<![CDATA[The development of social media has changed consumer behavior patterns, including in making decisions to purchase halal products. This study aims to analyze the factors influencing Muslim consumers' purchasing decisions for halal products through social media. This study uses a descriptive qualitative approach with secondary data sources. The case study was conducted on fifth-semester students of the Sharia Business Management Study Program, Faculty of Islamic Studies, Muhammadiyah University of North Sumatra (FAI UMSU), in 2025, with a sample of 59 students. Data were analyzed using data reduction, data presentation, and conclusion drawing techniques. The results show that purchasing decisions for halal products on social media are influenced by the clarity of the halal label, trust in the seller, promotional content, and the influence of social media and digital recommendations. Social media plays a role as a means of information and shaping perceptions of product halalness for Muslim consumers.Keywords: Purchasing Decisions, Halal Products, Muslim Consumers, Social Media. AbstrakPerkembangan media sosial telah mengubah pola perilaku konsumen, termasuk dalam pengambilan keputusan pembelian produk halal. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan pembelian konsumen Muslim terhadap produk halal melalui media sosial. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan sumber data sekunder. Studi kasus dilakukan pada mahasiswa Program Studi Manajemen Bisnis Syariah Fakultas Agama Islam Universitas Muhammadiyah Sumatera Utara (FAI UMSU) semester 5 tahun 2025 dengan jumlah sampel sebanyak 59 mahasiswa. Data dianalisis melalui teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa keputusan pembelian produk halal di media sosial dipengaruhi oleh kejelasan label halal, kepercayaan terhadap penjual, konten promosi, serta pengaruh media sosial dan rekomendasi digital. Media sosial berperan sebagai sarana informasi sekaligus pembentuk persepsi kehalalan produk bagi konsumen Muslim.Kata Kunci: Keputusan Pembelian, Produk Halal, Konsumen Muslim, Media Sosial.]]>
