Abstract_The purpose of this paper is to analyze the impact of ethnocentrism, product knowledge, and social influence toward purchase intention through attitude to wardah cosmetic in Samarinda City. This paper used quantitative method. Structural Equation Modeling (SEM) was performed to test the measurement. Total participants are 102 participant were domicile in Samarinda City completed a questionnaire were used Likert Scale with 1-5 score. The result, ethnocentrism have significant impact on attitude andproduct knowledge and social influence have no significant impact on attitude; ethnocentrism, product knowledge, social influence, and attitude have a significant impact on purchase intention