T This study aims to examine and analyze the effect of (1) religiosity, hedonic shopping value, utilitarian shopping value on cognitive attitudes and affective attitudes, (2) the influence of cognitive attitudes, affective attitudes on online purchase intentions. The sample used in this study was 150 respondents and the respondents used in this study were consumers of Wardah Insta Perfect products who shop online. The sampling method was purposive sampling method and used descriptive statistical analysis methods and the Structural Equation Model (SEM) method with the SPSS Amos software.The results of this study showed that (1) there was no significant effect between religiosity on affective attitudes and the value of hedonic shopping on cognitive attitudes. (2) there is a significant influence between religiosity on cognitive attitudes, hedonic shopping values on affective attitudes, and utilitarian values on cognitive and affective attitudes. (3) there is an influence between cognitive and affective attitudes on online purchase intentions.From the results of this study, it is recommended for marketers to continue to develop in product variants because of the wide market in Indonesia with the largest Muslim population in the world. Marketers can give benefit from a product and can also touch consumers' emotions by using the product they feel there is a closeness to God and also religious affiliation.It is also recommended for further research to be able to examine more variables in the context of online shopping intentions, including variables that can affect cognitively and effectively on online shopping intentions.