Strategy of Halal Certifications Using the Strategic Assumption Surfacing and Testing (SAST)(Case Study at Riau Indonesia)

Abstract

The high number of Muslim consumers and a large number of Micro-Small and Medium Enterprises in Indonesia should be in line with the increase in the number of halal-certified products. Thus, it is necessary to formulate the right strategy to increase the number of Halal certifications in Indonesia. The purpose of this study is to provide strategic recommendations to policymakers in increasing the number of halal certificates in Indonesia. The Strategic Assumption Surfacing and Testing (SAST) method were adopted in this study through focus group discussions and interviews with selected experts covering 1 academician, 2 Halal practitioners, and 2 business actors. This study found that there were 20 strategic assumptions formulated to increase the number of halal certifications in Indonesia. The results of the SAST method cluster the strategic assumptions into 4 quadrants. There are 10 items that assume the strategy is at a high level of importance and certainty in quadrant 1 and is a priority to be implemented. Then, the research has limitations in the form of determining the priority of the assumptions that will be applied. Further research is suggested to carry out weighing and ranking in the selection of the best strategic assumptions by policymakers.