Muslim Tourists' Knowledge of The New Halal Label Logo in The Tourist Object in The Brastagi Area, Karo District, North Sumatra

Abstract

This study investigates Muslim tourists’ awareness of the new halal logo introduced by the Indonesian Halal Product Assurance Agency (BPJPH) at the Gundaling tourist site, Brastagi, North Sumatra. Observational data from 100 respondents show that only 17% recognize the new BPJPH halal logo, while 83% are either unaware of it or still associate halal certification with the previous MUI logo. This finding highlights a significant gap in public knowledge despite the logo’s introduction in 2022. The dominance of the MUI logo in consumers' minds underscores its longstanding reputation and suggests that the new logo will require extensive education campaigns to achieve similar familiarity and trust levels. Limited socialization may explain the low awareness, especially in high-traffic tourist areas where clear halal labeling is critical for Muslim visitors.