<![CDATA[This study is motivated by the rapid growth of the halal cosmetics industry, which has not yet been matched by an adequate level of public understanding regarding the concept of halal. The research aims to determine how the level of halal understanding and an individual's religious conviction influence purchasing decisions for cosmetics sold in Sidoarjo Regency. A quantitative methodology was employed, with data collected via online questionnaires completed by 164 respondents who met the study's participation criteria. Data analysis was conducted using multiple linear regression techniques with IBM SPSS Statistics software (version 25). The findings reveal that the ability to understand the halal concept and an individual's level of religious faith influence the decision to purchase halal cosmetics, both individually and simultaneously. The F-test yielded a value of 411.248 and a significance level of 0.000 (p < 0.05), indicating that both variables have a significant impact on purchasing decisions. The coefficient of determination (R²) was 0.834, signifying that these two variables account for 83.4% of the variation in purchasing decisions. Overall, halal literacy and religiosity levels significantly reinforce and influence the public's decision to purchase halal cosmetics in Sidoarjo Regency.]]>
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