<![CDATA[This study aims to determine and empirically test consumer decisions regarding halal cosmetics on the Tiktok Shop application in the Pamekasan community. The global Muslim population reached 1.9 billion in 2019 and is expected to double to 3 billion by 2060. This development is predicted to increase 70% from the 2015 population and will represent 31.1% of the global population. The rapid development of the population is in line with the increasing demand for halal-based products. The development of technology and the all-digital era has an impact on people's lifestyles. One of them is having an application that is easy to manage and use. Applications can provide a hub to support users. One example of an application that is currently popular among the public is the Tiktok application. This study uses quantitative methods using the concept of Extended Theory of Planned Behavior (TPB) theory with halal literacy variables as moderation processed through "Structural Equation Modeling" (SEM). Data collection in the field was carried out by distributing questionnaires to the public, especially vulnerable people aged 18 years and over and a total of 194 valid questionnaires were obtained. The findings of the research results show that attitude factors, perceived behavioral control are significant to the purchase intention of halal cosmetics. Meanwhile, the moderating variable halal literacy does not moderate the relationship between attitude, subjective norm and perceived behavioral control on purchase intention of halal cosmetics. Keyword: Halal Cosmetics, Tiktok Shop, Theory of Planned Behavior (TPB).]]>
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