This study examines how communication factors—particularly media exposure and institutional transparency—shape public perceptions of the Hajj Financial Management Agency (BPKH) in Indonesia. Using a nationwide survey of 1,200 respondents, the research examines awareness, trust, expectations, and perceived problems related to hajj fund management. The findings show that public awareness of BPKH remains limited, with most citizens still associating fund management with the Ministry of Religious Affairs. Television and social media dominate as information sources, while official BPKH channels play only a marginal role. Public confidence in BPKH’s transparency is moderate, reflecting partial legitimacy and persistent doubts. Citizens strongly expect openness, accountability, and integrity, while concerns focus on long waiting lists, high costs, and corruption. The study demonstrates that communication practices are critical for sustaining institutional legitimacy, as explained by Public Trust Theory and the interrelated processes of agenda setting and agenda building. The results suggest that BPKH must strengthen its official communication strategies, align narratives across media, and address salient public concerns to consolidate trust.