STRENGTHENING CONSUMER TRUST IN HALAL PRODUCTS TO SUPPORT LOCAL ECONOMIC SUSTAINABILITY: PLS-SEM APPROACH TO CULINARY MSMES IN PURWOKERTO

Abstract

This study aims to identify the influence brand trust on purchasing decisions among consumers of Mie Gacoan in Purwokerto, mediated by attitude, and to link this with supporting local economic sustainability. The research adopts a quantitative approach using purposive sampling, collecting data from 105 respondents. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. Analytical steps included evaluation of the measurement model (convergent validity, construct reliability, and discriminant validity), structural model evaluation, and hypothesis testing through bootstrapping to obtain t-statistics. The results show that brand trust positively influences purchasing decisions indirectly through attitude. The implications highlight that strengthening consumer trust in halal products not only enhances purchasing decisions but also promotes local economic sustainability by empowering small businesses in the food and beverage sector. Transparency in halal information and brand image development are key strategies to build sustainable and innovative collaboration between micro, small, and medium enterprises (MSMEs) and consumers, particularly in supporting a community-based circular economy model in rural areas.