Peran Social Proof, Kepercayaan Konsumen Muslim, Dan Halal Awareness dalam Pembelian Produk Non-Makanan Di E-Commerce
DOI:
https://doi.org/10.47077/ekosiana.v13i1.656Keywords:
Social Proof, Kepercayaan Konsumen, Halal Awareness, Konsumen Muslim, E-CommerceAbstract
Penelitian ini bertujuan untuk menganalisis peran social proof, kepercayaan konsumen Muslim, dan halal awareness dalam pembelian produk non-makanan di e-commerce. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Informan dipilih secara purposive, yaitu konsumen Muslim di Kabupaten Bondowoso yang aktif menggunakan e-commerce, pernah membeli produk non-makanan, dan mempertimbangkan rating, ulasan, atau testimoni dalam proses pembelian. Data dikumpulkan melalui wawancara semi-terstruktur dan observasi pada platform Shopee, TikTok Shop, dan Lazada, lalu dianalisis secara tematik. Hasil penelitian menunjukkan bahwa social proof, seperti rating, ulasan, testimoni, dan jumlah pembelian, berperan penting dalam mengurangi ketidakpastian dan membentuk kepercayaan konsumen terhadap produk maupun penjual. Kepercayaan tersebut dibangun melalui persepsi terhadap kemampuan, kejujuran, dan itikad baik penjual yang diterjemahkan konsumen melalui berbagai sinyal digital. Namun, pengaruh social proof tidak bekerja secara seragam karena dipengaruhi oleh tingkat halal awareness masing-masing konsumen. Konsumen dengan halal awareness tinggi cenderung lebih berhati-hati dan tetap menuntut kejelasan halal, sedangkan konsumen dengan halal awareness lebih rendah cenderung lebih mudah menjadikan social proof sebagai dasar utama keputusan pembelian. Penelitian ini menegaskan bahwa pembelian produk non-makanan di e-commerce oleh konsumen Muslim merupakan hasil interaksi antara validasi sosial digital, kepercayaan konsumen, dan pertimbangan nilai keagamaan.
Kata Kunci:
Social Proof, Kepercayaan Konsumen, Halal Awareness, Konsumen Muslim, E-Commerce
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