Pengaruh Sertifikat Halal terhadap Nilai Penjualan dan Kepuasan Konsumen Industri Jasa Boga Inflight Catering (Kasus: PT Aerofood Indonesia)

Abstract

Indonesia has the largest muslim population in the world. A Muslim live according to a set of rules written in the Holy Qur’an and Hadiths such as consuming halal. However, only 20% of products have halal certificate in Indonesia. It is because producers view halal certification of products as a burden and would increase the cost of production. The purpose of this study is to analyse impact of halal certification on total revenue and the relationship between customer-perceived importance of quality attributes and attribute performance on inflight catering services. This research was conducted at PT Aerofood Indonesia and Soekarno Hatta Airport Gate 2F with 48 participants selected by purposive sample. The correlation between customer behaviour towards halal food product was analysed by using chi-square test. It shows that religiosity and education level is significant to halal food awareness. In addition, the results using importance performance analysis show that passengers perceived low priority of the attribute halal logo and product warranty (halal, food hygiene, and safe to consume). Product warranty (halal, food hygiene, and safe to consume) is perceived as high priority by airlines. Ordinary Least Square (OLS) analysis of halal certification shows a positive effect towards total revenue of both domestic and international flights.