SUMMARY
The purpose of this study is to describe the challenges and marketing strategies of halal products produced by small and medium enterprises in Indonesia. The method used is a qualitative literature review method with primary data sources from interviews with BPJPH-LPH LPPOM MUI, East Java UMKM Service, UKM Service in 5 Regencies and Cities, namely Pasuruan Regency, Malang City, Batu City, Probolinggo City and Sidoarjo, while secondary data were obtained from supporting research documents, including journals, MUI performance reports, Seminar studies, and research reports, collecting data using observations, interviews, and documentation. The findings of this study are the need for small businesses to always follow the activities held by the government, always be active in government programs, pay attention to brands, improve promotions, participate in increasing e-commerce, and improve distribution. The limitation of the research is that it is only conducted in 5 regencies and cities, besides that the object of research is only small businesses or SMEs of food and beverage, and it is hoped that further research will expand research objects such as tourism, fashion, and hotels. The implication of this research is that it is hoped that entrepreneurs can immediately take care of halal certificates, because now people are starting to believe in the halalness of a product.__________________________________________Tujuan penelitian ini untuk mendeskripsikan tantangan dan strategi pemasaran produk halal yang dihasilkan oleh usaha kecil menengah di Indonesia. Metode yang digunakan menggunakan metode kualitatif literatur review dengan sumber data primer dari wawancara dengan BPJPH-LPH LPPOM MUI, Dinas UMKM Jawa Timur, Dinas UKM di 5 Kabupaten dan Kota, yaitu Kabupaten Pasuruan, Kota Malang, Kota Batu, Kota Probolinggo dan Sidoarjo, sedangkan data sekunder diperoleh dari dokumen pendukung penelitian, diantaranya jurnal, laporan kinerja MUI, Kajian Seminar, dan Laporan penelitian, pengumpulan data menggunakan observasi, wawancara, dan dokumentasi. Temuan penelitian ini adalah perlunya usaha kecil selalu mengikuti kegiatan yang diadakan pemerintah, selalu aktiv dalam program pemerintah, mempehatikan merek, memperbaiki promosi, turut serta dalam peningkatan e commerce, dan memperbaiki distribusi. Keterbatasan penelitian hanya dilakukan di 5 kabupaten dan kota, selain itu obyek penelitian hanya usaha kecil atau UKM makanan dan minuman, dan diharapkan untuk penelitian selanjutnya memperluas obyek penelitian seperti wisata, feshion, dan hotel. Implikasi penelitian ini diharapkan pengusaha dapat segera mungkin mengurusi sertifikat halal, karena sekarang masyarakat mulai percaya kepada kehalalan suatu produk.