In Twilight, why do Rosalie and Jasper have the same last name?
The members of the Cullen "family" are trying to keep up the pretense that they are actually related. Edward, Alice, and Emmett took on the name Cullen when they were "adopted" by Carlisle and Esme; but it would be creepy for Alice and Jasper (and Rosalie and Emmett) to have the same last name, since they're together romantically. So Rosalie kept her original last name and they pretend that Jasper is her twin brother, hence his last name.
The whole reason is so that they can be in public among regular humans and seem like their story is realistic, that they were all adopted by the Cullens so they're a family but not actually related.
In "Twilight", why do Jasper and Rosalie use the last name Hale instead of Cullen?
I think the reason why Rosalie and Jasper have different last names is because each is romantically involved with one of the other "foster" siblings. Remember that Dr. Cullen created his "family" by...
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either turning other people into vampires or accepting existing vampires into his group. Because vampires don't age physically, they continue to look the same as they did when they were "turned" (that's one reason why they are so against turning small children into vampires). Because they want to assimilate into human society, the younger Cullens all attend high school. If they were all named Cullen, it would be more difficult for the human teenagers to accept that brothers and sisters--even though not related by blood--were dating each other.