Ponorogo Regency is one of the regions with a growing number of Micro, Small, and Medium Enterprises (MSMEs) each year. However, this increase has not been matched by a high rate of halal certification, and many MSMEs in the regency still lack it. The low interest of MSMEs in applying for halal certification is thought to be influenced by attitudes, subjective norms, and behavioral control, as explained in the Theory of Planned Behavior (TPB). This study aims to examine and analyze the influence of attitudes, subjective norms, and behavioral control on MSMEs' interest in applying for halal certification. A quantitative method with purposive sampling was used. Questionnaires were distributed to 100 MSMEs in Ponorogo Regency that did not yet have halal certification. Data were analyzed using multiple linear regression in SPSS 25, including validity and reliability testing, classical assumption testing, and hypothesis testing. The results indicate that attitude, subjective norms, and behavioral control each have a partially significant influence on interest. With an R-Square value of 0.551, attitude, subjective norms, and behavioral control simultaneously have a significant influence on the interest of MSMEs in applying for halal certification.
