The study is aimed at providing an enhanced understanding on the role of advertising and branding towards Halal consumption. Such emergence has caused businesses to reconsider their advertising approach to attract new and retain old consumers. Furthermore, Halal branding especially in advertising has emerged as a new type of marketing advertisement. In advertisements, Halal is considered a brand that holds significant value for Muslim consumers. The study is an eye opener into areas of Islamic Marketing that are becoming more substantial and have not been addressed. The findings of this study could assist the policy makers, regulators and public understand how selection of food ingredient influences Halal compliance among food truck traders that lead to effective Halal management. Bivariate correlation results suggest a significant positive relationship between the selection of food ingredients (positive statement) and religiousity with Halal compliance. Factor analysis results show that there are two dimensions of food ingredients i.e. Data are collected using questionnaires from 48 food truck traders from Kuala Lumpur and Selangor. This paper therefore seeks to see (i) the development of the food truck business in the Malaysian market, (ii) the purchase pattern of food ingredient among food truck traders, (iii) halal compliance among food truck traders and (iv) the relationship between religiousity and food ingredients with Halal compliance among food truck traders in Klang Valley. The food truck business is one type of the small and medium business (SME) and this business is also highly encouraged in Malaysia based on recommendations of SME Corporation, MARA and the Malaysian government. In Malaysia, there are increasing in trend of mobile food dealers or food trucks by young traders who sell various types of food by using vehicles.

Kertas kerja perniagaan food truck