on the level of understanding of business actors regarding halal certification, whether they consider it an obligation, a necessity, or just an option. The approach used in this research is a qualitative descriptive method, with data collection carried out through field research. Interviews and observations were conducted at hotels and restaurants in Medan City that met certain criteria, namely having a fixed location, being popular among domestic and international tourists, and having a good layout. Research findings reveal that business actors in restaurants and hotels that have adopted Muslim-friendly concepts and halal kitchens are aware of the importance of halal certification. This certification is seen as an important element that supports business success, increases tourist visits, and functions as a promotional tool. In conclusion, with the various benefits and positive impacts of halal label certification, it is hoped that its application can be expanded to various business sectors in Medan City.