Interpretasi dan Pengalaman Konsumen Dalam Memaknai Konsep Kehalalan Pada Produk Pakaian Muslimah di Marketplace Shopee (Studi Pada Mahasiswi Fakultas Ilmu Tarbiyah dan Keguruan UIN Raden Fatah Palembang)

Abstract

This study aims to analyze how female students of the Faculty of Tarbiyah and Teacher Training (FITK) at UIN Raden Fatah Palembang interpret the concept of halal in Muslim women's clothing products sold on the Shopee marketplace, and to describe the consumption experiences that shape this interpretation. A qualitative method with a phenomenological approach was employed. Primary data were collected through non-participant observation and semi-structured interviews with five active Shopee users, while secondary data were drawn from relevant academic literature. Data were analyzed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing verified through triangulation. The findings reveal that informants interpret halal in diverse ways: some limit its meaning to compliance with Islamic dress codes, such as covering the aurat, while others extend it to include fabric materials, production processes, and seller ethics. Shopping experiences from searching for information and reading descriptions and reviews to post-purchase evaluation further shape how informants construct meaning, with positive experiences increasing trust and negative ones fostering more selective behavior. The study concludes that halal interpretation is multidimensional, shaped by knowledge, personal experience, religious values, and digital platform information, and recommends that sellers and Shopee provide more complete and transparent product information.