PERILAKU PEMBELIAN PRODUK SKINCARE HALAL PRO-LINGKUNGAN AVOSKIN MENGGUNAKAN THEORY OF PLANNED BEHAVIOR DAN VALUE-BELIEF-NORM THEORY

Muhayyijah Fil Qurbah Shoolihah, NIM.: 23208012011 (2026) PERILAKU PEMBELIAN PRODUK SKINCARE HALAL PRO-LINGKUNGAN AVOSKIN MENGGUNAKAN THEORY OF PLANNED BEHAVIOR DAN VALUE-BELIEF-NORM THEORY. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study ams to analyze consumers behavioral purchase intention toward halal and pro-environmental skincare products of Avoskin by integrating the Theory of Planned Behavior (TPB) and the Value-Belief-Norm Theory (VBN). The independent variables in this study include attitude, subjective norm, perceived behavioral control, value, belief, and norm, with purchase intention as the mediating variable and purchase decision as the dependent variable. This study employs a quantitative approach using purposive sampling, involving 406 female respondents who have purchased Avoskin products. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that all independent variables have a positive and significant effect on purchase intention and purchase decision of halal and pro-environmental skincare products of Avoskin. Furthermore, purchase intention is proven to significantly mediate the relationship between the independent variables and purchase decision. This study contributes to enriching the understanding of consumer behavior by integrating TPB and VBN in the context of sustanable and pro-environmental skincare products, and provides insights for skincare companies in designing marketing strategies that consider psychological, social, and sustanability-related values of consumers. In addition, this study is expected to enhance consumer awareness of the importance of sustanability and encourage the selection of environmentally friendly skincare products.

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