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

Ariqah Luthfiyah (Universitas Islam Negeri Sumatera Utara)
Khairina Tambunan (Universitas Islam Negeri Sumatera Utara)
Muhammad Lathief Ilhamy Nasution (Universitas Islam Negeri Sumatera Utara)

Value Added: Majalah Ekonomi & Bisnis
Vol 22, No 2 (2026): VALUE ADDED : MAJALAH EKONOMI DAN BISNIS (Periode Oktober)

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).