This study aims to analyze the influence of product knowledge, religious norm to purchase intention mediated by attitude on Samyang Noodle cunsumers in Special Region of Yogyakarta province. The subject in this study was consumers Samyang Noodle. Sampling which used in this study were 131 respondents using purposive sampling technique. Analysis tool which used in this study is Structural Equation Modeling (SEM) using AMOS ver 22. Based on the analysis that heve been made the results are the product knowledge significantly influence attitude, religious norm significantly influence attitude, product knowledge not significantly influence purchase intention, religious norm significantly influence purchace intention, attitude not significantly influence purchase intention, attitude is significantly mediating purchase intention, and attitude not significantly mediating purchase intention