STUDI LITERATUR: PENGARUH SOCIAL PROOF TERHADAP KONSUMSI SKINCARE VIRAL DAN PEREDARAN KOSMETIK ILEGAL DALAM PERSPEKTIF EKONOMI SYARIAH
DOI:
https://doi.org/10.61722/jaem.v3i2.10712Keywords:
social proof, viral skincare, illegal cosmetics, consumer behavior, Islamic economicsAbstract
The development of social media has changed people's consumption patterns regarding health and beauty products. The phenomenon of viral skincare promoted through influencers, beauty creators, and user testimonials has encouraged the emergence of purchasing behavior based on social proof. On the other hand, the increasing demand for viral products has also triggered the circulation of illegal cosmetics that do not have distribution permits or halal certification. This study aims to analyze the influence of social proof on viral skincare purchasing decisions and its relation to the circulation of illegal cosmetics from an Islamic economic perspective. The research employs a literature study approach. Data sources are derived from national and international journal articles, official government reports, publications from the National Agency of Drug and Food Control (BPOM), as well as studies published between 2021 and 2025. The analytical technique used is content analysis. The synthesis of 25 articles shows that social proof is a dominant factor influencing viral skincare purchasing decisions through mechanisms of social influence, fear of missing out (FOMO), and trust in influencers. This phenomenon contributes to increased market demand, which is then exploited by illegal business actors to distribute cosmetics without distribution permits. From an Islamic economic perspective, such practices contradict the principles of transparency, honesty, consumer protection, and the prohibition of gharar (uncertainty). Therefore, improving consumer literacy, strengthening regulatory oversight, and reinforcing digital marketing ethics are necessary to create a healthier and more sustainable market.
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