<![CDATA[The purpose of this study is to analyze and examine the influence of Word of Mouth, Religiosity, and Perceived Behavioral Control on Purchase Intention, with Attitude serving as a mediating variable among Generation Z consumers of Wardah cosmetics in Jakarta. The object of this study is Generation Z consumers residing in Jakarta who are familiar with or have used Wardah cosmetics. The sampling technique employed in this study was purposive sampling, with a total of 349 respondents. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that Word of Mouth has a significant influence on Attitude and Purchase Intention. Religiosity has a significant influence on Attitude and Purchase Intention. Perceived Behavioral Control has a significant influence on Purchase Intention. Furthermore, Attitude has a significant influence on Purchase Intention. The findings also reveal that Attitude mediates the relationship between Word of Mouth and Purchase Intention, as well as the relationship between Religiosity and Purchase Intention among Generation Z consumers of Wardah cosmetics in Jakarta.]]>
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