<![CDATA[The increasing competition in Indonesia's cosmetics industry has prompted companies to understand better the factors influencing consumers' purchasing decisions. This study aimed to examine the effects of green products, viral marketing, and halal awareness on purchase decisions, with purchase intention serving as an intervening variable among consumers of Camille Beauty in Salatiga City. A quantitative research approach was employed using primary data collected through questionnaires from 100 respondents selected through purposive sampling. The data were analyzed using path analysis. The results indicate that green products, viral marketing, and halal awareness have positive and significant effects on purchase intention. Purchase intention also positively influences purchase decisions. Furthermore, green products, viral marketing, and halal awareness directly affect purchase decisions, while purchase intention significantly mediates the relationships between the independent variables and purchase decisions. These findings confirm the applicability of the Theory of Planned Behavior in explaining consumer purchasing behavior toward halal cosmetic products and suggest that companies should strengthen environmentally friendly product attributes, optimize digital marketing strategies, and maintain halal product quality to enhance consumer purchase intention and purchasing decisions.]]>
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