<![CDATA[The rapid growth of digital commerce has transformed consumer purchasing behavior, particularly in the halal skincare market. This study examines the effects of self-control, financial resources (allowance), and double-date promotional events on halal skincare purchase decisions, while assessing the mediating role of consumption behavior. Grounded in the Theory of Planned Behavior, data were collected from 389 female students at Universitas Islam Negeri Sumatera Utara and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that self-control, allowance, and double-date promotional events significantly influence halal skincare purchase decisions. However, consumption behavior does not mediate the relationships between these determinants and purchasing decisions. The results suggest that both individual self-regulation and external promotional stimuli directly shape halal consumption choices in digital marketplaces. This study contributes to the halal consumer behavior literature by extending understanding of purchase decision drivers beyond religious considerations and offers practical implications for halal skincare marketers operating in e-commerce environments.]]>
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