Halal Certification and a Focus on Sustainability as Determinants of Consumer Trust and the Competitiveness of Muslim Food MSMEs in Bandung

This study examines the effects of halal certification and sustainability orientation on consumer trust and the competitiveness of Muslim food Micro, Small, and Medium Enterprises (MSMEs) in Bandung, Indonesia. A quantitative approach with an explanatory research design was employed, involving 85 respondents selected from the Muslim food MSME sector. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings reveal that halal certification positively and significantly influence consumer trust and MSME competitiveness. Similarly, sustainability orientation significantly affects consumer trust and MSME competitiveness. The model explains 35.1% of the variance in consumer trust and 41.8% in MSME competitiveness. Halal certification demonstrates a stronger relationship with consumer trust, while sustainability orientation exhibits a greater contribution to competitiveness. These findings highlight the complementary roles of halal assurance and sustainable business practices in strengthening consumer confidence and competitive positioning. The study contributes to the literature by integrating institutional credibility and sustainability-oriented capabilities within a unified framework and provides practical insights for developing more competitive and responsible Muslim food MSMEs.