The Influence of Brand Awareness, Product Quality, Product Price, and Halal Awareness on Purchase Decisions on Shopee E-Commerce: An Analysis Based on Islamic Consumption Theory

Abstract

Introduction: The rapid growth of e-commerce in Indonesia has intensified competition among online marketplaces, requiring platforms to better understand factors influencing consumers' purchasing decisions. This study aims to examine the effects of brand awareness, product quality, product price, and halal awareness on purchasing decisions among Shopee users from the perspective of Islamic Consumption Theory. Method: A quantitative approach was employed using a survey of 96 Shopee users selected through quota sampling. Data were analyzed using descriptive statistics, validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with SPSS 26. Results: The findings reveal that brand awareness (t = 3.721; p < 0.001), product quality (t = 4.698; p < 0.001), and product price (t = 3.521; p = 0.001) have significant positive effects on purchasing decisions. In contrast, halal awareness does not significantly influence purchasing decisions (t = 0.946; p = 0.347). Simultaneously, all independent variables significantly affect purchasing decisions (F = 419.418; p < 0.001). The model explains 94.9% of the variance in purchasing decisions (Adjusted R² = 0.946). Conclusion: These findings suggest that functional and marketing-related factors remain the primary determinants of purchasing decisions on Shopee, while halal awareness plays a complementary role. The study contributes to consumer behaviour literature by integrating Islamic Consumption Theory into the analysis of e-commerce purchasing behaviour.