Bridging Faith and Quality: How Halal Assurance Shapes Consumer Satisfaction in Indonesia s Poultry Sector

Abstract

The global halal industry has grown rapidly, driven by increasing consumer demand for halal food products that emphasize safety, quality, and ethical values. This study aims to analyze consumer perceptions of service quality and halal assurance provided by halal-certified chicken meat producers in Yogyakarta and to examine their effects on consumer satisfaction. Using an accidental sampling method, data were collected from 160 household consumers through structured questionnaires and analyzed using descriptive statistics and Spearman s rank correlation. The findings reveal that consumers rated both service quality (mean = 12.94) and halal assurance (mean = 9.30) as very high with strong satisfaction toward product quality and price fairness (90% and 90.4%). Correlation analysis indicates a positive but low relationship between service quality (r = 0.289) and halal assurance (r = 0.315) with satisfaction. This study contributes by extending halal consumer behavior research to the slaughterhouse level, highlighting halal assurance as a key driver of consumer trust and satisfaction.