Halal Literacy and Halal Cosmetic Purchase Decisions Among Nurul Jadid University Students: Evidence from Shopee Users

Athoillah, Muhammad and Himmah, Mufidatul (2026) Halal Literacy and Halal Cosmetic Purchase Decisions Among Nurul Jadid University Students: Evidence from Shopee Users. Kartika: Jurnal Studi Keislaman, 6 (2). 3627 -3640. ISSN 2810-0573

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Abstract

The rapid growth of digital marketplaces has transformed consumer purchasing behavior, including the consumption of halal cosmetic products. In online shopping environments, halal literacy has become an important factor as consumers are required to evaluate product information independently. This study aims to examine the influence of halal literacy on cosmetic purchase decisions among Nurul Jadid University students who use the Shopee platform. A quantitative associative approach was employed, involving 60 respondents selected through purposive sampling. Data were collected using structured questionnaires and analyzed through simple linear regression with SPSS version 25. The findings indicate that halal literacy has a positive and significant effect on purchase decisions, with a correlation coefficient (R) of 0.724 and a coefficient of determination (R²) of 0.525. The t-test results (t = 8.004; p < 0.001) further confirm this relationship. These findings highlight the important role of halal literacy in promoting responsible purchasing decisions and contribute to the growing literature on halal consumer behavior in digital marketplace environments.

Pertumbuhan pesat marketplace digital telah mengubah perilaku pembelian konsumen, termasuk dalam konsumsi kosmetik halal. Dalam lingkungan belanja daring, literasi halal menjadi faktor penting karena konsumen harus mengevaluasi informasi produk secara mandiri. Penelitian ini bertujuan menganalisis pengaruh literasi halal terhadap keputusan pembelian kosmetik pada mahasiswa Universitas Nurul Jadid pengguna Shopee. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan melibatkan 60 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis melalui regresi linier sederhana dengan SPSS versi 25. Hasil penelitian menunjukkan bahwa literasi halal berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan koefisien korelasi ($R$) sebesar 0,724 dan koefisien determinasi ($R^2$) sebesar 0,525. Hasil uji-t ($t = 8{,}004$; $p < 0{,}001$) turut mengonfirmasi hubungan tersebut. Temuan ini menegaskan bahwa literasi halal berperan penting dalam mendorong keputusan pembelian yang lebih bertanggung jawab serta memperkaya literatur mengenai perilaku konsumen halal dalam konteks marketplace digital.

Item Type:	Article
Uncontrolled Keywords:	Halal Literacy, Purchase Decision, Halal Cosmetics, Digital Marketplace, Shopee Literasi Halal, Keputusan Pembelian, Kosmetik Halal, Marketplace Digital, Shopee
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Agama Islam > S1 Ekonomi Syari'ah
Depositing User:	Unnamed user with email illahatok19@gmail.com
Date Deposited:	19 Aug 2026 08:04
Last Modified:	02 Sep 2026 04:31
URI:	https://repository.unuja.ac.id/id/eprint/4380

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