Pengaruh Halal Awareness, Customer Review, dan Perceived Behavioral Control terhadap Keputusan Pembelian Kosmetik Halal pada Mahasiswi Muslim Surabaya melalui Marketplace

The Effect of Halal Awareness, Customer Review, and Perceived Behavioral Control on the Decision to Purchase Halal Cosmetics for Muslim Female Students in Surabaya through the Marketplace 

Kosmetik selalu ada di kehidupan mahasiswa yang selalu ingin tampil menarik. Salah satu platform yang digunakan mahasiswi saat ini untuk memenuhi kebutuhan mereka adalah marketplace. Penelitian ini bertujuan untuk mengetahui bagaimana halal awareness, customer review, dan perceived behavioral control berpengaruh terhadap keputusan mahasiswi muslim Surabaya untuk membeli kosmetik halal melalui marketplace. Metode kuantitatif digunakan dalam penelitian ini, dan data primer diperoleh melalui kuesioner. Pengumpulan sampel dilakukan menggunakan teknik sampling dengan jumlah responden 104. SEM-PLS dan program SmartPLS 4 digunakan untuk menganalisis data. Penelitian menunjukkan bahwa halal awareness tidak memengaruhi keputusan seseorang untuk membeli kosmetik halal. Dan hasil penelitian menunjukkan bahwa Keputusan pembelian mahasiswi muslim Surabaya untuk membeli kosmetik halal melalui marketplace dipengaruhi oleh customer review dan perceived behavioral control. 

Cosmetics are always present in the lives of female students who always want to look attractive. One of the platforms used by female students today to meet their needs is the marketplace. This study aims to determine how halal awareness, customer reviews, and perceived behavioral control affect Surabaya Muslim female college students’ decision to buy halal cosmetics through the marketplace. Quantitative methods were used in this study, and primary data were obtained through questionnaires. Sample collection was carried out using sampling techniques with a total of 104 respondents. SEM-PLS and SmartPLS 4 program were used to analyze the data. The results showed that halal awareness does not affect a person’s decision to buy halal cosmetics. And the results showed that the purchasing decision of Surabaya Muslim female students to buy halal cosmetics through the marketplace was influenced by customer reviews and perceived behavioral control.