FROM CERTIFICATION TO TRUST: DIGITAL BRANDING STRATEGY IN INDONESIA'S HALAL ASSURANCE SYSTEM

Abstract

Halal certification in Indonesia has expanded rapidly, covering more than nine million certified products by late 2025, yet this growth has not always been matched by consumers' digital trust in certified brands. This article examines why halal certification, jointly administered by the Halal Product Assurance Organizing Agency (BPJPH), Halal Inspection Bodies (LPH), and the Indonesian Ulema Council (MUI), does not automatically translate into digital trust. Using a literature-based approach combined with an institutional case study, the article analyses the institutional architecture of halal certification, the certification-trust gap, and BPJPH Circular Letter No. 7 of 2025, which mandates digital publication of halal status. Drawing on social network analysis, particularly weak ties and network hubs, the study shows that this regulation can convert administrative compliance into a network-based branding strategy, provided it is matched by stronger inter-agency collaboration and digital-literacy support for business actors.

Keywords: halal certification; digital branding syariah; social network analysis; consumer trust; BPJPH