The meaning of tourists as stated in Law No. 9 of the Republic of Indonesia regarding tourism, Chapter 1 contains the general provisions of Article 1 paragraphs 1 and 2 which are formulated as follows: Enjoying tourist attractions and items is the purpose of tourism, which is voluntary travel or a portion of it. In the meanwhile, travelers are those who engage in travel-related activities (Permadi et al., 2019).

Usage decisions refer to the process in which individuals make choices or decide to use a particular product, service, or experience (Peter & Olson, 2014). The decision to use halal cosmetics can be influenced by several factors. According to (Kotler, 2001), the decision to use a product includes the stability of a product, the habit of using a product or service, giving recommendations to others, and reuse. (Ajzen & Fishbein, 1980) explain the theory of action reasoning as an appropriate means of explaining consumer behavior regarding the relationship between attitudes, intentions, and various behaviors. By incorporating behavioral control, (Ajzen, 1991) improved the TRA, which is now known as the theory of planned behavior. In the context of TPB theory, the most significant factor influencing an individual's behavior is their behavioral purpose. A person's attitude toward behavior and subjective norms combine to form their purpose to demonstrate that action (Farida et al., 2023). From this intention, a decision will emerge whether or not to use an item (product) or service.

In line with (Kotler & Armstrong, 2015) product quality is how a product has a value that can provide satisfaction to consumers, both physically and psychologically. A product is considered to be of high quality when it outperforms similar products in the market and consumers are more likely to acquire it (Hussain, 2022). The criteria used to gauge the quality of halal products include their high caliber, their good quality, and their appealing appearance (Hussain, 2022). Consistent with earlier studies, (Thousani et al., 2021) stated in their research that the product quality perceived by consumers can have a positive impact on consumers buying and using halal cosmetic products.

H1: Product quality has a positive effect on the decision to use halal cosmetics

Product benefits are the advantages or advantages provided by the product to consumers (Kotler & Keller, 2016). High-value products are significantly more advantageous than expensive ones. Benefits of the goods include not only their functionality but also the feelings of fulfillment one gets from possessing, using, or obtaining them (Griffin & Ebert, 2009). With the benefits of the product, it will create value in the eyes of consumers so that it will survive and excel, and a positive image will be formed in the eyes of consumers (Idham, 2022). Results of research conducted by (Al-Khatib & Khan, 2021) confirm how product benefits affect consumers' intentions to buy halal cosmetics, which is consistent with research by (Al-Mamum & Iqbal, 2019), (Al-Mamum & Iqbal, 2020) which shows that product benefits have a significant influence on purchase intentions and decisions to use halal cosmetics among consumers in Malaysia.

H2: Product benefits has a positive influence on the decision to use halal cosmetics

Consciousness is a thought process. If a change is desired in society, whether on a large or small scale, the first step that needs to be taken is to change the mindset. A collection of people's manner of thinking, in which each thought is distinct from the others, gives rise to consciousness (Simorangkir, 1987). Research conducted by (Pratiwi & Falahi, 2023) discovered that awareness can affect the decisions made by consumers when making purchases. This is consistent with the research that (Sara et al., 2022) and (Azizah & Sari, 2021) which found that awareness influences interest in buying halal cosmetic products.

H2: Awareness have a positive influence on the decision to use halal cosmetics

Brand image is the name and symbol of a company (Othman et al., 2022). Brand image is consumers' perception and belief in a brand (Utami & Genoveva, 2020). Consumer perceptions and experiences shape a brand, therefore savvy consumers will only purchase products from companies they are familiar with and find appealing (Hussain, 2022). Consumers' collective perception of a product forms the basis of its brand image (Utami & Genoveva, 2020).

Research conducted by (Azizah & Sari, 2021) indicates how brand perception significantly influences Indonesian consumers' intentions to buy halal cosmetics. Research conducted by (Arsyad & Adam, 2021) shows that brand image has a significant mediating role in the relationship between product quality and the decision to use halal cosmetics. And, research conducted by (Al-Mamum & Iqbal, 2020) indicates that product benefits and halal awareness have a favorable impact on Malaysian Muslim women's intentions to buy halal cosmetics.

According to research by Syah customer happiness has a favorable and considerable impact on brand image, which in turn affects consumer loyalty. Customer satisfaction is a function of the advantages that a product offers to its users. This demonstrates the importance of brand image in the link between benefits and purchase decisions.

Meanwhile, studies on consciousness carried out by (Muslichah et al., 2020) indicate that the decision to use halal products is positively influenced by knowledge of halal items. Effective ads that emphasize raising knowledge about the use of halal products can help achieve this. Therefore, the decision to adopt halal products can be influenced by the brand image that is promoted along with awareness of halal products.

H4: Brand image has a positive effect on the decision to use halal cosmetics

H5: Brand image moderates the relationship between product quality and the decision to use halal cosmetics

H6: Brand image moderates the relationship between product benefits and the decision to use halal cosmetics

H7: Brand image moderates the relationship between awareness and the decision to use halal cosmetics

The framework of thought that follows is derived from the literature review and hypothesis building that were previously mentioned:

The respondents in the research were tourists who had visited Lombok, West Nusa Tenggara (NTB), and used halal cosmetic products with a total of 305 respondents.

Based on Table 2, it is known that the respondents in this study were dominated by 249 (82%) women, with a final education level of D4/S1 as many as 150 (49%), and 172 (56%) of the respondents came from outside Lombok. 305 respondents.

Based on the results of data processing using the SmartPLS program in this research, the following results were obtained:

All of the study's indicators have factor loading values of more than 0.7, which indicates that the indicator is valid, according to Figure 1. In addition, Table 2 shows that all indicators have AVE values better than 0.5, Cronbach's Alpha values greater than 0.6, and Composite Reliability values greater than 0.7, indicating that the data is convergent and trustworthy. Thus, it can be said that the variables in this study can be measured using these indicators.

A model can be said to be good when it passes the suitability test results, this can be seen in three ways, one of which is the coefficient of determination (R-square) (Gunawan & Pertiwi, 2022). A good R-squared value ranges between zero and one (Widarjono, 2018). The R-square values ​​are 0.70 (strong), 0.50 (moderate), and 0.25 (weak) (Ghozali & Latan, 2017).

Based on Table 3, it is known that the R-square value is 0.712 with an adjusted R-Square value of 0.705 based on test results by the SmartPLS application. In light of the fact, that all of the model's constructs are strong, hypothesis testing can proceed.

In evaluating the model's importance for testing the structural model, you can examine the T-Statistics value of the relationship between the independent and dependent variables as well as the relationship, via the moderating variable (brand image), between the independent variables (product quality, benefits, and awareness) and the dependent variable (decision to use halal cosmetics). Table 4 below displays:

The P-values in Table 4 above show the test findings for each of the research's hypotheses. The p-values ​​for the product quality variable on usage decisions are 0.113 > 0.05, which means H1 is rejected. The p-values ​​for the product benefit variable on usage decisions are 0.000 < 0.05, which means H2 is accepted. The p-values ​​for the awareness variable regarding usage decisions are 0.000 < 0.05, which means H3 is accepted. The p-values ​​for the brand image variable on usage decisions are 0.000 < 0.05, which means H4 is accepted. The p-value ​​for moderating effect 1 (product quality-brand image) on usage decisions is 0.367> 0.05, which means H5 is rejected. The p-value ​​for moderating effect 2 (product-brand image benefits) on usage decisions is 0.295> 0.05, which means H6 is rejected. The p-value ​​for moderating effect 3 (awareness-brand image) on usage decisions is 0.921> 0.05, which means H7 is rejected.

The results of the data analysis show that product quality cannot influence the decision to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of the hypothesis test in Table 4 showing a p-value greater than 0.05, so the first hypothesis (H1) is rejected. This shows that the majority of consumers are more concerned with cosmetics that have a short-term impact than cosmetics that have a long-term impact. Product quality should be the main thing that consumers need to pay attention to before choosing a product to consume. Good product quality can certainly have a good impact in the long run. Although product quality does not affect the decision to use halal cosmetics, cosmetics manufacturers must still ensure the quality of their products remains high, this is important to maintain consumer confidence and a good brand reputation. These results are in line with research conducted by (Nadiya & Wahyuningsih, 2020), which states that product quality does not influence purchasing decisions.

The results of the data analysis show that product benefits have a significant influence on the decision to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of the hypothesis test in Table 4 showing the p-value is smaller than 0.05, so the hypothesis (H2) is accepted. Consumers use cosmetic products to get the desired results such as clean, healthy, and attractive-looking skin. The benefits provided by cosmetic products that have a halal label provide more peace and comfort for users because they have passed the halal certification test and have been scientifically tested. In addition, consumers use halal cosmetics not only to meet halal standards but also to provide effective and safe results for the skin. This encourages the cosmetics industry to not only focus on the halal label but also on the safety and benefits that the product will provide to consumers such as continuing to innovate by using natural and organic ingredients with halal principles, as well as ensuring sustainable production processes. Because the product benefits provided by a product are one of the important factors that influence consumers in choosing a product. These results are in line with previous research by (Al-Khatib & Khan, 2021), and (Al-Mamum & Iqbal, 2019), (Al-Mamum & Iqbal, 2020) which found that product benefits influences halal cosmetic purchasing decisions.

The results of the data analysis show that awareness has a significant influence on the decision to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of the hypothesis test in Table 4 showing the p-value is smaller than 0.05, so the hypothesis (H3) is accepted. Consumers who are more aware will prefer products that match their beliefs and values. Along with the increase in the Muslim population, awareness of the use of halal products is also increasing (Utami & Genoveva, 2020), resulting in a shift in interest from using cosmetic products not labeled as halal to cosmetic products with a halal label. This awareness encourages consumers to look for products that not only comply with Islamic law but also guarantee quality and safety. The higher their awareness of compliance with sharia principles, the higher their desire to use halal cosmetic products. For this reason, the cosmetics industry must increase transparency about their products, ensuring that their products meet existing standards. These results are in line with previous research by (Sara et al., 2022), and (Azizah & Sari, 2021), which found that awareness influences purchasing decisions for halal cosmetics.

The results of the data analysis show that product benefits have a significant influence on decisions to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of the hypothesis test in Table 4 showing the p-value is smaller than 0.05, so the hypothesis (H4) is accepted. Consumers tend to choose products that have a good brand image. A strong brand image can build consumer trust and loyalty, especially in markets that are very concerned about compliance with Sharia principles. If a product has a good brand, it will develop a positive and long-term relationship with consumers, so that it can increase consumer loyalty and will make repeat purchases (Hussain, 2022) (Setiawan et al., 2023). Therefore, the cosmetics industry in the future should focus on building an authentic and consistent brand image, which includes ingredient transparency, ethical production processes, and effective marketing communications. These results are in line with research conducted by (Othman et al., 2022) which found that brand image influences the intention to buy halal cosmetics.

The results of the data analysis show that brand image cannot moderate the relationship between product quality and the decision to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of the hypothesis test in Table 4 showing a p-value greater than 0.05, so hypothesis five (H5) is rejected. This shows that whether a brand image is good or not, it does not directly have a moderating effect on consumer decisions in using a product. Consumers tend to focus more on halal and product benefits than brand reputation. Compliance with halal standards is often the main factor influencing usage decisions, which means that even if the brand image is good, it does not necessarily change consumers' perceptions about the quality of the product itself. Therefore, the halal cosmetics industry should strive to ensure that their products not only meet halal standards but also offer good quality. These results are in line with research conducted by (Hasiholan & Amboningtyas, 2023) and (Oktavenia & Ardani, 2018) showing that brand image cannot moderate the relationship between product quality and purchasing decisions for a product but influences if used as a mediating variable.

The results of the data analysis show that brand image cannot moderate the relationship between product benefits and decisions to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of hypothesis testing in Table 4 showing a p-value greater than 0.05, so hypothesis six (H6) is rejected. Consumers tend to prioritize the direct benefits they feel from the product rather than brand perception. Consumers focus more on aspects of halalness and product effectiveness rather than brand image. Therefore, the halal cosmetics industry must ensure that their products can provide real and clinically proven benefits. These results are not in line with research conducted by (Al-Mamum & Iqbal, 2020) which states that product benefits have a positive influence on halal cosmetic purchase intentions for female Muslim consumers in Malaysia, and research conducted by (Syah et al., 2022) which found that brand image has a relationship between product benefits and purchasing decisions.

The results of the data analysis show that brand image cannot moderate the relationship between awareness and decisions to use halal cosmetics among tourists visiting Lombok NTB, this is evidenced by the results of hypothesis testing in Table 4 showing a p-value greater than 0.05, so hypothesis seven (H7) is rejected. Consumers who are already aware tend to make decisions based on their criteria, not based on their reputation. Awareness is a more dominant and direct factor influencing the decision to use halal cosmetics, while brand image acts as a secondary factor that does not significantly influence the decision. Therefore, the halal cosmetics industry should focus on increasing awareness through education and campaigns that can increase their awareness of halal cosmetic products. These results are in line with research by (Aspan et al., 2017) which states that halal awareness cannot influence consumer purchasing decisions. But these results are not in line with research conducted by (Al-Mamum & Iqbal, 2020) and (Muslichah et al., 2020) which states that halal awareness has a positive influence on the purchase intention and decisions of halal cosmetics for female Muslim consumers.