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All Journal Value Added: Majalah Ekonomi & Bisnis
Ariqah Luthfiyah
Universitas Islam Negeri Sumatera Utara
Economics, Econometrics & Finance Social Sciences

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The Influence of Affiliate Marketing, TikTok Reviews, and Halal Trust on Online Halal Food Purchase Decisions Among FEBI UINSU Students Ariqah Luthfiyah; Khairina Tambunan; Muhammad Lathief Ilhamy Nasution
Value Added : Majalah Ekonomi dan Bisnis Vol 22, No 2 (2026): VALUE ADDED : MAJALAH EKONOMI DAN BISNIS (Periode Oktober)
Publisher : Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26714/vameb.v22i2.22621

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).
Co-Authors Muhammad Lathief Ilhamy Nasution Tambunan, Khairina