Pengaruh Halal Awareness Dan Fomo Terhadap Purchase Decision Dan Customer Satisfaction Produk Kosmetik Halal

Susi Noviana (Program Studi Ekonomi Islam, Fakultas Ekonomi dan Bisnis, Universitas Hasyim Asy’ari Tebuireng Jombang)
Imam Sopingi (Program Studi Ekonomi Islam, Fakultas Ekonomi dan Bisnis, Universitas Hasyim Asy’ari Tebuireng Jombang)
Athi’ Hidayati (Program Studi Ekonomi Islam, Fakultas Ekonomi dan Bisnis, Universitas Hasyim Asy’ari Tebuireng Jombang)
Peni Haryanti (Program Studi Ekonomi Islam, Fakultas Ekonomi dan Bisnis, Universitas Hasyim Asy’ari Tebuireng Jombang)

Jurnal Ekonomi Syariah Pelita Bangsa
Vol. 11 No. 02 (2026): JESPB Edisi Oktober 2026

This research investigates how halal awareness and FOMO influence purchase decisions and customer satisfaction regarding halal cosmetic products among students at Hasyim Asy’ari University (Unhasy). This study employs a quantitative approach using a survey method involving 101 respondents selected via purposive sampling, drawn from the active student population of Unhasy from the 2022–2025 cohorts. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0 software. Findings reveal that halal awareness exerts a significant positive effect on both purchase decisions and customer satisfaction; FOMO demonstrates a significant yet negative effect on purchase decisions; and purchase decisions significantly shape customer satisfaction. These outcomes are expected to provide practical guidance for manufacturers, marketers, and halal certification institutions in developing more targeted marketing approaches.