The increase in the intention to buy halal products is becoming increasingly massive with the existence of E- Commerce. Through the Partial Least Square-Structural Equation Modeling (SEM-PLS) method, it can be seen which variables influence directly, indirectly or through mediation, the intention to buy halal products. The research uses primary data with a total sample of 200 respondents. The results of this study prove that by mediating attitudes, functional values influence purchase intentions and social values directly influence purchase intentions. While emotional value has no significant positive effect on purchase intention and attitude.

Keywords : Component; Halal Products; Functional Values; Emotional Values; Attitude, E-Commerce.