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All Journal Darul Ulum: Jurnal Ilmiah Keagamaan, Pendidikan dan Kemasyarakatan
Arwin Jaya
STIT Darul Ulum Kotabaru
Religion Humanities Education Social Sciences Other

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PERILAKU KONSUMSI PRODUK HALAL GEN Z PADA PLATFORM SHOPEESHOPEE: STUDI PADA MAHASISWA STIT DARUL ULUM KOTABARU: Studi Pada Mahasiswa STIT Darul Ulum Kotabaru Anisa; Arwin Jaya; Rina Amallia; Riska Riyanti; Siti Khadijah
Darul Ulum: Jurnal Ilmiah Keagamaan, Pendidikan dan Kemasyarakatan Vol 17 No 1 (2026): Darul Ulum: Jurnal Ilmiah Keagamaan, Pendidikan dan Kemasyarakatan, Juni 2026
Publisher : STIT DARUL ULUM KOTABARU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62815/darululum.v17i1.214

Abstract

This study examines the consumption behavior of Generation Z regarding halal products, specifically among students of the Islamic Religious Education (PAI) Study Program, Class of 2023, at STIT Darul Ulum Kotabaru, on the Shopee platform. The phenomenon of unclear halal information on best-selling products on Shopee raises the potential for gharar due to visual information asymmetry. This descriptive qualitative research utilized in-depth interviews, non-participant observation, and documentation to collect data from five informants. The findings indicate that Gen Z's halal awareness is high but heavily reliant on product visuals. They trust buyer reviews more than seller claims. Technical constraints such as blurry photos and the lack of automatic verification features on Shopee hinder the validation process. This study recommends improving digital halal literacy for consumers, information transparency for MSMEs, and standardization of halal features on e-commerce platforms.
Co-Authors Anisa Rina Amallia Riska Riyanti Siti Khadijah