PENGARUH PROMOSI DAN HALAL LIFESTLYE TERHADAP PREFERENSI BELANJA DI SHOPEE BAROKAH DENGAN PRODUK SEBAGAI VARIABEL MODERATING DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Masyarakat Bandar Lampung)

DWI, KURNIASARI (2023) PENGARUH PROMOSI DAN HALAL LIFESTLYE TERHADAP PREFERENSI BELANJA DI SHOPEE BAROKAH DENGAN PRODUK SEBAGAI VARIABEL MODERATING DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Masyarakat Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Belakang ini gaya hidup halal (Halal Lifestyle) masyarakat muslim sangat berhati-hati dalam melakukan belanja online karena promosi potensi dan permintaan Pasar syariah, ternyata produk halal masih belum membanjiri pasar e-commerce di Indonesia adapun kasus yang sering terjadi berupa pemalsuan sertifikat halal, logo stiker halal, bahkan mencampurkan bahan baku yang tidak halal dengan bahan baku yang halal. Rumusan masalah penelitian ini yaitu Apakah promosi berpengaruh terhadap Preferensi belanja masyarakat bandar lampung di shopee barokah? Apakah halal lifestyle berpengaruh terhadap Preferensi belanja masyarakat bandar lampung di shopee barokah? Apakah produk memoderasi hubungan promosi terhadap preferensi belanja masyarakat Bandar lampung di shopee barokah? Apakah produk memoderasi hubungan Halal Lifestyle terhadap preferensi belanja masyarakat Bandar lampung di shopee barokah? Bagaimana Promosi dan Halal Lifestyle menurut ekonomi islam? Penelitian ini menggunakan pendekatan Kuantitatif. Populasi dalam penelitian ini adalah Masyarakat Bandar Lampung. Pengambilan sampel dilakukan menggunakan teknik purposive sampling dengan 400 Sampel sebagai Responden. Data yang digunakan dalam penelitian ini diperoleh dari penyebaran kuesioner. Hasil data yang diperoleh bahwa variabel promosi berpengaruh negatif dan signifikan terhadap preferensi belanja maka hipotesis pertama didukung. Serta variabel halal lifestyle berpengaruh positif dan signifikan terhadap preferensi belanja. Hasil uji moderasi produk pada hubungan promosi dan halal lifestyle terhadap preferensi belanja menghasilkan nilai original sampel negatif dan p-value bernilai signifikan, yang artinya produk memperkuat hubungan promosi dan halal lifestyle terhadap preferensi belanja. Semua yang ada di bumi ini diciptakan untuk kepentingan manusia, namun manusia diperintahan untuk mengonsumsi barang/jasa yang halal dan baik saja secara wajar, tidak berlebihan. Pemenuhan kebutuhan ataupun keing inan tetap dibolehkan selama hal itu mampu menambah mashlahah atau tidak mendatangkan mudharat. Kata Kunci: Promosi, Halal lifestyle, Preferensi Belanja, Produk ABSTRACT Lately, the Halal Lifestyle (Halal Lifestyle) Muslim community is very careful in doing online shopping because of the promotion of potential and demand for the Islamic market, it turns out that halal products have not yet flooded the e-commerce market in Indonesia. There are cases that often occur in the form of falsification of halal certificates, logos halal stickers, even mixing non-halal raw materials with halal raw materials. The formulation of the problem of this research is Does the promotion affect the shopping preferences of the Bandar Lampung community at the barokah shop? Does the halal lifestyle affect the shopping preferences of the Bandar Lampung community at the barokah shop? Does the product moderate the promotion's relationship to the shopping preferences of the Bandar Lampung community at the barokah shop? Does the product moderate the Halal Lifestyle relationship to the shopping preferences of the Bandar Lampung community at the barokah shop? How Promotion and Halal Lifestyle according to the Islamic economy? This study uses a quantitative approach. The population in this study is the Bandar Lampung community. Sampling was carried out using a purposive sampling technique with 400 samples as respondents. The data used in this study were obtained from distributing questionnaires. The results of the data obtained that the promotion variable has a negative effect on shopping preferences, so the first hypothesis is supported. And the halal lifestyle variable has a positive and significant effect on shopping preferences. The results of the product moderation test on the relationship between promotion and halal lifestyle towards shopping preferences produce a negative original sample value and a significant p-value, which means that the product strengthens the relationship between promotion and halal lifestyle towards shopping preferences. Everything on this earth was created for the benefit of humans, but humans are ordered to consume goods/services that are lawful and good in a reasonable manner, not excessive. The fulfillment of needs or desires is still permissible as long as it is able to add to the mashlahah or does not bring harm

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