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All Journal Journal of Electronics, Electromedical Engineering, and Medical Informatics Jurnal Tecnoscienza Community Development Journal: Jurnal Pengabdian Masyarakat Indonesia Berdaya Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Communautaire: Journal of Community Service Journal of Halal Research, Policy, and Industry
Wulan, Tri Deviasari
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Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Building Trust in the Digital Halal Market Nugroho, Dion Satrio; Wulan, Tri Deviasari
Journal of Halal Research, Policy, and Industry Vol. 4 No. 2 (2025): Journal of Halal Research, Policy, and Industry : Desember
Publisher : UNIVERSITAS NAHDLATUL ULAMA SURABAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/jhrpi.v4i2.8637

Abstract

This study aims to examine the effect of Digital Halal Marketing (DHM) on Consumer Trust (CT) by investigating the mediating roles of Social Media Engagement (SME). In the rapidly growing halal industry, digital platforms have become essential tools for communicating halal values, certification transparency, and ethical positioning. However, limited research has explored how digital halal strategies translate into consumer trust through relational mechanisms. This study employs a quantitative approach using covariance-based structural equation modeling (CB-SEM) with a sample of 250 respondents collected through structured questionnaires. The findings reveal that Digital Halal Marketing significantly influences Social Media Engagement and Brand Image. Furthermore, both Social Media Engagement and Brand Image have significant positive effects on Consumer Trust. The mediation analysis indicates partial mediation, demonstrating that trust is primarily formed through interactive engagement and favorable brand perceptions rather than direct marketing communication alone. The results suggest that halal-oriented digital strategies must prioritize transparency, interactivity, and value congruence to effectively build consumer trust. The study contributes to the integration of signaling theory and engagement theory within halal digital marketing literature and provides practical insights for managers seeking to strengthen trust in competitive digital environments.
Co-Authors Algristian, Hafid Aliffiany, Aisa Amri Rasyid, Reizano Arifianti, Novalina Bambang Edi Suwito Bintarti, Tri Wahyuni Budiarti, Rizqi Putri Nourma Cahyati, Dwi Putri Dedi, Muhammad Dike Bayu Magfira, Dike Bayu Endah Budi Permana Putri Endang Sulistiyani Enggriana, Findi Nita Ghofirin, Mohamad Heni Agustina Ika Mardiyanti Ima Kurniastuti Ismail, Zainul Hadi Wildan Jannah, Ken Putri Raudhatul Khusnah, Hidayatul Lisnawati, Diana Arum Mardhotillah, Rachma Rizqina Maslia, Ramzi Dhamar Fahlefi Maulidya, Mielysa Mauluddiana, Hesti Lestari Naufal, Rafif Novita, Nurul Riska Nugroho, Dion Satrio Putri Pambayun, Cindy Ayu Rizki Amalia Elfita Saputro, Hendik Eko Sholikha, Hestitus Siswanti, Anas Tifa Rahma Soraya, Sabrina Ifahdini Sulistiyani, Endang Susanto, Fajar Annas Teguh Herlambang Yudianto, Firman