Contemporary Da'wah Integration and Government Policy in the Halal Product Assurance Ecosystem in Indonesia: An Empirical Study of the Role of the Indonesian Ulema Council's Halal Ambassadors as Agents of Social Change

Abstract

Underpinning this inquiry is the escalating societal demand for certified halal products, especially within the Micro, Small, and Medium Enterprise (MSME) sector, which continues to encounter multifaceted compliance challenges. This study examines how contemporary da'wah and government regulatory frameworks converge in shaping the halal product assurance ecosystem in Indonesia, with particular emphasis on the Indonesian Ulema Council's (MUI) Halal Ambassadors as catalysts for social transformation. A qualitative empirical research design was employed, integrating field observation, semi-structured in-depth interviews, and systematic document analysis pertaining to halal policy implementation. The study reveals that contemporary da'wah operates as a strategic instrument for socialization, public education, and the cultivation of awareness concerning halal certification. The convergence of da'wah methodology and state regulatory mechanisms demonstrably enhances the effectiveness of halal product assurance implementation, most notably through the mediatory function of Halal Ambassadors who bridge the gap between regulatory institutions and business practitioners. These ambassadors assume roles that extend well beyond information dissemination, they serve simultaneously as facilitators, motivators, and mentors supporting MSMEs throughout the certification process. The study's implications underscore that the synergistic relationship between da'wah practice and public policy constitutes a strategic governance model capable of accelerating the formation of an inclusive and sustainable halal ecosystem. Accordingly, institutional capacity strengthening for Halal Ambassadors and inter-sectoral collaboration are identified as critical imperatives for optimizing halal policy implementation across Indonesia.