<![CDATA[This study aims to analyze the influence of halal knowledge and FOMO (Fear of Missing Out) on the purchase intention for halal cosmetics, mediated by the attitudes of Gen Z Muslim consumers in East Java. A quantitative research method was employed, utilizing primary data collected via questionnaires and secondary data from the SGIE 2024/2025 report and Indonesian population statistics by religion. Purposive sampling was used to select 142 respondents. Data analysis was conducted using an associative approach with SmartPLS 4 software. This study complements previous research which tended to examine rational factors (such as religiosity, halal certification, and brand awareness) in isolation by simultaneously integrating cognitive and psychological dimensions to explain the purchase intention of Gen Z Muslims regarding halal cosmetics. The results indicate that halal knowledge (β = 0.346; t = 4.014; p = 0.000), FOMO (β = 0.193; t = 1.990; p = 0.047), and attitude (β = 0.417; t = 3.933; p = 0.000) directly influence purchase intention. Furthermore, attitude was found to partially mediate the effects of halal knowledge (β = 0.099; t = 2.040; p = 0.041) and FOMO (β = 0.249; t = 3.651; p = 0.000) on purchase intention. The R² values demonstrate that the model explains 76.2% of the variation in purchase intention and 63.0% of the variation in attitude, both of which fall into the "strong" category. These findings suggest that marketing approaches simultaneously addressing the cognitive, psychological, and evaluative dimensions of Gen Z Muslim consumers can optimize purchase intention]]>
