Halal Awareness and TikTok Promotion on Purchase Decisions: Role of Consumer Trust

Authors

  • Najwa Ananta Universitas Islam Negeri Imam Bonjol Padang
  • Nora Zulvianti Department of Sharia Business Management, Faculty of Islamic Economics and Business, Imam Bonjol State Islamic University Padang, Indonesia
  • Romi Iskandar Department of Sharia Business Management, Faculty of Islamic Economics and Business, Imam Bonjol State Islamic University Padang, Indonesia

DOI:

https://doi.org/10.47709/governors.v5i2.9491

Keywords:

Consumer Trust, Halal Awareness, Purchase Decision, Tiktok Promotion

Abstract

The Indonesian fast-food industry has experienced rapid growth, creating intense competition among global and local brands. This study examines the influence of Halal Awareness and  TikTok Promotion on Purchase Decisions, with Consumer Trust as a mediating variable, at Almaz Fried Chicken in Padang City. A quantitative approach was employed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis. Data were collected from 112 respondents who had purchased Almaz Fried Chicken products in Padang through questionnaires distributed both online and directly at outlets. The findings show that Halal Awareness has a positive and significant effect on Purchase Decisions and Consumer Trust, while TikTok Promotion also has a positive and significant effect on Purchase Decisions and Consumer Trust. Furthermore, Consumer Trust positively and significantly affects Purchase Decisions and mediates the effects of Halal Awareness and TikTok Promotion on Purchase Decisions. These results underscore the importance of halal awareness and digital promotion strategies in shaping consumer behavior in Muslim-majority markets. Theoretically, this study extends the application of the Theory of Planned Behavior in a halal marketing context by incorporating halal awareness and digital promotion as contextual factors and highlighting Consumer Trust as a mechanism linking these factors to purchase decisions. This provides a more specific explanation of how halal-related awareness and TikTok-based promotional activities can shape consumer decision-making in a Muslim-majority market.

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Published

2026-10-01

How to Cite

Ananta, N., Zulvianti, N., & Iskandar, R. (2026). Halal Awareness and TikTok Promotion on Purchase Decisions: Role of Consumer Trust . GOVERNORS, 5(2), 94–104. https://doi.org/10.47709/governors.v5i2.9491

Issue

Vol. 5 No. 2 (2026): August-November 2026 Issue

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Articles

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Copyright (c) 2026 Najwa Ananta, Nora Zulvianti, Romi Iskandar

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