The Effects of Consumer Knowledge and Religiosity on Halal Cosmetics Buying Intention with Consumer’s Attitude as the Mediation Variable

This study was aimed to determine the effects of consumer knowledge and religiosity on halal cosmetic buying intention with consumer attitude as the mediation variable. This is a causal associative research with quantitative approach. The sample of this study is woman that live in Yogyakarta who use Wardah Cosmetics. Purposive sampling was used as the sampling technique with 132 consumer as the sample. Data was collected through survey with online questionnaire. The regression analysis used as the data analysis technique. The research results shows that consumer knowledge positively affects consumer attitude, religiosity positively affects consumer attitude, consumer knowledge positively affects buying intention, religiosity positively affects buying intention, consumer attitude positively affects buying intention, consumer knowledge and religiosity positively affects buying intention with consumer attitude as mediation variable.