The Influence of Affiliate Marketing, TikTok Reviews, and Halal Trust on Online Halal Food Purchase Decisions Among FEBI UINSU Students

Ariqah Luthfiyah(1*), Khairina Tambunan(2), Muhammad Lathief Ilhamy Nasution(3)


(1) Universitas Islam Negeri Sumatera Utara
(2) Universitas Islam Negeri Sumatera Utara
(3) Universitas Islam Negeri Sumatera Utara
(*) Corresponding Author

Abstract


This study aims to analyze the influence of affiliate marketing, TikTok content reviews, and halal trust on the online purchase decisions of halal food among students of the Faculty of Islamic Economics and Business (FEBI) UIN Sumatera Utara. Quantitative methods were employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 100 respondents via questionnaire, with model validation through outer loadings (>0.7), Cronbach's alpha (>0.7), AVE (>0.5), and tests like Fornell-Larcker and VIF (<5). Results reveal significant positive effects: affiliate marketing (β=0.366, p=0.001), TikTok content reviews (β=0.234, p=0.033), and halal trust (β=0.243, p=0.015), collectively explaining 58.8% variance in purchase decisions (R²=0.588).

Keywords


affiliate marketing; TikTok content review; halal trust; purchase decision; halal food; PLS-SEM

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DOI: https://doi.org/10.26714/vameb.v22i2.22621

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