<![CDATA[This study aims to determine the comparison of Theory Planned Behavior of MSME actors between those who have and those who have not been halal certified in Sumenep. The method used is a qualitative descriptive approach, data collection is obtained from interviews, observation, and documentation. And the technique of taking informants using purposive sampling technique. The results showed that in terms of the attitude of the reasons why Sumenep MSME players want to carry out halal certification is because they consider that halal certification can have a positive impact on sales. Meanwhile, MSME players who do not have halal certification consider that halal certification has no impact on sales. Then, from the subjective norm factor that encourages MSME players to want to carry out halal certification due to requests and support from people in the surrounding environment. Meanwhile, MSME players who do not yet have halal certification, they do not get support or requests from their surroundings. In terms of perceived behavioral control, the reason why MSME players want to carry out halal certification is due to their perception of the ease of conducting halal certification. Meanwhile, MSME players who do not yet have halal certification consider that the process of applying for halal certification is difficult. So it can be concluded that the behavior of MSME players Sumenep is good in terms of attitudes, subjective norms and perceptions of contradictions.]]>
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