E-Commerce Product Description Model for Start Up

摘要

This paper discuss the product description of halal make up specifically for lipstick in e-commerce. According to Global Islamic Economy Report 2016/2017 halal pharmaceutical and cosmetics is becoming a growing sector and expected to reach $ 213 billion by 2021 in aggregate. E-commerce gives everyone the opportunity to become a seller or intermediary by utilizing existing market space. Therefore, it is necessary research to know the material description of halal cosmetics products are sold. The aims of this study to build a description model of halal lipsticks as a cosmetics products can attract buyers until the purchase decision. The method used in this research is qualitative method with exploratory research approach. Observation was conducted on Tokopedia.com, sampling using Bernoulli method (2010). McGuire's Psychological Motives used to determine the consumers basic needs of a product (2010). To analyze product description use the theory of persuasion in the advertising by J. O'Shaughnessy and N. J. O'Shaughnessy (2004) and Toulmin's theory of argument (1958). The result shows that the products of halal cosmetics has used the type of persuasive description which contains the elements of argument. Those elements include claim, data, and warrants. According to Toulmin, to build a product description model requires at least three elements of argument mentioned above. The claim can actually be in the forms of halal, originality, security, and other basic needs. In short, the research result implies the efficacy for entrepreneur of halal cosmetic to make the description of appropriate products.