PENGARUH KONTEN ULASAN PENGGUNA, PERBANDINGAN HARGA DAN MOTIVASI PENCARIAN INFORMASI TERHADAP PERILAKU SHOWROOMING MENURUT PERSPEKTIF BISNIS ISLAM (STUDI PADA PENGGUNA MAKEUP SOMETHINC DI BANDAR LAMPUNG)

ALIYAH, KHOIRUNNISA DZAKI (2026) PENGARUH KONTEN ULASAN PENGGUNA, PERBANDINGAN HARGA DAN MOTIVASI PENCARIAN INFORMASI TERHADAP PERILAKU SHOWROOMING MENURUT PERSPEKTIF BISNIS ISLAM (STUDI PADA PENGGUNA MAKEUP SOMETHINC DI BANDAR LAMPUNG). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan e-commerce mendorong perubahan perilaku konsumen, salah satunya showrooming, yaitu konsumen mengevaluasi produk di toko fisik namun membeli secara online karena harga lebih menguntungkan. Fenomena ini banyak ditemukan pada pengguna makeup Somethinc di Bandar Lampung dan diduga dipengaruhi oleh konten ulasan pengguna, perbandingan harga, dan motivasi pencarian informasi, sehingga dikaji pula dari perspektif bisnis Islam. Penelitian ini bertujuan menganalisis pengaruh ketiga variabel tersebut terhadap showrooming menurut perspektif bisnis Islam. Penelitian menggunakan pendekatan kuantitatif dengan 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner Likert dan dianalisis menggunakan regresi linear berganda dengan perangkat lunak IBM SPSS Statistics. Hasil penelitian menunjukkan konten ulasan pengguna (t = 3,162; sig. = 0,002), perbandingan harga (t = 3,503; sig. = 0,001), dan motivasi pencarian informasi (t = 7,162; sig. = 0,000) berpengaruh positif signifikan terhadap showrooming, dengan motivasi pencarian informasi sebagai variabel paling dominan. Secara simultan, uji F menunjukkan F hitung 82,210 (sig. = 0,000). Nilai Adjusted R Square sebesar 0,711 menunjukkan 71,1% variasi showrooming dijelaskan oleh ketiga variabel tersebut. Berdasarkan perspektif bisnis Islam, ketiga variabel mencerminkan prinsip ṣidq, tabayyun, hifzul māl, ihtiyath, dan hifzul ʿaql, sedangkan showrooming diperbolehkan dalam Islam selama jujur dan tidak mengandung gharar maupun tadlīs. Kata Kunci: Konten Ulasan Pengguna, Perbandingan Harga, Motivasi Pencarian Informasi, Showrooming, Bisnis Islam. ABSTRACT The development of e-commerce has changed consumer behavior, one example being showrooming, where consumers evaluate products in physical stores but purchase them online because of more favorable prices. This phenomenon is commonly found among Somethinc makeup users in Bandar Lampung and is presumed to be influenced by user-generated review content, price comparison, and information search motivation, making it relevant to examine from an Islamic business perspective. This study aims to analyze the effect of these three variables on showrooming behavior from an Islamic business perspective. The study uses a quantitative approach with 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics software. The results show that user review content (t = 3.162; sig. = 0.002), price comparison (t = 3.503; sig. = 0.001), and information search motivation (t = 7.162; sig. = 0.000) have a positive and significant effect on showrooming, with information search motivation being the most dominant variable. Simultaneously, the F-test shows an F-value of 82.210 (sig. = 0.000). The Adjusted R Square value of 0.711 indicates that 71.1% of the variation in showrooming is explained by these three variables. From an Islamic business perspective, the three variables reflect the principles of ṣidq, tabayyun, hifzul māl, ihtiyath, and hifzul ʿaql, while showrooming is permissible in Islam as long as it is conducted honestly and does not contain elements of gharar or tadlīs. Keywords: User Review Content, Price Comparison, Information Search Motivation, Showrooming, Islamic Business.

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