Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh Behavioral Control dan Halal Consciousness terhadap Purchase Intention dengan Attitude sebagai variabel mediasi pada konsumen kosmetik halal di TikTok Shop Kota Banda Aceh. Penelitian ini dilatarbelakangi oleh pertumbuhan pasar kosmetik halal yang semakin memanfaatkan TikTok Shop sebagai platform social commerce. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) melalui SmartPLS 4.0. Data dikumpulkan dari 100 konsumen Muslim Generasi Y dan Z di Kota Banda Aceh yang pernah mengakses, melihat, atau membeli kosmetik halal melalui TikTok Shop dengan teknik purposive sampling dan kuesioner skala Likert. Hasil penelitian menunjukkan bahwa Behavioral Control berpengaruh positif dan signifikan terhadap Purchase Intention dan Attitude. Halal Consciousness berpengaruh positif dan signifikan terhadap Attitude, tetapi tidak berpengaruh signifikan terhadap Purchase Intention. Attitude berpengaruh positif dan signifikan terhadap Purchase Intention serta memediasi secara parsial pengaruh Behavioral Control terhadap Purchase Intention. Namun, Attitude tidak mampu memediasi pengaruh Halal Consciousness terhadap Purchase Intention. Temuan ini menunjukkan bahwa kemudahan akses platform dan keyakinan konsumen dalam bertransaksi daring lebih berperan dalam meningkatkan niat beli kosmetik halal dibandingkan kesadaran halal semata.
Kata kunci: Behavioral Control, Halal Consciousness, Attitude, Purchase Intention, Kosmetik Halal, TikTok Shop.

This study aims to analyze the influence of Behavioral Control and Halal Consciousness on Purchase Intention with Attitude as a mediating variable among halal cosmetic consumers on TikTok Shop in Banda Aceh City. The study was motivated by the growing halal cosmetics market and the increasing use of TikTok Shop as a social commerce platform. A quantitative approach was employed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method through SmartPLS 4.0. Data were collected from 100 Muslim consumers from Generations Y and Z in Banda Aceh City who had accessed, viewed, or purchased halal cosmetics through TikTok Shop using purposive sampling and Likert-scale questionnaires. The results indicate that Behavioral Control has a positive and significant effect on both Purchase Intention and Attitude. Halal Consciousness positively and significantly affects Attitude but has no significant direct effect on Purchase Intention. Attitude positively and significantly influences Purchase Intention and partially mediates the effect of Behavioral Control on Purchase Intention. However, Attitude does not mediate the effect of Halal Consciousness on Purchase Intention. These findings highlight the importance of platform accessibility and consumer confidence in encouraging halal cosmetic purchase intentions. Keywords: Behavioral Control, Halal Consciousness, Attitude, Purchase Intention, Halal Cosmetics, TikTok Shop.