How to Increase Customer Retention on Central Java MSMEs?

The halal industry shows very rapid development throughout the world, including in Indonesia. The biggest contributor to the halal industry is micro, small and medium enterprises (MSMEs). MSMEs are faced with complex conditions and are required to be able to determine strategies to overcome existing conditions. One of them is by running an effective and efficient marketing concept.This research conducted to test and analyze the effect of product innovation, Price Level s and halal labels on Customer Satisfaction and their impact on Customer Retention of halal-labeled MSMEs products in Central Java. This type of research is quantitative research. The sample of this study was 200 respondents with the criteria of ever buying MSMEs products that were labeled halal. The data analysis technique used is Structural Equation Modeling-Partial Least Square (SEM-PLS).The results showed that the Price Level and halal label affect Customer Satisfaction and Customer Satisfaction also influence Customer Retention, while product innovation does not affect Customer Satisfaction