PENGARUH PRICE PRODUCT, ORIGINALITY PRODUCT DAN PRODUCT DIVERSITY TERHADAP KEPUTUSAN PEMBELIAN PRODUCT KECANTIKAN BERDASARKAN ETIKA KONSUMSI DALAM PRINSIP ISLAM MELALUI APLIKASI SOCO BY SOCIOLLA. ( Studi Pada Konsumen Muslim Di Bandar Lampung )

SEPTIYA, APRILIYANTI (2026) PENGARUH PRICE PRODUCT, ORIGINALITY PRODUCT DAN PRODUCT DIVERSITY TERHADAP KEPUTUSAN PEMBELIAN PRODUCT KECANTIKAN BERDASARKAN ETIKA KONSUMSI DALAM PRINSIP ISLAM MELALUI APLIKASI SOCO BY SOCIOLLA. ( Studi Pada Konsumen Muslim Di Bandar Lampung ). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Pertumbuhan pesat pembelian produk kecantikan melalui ecommerce menimbulkan kebutuhan untuk menilai Keputusan pembelian konsumen berdasarkan etika konsumsi Islam, terutama halhal yang berkaitan dengan harga produk, keaslian produk dan keragaman produk, konsep halal dan thayyib, serta resiko produk palsu yang beredar di Masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh Price Product, Originality Product Dan Product Diversity Terhadap Keputusan Pembelian Produk Kecantikan Pada Aplikasi SOCO By Sociolla pada konsumen muslim di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer melalui kuesioner terhadap 131 responden, penelitian ini menggunakan metode purposive sampling dan, penelitian ini menggunakan analisis Partial Least Square melalui SmartPLS 4. Hasil penelitian menunjukan bahwa price product berpengaruh positif tidak signifikan terhadap Keputusan pembelian, originality product berpengaruh positif signifikan terhadap Keputusan pembelian dan product diversity berpengaruh positif signifikan terhadap Keputusan pembelian. Temuan ini menunjukan Keputusan pembelian konsumen muslim lebih dipengaruhi keaslian dan keragaman produk dari pada harga produk. Platform SOCO by sociolla perlu memperkuat Jamina originalitas dan variasi produk sesuai dengan prinsip maslahah dalam konsumsi Islam. Kata Kunci : Price Product, Originality Product, Product Diversity, Keputusan Pembelian, Etika Konsumsi Islam. ABSTRACT The rapid groth of beauty product purchases through ecommerce has created a need to evaluate consumer purchasing deciosions based on Islamic consumption ethics, particulary those related to product price, product originalit, and product diversity, as well as the concept of halal and thayyib and the risk of counterfeit products circulating in society. This study aims to analyze the influence of price product, originality product, and product diversity on purchasing decisions for beauty products through the SOCO By Sociolla application among Muslim Consumers in Bandar Lampung. This Research uses a quantitative approach with primary data collected through questionnaries distributed to 131 respondents. The sampling techniques used were purposive sampling. Data analysis was conducted using the Partial Least Square (PLS) method through SmartPLS 4. The result show that price product has appositive but insignificant effect on purchasing decisions, while originality product has a positive and significant effect, and product diversity also has positive significant effect on purchasing decisions. These findings indicate that muslim consumer’s purchasing decisions are more influenced by product originality and product diversity rather than price. Therefore, The SOCO by Sociolla platform needs to strengthen guarantees of product originality and product variety in accordance with the principle of maslahah in In Islamic Consumption. Keywords : Price Product, Originality product, Product diversity, Purchasing Decision, Islamic consumption ethics.

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