MASLAHAH DAN PENERIMAAN TEKNOLOGI: PERILAKU KONSUMEN PRODUK KOSMETIK HALAL PADA E-COMMERCE DI INDONESIA

Muhammad Salman Al Farisi, NIM.: 20300012012 (2024) MASLAHAH DAN PENERIMAAN TEKNOLOGI: PERILAKU KONSUMEN PRODUK KOSMETIK HALAL PADA E-COMMERCE DI INDONESIA. Doctoral thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Indonesia, a Muslim-population-majority and the world biggest halal product consumer nation, is a huge potential global market. Consuming things in Islam does not merely mean to satisfy one’s physical needs, but, more importantly, it should bring positive multiple effects, as suggested by the concept of consumption in Islam. The flourishing e-commerce on cosmetic products has not been followed by the Muslim customer’s awareness of halal make-up. Studies on the customers’ attitude on goodness and technologyacceptance basis of halal cosmetic products are not adequate in number, making this dissertation a brand new research. This dissertation is meant to analyze if halal cosmetic product consumption have different scale of priority according to goodness effect; and if behavior, subjectivity, and technology-acceptance influence the customers’ intention of and behavior to halal cosmetic product wear. A combination of quantitative and qualitative approaches was employed in this dissertation research with 280 respondents and ten informants, respectively. Data were collected from the interview with the informants. The quantitative data were analyzed using Structural Equation Model (SEM) and were processed under SmartPLS software. The results show that the conceptual model which is used to predict Indonesian customers’ behavior towards halal cosmetic products is constructed on the basis of the one that integrates Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), while enclosing goodness-effect variable serving as co-predictor to give better prediction results of the customers’ intention and behavior. The study proved that motivation to use halal cosmetic products with goodness priority was “hajiyat” to gain the highest possible benefits out of them. The benefit obtained in this regard did not merely focus on beauty, but they had to be halal, sanitized, simple, and moral.

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