Towards Sustainable Financial Well-Being: The Conceptual Role of Brand Authenticity in Linking Islamic Entrepreneurial Orientation and Halal Supply Chain Integration among Halal MSMEs in Medan

Abstract

In the era of value-based entrepreneurship, the pursuit of financial well-being among Halal micro, small, and medium enterprises (MSMEs) extends beyond profit generation it embodies ethical authenticity, spiritual values, and sustainable practices. This conceptual paper explores the role of brand authenticity as a pivotal mechanism linking Islamic Entrepreneurial Orientation (IEO) and Halal Supply Chain Integration (HSCI) to the sustainable financial well-being of Halal MSMEs in Medan, Indonesia. Grounded in the perspectives of Islamic business ethics and value co-creation, this study proposes that IEO characterized by faith-driven innovation, risk-taking, and proactiveness fosters the development of authentic brands that reflect honesty, integrity, and adherence to Sharia principles. Furthermore, Halal Supply Chain Integration reinforces brand credibility and consumer trust through transparency and compliance, thereby enhancing the perceived authenticity of Halal products. By integrating these constructs, the paper develops a conceptual framework illustrating how brand authenticity mediates the relationship between entrepreneurial orientation and financial well-being within the Halal business ecosystem. This framework contributes to theoretical enrichment in Islamic entrepreneurship and Halal management literature while offering practical insights for policymakers and business owners seeking to empower Halal MSMEs toward inclusive and sustainable economic prosperity.