The Influence of Subjective Norms and Religiosity on the Purchase Intention of Halal Products with the Mediator Variable of Consumer Attitudes

The muslim communities are spread throughout the world, one of the country which has Muslim majority is Indonesia. Based on the development of Islam, culture, and social life, Indonesian people are highly interested in products related to lifestyle, one of which is the skincare products. This study aims to reveal the influence of subjective norms and religiosity on consumer buying interest, with the mediator variable of consumer attitudes. This research will involve Muslim consumers who understand the Scarlett brand of halal skincare products. The number of samples was determined to be 160 people, who were selected using the convenience sampling method. The research data obtained is primary, collected using a questionnaire, and will be analyzed using the SEM approach and the help of the PLS data processing program. The results of the analysis show that religiosity and subjective norms positively influence consumer attitudes toward halal skincare products and product purchase intentions. In addition, consumer attitudes are also a mediator variable of the effect of religiosity and subjective norms on product purchase intentions.