DETERMINANTS OF HALAL COSMETIC PURCHASE DECISIONS THROUGH ONLINE APPLICATIONS WITH THE UTAUT APPROACH (CASE STUDY OF STUDENTS OF THE FACULTY OF ECONOMICS AND ISLAMIC BUSINESS, UIN SUMATERA UTARA)

Abstract

This study aims to analyze the factors influencing the decision to purchase halal cosmetics through e-commerce applications using the Unified Theory of Acceptance and Use of Technology (UTAUT) approach.This study employed a quantitative survey approach. The sample consisted of 100 students from the Faculty of Islamic Economics and Business, State Islamic University of North Sumatra, selected using a purposive sampling technique. Data were collected through an online questionnaire and analyzed using multiple linear regression (SPSS) and Partial Least Squares-based Structural Equation Modeling (PLS-SEM) using SmartPLS software.The results indicate that performance expectancy, social influence, and facilitating conditions significantly influence the decision to purchase halal cosmetics online. Meanwhile, effort expectancy did not show a significant effect.

Keywords: UTAUT, Halal Cosmetics, E-Commerce, Purchasing Decisions, Muslim Students