BUILDING A CIRCULAR ECONOMY MODEL THROUGH PRODUCT INFORMATION AND PURCHASING DECISIONS: A STUDY ON CREATIVE SMES IN RURAL AREAS

Abstract

This study aims to examine the influence of product information on purchasing decisions among the Diecaster consumer community in Purwokerto and to explore its relevance to the growth of creative SMEs and the development of a circular economy in rural areas. A total of 250 respondents were selected using purposive sampling. Data were analyzed using simple linear regression. The results show that product information has a significant positive effect on purchasing decisions . These findings suggest that when consumers are provided with complete, clear, and reliable product information, they are more likely to make confident purchase decisions. For creative SMEs operating in niche markets, such as Diecaster collectibles, strategic delivery of product information can increase consumer trust and stimulate sustainable purchasing behavior, thereby supporting the advancement of local circular economic practices.