Analisis Halal Halo Effect pada Pembelian Skincare Mahasiswa Universitas Islam Raden Rahmat Malang : Studi Fenomenologi
Abstract
This study aims to analyze the phenomenon of the Halal halo effect in Muslim consumer behavior regarding skincare purchasing decisions among students of Universitas Islam Raden Rahmat Malang. This phenomenon refers to consumers’ tendency to associate halal labels with other positive attributes such as safety, quality, cleanliness, and overall product benefits. The research employed a qualitative approach with a phenomenological method through in-depth interviews with 15 Muslim students selected using purposive sampling techniques. The findings reveal that halal labels are not only perceived as symbols of Islamic compliance but also as indicators of product quality and safety. Halal labels function as a primary filter in purchasing decisions and help reduce consumers’ perceived risks. In addition, social media, influencers, and social environments strengthen the formation of the Halal halo effect. This study concludes that consumer literacy regarding skincare and comprehensive understanding of halal concepts are essential in fostering more critical and sustainable consumption behavior. These findings contribute to the development of Muslim consumer behavior studies and social innovation based on Islamic economics.
Keywords: halal halo effect, Muslim consumer behavior, halal skincare, halal label, purchasing decisions.
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