Does Technology Drive the Intention of MSMEs in Urban & Rural Areas to Apply Halal Certification?: Integration of UTAUT & DeLone Mclean

Although halal certification is essential for MSMEs in Indonesia to gain market trust, its adoption remains slow despite increasing awareness and regulatory mandates. This study investigates the key factors that determine the intention of Micro, Small, and Medium Enterprises (MSMEs) in applying for halal certification through digital platforms. The research integrates the Unified Theory of Acceptance and Use of Technology (UTAUT) and the DeLone and McLean Information Systems Success Model to examine the behavioral differences between MSMEs located in urban and rural areas. A total of 300 respondents who met the criteria participated in the survey. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) with SmartPLS 4.0, the results reveal that performance expectancy (PE), effort expectancy (EE), and facilitating conditions (FC), as UTAUT constructs, are the strongest predictors influencing MSMEs' intention to apply for halal certification. Meanwhile, in the DeLone and McLean model, system quality (SEQ) has a positive and significant effect on user satisfaction. A notable difference is found in the relationship between user satisfaction (US) and intention (INT): in urban areas, US positively influences INT, whereas in rural areas, the effect is not significant. The findings offer practical implications for policymakers and stakeholders. For MSMEs operating in urban settings, improving post-certification service quality is crucial. On the other hand, for rural-based MSMEs, factors such as user interface and ease of use are more critical in encouraging participation in the halal certification process via digital platforms.