TINJAUAN PERILAKU KONSUMEN MUSLIMAH TERHADAP PENGGUNAAN NAIL ART NON-HALAL DI VIONA STUDIO PONOROGO

Abstract

Nail art is an act of beautifying nails by giving pictures, paintings or decorations. There are several nail art businesses in Ponorogo Regency, one of which is Viona Studio. In the Viona Studio business, many Muslim consumers use non-halal nail art products. One of the main issues that arises is the use of non-halal materials and practices that can prevent the validity of ablution, such as the use of nail polish that covers nails and is waterproof. This study aims to analyze the behavior of Muslim consumers towards the use of non-halal nail art at Viona Studio Ponorogo, analyze the factors that can influence the behavior of Muslim consumers towards the use of non-halal nail art at Viona Studio Ponorogo, and analyze the loyalty factors of Muslim consumers at Viona Studio Ponorogo. The type of research used is field research. With the approach used is qualitative research. This research was conducted at the Viona Studio Nail Art Business with data collection techniques in the form of observation, interviews, and documentation. The results of the study indicate that the behavior of Muslim consumers who use non-halal nail art at Viona Studio Ponorogo tends to be pragmatic and is not fully in line with Islamic consumption principles. Although the halal aspect is less of a primary concern, consumer loyalty remains high because it is influenced by service quality, affordable prices, and ease of access. Internal factors such as knowledge, attitudes, and personality, as well as external factors such as social and economic environments, also shape consumption behavior. This finding indicates the need to increase consumption fiqh literacy and spiritual awareness in consumption decision making among Muslim women.