Pengaruh Harga terhadap Keputusan Transaksi Pre-order Shopee dengan Label Halal sebagai Variabel Mediasi

Abstract

The practice of pre-ordering imported cosmetics on Shopee raises concerns among Muslim consumers regarding the halal status of products. This study aims to analyze the effect of price on pre-order transaction decisions among FEBI IAIN Parepare students, with the halal label as an intervening variable. The study employs a quantitative approach using the PLS-SEM method assisted by SmartPLS. Data were collected from 100 respondents selected through purposive sampling. The results show that price does not have a significant direct effect on transaction decisions. In contrast, the halal label has a positive and significant direct effect on transaction decisions. The mediation test proves that the halal label acts as a full mediator in the relationship between price and transaction decisions. Thus, students use price as an indicator to validate the authenticity of the halal label. For FEBI IAIN Parepare students, halal assurance is an absolute requirement that is far more decisive in making transaction decisions than merely seeking a low price. These findings imply that manufacturers and e-commerce platforms need to prioritize transparency of halal product information to enhance Muslim consumers' trust in conducting pre-order transactions.