The Influence of Customer Reviews, Customer Ratings, and Halal Literacy on Purchase Interest in Halal Skincare Products in the Marketplace (Study on Students of the Islamic Economics Study Program at Mulawarman University)
DOI:
https://doi.org/10.30872/miceb.v7i1.15568Keywords:
Customer Review, Customer Rating, Halal Literacy, Purchase Interest, MarketplaceAbstract
This study aims to analyze the influence of Customer Reviews, Customer Ratings, and Halal Literacy on Purchase Intention of Halal Skincare Products in the Marketplace among Sharia Economics Study Program students at Mulawarman University. The method used is associative quantitative with data collection through a structured questionnaire to 68 respondents who were determined using a purposive sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS version 25 which includes validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and coefficients of determination (R²). The results show that Customer Reviews, Customer Ratings, and Halal Literacy have a positive and significant effect on Purchase Intention both partially and simultaneously. This finding indicates that the better the consumer reviews and ratings and the higher the students' halal literacy, the higher the purchase interest of halal skincare products in the Marketplace
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