FACTORS AFFECTING PURCHASE DECISIONS OF HALAL PRODUCTS THROUGH THE SHOPEE MARKETPLACE

Abstract

The online shopping feature is currently highly popular on marketplaces compared to other platforms, as marketplaces offer a high level of security and trust, along with numerous promotions that attract many consumers. In this study, data was collected using a questionnaire, an efficient method when the researcher knows the variables to measure and what can be expected from the respondents. Specifically, the study aims to analyze the decision to purchase halal products through the Shopee marketplace, targeting students in Malang City, including those from the Islamic University of Malang, Muhammadiyah University of Malang, and State Islamic University of Maulana Malik Ibrahim Malang. The results indicate that promotions influence purchasing decisions, trust also affects purchasing decisions, while online customer reviews do not have an impact on purchasing decisions. This research was conducted to examine the effects of promotion, trust, and online customer reviews on purchasing decisions for halal products through the Shopee marketplace. Based on the research findings and discussion, the following conclusions can be drawn: a) The promotion variable influences the decision to purchase halal products using the Shopee marketplace for Muslim students in Malang City, as shown by the t-test results. b) The trust variable influences the decision to purchase halal products using the Shopee marketplace for Muslim students in Malang City, as indicated by the t-test results. c) The online customer review variable does not affect the decision to purchase halal products through the Shopee marketplace for Muslim students in Malang City, as demonstrated by the t-test results.