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All Journal Sodality: Jurnal Sosiologi Pedesaan Sabda: Jurnal Kajian Kebudayaan Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies Jurnal Manajemen Akuntansi dan Bisnis Journal of Economics, Business, & Accountancy Ventura JAM : Jurnal Aplikasi Manajemen PROFIT : Jurnal Administrasi Bisnis Masyarakat, Kebudayaan dan Politik SAR (Soedirman Accounting Review): Journal of Accounting and Business Jurnal Tata Kelola dan Akuntabilitas Keuangan Negara JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI EconBank : Journal Economics and Banking Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Riset Akuntansi Soedirman Jurnal Pengabdian Bisnis dan Akuntansi Soedirman Soedirman Accounting, Auditing and Public Sector Journal Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Sinergi Abdimas: Jurnal Pengabdian Masyarakat
Wita Ramadhanti
Fakultas Ekonomi Universitas Jenderal Soedirman Jl. HR Bunyamin Grendeng Purwokerto Jawa Tengah Telp. 0281 637970
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Does Halal Certification Matter? Segmenting Restaurant Consumers in A Diverse Market Arsil, Poppy; Naufalin, Rifda; Ramadhanti, Wita; Mustofa, Asna
Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies Vol. 21 No. 2: December 2025
Publisher : Fakultas Studi Islam dan Peradaban, Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/afkaruna.v21i2.24942

Abstract

Indonesia has emerged as the world’s second-largest halal market, boasting the largest Muslim population globally. Despite the Minister of Religious Affairs Decree No. 748/2021, which mandates halal certification for all food service providers by 2024, only a small fraction of restaurants have obtained certification. This study explores differences in consumer segmentation between Muslim patrons who choose halal-certified restaurants and those who do not. The study utilized data from 200 respondents in Banyumas Regency. It also employed hierarchical cluster analysis, which involves measuring distances, linking clusters, and identifying the optimal cluster solution, to delineate distinct consumer groups. Two primary categories are recognized among consumers who choose halal-certified restaurants. High-compliance Muslim Consumers exhibit substantial knowledge, awareness, and commitment to halal certification in their food choices. In contrast, Moderate-Identity Consumers recognize the significance of halal certification but do not regard it as a determining factor in their purchasing decisions. This study also identifies three consumer segments among patrons of non-halal-certified restaurants. The largest group, Halal Flexible, consists mainly of consumers who possess high halal awareness but adopt flexible eating choices due to lower–to–middle–income constraints. Low Halal Concern Consumers exhibit moderate awareness, striking a balance between religious considerations and practical needs. Low-Compliance Consumers display minimal halal awareness and negligible interest in halal attributes. This study is significant in providing insight into how these consumer segments illustrate varying orientations toward halal certification, shaped by differences in religious understanding, personal values, contextual factors, and sociodemographic profiles.
Co-Authors Adi Indrayanto Aditya Aditya Afifah, Azahra Nur Arofah, Triani Asna Mustofa Atiek Sri Purwati Aulia, Chairunnisa Shandy Bambang Agus Pramuka Dalhar Shodiq, Dalhar Dewanto, Devi Aulia Rahma Dona Primasari, Dona Dyah Sulistyowati Rahayu Eliada Herwiyanti Fatmawati, Fatmawati Fatyadi, Ahsan Mu’afi Fatyadi Mu’afi Hijroh Rokhayati, Hijroh Hiroshi Osada Hudaya, Zuhdan Ali Jati, Dian Purnomo Kartikasari, Dyah Ayumurni Kurniawan Kurniawan Kusuma, Poppy Dian Indira Mukhrodin, Mukhrodin Nur Aini Octisari, Sully Kemala Oktafiani Catur Pratiwi Oman Rusmana Poppy Arsil Prahari, Dika Pramono Hariadi Praptapa, Agung Pratama Septiyani, Resa Pide Pratama Septiyani, Resa Pide Pratiwi, Oktafiani C. PUJI LESTARI Putri, Resha Monica Rifda Naufalin Septiani, Sevira Wulan Setiyawati, Sri Murni Sholihah, Siti Mar'atush Sofa Marwah Solehan Solehan Sri Mangesti Rahayu Sri Murni Setyawati Sri Wijayanti Sudibyo, Yudha Aryo Sudibyo, Yudha Aryo Titis Perdani Tri Murniati Tyas Retno Wulan Widodo, Taufik Margi Widodo, Taufik Margi Wulandari, Ratu Ayu Sri Yanuar E. Restianto