PENGARUH LITERASI HALAL TERHADAP ACTUAL PURCHASING PRODUK KOSMETIKA PADA MAHASISWI MUSLIM FAKULTAS FARMASI UNIVERSITAS GADJAH MADA BERDASARKAN PENDEKATAN THEORY OF PLANNED BEHAVIOUR HALAMAN JUDUL

It is an obligation for every Muslims to consume only halal products. Cosmetics are products that are frequently used in daily life, but not included in darurah products, so that halal and haram of cosmetics must be considered. This study aims to determine the effect of consumer knowledge about halal and haram cosmetics (halal literacy) to the actual purchasing of cosmetic products. This study based on the Theory of Planned Behavior approach. Data retrieved in concurrent method using a questionnaire. Subjects in this study are students of Faculty of Pharmacy, Universitas Gadjah Mada. Samples were taken using accidental sampling method from subjects who are willing to fill out a questionnaire as much as 111 respondents. Data were analyzed using descriptive analysis, simple linear regression analysis, and multiple regression analysis. The results showed that attitude towards behavior, subjective norms, and perceived behavioral control simultaneously have a strong positive relationship (R = 0.849) and a significant effect (p-value 0.000 <0.05) of the intention together. Partially, only attitude towards behavior that significantly influence intention (p-value 0.000 <0.05). Intention variable has a positive and significant impact on actual purchasing (p-value 0.000 <0.05). There is a significant relationship between average income per month with a monthly consumption of cosmetic products (p-value 0.000 <0.050). There is no evidence that self-efficacy relates to the actual literacy (Confidence Interval OR 0.793 <1