Analisis Faktor-Faktor Penentu Perilaku Konsumen dalam Konteks Bisnis Syariah

Abstract

The rapid development of sharia business in Indonesia demands a deep understanding of Muslim consumer behavior. This study aims to analyze various factors that affect consumer behavior in choosing sharia-based products and services. The main reason for this study is that there is a gap in previous studies that tend to focus on the Islamic banking sector and quantitative approaches, while qualitative aspects and other sectors such as food, fashion, cosmetics, and e-commerce have not been thoroughly studied. This study uses a library research method with a descriptive qualitative approach. Data were obtained from relevant national and international literature, articles, and scientific journals, published in the last 10 years. The analysis was carried out on factors such as religiosity, socio-culture, economics, psychology, product quality and uniqueness, marketing strategies, and implications for sharia business development. The results of the analysis show that religious motivation, perception of halal labels, brand image, price, and product conformity with Islamic values significantly influence consumer purchase decisions. Muslim consumers are now increasingly selective and critical in assessing the halal, quality, and ethics of sharia products. Marketing strategies that are in line with Islamic values, consumer education, and product innovation are key in building customer loyalty. This research makes an important contribution to the development of sharia business strategies that are not only competitive, but also ethical and sustainable. It is hoped that this research can be the basis for follow-up studies with a field approach and direct interviews to obtain deeper empirical data.