PENERAPAN THEORY OF PLANNED BEHAVIOR (TPB) PADA PEMBELIAN PRODUK KOSMETIK BERSERTIFIKASI HALAL DAN CELEBRITY ENDORSER SEBAGAI VARIABEL MODERASI (STUDI DI WILAYAH JABODETABEK)

Abstrak

This study aims to determine the effect of Theory of Planned Behavior (TPB) which includes attitudes, subjective norms and perceived behavioral control on consumer purchase intentions on halal cosmetic products in Indonesia by making Celebrity Endorser a moderating variable. This type of research is quantitative research which is explanatory research. The data collection method was carried out by interview, the results of filling out questionnaires by respondents and literature study. The data is processed using Structural Equation Model (SEM) modeling using the WarpPLS version 5 approach. Based on the results of the study, the results of this study indicate that attitude factors, subjective norms, and perceived behavioral control significantly influence consumer purchase intention towards halal-certified cosmetics. However, the role of celebrity endorsers as moderating subjective norms on purchase intention actually has a negative effect. This indicates that consumers of halal products prioritize religious values and social norms over celebrity influence.