The Effectiveness of Shopee's Live Streaming in Increasing Impulse Buying for Muslims Consumers to Buy Halal Cosmetics

Abstract

As a Muslim, consuming halal products is not a choice but an obligation and a lifestyle. In Islamic law, a Muslim is obliged to consume what is lawful and it is forbidden to consume what is prohibited by Allah. Not only related to food but also in terms of cosmetics. In recent years, the halal industry has increased globally, including halal cosmetics. In the digital era, consumers tend to shop online. In Indonesia, there are 100 million people who visit marketplaces every month. The second most visited marketplace in Indonesia is Shopee. Halal cosmetics have started to be widely marketed at Shopee. In the Shopee, there is a Shopee live feature where sellers and consumers can interact directly in real-time even in different spatial dimensions. In Shopee Live, sellers can promote their products and consumers can see the product more clearly. Many marketers of halal products are trying to use the Shopee live feature. Even so, how effective it is in influencing consumer purchasing decisions still needs to be proven empirically. For this reason, it is necessary to conduct empirical research to test the influence of Shopee Live in influencing consumers to buy halal cosmetic products .