Pengaruh Label Halal dan Religiusitas Terhadap Minat Beli dan Keputusan Pembelian

English This study aims to determine the effect of halal label on buying interest, religiosity to buying interest, halal label on purchasing decision, religiosity to purchase decision, halal label on buying decision through buying interest, religiosity to buying decision through buying interest, and buying interest on purchasing decision On cosmetic buyer wardah in pretty healthy cosmetic shop.This type of research is explanatory research (explanatory research) with quantitative approach and using path analysis. This population is a buyer Wardah Beauty House Surabaya. The sample used in this research as many as 100 respondents taken using Insidental sampling. The results of the analysis in this study indicate that the halal label has a positive and significant effect on buying interest, religiosity has a positive and significant effect on buying interest, halal label has a positive effect and no significant purchase decision. Religiosity has a positive and significant effect on purchasing decision, the label has a significant effect on purchasing decision through buying interest. Religiosity has a significant effect on buying keputisan through buying interest, buying interest have positive and insignificant effect to purchasing decisio. Keywords: Halal Label, Religiosity, Buying Interest, Purchase Decision.  Indonesia Penelitian ini bertujuan untuk mengetahui pengaruh label halal terhadap minat beli, label halal terhadap keputusan pembelian, religiusitas terhadap minat beli, religiusitas terhadap keputusan pembelian, label halal terhadap keputusan pembelian melalui minat beli, religiusitas terhadap keputusan pembelian melalui minat beli, dan minat beli terhadap keputusan pembelian pada pembeli kosmetik wardah di Wardah Beauty House Surabaya. Jenis penelitian ini adalah penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif dan menggunakan analisis jalur. Populasi ini adalah pembeli kosmetik wardah diwardah beauty house Surabaya. sampel yang digunakan dalam penenlitian ini sebanyak 100 responden yang diambil menggunakan Sampling Insidental. Hasil analisis dalam penelitian ini menunjukkan bahwa label halal berpengaruh positif dan signifikan terhadap minat beli, religiusitas berpengaruh positif dan signifikan terhadap minat beli, label halal berpengaruh positif dan tidak signifikan keputusan pembelian. Religiusitas berpengaruh positif dan signifikan terhadap keputusan pembelian, label berpengaruh signifikan terhadap keputusan pembelian melalui minat beli. Religiusitas berpengaruh signifikan terhadap keputisan pembelian melalui minat beli, dan minat beli berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. Keywords: Label Halal, Religiusitas, Minat Beli, Keputusan Pembelian