<![CDATA[Blakasuta is a cultural value unique to the people of Banyumas Regency, Central Java, which reflects honesty, openness, and authenticity in both words and actions. The sustainability of a business is greatly influenced by the behavior of business actors in carrying out their business activities, especially behavior that reflects honesty and openness. This study aims to analyze the value of blakasuta in supporting the sustainability of business at MSME Keripik Tempe Hidayah. This research uses a qualitative method with a case study approach. The data sources consist of primary and secondary data. Data collection techniques were carried out through interviews, observation, and documentation. Data analysis uses the interactive model by Miles, Huberman, and Saldana, which includes data condensation, data display, and conclusion drawing. The results of the study show that MSME Keripik Tempe Hidayah has implemented the value of blakasuta in its business activities, such as providing clear product information to consumers both directly and through packaging labels, setting transparent pricing and honestly communicating price changes when raw material costs increase, using standardized weighing scales and even providing slightly more quantity, as well as not hiding defective products in order to maintain product quality. The implementation of this value is able to build consumer trust and loyalty as well as a good business reputation, thereby supporting business sustainability. This is indicated by the stability of business capital management, an increase in the number of employees, an increase in production capacity, and the expansion of market reach.]]>
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