Indonesia is the largest Muslim country in the world. Every Muslim must consume halal products. The trend in Indonesian society that is developing now is the hijrah trend. People change lifestyles to become more aware and concerned with the halal of a product. The hijrah trend makes halal standardization develop on food and beverages, services and lifestyle (halal cosmetics). One of the halal cosmetics sold in Indonesia is Make Over Brand Cosmetics. Make Over has been registered in the Indonesian Ulema Council as halal cosmetics that can provide security for Muslim. The purpose of this study is to analyze the direct relationship between Islamic religiosity and halal knowledge variables on the attitude and purchase intention variables. Then analyze the indirect relationship between Islamic religiosity and halal knowledge variables on the purchase intention variable that is mediated by the attitude variable. The sampling technique is purposive sampling with 185 respondents. Data analysis techniques using quantitative analysis with analysis tools SmartPLS 3.0. The results of the analysis showed a significant positive direct relationship between Islamic religiosity variables and halal knowledge on the purchase intention and attitude variables. Then there is also an indirect relationship with partial mediation by the attitude variable.

ABSTRAKTren di masyarakat Indonesia saat ini, yaitu tren hijrah. Masyarakat mengubah gaya hidup menjadi lebih sadar dan peduli dengan kehalalan suatu produk. Standar halal berkembang dari produk makanan-minuman, kini mencakup produk jasa dan gaya hidup (kosmetik halal). Salah satu kosmetik halal yang dijual di Indonesia yaitu Kosmetik Merek Make Over. Make Over telah terdaftar di Majelis Ulama Indonesia sebagai kosmetik halal. Tujuan penelitian adalah menganalisis pengaruh langsung antara variabel agama islam, pengetahuan halal, gaya hidup halal terhadap variabel niat beli dan pengaruh tidak langsung yang dimediasi oleh variabel sikap. Teknik pengambilan sampel yaitu purposive sampling sebanyak 185 responden. Teknik analisis data yaitu analisis kuantitatif dengan alat analisis menggunakan SMART PLS 3. Hasil analisis menunjukkan pengaruh positif signifikan antara variabel agama islam, pengetahuan halal, gaya hidup halal terhadap variabel niat beli secara langsung dan terdapat hubungan tidak langsung melalui variabel sikap dengan mediasi parsial. Sehingga pemasar perlu memperhatikan, mendukung prinsip halal dan open minded terhadap perubahan. ABSTRACTThe current trend in Indonesian society is the hijrah trend. People change lifestyles to become more aware and concerned with the halal of a product. Halal standard developed from food-beverage products, now it develops service and lifestyle products (halal cosmetics). One of the halal cosmetics sold in Indonesia is the Make Over Cosmetics Brand. Make Over has been registered in the Indonesian Ulema Council as halal cosmetics. The purpose of this research is to analyze directly between the variables of Islamic religion, halal knowledge, halal lifestyle to the purchase intention variable and the indirect effect mediated by the attitude variable. The sampling technique is purposive sampling of 185 respondents. The data analysis technique is quantitative analysis using SMART PLS 3. The results of the analysis show a significant positive effect between Islamic religious variables, halal knowledge, halal lifestyle on direct purchase intention variables and indirectly related through influence variables with partial mediation. Need to be considered, supporting the principle of halal and open-minded to change.