KEPUTUSAN PEMBELIAN PRODUK KOSMETIK HALAL MELALUI SHOPEE BAROKAH (Analisis Islamic Branding, Word of Mouth, Halal Lifestyle dan Label Halal)

    Anggia Premilda Nurfa'izah, - and A Jajang W. Mahri, - and Suci Aprilliani,, - (2025) KEPUTUSAN PEMBELIAN PRODUK KOSMETIK HALAL MELALUI SHOPEE BAROKAH (Analisis Islamic Branding, Word of Mouth, Halal Lifestyle dan Label Halal). S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini berangkat dari masalah keputusan Pembelian kosmetik tanpa dilandaskan konsep syariah, khususnya melalui fitur Shopee Barokah. Penelitian ini bertujuan untuk menganalisis pengaruh Islamic Branding, Word of Mouth (WOM), Halal Lifestyle, dan Label Halal terhadap keputusan pembelian produk kosmetik halal. Populasi dalam penelitian ini adalah perempuan Muslim generasi Z di Kota Bandung yang pernah membeli produk kosmetik halal melalui Shopee Barokah, dengan jumlah sampel sebanyak 150 responden yang dipilih melalui teknik purposive sampling. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui kuesioner dan dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian secara deskriptif menunjukkan bahwa keempat variabel independen dan variabel keputusan pembelian berada dalam kategori tinggi. Hasil pengujian hipotesis menunjukkan bahwa Islamic Branding, WOM, dan Halal Lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan Label Halal tidak berpengaruh signifikan. Penelitian ini merekomendasikan agar pelaku usaha dan platform e-commerce lebih memperkuat elemen branding Islami, WOM, dan gaya hidup halal dalam strategi pemasaran produk kosmetik halal. This study stems from the issue of limited understanding regarding the factors influencing the purchase decisions of halal cosmetic products online, particularly through Shopee Barokah. Although the demand for halal products continues to rise, it remains unclear which factors significantly affect consumer decisions. This research aims to analyze the influence of Islamic Branding, Word of Mouth (WOM), Halal Lifestyle, and Halal Label on the purchase decisions of halal cosmetic products. The population of this study consists of Generation Z Muslim WOMen in Bandung who have purchased halal cosmetics through Shopee Barokah. A total of 150 respondents were selected using purposive sampling. The research employed a quantitative method with a descriptive and verificative approach. Data were collected through questionnaires and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. Descriptive results show that all four independent variables and the purchase decision variable are in the high category. Hypothesis testing results indicate that Islamic Branding, WOM, and Halal Lifestyle have a positive and significant influence on purchase decisions, while the Halal Label does not show a significant effect. This study recommends that business actors and e-commerce platforms enhance their strategies by focusing more on Islamic Branding elements, strengthening WOM, and promoting halal Lifestyle aspects in marketing halal cosmetic products.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=id SINTA ID : 5993287 SINTA ID : 0030048802
    Uncontrolled Keywords: Halal Lifestyle, Islamic Branding, Keputusan Pembelian, Kosmetik Halal, Label Halal, Shopee Barokah, Word of Mouth.
    Subjects: H Social Sciences > HB Economic Theory
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
    Depositing User: Anggia Premilda Nurfa'izah
    Date Deposited: 23 Sep 2025 03:32
    Last Modified: 23 Sep 2025 03:32
    URI: http://repository.upi.edu/id/eprint/140374

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