Fuad Hasyim Universitas Islam Negeri Raden Mas Said Surakarta fuad.hasyim@iain-surakarta.ac.id Nurwulan Purnasari 2 Universitas Islam Negeri Raden Mas Said Surakarta nurwulan.purnasari@iain-surakarta.ac.id Abstract The purpose of this study is to investigate the factors that infuence Indonesian customers in purchasing decisions for halal food. These factors are attitude, subjective norms and perceived behavioral control taken from the theory of planned behavior (TPB) approach. The reason for using this theory is because TPB emphasizes aspects of individual behavior in making purchasing decisions. Data obtained 127 respondents from distributing e-questionnaires with random sampling technique. The data is processed using structural equation modeling (SEM). The results show that all TPB constructs have a signifcant infuence on the purchase of halal food by Indonesian customers. This research adds to and expands our knowledge of the halal food purchasing decision, as well as identifying the rationales for halal food purchases. From a managerial standpoint, the fndings support investment decisions and relate to Indonesia’s growth as a halal hub (supply chain) that addresses and considers the concerns and needs of businesses and Indonesian government agencies. Keywords: Purchasing Decision; Consumer Behavior; Halal, TPB Introduction Halal is a word in the Qur’an which means permissible. Halal is a standard of food, behavior, lifestyle that is allowed and has been determined in the Qur’an. The Qur’an states that all food is halal unless specifcally called haram, which is prohibited or violates Islamic law (Farid & Basri, 2020). Halal most often refers to food that is permitted under Islamic law, while in Arabic, it refers to anything that is permitted in Islam (Aniqoh & Hanastiana, 2020). The majority of Muslims believe that the concept of halal is the absolute key to proper food or lifestyle. Lately, Muslim consumers are faced with various choices of products and services related to food or lifestyle, both halal and non-halal. Some local brands in Indonesia seem to be able to see a gap by IQTISHADIA Vol. 14 (1) 2021 PP. 107 - 124 P-ISSN: 1979 - 0724 E-ISSN: 2502 - 3993 DOI : 10.21043/iqtishadia.v14i1.10002 107 IQTISHADIA 14,1 Antecedent Halal Food Purchasing Decision: A Theory Of Planned Behavior (TPB) Approach