IMPLEMENTASI UNDANG-UNDANG NO. 33 TAHUN 2014 TENTANG JAMINAN PRODUK HALAL: STUDI INTERAKSI ANTARA PELAKU USAHA DAN KONSUMEN DI KOTA SURABAYA, KOTA MALANG DAN KABUPATEN BOJONEGORO

This study highlights the significance of halal aspects in the food industry in
Indonesia, where the majority of the population adheres to Islam. The enactment of
Law No. 33 of 2014 concerning Halal Product Assurance (JPH) serves as the
government's effort to ensure that circulating products meet halal standards both
legally and ethically. However, the implementation of this regulation continues to
face challenges from both business actors and consumer awareness. The purpose
of this study is to analyze the implementation of Law No. 33 of 2014 by food industry
business actors, assess the interaction between business actors and consumers in
the context of halal products, and evaluate consumer attitudes toward halal
products in Indonesia. This research was conducted using a descriptive quantitative
approach and a survey method through the distribution of online questionnaires to
116 respondents who acted as both business actors and consumers in three regions:
Surabaya City, Malang City, and Bojonegoro Regency. The data were analyzed
using validity tests, reliability tests, and Pearson correlation with the help of
statistical software. The results showed that the instrument used was valid and
reliable (Cronbach’s Alpha = 0.960). Respondents tended to exhibit neutral
attitudes (lacking strong opinions) toward understanding and implementing the
Halal Product Assurance Law, but showed positive attitudes toward the importance
of halal products and interaction with business actors. Pearson correlation tests
revealed a strong and significant relationship between the implementation of the
halal law and the interaction between business actors and consumers (r = 0.754),
as well as with consumer attitudes toward halal products (r = 0.734). The highest
correlation was found between business-consumer interaction and consumer
attitudes (r = 0.818), confirming that successful implementation of halal policy
aligns with the dynamics of actor-consumer relationships. The study suggests
improving socialization, education, and more inclusive halal certification
facilitation, particularly for MSMEs, as well as encouraging more open interaction
between business actors and consumers to foster a more positive perception of halal
products.