The goal of this study is to determine the effect of subjective norm, religiosity, halal literacy, and halal certification on purchase intention by attitude towards halal product as the mediation. The research object is Korean instant noodle which is related to halal issue. Empirical data collection was carried out using the non-probability method with purposive sampling technique with 345 respondents consisted of 60% women and 68% aged 18 years. 8 hypotheses were proposed, and 4 hypotheses were accepted. The research result shows that halal certification has direct and indirect effect on purchase intention. Subjective norm and religiosity have no direct effect on purchase intention but have indirect effect on purchase intention by attitude towards halal products as a mediator. Meanwhile, halal literacy has no significance in direct and indirect effect on purchase intention.
