<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh viralitas produk, influencer review, dan customer review terhadap keputusan pembelian produk skincare pada Generasi Z dengan teori konsumsi ekonomi Islam sebagai variabel mediator. Perkembangan teknologi digital dan media sosial telah merevolusi cara pemasaran produk, terutama dalam industri skincare yang mengalami pertumbuhan signifikan. Generasi Z sebagai konsumen skincare menunjukkan karakteristik yang sangat dipengaruhi oleh kemajuan teknologi dan akses informasi digital. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal terhadap mahasiswa aktif UIN Fatmawati Sukarno Bengkulu angkatan 2022-2024 yang menggunakan produk skincare tertentu (Glad2Glow, Facetology, The Originote, Wardah, dan Azzarine) selama kurang lebih tiga bulan. Hasil penelitian menunjukkan bahwa viralitas produk dan customer review memiliki pengaruh signifikan terhadap keputusan pembelian produk skincare, dengan teori konsumsi ekonomi Islam berperan sebagai mediator yang memediasi hubungan tersebut. Namun berbeda dengan influencer review yang telah ditemukan pengaruh negatif secara signifikan terhadap keputusan pembelian serta teori konsumsi ekonomi islam tidak berperan sebagai mediator yang memediasi hubungan tersebut. Temuan ini memberikan wawasan penting bahwa Generasi Z Muslim tidak hanya terpengaruh oleh tren viral atau ulasan positif, tetapi juga menerapkan filter nilai-nilai syariah seperti maṣlaḥah (kemaslahatan), menghindari israf (pemborosan), dan memastikan produk halal dan ṭayyib dalam proses pengambilan keputusan pembelian mereka. Kata Kunci: Viralitas Produk, Influencer Review, Customer Review, Keputusan Pembelian, Teori Konsumsi Ekonomi Islam. Abstract This study aims to analyze the effect of product virality, influencer reviews, and customer reviews on Generation Z's decision to purchase skincare products, using Islamic economic consumption theory as a mediating variable. The development of digital technology and social media has revolutionized product marketing, especially in the skincare industry, which has experienced significant growth. Generation Z, as skincare consumers, exhibits characteristics that are highly influenced by technological advances and access to digital information. This study uses a quantitative method with a causal associative approach on active students at UIN Fatmawati Sukarno Bengkulu from the 2022-2024 batch who have used certain skincare products (Glad2Glow, Facetology, The Originote, Wardah, and Azzarine) for approximately three months. The results show that product virality and customer reviews have a significant influence on skincare product purchase decisions, with Islamic economic consumption theory acting as a mediator that moderates this relationship. However, unlike influencer reviews, which have been found to have a significant negative influence on purchase decisions, Islamic economic consumption theory does not act as a mediator that moderates this relationship. These findings provide important insights that Muslim Generation Z is not only influenced by viral trends or positive reviews, but also applies Sharia values such as maṣlaḥah (benefit), avoids isrāf (wastefulness), and ensures that products are halal and tayyib in their purchasing decision-making process. Keywords: Product Virality, Influencer Review, Customer Review, Purchase Decision,, Islamic Economic Consumption Theory]]>
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