<![CDATA[This study examines the role of Artificial Intelligence (AI) in marketing and halal branding in fostering consumer trust toward halal MSME products in West Java, with a focus on the mediating effect of socio-religious perspectives. Employing a quantitative approach, data were collected from Muslim consumers and analyzed using structural equation modeling (SEM) to test the proposed relationships. The results confirm that AI-driven marketing and halal branding significantly enhance consumer trust, both directly and indirectly through socio-religious values. Notably, the integration of AI with culturally sensitive, faith-based branding emerges as a novel strategy to strengthen trust in halal MSMEs. The study contributes to the literature on Islamic marketing and digital consumer behavior by highlighting the synergy between technological innovation and religious-cultural values. Practical implications suggest that MSMEs should prioritize AI-powered personalization while embedding socio-religious messaging in their branding. Future research could explore demographic moderators or longitudinal designs to generalize these findings.]]>
Copyrights © 2025
