THIS STUDY AIMS TO ANALYZE THE INFLUENCE OF CONSUMER FACTORS, INCLUDING RELIGIOSITY, HEALTH CONSCIOUSNESS, SOCIAL INFLUENCE, AND TRUST IN HALAL CERTIFICATION, ON THE PURCHASE INTENTION OF HALAL FOOD PRODUCTS, AS WELL AS THEIR IMPACT ON THE EFFECTIVENESS OF THE HALAL SUPPLY CHAIN IN THE AGRIBUSINESS SYSTEM. THE RESEARCH WAS CONDUCTED IN PALEMBANG CITY INVOLVING 100 RESPONDENTS CONSISTING OF MUSL…