Enhancing ASEAN Competitiveness in Indonesia's Halal F&B Industry: Comparative AHP-ANP Analysis of SMEs and Large Enterprises

Donald Crestofe Lantu; Sri Herliana; Sudrajati Ratnaningtyas; Mia Rosmiati; Inayati Fadhilah

doi:10.31181/dmame8220251567

Authors

Donald Crestofe Lantu School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia
Sri Herliana School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia
Sudrajati Ratnaningtyas School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia
Mia Rosmiati School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia
Inayati Fadhilah School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia

DOI:

https://doi.org/10.31181/dmame8220251567

Keywords:

Halal Industry, Food and Beverage, Strategic Competitiveness, Analytical Hierarchy Process (AHP), Analytical Network Process (ANP), ASEAN Market

Abstract

This research explores the distinctions in strategic competitiveness between large enterprises and small and medium-sized enterprises (SMEs) within Indonesia’s halal food and beverage sector, specifically in the context of the ASEAN market, through a comparative Analytical Hierarchy Process–Analytical Network Process (AHP–ANP) methodology. Although Indonesia possesses significant demographic advantages, its participation in global halal exports remains relatively modest. The analysis reveals that SMEs regard regulatory adherence as the most crucial element of competitiveness, highlighting the necessity for more streamlined certification and regulatory frameworks. In contrast, large enterprises concentrate on market expansion, focusing on understanding consumer preferences, differentiating halal offerings, and ensuring alignment with global benchmarks. Both SMEs and larger firms acknowledge the importance of product innovation and supply chain efficiency in enhancing competitive capabilities. Technological advancements, including blockchain-based traceability and digital marketing tools, are gaining prominence across the sector; however, their implementation is notably more advanced among large enterprises. The findings indicate that policy interventions should aim to simplify halal certification processes and encourage technology adoption among SMEs, whereas larger firms should prioritise branding strategies and international market penetration. By systematically ranking strategic priorities, this study contributes to the existing body of knowledge on halal industry competitiveness and offers differentiated policy and managerial recommendations based on enterprise scale. Prospective studies are encouraged to build upon this framework through longitudinal and multi-country investigations.

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