1608 Bali Medical Journal 2022; 11(3): 1608-1613 | doi: 10.15562/bmj.v11i3.3704 ORIGINAL ARTICLE ABSTRACT Understanding the purchasing behaviors of halal cosmetics of teenagers in Indonesia using the theory of planned behavior and theory of consumption value Titih Huriah 1* , Iman Permana 1 , Mega Octavia 2 , Siti Hazariah Binti Abdul Hamid 3 Introduction: Public awareness of halal lifestyles is increasing. This understanding concerns food and beverage and other halal aspects such as halal tourism, household needs and halal cosmetics. Indonesia is the country with the largest Muslim population in the world. However, the general public, especially teenagers, does not understand the concept of halal cosmetics, which currently prefers other cosmetic products whose halal identity is not yet clear. The willingness and intention to use halal cosmetics remain low. This research aims to determine the factors afecting the use of halal cosmetics in Indonesian students. Methods: The study design was a descriptive study with a cross-sectional approach. This study combined the Theory of Planned Behavior and the Theory of Consumption Value (TCV) to identify factors afecting halal cosmetics in Indonesian students. This research employed a structured online survey, and 934 Muslim students aged 17 to 30 years old. The analysis process used Partial Least Square-Structural Equation Modelling (PLS-SEM). Results: The results showed that three of the 11 hypotheses were not proved. There was a signifcant relationship between intention, conditional value, epistemic value, emotional value, and halal cosmetics, with an R square value of 0.762. Conclusion: Four factors afect the use of halal cosmetics, 76.2%, while other factors outside the model cause the additional 23.8%. Keywords: Halal cosmetic, Indonesia, PLS-SEM, Students, Theory of Consumption Value, Theory of Planned Behavior. Cite This Article: Huriah, T., Permana, I., Octavia, M., Hamid, S.H.B.A. 2022. Understanding the purchasing behaviors of halal cosmetics of teenagers in Indonesia using the theory of planned behavior and theory of consumption value. Bali Medical Journal 11(3): 1608-1613. DOI: 10.15562/bmj.v11i3.3704 1 Master of Nursing UMY, Biotechnology and Halal Center UMY, Yogayakarta, Indonesia; 2 School of Pharmacy UMY, Biotechnology and Halal Center UMY, Yogyakarta, Indonesia; 3 Kulliyah of Nursing International Islamic University Malaysia, Kuantan, Malaysia; *Corresponding author: Titih Huriah; Master of Nursing UMY, Biotechnology and Halal Center UMY, Yogayakarta, Indonesia; titih.huriah@umy.ac.id Received: 2022-09-07 Accepted: 2022-10-06 Published: 2022-11-14 1608 Bali Medical Journal (Bali MedJ) 2022, Volume 11, Number 3: 1608-1613 P-ISSN.2089-1180, E-ISSN: 2302-2914 Open access: www.balimedicaljournal.org INTRODUCTION Te Muslim population all over the world is increasing over time. Indonesia is a country with the largest Muslim population in the world. According to the 2020 population census of Indonesia, Indonesia’s population has reached 273.5 million, of which 87.2% (229 million people). Te growing international market size of Muslim people will reach 2.2 billion by 2030. 1 According to the Qur’an, Halal refers to something Allah permits and is related to many aspects of daily life, such as food, drink, clothing, cosmetics, work, and so on. 2 In today’s world, Muslims constitute one of the most important global markets for halal products. 2 Halal cosmetics are one of the current demands and consumptions of halal products. 3 Te Global Trend of Halal Business in 2016 shows that ten sectors signifcantly contribute to the halal industry in business and economics, one of which is halal cosmetics. By 2023, the global demand for halal cosmetics will reach USD 53 billion. Cosmetics and personal care products are used on the human body to cleanse, beautify, promote attractiveness, and change appearances. 4 Tese include skin care creams, bath products, lotions, powders, perfumes, facial makeup, and deodorants. According to reports, a person uses up to 25 personal care products daily. 5 Halal cosmetics is an innovation in the cosmetic industry because it introduces new and diferent internal and external operations to meet customer demands. Halal cosmetics are concerned with halal compliance throughout the supply chain, from raw material sourcing to manufacturing, transportation, warehousing, and freight handling. 6 Te term halal cosmetics has become more prevalent in recent years, but some Muslims in Islamic countries, such as Indonesia and Malaysia, are still unfamiliar with this product. Many of them considered the Halal term just for food and beverage products. Moreover, research on halal cosmetics products is still lacking compared to food. 7–11 Besides, the attitude to using cosmetics is changing from conventional cosmetic products to halal cosmetic products. Most women value personal grooming, including working women and those with higher incomes who frequently purchase cosmetic products. 12 As a result, this study aims to identify the factors infuencing the use of halal cosmetics among Indonesian students. METHODS Te study design is a descriptive study with a cross-sectional approach. Tis study combined the Teory of Planned Behavior