<![CDATA[Tempe bungkil made from groundnut residue is a local food product with both nutritional and cultural value. Its protein content, reaching 20.43%, the fat composition is dominated by unsaturated fatty acids that are beneficial for heart health, while its carbohydrate content is lower than that of soybean tempe, making it suitable for consumers who wish to reduce carbohydrate intake. This study aims to analyze the willingness to pay (WTP) and consumer preference for tempeh bungkil as an alternative to plant-based protein based on local wisdom. Data was obtained from 100 respondents in Malang City using a survey method using the Contingent Valuation Method (CVM) and Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS). The results of the CVM analysis showed that the average WTP of respondents was IDR 5,000 with a median of IDR 4,500, and the total aggregate economic value was IDR 500,000. The WTP distribution pattern confirms that the higher the price, the fewer respondents are willing to pay. SEM analysis showed that local wisdom variables and psychological factors had a positive and significant effect on WTP, with a contribution of 64.3% to the model's explanation. These findings suggest that cultural identity, environmental awareness, and health are key factors in encouraging consumers to pay more for local food products. The results of the study provide an empirical basis for the development of product marketing strategies based on local wisdom, especially to increase the competitiveness of tempeh bungkil in the modern food market.]]>
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