Communication Strategy for Services in Facilitating Business Actors to Register for Halal Certification at the Muhammadiyah Halal Inspection and Halal Thayyiban Studies Agency

Abstrak

The growing demand for Halal-certified products has intensified competition among Halal certification bodies in Indonesia, particularly between LPH KHT Muhammadiyah and more established institutions like LPPOM MUI. This study aims to analyze the communication strategies implemented by LPH KHT Muhammadiyah to streamline the Halal certification process and enhance service quality. A qualitative research method was employed, utilizing in-depth interviews and document analysis. Data were collected from key informants, including representatives from LPH KHT Muhammadiyah and Halal Centers at Universitas Muhammadiyah in Sidoarjo, Makassar, Surakarta, and Yogyakarta. The findings reveal that LPH KHT Muhammadiyah adopts a multi-channel communication strategy, leveraging social media, websites, and direct engagement to educate business owners about the importance and benefits of Halal certification. The study also highlights the institution's use of bottom-up communication, collaboration with internal and external stakeholders, and adherence to transparency and accountability principles. Challenges such as limited human resources, public skepticism, and competition with other certification bodies persist. To address these issues, the study recommends expanding public outreach, optimizing digital platforms, enhancing human resource capacity, and fostering collaboration with government agencies and community organizations. These strategies are expected to improve public trust, increase MSME participation, and streamline the certification proces