<![CDATA[The rapid growth of the cosmetic industry in Indonesia, particularly in Makassar City, has been accompanied by the widespread circulation of cosmetic products that do not fully comply with statutory labeling requirements. Inadequate or misleading product information may undermine consumer safety and violate consumer rights as stipulated under prevailing consumer protection laws. Accordingly, consumer awareness of legal protection constitutes a crucial determinant in shaping purchasing decisions for cosmetic products. This study aims to analyze the legal effect of information labeling and consumer protection awareness on purchasing decisions of cosmetic products in Makassar City, both partially and simultaneously. This research adopts a quantitative approach employing a survey method. Primary data were obtained through structured questionnaires distributed to 156 respondents who had previously purchased and used cosmetic products in Makassar City. The data were analyzed using multiple linear regression techniques with the assistance of SPSS software. The findings demonstrate that information labeling has a positive and statistically significant effect on consumers’ purchasing decisions. Likewise, consumer protection awareness exerts a positive and statistically significant influence on purchasing decisions. Simultaneously, information labeling and consumer protection awareness significantly affect purchasing decisions of cosmetic products in Makassar City. These results indicate that consumers are more likely to purchase cosmetic products that provide complete, clear, and legally compliant labeling, supported by a sound understanding of consumer rights and obligations as regulated under Law Number 8 of 1999 on Consumer Protection and the relevant regulations of the Indonesian Food and Drug Authority (BPOM) concerning cosmetic labeling.]]>
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